Any Thoughts? http://www.******************/sr_ratings.aspx?market=1.
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NYC radio ratings
- Thread starter CassChopper96
- Start date
As with every book since March, I concur with Nielsen itself: the results in pandemic months should not be used for programming conclusions or long range planning or sales as they are not representative of normal usage of radio.
At what point does "not normal" usage become normal? It seems unlikely that a Covid vaccine will be available and/or widely distributed before 2021. Many companies have already announced they won't be returning to the office before 2021. Broadway is closed until 2021. The NYC mayor has stated that indoor dining is not planned to return until summer 2021, etc. We're talking about more than a year since the pandemic began until many of the major norms are expected to return. That's not exactly short range.
I agree. This is normal, for now and for the next several months.
It is frankly bizarre that Nielsen would tell their customers, month after month, "don't use our product, but please keep buying it to set in your office as a memento of the COVID-19 pandemic".
It is frankly bizarre that Nielsen would tell their customers, month after month, "don't use our product, but please keep buying it to set in your office as a memento of the COVID-19 pandemic".
Their advertisers have to see SOMETHING, I suppose.
What advertisers?
In New York City? Still plenty.
Not really.
The stations in small markets that deal mostly with local business seem the least affected.
In the big markets, as can bee seen by the Q2 reports from several of the major groups, is off by more than half. No station group had a 50% profit margin, so they all are losing money. Month after month.
The bigger the market, it seems, the worse the situation is. And there is no bigger US market than NYC.
That is not what they are saying.
Nielsen's frequent releases say that the current results are only representative of current conditions, and should not be used for long range planning into the future nor used in the future as an indication of current listening levels once the pandemic is better controlled or cured.
Take that list of restrictions and take the positive: how Nielsen's customers are supposed to use the data.
The only use is to translate a cost per point into a cost per ad, for sales happening now. And as we all know, there's just not a lot of ad sales happening now, so that's a very marginal utility.
If you're a buyer planning buys for the 4th Quarter, what's going to be more relevant in the time period of your buys? Ratings data from February, or ratings data from July? I know the answer, but it appears Nielsen still has their heads buried in the sand.
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