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GREENSBORO ARBITRON

O

o409

Guest
Well... I bet the folks at Entercom feel pretty stupid for killing a station that moved to number 4 in the market with a [EDIT]!

Thoughts?

409

[EDIT-posting of specific Arbitron numbers is specifically prohibited under our TOS.]
 
That is 12+ and who buys advertising based on 12+ and from what I can tell the format change was all about advertising. Sometimes I wonder about Arbitron anyway, Oldies ratings / share doubled 18-34 and went from a .7 to a .8 with 1 share point growth in the 25-54 demo. Does that make any sense? No. Sometimes I think an arbitron book needs to be used in the burn pile. WQMG had a down book but WFMX showed 0 growth, a 1/0 of a point here and there ... so where did WQMG listeners go, I bet if you look real hard that there was a huge shift in diary placement out of HDBA counties into rural counties. I see evidence in a rural swing cause WTQR had their 1st decent book in 4, up 1/2 a rating point with an increase of 3 share points, although they are flat book to book. There is always more to the Arbitron #'s than meets the eye ... investigate, rip it apart cause there is always something screwy like a bunch of 55-64 men listening 94.5 The Beat.
 
My source tells me the top 3 stations 25-54 is oldies, kzl, and QMG and 18-34 is Jams, kzl, and WTQR. Oldies looks like they did have a huge book.
 
cchas said:
My source tells me the top 3 stations 25-54 is oldies, kzl, and QMG and 18-34 is Jams, kzl, and WTQR. Oldies looks like they did have a huge book.
Click to expand...

Really? WOW! I have to agree with radiochickgso though, Arbitron diaries are a kind of a joke! It all depends on where the books fall. I guess they didn't fall into the hands of urban listeners. But my question still stands, do you think they are regreting that decision? I mean, unless WTQR rolls over, which is UNLIKELY, they will never see a 6 share with the country station.

409
 
I hate to sound like a complete b....., but it would be a sad day for radio and we would all be out of work if Oldies 93 was in the top three 25-54, they only had a .8. to be accurate M-Sun 6a-12m it is WTQR, WQMG, WKZL, WJMH and Oldies.
 
What??!??!! "try not to sound like a total b****!"

Well, guess what, you did! What in the world do you mean it would be a sad day for radio if Oldies was a number one station!?

What's the matter, your station never crack the Top 5??? Was Oldies holding it back? Now you think you have a chance at Top 5 because of attrition! Geez!!!!!!!!!

409
 
If they didn't get their ratings from a huge swell in the 25-54's, then exactly which demographic gave them the boost to make them #4 in the market and bump their 12+ ratings by almost 2 points?

Could the 18-24's have suddenly developed an interest in the great songs of their parents' days?

Matt Smith
WGSR-TV
 
radiochickgso said:
I hate to sound like a complete b....., but it would be a sad day for radio and we would all be out of work if Oldies 93 was in the top three 25-54, they only had a .8. to be accurate M-Sun 6a-12m it is WTQR, WQMG, WKZL, WJMH and Oldies.
Click to expand...

If you don't mind, who was the top 3 18-34?
 
Matt Smith said:
If they didn't get their ratings from a huge swell in the 25-54's, then exactly which demographic gave them the boost to make them #4 in the market and bump their 12+ ratings by almost 2 points?

Could the 18-24's have suddenly developed an interest in the great songs of their parents' days?

Matt Smith
WGSR-TV
Click to expand...

Good point! Thank you Matt!!!!

409
 
it's almost a rule...call it the QDR effect. a station changes format and their former format goes up when the book comes out. happens pretty often.

SJS was up
TQR double digits
Hitz 94 still not doing well
Simon still not doing well
KZL up
 
My point was if the number 1 station in a huge demo like 25-54 only had a .8, then the radio industry is in big trouble.

And Matt, yes, Oldies largest growth came out of 18-34 ... which is why I observe that this is a screwy book. More details in the 1st post.

18-34 full week Jamz 2.2, KZL 1.5, GBT 1.0
 
I agree w/ those who say Oldies' growth was in the younger demo... Personally, just from talking to people I know (NOT in the radio biz), a lot of folks under 40 were listening and their kids too. All the music changes and personnel shifts must have paid off as well-- morning drive had their best book in quite some time in their core demo.
 
SJS was up, but not to previous levels. Still trouble there.

This book was certainly more of a "non-urban" one. The flaw with Arbitron is they would ask you to believe that people who listen to TQR sometimes switch to the urban stations or even the CHR stations. Just doesn't happen. Same with the WMQX audience. Wild shifts in share and cume are just not always accurate nor a true picture of what is happening.

The group that teaches its people how to build relationships and sell without numbers will be the ultimate winner! That's why SJS for years has been in the top three or four in local billing! The SJS power ratio - percentage of revenue vs percentage of audience - has always been high!
 
Now I don't agree that people that listen to TQR don't listen to urban or CHR stations...ESPECIALLY the younger folks. You find a 32 year old woman and look at her pre-sets and her CD case. You can bet your behind that Rascall Flatts is next to Eminem who is next to Tim McGraw who is next to Nelly who is next to Keith Urban.

I ALWAAAAAYS look to see what people are playing on jukeboxes when I'm out & about. The same guys that bitch about the shallow rock playlists will pay to hear Bob Seger, Skynyrd, and AC/DC in the bar. The gals are a LOT more diverse. Rap, rock, country, they'll play it ALL.
 
Regardless, it looked like good news for WIST!

We want our George Jones, our Merle Haggard and our Conway Twitty!

If i never hear another word about Keith urban or Rascal Flatts ...
 
vchimpanzee said:
Regardless, it looked like good news for WIST!

We want our George Jones, our Merle Haggard and our Conway Twitty!

If i never hear another word about Keith urban or Rascal Flatts ...
Click to expand...


I'm with ya here. I cannot stand Rascall Flatts and the other schlock country...BUUUUUTTTTTT you gotta play the hits. There's no 2 ways about it.
 
radiochickgso said:
I hate to sound like a complete b....., but it would be a sad day for radio and we would all be out of work if Oldies 93 was in the top three 25-54, they only had a .8. to be accurate M-Sun 6a-12m it is WTQR, WQMG, WKZL, WJMH and Oldies.
Click to expand...


Oldies 93 isn't, and never has been an 18-34 station, so why did you quote 18-34?

I can't believe your ludacris comment about it being a sad day for radio if Oldies was in the top 3,
25-54. They ARE in the top 3 25-54. AM drive is #4, middays #3 and PM drive #4. And where did you come up with this .8 garbage? Anybody that knows anything about ratings would know that a .8 in your target demo (25-54) would NEVER put you in the top 5 12+. You'd be near the bottom of the pile.

Clean your glasses before you quote arbitron again!
 
RadioInsultant said:
radiochickgso said:
I hate to sound like a complete b....., but it would be a sad day for radio and we would all be out of work if Oldies 93 was in the top three 25-54, they only had a .8. to be accurate M-Sun 6a-12m it is WTQR, WQMG, WKZL, WJMH and Oldies.
Click to expand...


Oldies 93 isn't, and never has been an 18-34 station, so why did you quote 18-34?

I can't believe your ludacris comment about it being a sad day for radio if Oldies was in the top 3,
25-54. They ARE in the top 3 25-54. AM drive is #4, middays #3 and PM drive #4. And where did you come up with this .8 garbage? Anybody that knows anything about ratings would know that a .8 in your target demo (25-54) would NEVER put you in the top 5 12+. You'd be near the bottom of the pile.

Clean your glasses before you quote arbitron again!
Click to expand...
I just saw this for the 1st time. I can't believe how many posts before Radio Insultant responded to this young lady, without pointing out that her .8 was way off base!!! Congrats to the air staff at Oldies 93. What a great last book!

'Cane
 
I don't need to clean my glasses. Oldies is number 5, 25-54 M-Sun 6a-12m ... it is a fact. Did I say Oldies was a bad station, not I did not. I just said that if the number one station 25-54 had a .8 we're in trouble. Did I say Oldies was an 18-34 station ... no I did not, I said their growth in the summer book came from 18-34 ... from the Spring 06 to the summer 06 book Oldies went from a 1.2 share to a 3 share. This is a screwy book. The good news for all the stations who had weird showings, is that most agencies disregard the summer book, unless they buy off a 4 book average.

Since you're in the business why don't you sit down and run a full week ranker (25-54) and a trender report (18-34) and verify what I said.

Have a good night Happy Arbitron Day everybody. BTW I got info from my Arbitron rep showing that only 50 diaries of the 2246 registered any Satellite radio listening, that's 2%, with over 1/2 Sat subscriptions being free and bridge ratings saying only 48% will re-up, we're all in a good place.
 
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