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Arbitron Shuffles The Deck

J

JustPastBuffalo

Talk about jocks who leapfrog from small to large markets, how about markets that go from "one county nearly obscure" to "counties of four."

R-I reports that Arbitron re-worked the Hudson Valley market. As a result, it jumps nearly one hundred positions from market #137 to market #38, including Westchester, Rockland, Putnam and Orange counties; from 323,000 to 1,471,000 Persons 12+.

Nice work if you can get it. Even though Hudson Valley will remain a diary market, surveyed once twice a year, some stations in the market may very well attract more national and regional advertising revenue when the market moves into the top 50. Cumulus has to be pleased. It's a big player in Poughkeepsie-Newburgh.

But will the Buffalo and Rochester markets slip from #53 and #56 respectively, as a result of Arbitron's reshuffling the deck? Does Hudson Valley's gain portend a loss of national/ regional revenue for Buffalo and Rochester? Buffalo and Rochester have been out of the the top 50 for a while, so the impact on national revenue may not be noticeable.

Could be your last chance to see these markets at 53 and 56 as Arbitron hasn't (as of this writing) re-worked its website markets rankings.
 
You have to wonder if this isn't part of a deal to get - or keep - Cumulus in the Arbitron fold. Cumulus dumped Arbitron in smaller markets a few years ago. The next announcement will be that they're re-upped company-wide.

Considering the terrain down there, and the number of viable signals, I don't like this move. It's really not a homogenous region. You might as well make "Connecticut" one market.
 
It's really not a homogenous region
Click to expand...

Rox...really? Using these terms will get you mixed up with the politicians thinking somethings "not normal" in this region!
 
I still haven't recovered from the inclusion of Puerto Rico in the market rankings. For some reason I never fantasized about screaming "Puerto Rico's #1 Hit Music Station!" into a mic. Although I have to admit, getting a rejection letter in Spanish would be a cool addition to my collection. :p
 
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