EMBARGOED MARKETS

[The-Major]

NEW TOPIC TIME !

Technically speaking, no one can really figure out how Lansing's Mike-FM is doing, as the market seems to be constantly embargoed, but rumor has it things aren't that great.

OK since Josh introduced the 'E' word in the post above, and I've always wanted to learn more about this topic let's do it.

What exactly does it mean when a radio market has been embargoed to the point where ratings information is not published to the general public ? Obviously the data is still being compiled (no ?), but are there reasons why it's not released ? I could never understand that. It seems to be an occurrence with mostly smaller radio markets, but sometimes it even happens with the bigger markets. I think it even occurred with Baltimore (one of the markets I monitor) at one time over the past few years. Who can explain this to me ?

MAJOR EMBARGO

 

[davideduardo]

NEW TOPIC TIME !

Technically speaking, no one can really figure out how Lansing's Mike-FM is doing, as the market seems to be constantly embargoed, but rumor has it things aren't that great.

OK since Josh introduced the 'E' word in the post above, and I've always wanted to learn more about this topic let's do it.

What exactly does it mean when a radio market has been embargoed to the point where ratings information is not published to the general public ? Obviously the data is still being compiled (no ?), but are there reasons why it's not released ? I could never understand that. It seems to be an occurrence with mostly smaller radio markets, but sometimes it even happens with the bigger markets. I think it even occurred with Baltimore (one of the markets I monitor) at one time over the past few years. Who can explain this to me ?

MAJOR EMBARGO

A market is embargoed by Arbitron when someone who is not subscribed is using the Arbitron ratings to sell advertising. The embargo means that Arbitron will not release andy data to the press or websites.

 

[jcolletta275]

It can also occur when someone who has bought a book is publicly sharing information other than the overall 12+ data. As far as Lansing goes, no one knows if someone's selling based on 12+ or if someone is doling out details, nor can we figure out who exactly the offender is.

Of course, given the propensity of certain users of the Michigan Radio & TV Buzzboard to beg and plead for details (without ever getting them), I tend to believe someone's selling illegally. I have my ideas about who, but I don't want to burn those bridges without being absolutely sure I'm never going to cross them

 

[The-Major]

A market is embargoed by Arbitron when someone who is not subscribed is using the Arbitron ratings to sell advertising. The embargo means that Arbitron will not release andy data to the press or websites.

It can also occur when someone who has bought a book is publicly sharing information other than the overall 12+ data.

OK for some reason I was thinking that a market was embargoed when there was a dispute filed by a subscriber with Arbitron regarding the accuracy of the published ratings, or if there was suspected tampering of the collected ratings data process. I was thinking that they would embargo a market during an investigation to determine if the integrity of the ratings data was indeed compromised in any way.

I have recently seen cases where an entire market was recalled and then republished with new data (weeks after the fact) when it became apparent that a station accumulated an unsustainable rating. (For example if a music station suddenly skyrocketed two full ratings points in a single trend or book for no apparent reason.)

THE MAJOR

 

[davideduardo]

A market is embargoed by Arbitron when someone who is not subscribed is using the Arbitron ratings to sell advertising. The embargo means that Arbitron will not release andy data to the press or websites.

It can also occur when someone who has bought a book is publicly sharing information other than the overall 12+ data.

OK for some reason I was thinking that a market was embargoed when there was a dispute filed by a subscriber with Arbitron regarding the accuracy of the published ratings, or if there was suspected tampering of the collected ratings data process. I was thinking that they would embargo a market during an investigation to determine if the integrity of the ratings data was indeed compromised in any way.

I have recently seen cases where an entire market was recalled and then republished with new data (weeks after the fact) when it became apparent that a station accumulated an unsustainable rating. (For example if a music station suddenly skyrocketed two full ratings points in a single trend or book for no apparent reason.)

THE MAJOR

An embargo is strictly related to unauthorized use of numbers for sales.

Occasionally, Arbitron will reissue a book... maybe one or two a year. This may be due to media diaries, but that is usually found before issue. Reissue is more likely due to an ascription or crediting error, discovered later.

 

[BigBob]

Hi...I've worked for Arbitron for 17 years and can explain what "embargo" means.

Yes, the market data is withheld from the media press. Usually what happens is a subscriber (who is paying the bill) finds a non-subscribing competitor who is using the data but is having a hard time nailing them with hard proof. Think about it - if you were paying for the service would you want your competitor seeing the data for sales or programming for free? Probably not.

Also, if there is little support in the market, it doesn't make any sense for Arbitron to just put the numbers out there.

In markets where all the major stations subscribe, this is normally not an issue (and which is why so many publications were publishing the data - P12+ only - starting in the 1990's.) These days, it is normally just one station who thumbs their nose at the competition (and Arbitron) and gets their hands on the numbers and uses them against the other paying stations. The embargo makes it harder for them to get the numbers.

Hope this clears it up for you!