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Hamptons-Riverhead Spring Arbitron - Is there ANY value?

mkdanz

mkdanz

Some examples of changes between the Winter and Spring book.

WLNG up 32%
WEHM down 28%
WBAZ up 33%
WDRE down 450%

I know the smaller markets often have more significant fluctuations the the larger markets, but wow. How does a sales department use numbers like these when putting together pricing?
 
Who can even hear WDRE? The signal keeps getting progressively worse, like the transmitter is dying and TMO or whoever owns it is too cheap to buy a new one.
Party 105 is barely audible in the Hamptons, LI's "hotspot". I'd really like to know WTF is up with their transmitter. ???
Even I, a loyal Party 105 listener who loves the music, can't deal with the flakey signal and terrible mono audio. Signal has almost zero dynamic range now.
I'd rather listen to XM BPM, at least it sounds well and is able to be recieved.
Party 105's signal is strongest in the pine barrens and over the ocean, and last time I checked deer and fish don't fill out ratings diaries.....
 
Sales departments in the Hamptons really don't purchase " the book ". I believe WEHM/WEHN does. WLNG which bills #1 in Hamptons does it on reputation & personal relationships with sponsors, but does not buy the book. I understand WEHM/WEHN & LNG are about the only 2 that do really well sales wise in that market. A market as small as Hamptons/Riverhead does not have that many diaries in the area, so hence the wild fluctuation of numbers. Put more diaries out far east, watch WMOS zoom. More in Brookhaven ? WALK & WBLI come on stronger.
 
For 92.9/96.9, yes. They maintain a polished sound on the air and it attracts agency business.

For WLNG, no. When it was a WABC wannabe in the 70's WLNG ran a lot more 30's than 60's, almost nothing from agencies. WLNG may have a big rep among radio geeks but its out-of-the-past presentation scares off big advertisers.

The big stations from up the Island -- WALK-FM, WBAB, 106.1 BLI -- use the full Long Island book.
 
WDRE down 450%

Wow they lost 450% of thier listeners.
So if they had 1000 listeners they now have -3500 listeners. That is a history making rating!
 
Is this Long Island or fantasy island ? Hello.... the Hamptons stations mostly do not buy the book. They do not attract agencies because they are local sales directed. Period. Has nothing to do with AAA format, or oldies, or anything else. Those are the facts, guys. Keep your opinionated spins.
 
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