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#11
March 15th 07, 04:22 AM
posted to rec.radio.shortwave
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why not, Why Not. WHY NOT ! - Leave AM Radio Alone
On Wed, 14 Mar 2007 20:46:13 -0700, "David Eduardo"
wrote: And, while the average listening per person in the US is around 19 hours a week, our listeners use about 24 hours of radio a week. And the time spent with our stations is as much as 50% higher than the time spent listening to general market stations. Anyone who has a brain knows that ratings are not real. And this would explain why the ad industry uses them to place about $21 billion dollars in radio advertising a year. Given the amount of money that can be spent on sales research (Arbitron, Tapscan, Scarborough, etc) the samples are sufficient to quite accurately detedrmine the number of listeners per station, per time period, etc. The test of any research is whether it can be replicated (the same results with a different sample of the same characteristics) and MRC supervised tests have shown Arbitron data has a high degree of replicability. People are creatures of habit.. they tend to leave the TV on the same channel most of the time, ditto the radio.. for most, radio is just background noise, something to keep the silence from making them crazy(ier). Of couse, this is not true. The average person listens to about 5 to 6 different stations a week, and knows which ones satisfy different needs or moods. Not all of us out here listen to your top 2 stations in a market. Have Arbitron send me or any of my friends (even the ones that are in major metros) a diary.. and you'll see that there is a significant portion of the public with very much different listening habits than your hand-picked and sorted ratings group. Actually, diaries are placed using a technique based on random digit dialers, with strict geographic controls within each market's metro. Participants are recruited based on quotas for age, sex, ethnicity, etc. based on Claritas quantifications of each market using root Census data and annual updates. In today's world, this is as close as you can get to a true random probability sample where there is no recruitment bias. There is nothing "hand picked" about the sample. Stations can not ask to have diaries sent to anyone. It's all random. And the diary method is going away, as the People Meter rolls out over the next few years. It's already in Philly and Houston, and does full electronic measurement of a perfectly balanced sample. |
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