Radio Station Employee Comments About Arbitron
May 4, 2004 6:59:20 GMT -5
Post by EvanJ on May 4, 2004 6:59:20 GMT -5
www.hitpredictor.com/hot_topic.php
Lance Ballance, Program Director, KSFI/Salt Lake City: Arbitron is evil...pure evil. Seriously, Arbitron, as we know, is the world's most inexact science. With any random sample, you can sometimes get bitten on the behind. Arbitron, someone once said, is 50% how good you are, and 50% pure dumb luck. If the diaries fall into the affluent areas here, then my station does very well. If not, then I get hosed. Besides, it usually takes Arbitron at least six months to accurately reflect any change in what you do on the air.
Jamie Hyatt, Program Director, KUCD/Honolulu: It would be nice to be judged by our 18-34 numbers rather than the 12+ numbers that no one but Radio and Records cares about. We're not targeting 12+...we're targeting 18-34 so I wish the "outsiders" would print the 18-34 numbers for each market (depending on the format, AC might want to print the 25-54 numbers).
Jeff Balentine, Program Director, WBNS/Columbus: Unfortunately, a radio station can have great research, have a teriffic "report card" in focus groups, etc., and it still comes down to where diaries fall...and if you're a niche station, this could mean life or death. 97.1 had an excellent book (5.4) good stuff considering how competetive the market is--especially from the amazing Jimmy Steele at Adult CHR WNCI, and the equallly talented Chuck Knight (both of whom want to knock my block off...LOL!). In terms of consistency of 25-34 sampling by Arbitron, the monthlies are all over the place...bring on the people meter! Mason Meyer, buddy, need some consistency...LOL!
Tommy BoDean, Program Director, WZEE/Madison: It is our report card very true! but if you only asked 1 out of 100 of my teachers how I was doing, you would probably get 100 different answers!
Rob Weaver, Program Director, WKPK/WKVK/Madison:
There are two things I think people should know. First, especially in smaller markets like ours (below 150), sample size is too small, so numbers can swing wildly. Most people see a 12+ number, which at least measures the entire radio population, but the beloved "25-54" demo is a joke...that's not a demographic...it's a family reunion!
KSFI is Adult Contemporary and Number 2 in Salt Lake City.
KUCD is Alternative and Number 8 in Honolulu.
WBNS is Hot AC and Number 7 in Columbus, Ohio.
WZEE is CHR-Pop and Number 1 in Madison.
WKPK/WKVK is labeled Madison but Madison is a Top 150 market and the employee said it wasn't a Top 150 market so I don't know where he's talking about. The station is not in the Madison ratings.
Lance Ballance, Program Director, KSFI/Salt Lake City: Arbitron is evil...pure evil. Seriously, Arbitron, as we know, is the world's most inexact science. With any random sample, you can sometimes get bitten on the behind. Arbitron, someone once said, is 50% how good you are, and 50% pure dumb luck. If the diaries fall into the affluent areas here, then my station does very well. If not, then I get hosed. Besides, it usually takes Arbitron at least six months to accurately reflect any change in what you do on the air.
Jamie Hyatt, Program Director, KUCD/Honolulu: It would be nice to be judged by our 18-34 numbers rather than the 12+ numbers that no one but Radio and Records cares about. We're not targeting 12+...we're targeting 18-34 so I wish the "outsiders" would print the 18-34 numbers for each market (depending on the format, AC might want to print the 25-54 numbers).
Jeff Balentine, Program Director, WBNS/Columbus: Unfortunately, a radio station can have great research, have a teriffic "report card" in focus groups, etc., and it still comes down to where diaries fall...and if you're a niche station, this could mean life or death. 97.1 had an excellent book (5.4) good stuff considering how competetive the market is--especially from the amazing Jimmy Steele at Adult CHR WNCI, and the equallly talented Chuck Knight (both of whom want to knock my block off...LOL!). In terms of consistency of 25-34 sampling by Arbitron, the monthlies are all over the place...bring on the people meter! Mason Meyer, buddy, need some consistency...LOL!
Tommy BoDean, Program Director, WZEE/Madison: It is our report card very true! but if you only asked 1 out of 100 of my teachers how I was doing, you would probably get 100 different answers!
Rob Weaver, Program Director, WKPK/WKVK/Madison:
There are two things I think people should know. First, especially in smaller markets like ours (below 150), sample size is too small, so numbers can swing wildly. Most people see a 12+ number, which at least measures the entire radio population, but the beloved "25-54" demo is a joke...that's not a demographic...it's a family reunion!
KSFI is Adult Contemporary and Number 2 in Salt Lake City.
KUCD is Alternative and Number 8 in Honolulu.
WBNS is Hot AC and Number 7 in Columbus, Ohio.
WZEE is CHR-Pop and Number 1 in Madison.
WKPK/WKVK is labeled Madison but Madison is a Top 150 market and the employee said it wasn't a Top 150 market so I don't know where he's talking about. The station is not in the Madison ratings.
