Ferreri said:
radiosanchez said:
One of the things I'd like to know is if WDUV's (or even the Q's) younger end numbers improved any.
There's a phenomenom known as "phantom cume" you'll see now with PPM.
Basically, anyone with a PPM that doesn't *willingly* listen to a radio station may register as listening to it...Suppose a 19 year old college student walks into a gift shop in Downtown Safety Harbor that has the Dove on, and they're carrying a PPM......Well, you know what happens to 105.5's numbers.
That 19 year old was, in fact, exposed to DUV and DID listen for a period of time. Granted, not the station of choice. That person may have been exposed to an ad and in turn respond to the ad. In fact people sit in doctor's offices and are a captive listener. Why shouldn't that count?
argument can be made for both sides. 19 year old was EXPOSED to DUV, but you cannot assure that he ''listened''. There is a huge mental ''tune out factor'' that is possible. If he didn't put the station on, with the intention to ''listen'' , he may not be ''listening''.....especially if the programming/music that's on at the time does not catch his interest/attention....which certainly could be the case in this example.
Another big thing you can say is that he didn't choose to listen to the station, he didn't turn it on because he liked the programming, preferred the programming.....in fact, he didn't turn it on at all.....he was simply un intentionally exposed to it......shouldn't count the same. in a perfect world, maybe that would only count as ''half '' somehow.
basically, like I said....you can make an argument for both sides.....the reality, how do you calculate that down to a number ? I say it's an equal on both sides of the coin....
I always liked the ratings technology that Mobiltrak developed and tried to market......the roadside detectors that read the IF of the passing car radio's to determine what station they were on.....loved it because
.....no question that ''x'' number of radio's, out of ''x'' number of radio's detected....., were....in fact.....tuned to that station at that exact time....and bonus : at that exact location (part of town/market).....and always a HUGE sample next to busy road, for any particular quarter hour.
of course
no idea who was in that car....no sex, no age.....no number of occupants.....and no abilty to measure TSL.....oh yeah....cannot read AM, only FM
anyway, here's an old article......with a local reference to it's use
http://edition.cnn.com/2000/TECH/computing/05/31/radio.sniffers.idg/index.html
