Now We Care What The Diary Says?

It is amusing.

For many months, every radio consultant and programmer with an opinion is talking about the new "reality" of the PPM ratings. We have 3 (or is it 6?) times the cume as we ever knew about when we used that inferior diary methodology. Our TSL sucks. There is no loyalty. Don't say anything. It all causes instant tuneout. The sky is falling!

Now, the Nielsen survey in Lexington, KY, tells us that people in households with only cell phones spend much more time with radio than those who have regular telephones. They are also younger. They're probably smarter, nicer to their mothers and never forget to floss.

Since regular telephones have been the basis of ratings surveys until now, this is fantastic news!

The consultants (some of them) are ecstatic.

These are the same consultants who swear the the diary survey is horribly flawed, worthless really. PPM rules.

But the Neilsen survey in Lexington, KY is a diary survey.

Oops.