Never trust an American…

Something I read this morning gave me serious concern about the wisdom of trusting an American.images-6

First the background: A UK based friend of mine tells the story of working with an American consultant on the breakfast show said friend was presenting.

About two years ago the consultant flew over and announced that they’d been working a lot with US breakfast shows in markets measured by Portable People Meters (PPM). The consultant said these results were highly accurate because unlike the diary system they allowed you to look at exactly when people turned off and see what caused it.

With all this wisdom the consultant announced that the PPM data showed that people turned off during speech on the American breakfast shows. And so it was decided that my friend’s show should use this great insight and cut down on speech in their show too. Rigid time limits were imposed on the length any piece of talk could be.

Which brings me to what I read this morning. Apparently there are now severe doubts that PPM is measuring speech listening accurately and a feeling that speech listening is being under reported.

In other words there’s a large chance that a radio programme in the UK was radically changed by someone from the US who was talking rubbish.

About the Author: Euan

With over 20 years media experience, Euan McMorrow is a multi award winning radio programmer with a track record in boosting radio station ratings and nurturing talent on to bigger and better things.

Known for his creativity and no-nonsense style he’s also deeply experienced in branding, product launches, new media, PR, stunts and coaching.

Many of his ideas and presenters he’s worked with can be heard on radio stations all around the world.