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Houston-Galveston Arbitron Radio Ratings: May 2012

1069_KIFR said:
How did KRBE get no ratings at all? They are way at the bottom with blanks all the way across.
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Cumulus isn't subscribing to Arbitron in Houston. KRBE got ratings, but they're not publicly released because Arbitron is now only releasing subscribers' numbers.
 
mr.ric said:
And urban is STILL on top in Houston!!!
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Which would only make sense to add a second Urban, be it rhythmic or AC, on the airwaves, instead of another freaking religious or spanish station.
 
sdh483 said:
mr.ric said:
And urban is STILL on top in Houston!!!
Click to expand...

Which would only make sense to add a second Urban, be it rhythmic or AC, on the airwaves, instead of another freaking religious or spanish station.
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Looking at the ratings for KAMA-Deer Park (Tu Musica) they have been steadily in the mid 2's for quite awhile. With the simulcast of the newly upgraded KPTY-Winnie I'd think 104.9/105.3 would be the one to go head to head with The Box.

104.9 has been upgraded as well since its days as KPTY so it reaches up to Conroe now. What a footprint it would have as an urban reaching from basically Orange to Rosenberg and all of Houston/Galveston metro if you combine both signals. As I recall, Party 104.9 stayed around a 3 to 3.5 share even with the limited signal it had before. I can only imagine how much damage Univision could inflict on The Box with the new signals for 104.9 and 105.3 if they were to give "Party" another opportunity to compete.
 
Kent said:
1069_KIFR said:
How did KRBE get no ratings at all? They are way at the bottom with blanks all the way across.
Click to expand...

Cumulus isn't subscribing to Arbitron in Houston. KRBE got ratings, but they're not publicly released because Arbitron is now only releasing subscribers' numbers.
Click to expand...

One can assume KRBE ratings are not doing so well. By not subscribing they are missing out.

Who would I want to advertise with, someone listed in the phone book, or a fly by night operation? For someone new to the Houston market, one would have a different perspective of KRBE.
 
willdav713 said:
One can assume KRBE ratings are not doing so well. By not subscribing they are missing out.

Who would I want to advertise with, someone listed in the phone book, or a fly by night operation? For someone new to the Houston market, one would have a different perspective of KRBE.
Click to expand...

Not really. The advertisers who buy the book can still see KRBE's ratings. Most, if not all, ad agencies buy the book as agencies buy almost totally on numbers. So, KRBE isn't missing out on any of that business unless its numbers have really tanked. Given how KRBE's done in the past, it should be doing well enough to get agency buys. Agency buys are what everyone wants because you're guaranteed that money. I've never heard of an agency being a "no pay," and Houston should have plenty of agency buys. Hell, I worked in a sub-250 market 10 years ago, and even we got a few agency buys. We'd bump even our most loyal local advertisers to get an agency's client on!

When it comes to local sales, it's a little different of a story as most of your local businesses don't buy the book, and KRBE can't sell the numbers. I've never been in sales. So, I can't tell you how easy it is to sell local ads without numbers, though local clients are far more likely to buy on a whim or based on the client's personal tastes. A friend of mine who's worked in sales says selling sports is easy, numbers or not, but that was all he had to sell.
 
Kent said:
Not really. The advertisers who buy the book can still see KRBE's ratings. Most, if not all, ad agencies buy the book as agencies buy almost totally on numbers. So, KRBE isn't missing out on any of that business unless its numbers have really tanked. Given how KRBE's done in the past, it should be doing well enough to get agency buys. Agency buys are what everyone wants because you're guaranteed that money. I've never heard of an agency being a "no pay," and Houston should have plenty of agency buys. Hell, I worked in a sub-250 market 10 years ago, and even we got a few agency buys. We'd bump even our most loyal local advertisers to get an agency's client on!

When it comes to local sales, it's a little different of a story as most of your local businesses don't buy the book, and KRBE can't sell the numbers. I've never been in sales. So, I can't tell you how easy it is to sell local ads without numbers, though local clients are far more likely to buy on a whim or based on the client's personal tastes. A friend of mine who's worked in sales says selling sports is easy, numbers or not, but that was all he had to sell.
Click to expand...

I worked for a group that refused to buy Arbitron and sell off of ratings numbers. Of course, the sales reps at the station he owned that was #1 12+ always seemed to have a copy of the newspaper article about that (which got them sued at one point) and that's precisely why Arbitron is no longer releasing non subscribing stations to the public.

Agencies buy the book and place their buys based on cost per point. There isn't much you can do as a salesperson with that other than play games with your rates or combo in lesser performing stations (buy X and get X & Z for free).

Direct business is a different story. The group I worked for bought Tapscan numbers, so we could generate all kinds of impressive sounding statistics like "listeners to X are 200% more likely to buy a new car than the other stations." Also, the client is more apt to judge the success of the buy based upon how many of his/her friends (and/or customers) say they heard the commercial on the radio. Also, when you're dealing with the client directly, many times you'll make the sale if the client (and the client's friends) are fans of the station. It's human nature; if they like it, they assume everyone does.

I'm not going to say that selling direct is easier than selling agency; selling is hard work, period. But it's a different type of sale.
 
How can "regular" people see the ratings or find out what stations are being ranked? I'm curious how certain stations (radio & tv) are doing in the Houston / Galveston market. As a former Neilson household, I've always been interested in this. I may or may not be an Arbitron panalist. I'm not allowed to say, per Arbitron. I'm just curious if Neilson or Arbitron panelists are actually making a difference.

Thoughts? Any input would be helpful!

Thanks!
 
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