Comments on: Changes in Radio Measurement Means Big Shifts for Advertisers

By: The Amazing Meltdown of San Diego Radio | Don't drink the koolaid

The Amazing Meltdown of San Diego Radio | Don't drink the koolaid — Wed, 20 Jan 2010 17:19:31 +0000

[...] advertising industry in a bit of a quandry. Rating points that were already a bit sketchy (see my previous blog spot on Arbitron ratings) are now completely unproven and unreliable. Advertisers that have been buying radio based purely [...]

By: Connor Vincent Lynch

Connor Vincent Lynch — Wed, 06 Jan 2010 19:56:37 +0000

Great information and discussion on the PPM. I read this post awhile back and recalled the blog today during a client meeting. I am putting together my Q1 radio schedules and pretty shocked to see some of the “big dogs” falling short on the list of popular stations. Jon, I get a kick out of the Celine analogy, but it is accurate. Steve brings up a valid point about fragmentation – stations need to find their niche and research their audience accordingly.

By: Steve Solberg

Steve Solberg — Wed, 06 Jan 2010 00:33:59 +0000

That’s a good point Jon. I think it’s a little bit of both, coupled with new listening options like satellite radio as well as free online music sites like Pandora and Grooveshark (that can be accessed through a mobile device and played through your car radio). Radio, like the internet, is becoming extremely fragmented and I don’t believe the radio stations as we know them are equipped to handle the competitive landscape at this time.

By: Jon

Jon — Wed, 06 Jan 2010 00:19:40 +0000

Clearly with the latest news on radio stations and massive cuts in production and talent, the latest numbers are showing radio cannot support some of the rates or claims they have made over the years. I wonder if the new ratings system has any part in this, or is it simply the economy? Hmmm….
Jon´s last blog ..Why Ad Agencies Shouldn’t Do Spec Creative

By: Bridget Garwitz

Bridget Garwitz — Tue, 05 Jan 2010 14:01:58 +0000

Excellent blog entry. As a child, I once filled out 5 Arbitron diaries of listenership because I knew I would receive $3. Needless to add, my submissions were likely less than accurate. The thought of investing a client’s radio dollars based on this erroneous data is frightening to me now. With the leveling off of radio ratings, media planners and buyers have to dig a bit deeper to select stations that work for their clients. No longer are there the obvious no. 1 and 2 “must buy” stations. It’ll be interesting to see how stations continue to react to the data over the next few years.

By: Steve Solberg

Steve Solberg — Fri, 01 Jan 2010 21:18:36 +0000

I believe this system has the potential to provide more accurate ratings and listenership numbers than in the past. Having purchased radio on local, regional and national levels using Arbitron’s software as the primary research tool, I was always skeptical as to what the true numbers were. A few years back our rep was telling me of their new “pager” system that would ping someone to record what they were currently listening to as a means to better accuracy. As always, the system will continue to evolve (and hopefully improve). Interesting post Jon – thanks!