But what no one is discussing is the obvious: the new ratings system is based on a relatively untested technology and is being used by respondents with almost zero experience in it. The shocking changes in other markets that took place in the first few periods of currency have seemed to settle down, with a semblance of order coming back to the results.
In order to really know what this sea change in the ratings system will mean to radio stations and ad agencies, it will probably take another year of use and refinement, with Arbitron fiddling with their handiwork to make it more responsive to subscribers and for all respondents to understand that they actually have to wear the PPM devices when they're out-of-the-house and plug them into their base units each evening.
The "all new" 6+ and 12+ numbers look out of whack, but once the system settles down it's likely that it will represent a very familiar pattern of listening habits.
