The Top Five PPM Mistakes
November 16, 2009

Coleman Insights VP and Media EKG founder Sam Milkman opened his TSBC presentation focused on research conducted by Coleman on Arbitron’s PPM audience measurement system saying, “The only rule is that there aren’t any rules. PPM doesn’t ‘say’ anything. For every ‘truth’ you hear about it, there are always contradictory examples.” Milkman went on to list what he termed the “Top five PPM mistakes” that his company has seen made under the new electronic audience measurement: 1) Thinking it’s a tactical game vs. focusing on brand content; 2) Not giving your brand dimension and ‘standing for something’; 3) Not designing a format and building expectations; 4) Not thinking about cume; 5) Worrying too much about ‘gaming’ the system.