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Jackson spring '05 Arbitrons

T

ticoSD

1. WJMI-FM (up)
2. WKXI-FM (way up)
3. WHLH-FM (up)
4. WMSI-FM (down)
5. WYOY-FM (up)
6. WUSJ-FM (up)
7. WOAD-FM/WOAD-AM (up)
8. WSTZ-FM (down)
9t. WRJH-FM (down), WWJK-FM (down)
11t. WFMN-FM (up), WQJQ-FM & WRXW-FM (both down)
14. WJKK-FM (down)
15. WJNT-AM (down)
16. WHJT-FM (down)
17t. WJDX-AM & WKXI-AM (up)
19t. WIIN-AM (up), WJXN-FM & WMGO (both down)
22. WZRX-AM (up)
23. WTWZ-AM (re-entry)

Synopsis: WKXI-FM did the best it has done in a long time, almost overtaking its sister urban WJMI. WYOY is showing new signs of life. WOAD is proving that they are still in the game as far as urban gospel in Jackson is concerned. Jack fell down and broke his crown. WSTZ's first book as all-classic rock wasn't much home to write about as it had a slight loss.

I'm rather suspicious about WZRX's numbers. They were off the air during much of the spring book. WIIN's last book as adult standards was a good one, but I expect more growth now that they are Spanish.

<P ID="signature">______________
"...and the countdown continues until the neanderthals that govern college football do something about their pathetic postseason."--Tim Brando, Sporting News Radio</P>
 
> 1. WJMI-FM (up)
> 2. WKXI-FM (way up)
> 3. WHLH-FM (up)
> 4. WMSI-FM (down)
> 5. WYOY-FM (up)
> 6. WUSJ-FM (up)
> 7. WOAD-FM/WOAD-AM (up)
> 8. WSTZ-FM (down)
> 9t. WRJH-FM (down), WWJK-FM (down)
> 11t. WFMN-FM (up), WQJQ-FM & WRXW-FM (both down)
> 14. WJKK-FM (down)
> 15. WJNT-AM (down)
> 16. WHJT-FM (down)
> 17t. WJDX-AM & WKXI-AM (up)
> 19t. WIIN-AM (up), WJXN-FM & WMGO (both down)
> 22. WZRX-AM (up)
> 23. WTWZ-AM (re-entry)
>
> Synopsis: WKXI-FM did the best it has done in a long time,
> almost overtaking its sister urban WJMI. WYOY is showing new
> signs of life. WOAD is proving that they are still in the
> game as far as urban gospel in Jackson is concerned. Jack
> fell down and broke his crown. WSTZ's first book as
> all-classic rock wasn't much home to write about as it had a
> slight loss.
>
> I'm rather suspicious about WZRX's numbers. They were off
> the air during much of the spring book. WIIN's last book as
> adult standards was a good one, but I expect more growth now
> that they are Spanish.
>


You're right, WZRX was off the air for a considerable time during the book. It didn't flip to it's version of gospel to make any impact.

QUESTION.....
Why not post the money demos, the ones that really count? PERSONS 25-54. You would be surprised at how the landscape drastically changes from the above list.
Post 18-34 as well....much different snapshot of the market.

This has been my single biggest objection of the trades publishing 12+ figures. Nobody cares.

While you're at it, and especially in Jackson, post the 'non-ethnic' rankers as well as 'over-all'. Two totally different 'markets', if you will.

95% of all buys are based on 25-54, not 12+, followed closely by individual breakdowns in specific male or female cells. Maybe CHR formats care about 12+ figures, where the impact of 12-17 shares might count a little. A station (several of the Jackson stations mentioned above) actually went UP....WAY UP...when you discount demos below 25. A 12+ "drop" can be caused by a defection of a younger demo when in fact the station in question kicked butt where it counts...in the affluent money demos.

Jackson's a whole different market in that context, and one far more meaningful in looking at 25-54...regardless of who is up or who is down.

12+_ numbers mean nothing, and aren't even considered in terms of actual performance. They're not even considered a 'beauty contest' any more.

Virtually NO advertiser buys 12+. And, if you're going to play the 12+ game, look at 12+ CUME figures. It's the only thing that equates to real "CIRCULATION".....IF (and it's a big IF) one puts much stock in Arbitron to begin with.
 
Because Arbitron won't let us have access to it. Under their rules, we can't even post the 12+ numbers they let us see until this website to pays a fee to post them.


> Why not post the money demos, the ones that really count?
> PERSONS 25-54. You would be surprised at how the landscape
> drastically changes from the above list.
> Post 18-34 as well....much different snapshot of the market.
>
>
> This has been my single biggest objection of the trades
> publishing 12+ figures. Nobody cares.
>
> While you're at it, and especially in Jackson, post the
> 'non-ethnic' rankers as well as 'over-all'. Two totally
> different 'markets', if you will.
>
> 95% of all buys are based on 25-54, not 12+, followed
> closely by individual breakdowns in specific male or female
> cells. Maybe CHR formats care about 12+ figures, where the
> impact of 12-17 shares might count a little. A station
> (several of the Jackson stations mentioned above) actually
> went UP....WAY UP...when you discount demos below 25. A 12+
> "drop" can be caused by a defection of a younger demo when
> in fact the station in question kicked butt where it
> counts...in the affluent money demos.
>
> Jackson's a whole different market in that context, and one
> far more meaningful in looking at 25-54...regardless of who
> is up or who is down.
>
> 12+_ numbers mean nothing, and aren't even considered in
> terms of actual performance. They're not even considered a
> 'beauty contest' any more.
>
> Virtually NO advertiser buys 12+. And, if you're going to
> play the 12+ game, look at 12+ CUME figures. It's the only
> thing that equates to real "CIRCULATION".....IF (and it's a
> big IF) one puts much stock in Arbitron to begin with.
>
<P ID="signature">______________
"...and the countdown continues until the neanderthals that govern college football do something about their pathetic postseason."--Tim Brando, Sporting News Radio</P>
 
That's understandable. It's ironic, isn't it, because virtually everyohne in the business has access in one way shape or form usually. Good point, though!


> Because Arbitron won't let us have access to it. Under their
> rules, we can't even post the 12+ numbers they let us see
> until this website to pays a fee to post them.
>
>
> > Why not post the money demos, the ones that really count?
> > PERSONS 25-54. You would be surprised at how the landscape
>
> > drastically changes from the above list.
> > Post 18-34 as well....much different snapshot of the
> market.
> >
> >
> > This has been my single biggest objection of the trades
> > publishing 12+ figures. Nobody cares.
> >
> > While you're at it, and especially in Jackson, post the
> > 'non-ethnic' rankers as well as 'over-all'. Two totally
> > different 'markets', if you will.
> >
> > 95% of all buys are based on 25-54, not 12+, followed
> > closely by individual breakdowns in specific male or
> female
> > cells. Maybe CHR formats care about 12+ figures, where the
>
> > impact of 12-17 shares might count a little. A station
> > (several of the Jackson stations mentioned above) actually
>
> > went UP....WAY UP...when you discount demos below 25. A
> 12+
> > "drop" can be caused by a defection of a younger demo when
>
> > in fact the station in question kicked butt where it
> > counts...in the affluent money demos.
> >
> > Jackson's a whole different market in that context, and
> one
> > far more meaningful in looking at 25-54...regardless of
> who
> > is up or who is down.
> >
> > 12+_ numbers mean nothing, and aren't even considered in
> > terms of actual performance. They're not even considered a
>
> > 'beauty contest' any more.
> >
> > Virtually NO advertiser buys 12+. And, if you're going to
> > play the 12+ game, look at 12+ CUME figures. It's the only
>
> > thing that equates to real "CIRCULATION".....IF (and it's
> a
> > big IF) one puts much stock in Arbitron to begin with.
> >
>
 
Concerning WIIN switching to spanish. how do they get a correct number when you have lots of mexican listeners who aren't here permantly or those that may be illegals? There may be more listeners to the Mexican format than they realize. They've also got an exclusive since they are the only Mexican station around, unless you count the show on WMPR.
 
Non Commercial Ratings

Does any website post the ratings for non commercial stations? Seems like there was on that was run by radio and records but I can't remember what it was. I'm curious as to how they compare to the comercial stations, and how MPB is doing since they pissed off the classical fans.

Also, is K-Love still rated like a commercal station even though they don't run any commercials?
 
Re: Non Commercial Ratings

> Does any website post the ratings for non commercial
> stations? Seems like there was on that was run by radio and
> records but I can't remember what it was. I'm curious as to
> how they compare to the comercial stations, and how MPB is
> doing since they pissed off the classical fans.
>
> Also, is K-Love still rated like a commercal station even
> though they don't run any commercials?
>
if you look closely at the 12+ numbers klove is right after wiin am 780...listed as urban ac?? flinn?? not sure when they flipped to klove in jackson. <P ID="signature">______________
note to tvland...bring back wkrp!!!</P>
 
> > 1. WJMI-FM (up)
> > 2. WKXI-FM (way up)
> > 3. WHLH-FM (up)
> > 4. WMSI-FM (down)
> > 5. WYOY-FM (up)
> > 6. WUSJ-FM (up)
> > 7. WOAD-FM/WOAD-AM (up)
> > 8. WSTZ-FM (down)
> > 9t. WRJH-FM (down), WWJK-FM (down)
> > 11t. WFMN-FM (up), WQJQ-FM & WRXW-FM (both down)
> > 14. WJKK-FM (down)
> > 15. WJNT-AM (down)
> > 16. WHJT-FM (down)
> > 17t. WJDX-AM & WKXI-AM (up)
> > 19t. WIIN-AM (up), WJXN-FM & WMGO (both down)
> > 22. WZRX-AM (up)
> > 23. WTWZ-AM (re-entry)
> >
> > Synopsis: WKXI-FM did the best it has done in a long time,
>
> > almost overtaking its sister urban WJMI. WYOY is showing
> new
> > signs of life. WOAD is proving that they are still in the
> > game as far as urban gospel in Jackson is concerned. Jack
> > fell down and broke his crown. WSTZ's first book as
> > all-classic rock wasn't much home to write about as it had
> a
> > slight loss.
> >
> > I'm rather suspicious about WZRX's numbers. They were off
> > the air during much of the spring book. WIIN's last book
> as
> > adult standards was a good one, but I expect more growth
> now
> > that they are Spanish.
> >
>
>
> You're right, WZRX was off the air for a considerable time
> during the book. It didn't flip to it's version of gospel to
> make any impact.
>
> QUESTION.....
> Why not post the money demos, the ones that really count?
> PERSONS 25-54. You would be surprised at how the landscape
> drastically changes from the above list.
> Post 18-34 as well....much different snapshot of the market.
>
>
> This has been my single biggest objection of the trades
> publishing 12+ figures. Nobody cares.
>
> While you're at it, and especially in Jackson, post the
> 'non-ethnic' rankers as well as 'over-all'. Two totally
> different 'markets', if you will.
>
> 95% of all buys are based on 25-54, not 12+, followed
> closely by individual breakdowns in specific male or female
> cells. Maybe CHR formats care about 12+ figures, where the
> impact of 12-17 shares might count a little. A station
> (several of the Jackson stations mentioned above) actually
> went UP....WAY UP...when you discount demos below 25. A 12+
> "drop" can be caused by a defection of a younger demo when
> in fact the station in question kicked butt where it
> counts...in the affluent money demos.
>
> Jackson's a whole different market in that context, and one
> far more meaningful in looking at 25-54...regardless of who
> is up or who is down.
>
> 12+_ numbers mean nothing, and aren't even considered in
> terms of actual performance. They're not even considered a
> 'beauty contest' any more.
>
> Virtually NO advertiser buys 12+. And, if you're going to
> play the 12+ game, look at 12+ CUME figures. It's the only
> thing that equates to real "CIRCULATION".....IF (and it's a
> big IF) one puts much stock in Arbitron to begin with.
>
Sorry,sounds like somebody's drinking the koolaid from corporate again. Let's break these numbers down,in demos that make us look best,and take out the "ethnic" numbers. There, that helps. And, who puts stock in these Arbitron numbers, anyway? Especially if WE can't show a multi-ranker that shows US at the top. Trust me, I know of a couple of sales managers and salesreps at MSI and Hallelujah that have been barking about how good the book was gonna be,and right now they're spinning those numbers the best they can.
 
Re: Non Commercial Ratings

> > Does any website post the ratings for non commercial
> > stations? Seems like there was on that was run by radio
> and
> > records but I can't remember what it was. I'm curious as
> to
> > how they compare to the comercial stations, and how MPB is
>
> > doing since they pissed off the classical fans.

I used to know a site that did, but I can't think of it for the life of me.

> > Also, is K-Love still rated like a commercal station even
> > though they don't run any commercials?
> >
> if you look closely at the 12+ numbers klove is right after
> wiin am 780...listed as urban ac?? flinn?? not sure when
> they flipped to klove in jackson.

K-Love's been in Jackson since very late January or early February.
<P ID="signature">______________
"...and the countdown continues until the neanderthals that govern college football do something about their pathetic postseason."--Tim Brando, Sporting News Radio</P>
 
> 1. WJMI-FM (up)
> 2. WKXI-FM (way up)
> 3. WHLH-FM (up)
> 4. WMSI-FM (down)
> 5. WYOY-FM (up)
> 6. WUSJ-FM (up)
> 7. WOAD-FM/WOAD-AM (up)
> 8. WSTZ-FM (down)
> 9t. WRJH-FM (down), WWJK-FM (down)
> 11t. WFMN-FM (up), WQJQ-FM & WRXW-FM (both down)
> 14. WJKK-FM (down)
> 15. WJNT-AM (down)
> 16. WHJT-FM (down)
> 17t. WJDX-AM & WKXI-AM (up)
> 19t. WIIN-AM (up), WJXN-FM & WMGO (both down)
> 22. WZRX-AM (up)
> 23. WTWZ-AM (re-entry)
>
> Synopsis: WKXI-FM did the best it has done in a long time,
> almost overtaking its sister urban WJMI. WYOY is showing new
> signs of life. WOAD is proving that they are still in the
> game as far as urban gospel in Jackson is concerned. Jack
> fell down and broke his crown. WSTZ's first book as
> all-classic rock wasn't much home to write about as it had a
> slight loss.
>
> I'm rather suspicious about WZRX's numbers. They were off
> the air during much of the spring book. WIIN's last book as
> adult standards was a good one, but I expect more growth now
> that they are Spanish.
>
Based on how I see it,from a format standpoint, there's an ample spread of urban stations,reflecting the composition of the ethnic population. But,with only two country formatted stations, there seems to be hole in the market for another country station that could pull from both MSI and USJ. <P ID="signature">______________
"ain't gonna let 'em catch the Midnight Rider..."</P>
 
> > 1. WJMI-FM (up)
> > 2. WKXI-FM (way up)
> > 3. WHLH-FM (up)
> > 4. WMSI-FM (down)
> > 5. WYOY-FM (up)
> > 6. WUSJ-FM (up)
> > 7. WOAD-FM/WOAD-AM (up)
> > 8. WSTZ-FM (down)
> > 9t. WRJH-FM (down), WWJK-FM (down)
> > 11t. WFMN-FM (up), WQJQ-FM & WRXW-FM (both down)
> > 14. WJKK-FM (down)
> > 15. WJNT-AM (down)
> > 16. WHJT-FM (down)
> > 17t. WJDX-AM & WKXI-AM (up)
> > 19t. WIIN-AM (up), WJXN-FM & WMGO (both down)
> > 22. WZRX-AM (up)
> > 23. WTWZ-AM (re-entry)
> >
> > Synopsis: WKXI-FM did the best it has done in a long time,
>
> > almost overtaking its sister urban WJMI. WYOY is showing
> new
> > signs of life. WOAD is proving that they are still in the
> > game as far as urban gospel in Jackson is concerned. Jack
> > fell down and broke his crown. WSTZ's first book as
> > all-classic rock wasn't much home to write about as it had
> a
> > slight loss.
> >
> > I'm rather suspicious about WZRX's numbers. They were off
> > the air during much of the spring book. WIIN's last book
> as
> > adult standards was a good one, but I expect more growth
> now
> > that they are Spanish.
> >
>
>
> You're right, WZRX was off the air for a considerable time
> during the book. It didn't flip to it's version of gospel to
> make any impact.
>
> QUESTION.....
> Why not post the money demos, the ones that really count?
> PERSONS 25-54. You would be surprised at how the landscape
> drastically changes from the above list.
> Post 18-34 as well....much different snapshot of the market.
>
>
> This has been my single biggest objection of the trades
> publishing 12+ figures. Nobody cares.
>
> While you're at it, and especially in Jackson, post the
> 'non-ethnic' rankers as well as 'over-all'. Two totally
> different 'markets', if you will.
>
> 95% of all buys are based on 25-54, not 12+, followed
> closely by individual breakdowns in specific male or female
> cells. Maybe CHR formats care about 12+ figures, where the
> impact of 12-17 shares might count a little. A station
> (several of the Jackson stations mentioned above) actually
> went UP....WAY UP...when you discount demos below 25. A 12+
> "drop" can be caused by a defection of a younger demo when
> in fact the station in question kicked butt where it
> counts...in the affluent money demos.
>
> Jackson's a whole different market in that context, and one
> far more meaningful in looking at 25-54...regardless of who
> is up or who is down.
>
> 12+_ numbers mean nothing, and aren't even considered in
> terms of actual performance. They're not even considered a
> 'beauty contest' any more.
>
> Virtually NO advertiser buys 12+. And, if you're going to
> play the 12+ game, look at 12+ CUME figures. It's the only
> thing that equates to real "CIRCULATION".....IF (and it's a
> big IF) one puts much stock in Arbitron to begin with.
>
See-this kinda theory is what happens when programmers try and talk sales....
And do I smell sour grapes???
It's an interesting argument- but for the fact that WJMI and WKXI still do well in the 25-54 demo. As for advertisers and how they buy based on certain target demos, that's true. The problem for number 4 on down is that if say, a busy national buyer is looking at cost per point- they can reach their target number a lot quicker on the highest rated stations AND they don't have to do mental calisthenics trying to justify buying time on stations that don't perform. They can move on to the next market-rinse, lather, repeat. Local spending is a lot less scientific- how else to explain that I didn't hear one spot about the Wildlife Extravaganza this past week-end on WMSI but WUSJ was all over it. It used to be that no one bothered to buy around Miss 103 but now it's happening all the time.
And let's not ignore the elephant in the middle of the room.
You say to:
"While you're at it, and especially in Jackson, post the
'non-ethnic' rankers as well as 'over-all'. Two totally
different 'markets', if you will."
What does that mean? Not that you are a racist but I gotta tell you that sounds pretty racist to me. Why would an advertiser want to exlude 43% of the market? Do they not want black people to buy their products or frequent their establishments? Beyond sounding racist your comments sound arrogant- almost like someone who works at a "Non-Ethnic" station trying to convince people that your listeners are somehow better. I've heard the pitch and Clear Channel is not the only group putting that crap out- other stations do it, too. It seems like with such dominant "Ethnic" stations in the market people resort to some pretty silly tactics. I don't know which is worse, the fact that people do it, or the fact that they don't realize it's racist. Why don't you put a slogan on top of your proposals that says, "Got Whites." Oh- and if you took the "non-Ethnic" numbers away from CC they'd go from a total of 25.6 ratings points in Jackson to 16.2-so don't toss out things so fast. Besides Inner City appears to be doing well with their 27.4 points- mostly "Ethnic" I might add. If your argument held water they wouldn't be beating CC in national dollars and trending up while the rest of the market is down.
Sorry for the long post but I broke my pithy bone when I slipped in the bulls@#$.
 
> > > 1. WJMI-FM (up)
> > > 2. WKXI-FM (way up)
> > > 3. WHLH-FM (up)
> > > 4. WMSI-FM (down)
> > > 5. WYOY-FM (up)
> > > 6. WUSJ-FM (up)
> > > 7. WOAD-FM/WOAD-AM (up)
> > > 8. WSTZ-FM (down)
> > > 9t. WRJH-FM (down), WWJK-FM (down)
> > > 11t. WFMN-FM (up), WQJQ-FM & WRXW-FM (both down)
>
> > > 14. WJKK-FM (down)
> > > 15. WJNT-AM (down)
> > > 16. WHJT-FM (down)
> > > 17t. WJDX-AM & WKXI-AM (up)
> > > 19t. WIIN-AM (up), WJXN-FM & WMGO (both down)
> > > 22. WZRX-AM (up)
> > > 23. WTWZ-AM (re-entry)
> > >
> > > Synopsis: WKXI-FM did the best it has done in a long
> time,
> >
> > > almost overtaking its sister urban WJMI. WYOY is showing
>
> > new
> > > signs of life. WOAD is proving that they are still in
> the
> > > game as far as urban gospel in Jackson is concerned.
> Jack
> > > fell down and broke his crown. WSTZ's first book as
> > > all-classic rock wasn't much home to write about as it
> had
> > a
> > > slight loss.
> > >
> > > I'm rather suspicious about WZRX's numbers. They were
> off
> > > the air during much of the spring book. WIIN's last book
>
> > as
> > > adult standards was a good one, but I expect more growth
>
> > now
> > > that they are Spanish.
> > >
> >
> >
> > You're right, WZRX was off the air for a considerable time
>
> > during the book. It didn't flip to it's version of gospel
> to
> > make any impact.
> >
> > QUESTION.....
> > Why not post the money demos, the ones that really count?
> > PERSONS 25-54. You would be surprised at how the landscape
>
> > drastically changes from the above list.
> > Post 18-34 as well....much different snapshot of the
> market.
> >
> >
> > This has been my single biggest objection of the trades
> > publishing 12+ figures. Nobody cares.
> >
> > While you're at it, and especially in Jackson, post the
> > 'non-ethnic' rankers as well as 'over-all'. Two totally
> > different 'markets', if you will.
> >
> > 95% of all buys are based on 25-54, not 12+, followed
> > closely by individual breakdowns in specific male or
> female
> > cells. Maybe CHR formats care about 12+ figures, where the
>
> > impact of 12-17 shares might count a little. A station
> > (several of the Jackson stations mentioned above) actually
>
> > went UP....WAY UP...when you discount demos below 25. A
> 12+
> > "drop" can be caused by a defection of a younger demo when
>
> > in fact the station in question kicked butt where it
> > counts...in the affluent money demos.
> >
> > Jackson's a whole different market in that context, and
> one
> > far more meaningful in looking at 25-54...regardless of
> who
> > is up or who is down.
> >
> > 12+_ numbers mean nothing, and aren't even considered in
> > terms of actual performance. They're not even considered a
>
> > 'beauty contest' any more.
> >
> > Virtually NO advertiser buys 12+. And, if you're going to
> > play the 12+ game, look at 12+ CUME figures. It's the only
>
> > thing that equates to real "CIRCULATION".....IF (and it's
> a
> > big IF) one puts much stock in Arbitron to begin with.
> >
> Sorry,sounds like somebody's drinking the koolaid from
> corporate again. Let's break these numbers down,in demos
> that make us look best,and take out the "ethnic" numbers.
> There, that helps. And, who puts stock in these Arbitron
> numbers, anyway? Especially if WE can't show a multi-ranker
> that shows US at the top. Trust me, I know of a couple of
> sales managers and salesreps at MSI and Hallelujah that have
> been barking about how good the book was gonna be,and right
> now they're spinning those numbers the best they can.
>
Those stations which do "posting" are going to need to get their explanations together for when Coke's or Home Depot's buyers start asking for part of their money back because the station(s) didn't hold the ratings that the buys were based on. That's when the real spin will begin!
 
> > 1. WJMI-FM (up)
> > 2. WKXI-FM (way up)
> > 3. WHLH-FM (up)
> > 4. WMSI-FM (down)
> > 5. WYOY-FM (up)
> > 6. WUSJ-FM (up)
> > 7. WOAD-FM/WOAD-AM (up)
> > 8. WSTZ-FM (down)
> > 9t. WRJH-FM (down), WWJK-FM (down)
> > 11t. WFMN-FM (up), WQJQ-FM & WRXW-FM (both down)
> > 14. WJKK-FM (down)
> > 15. WJNT-AM (down)
> > 16. WHJT-FM (down)
> > 17t. WJDX-AM & WKXI-AM (up)
> > 19t. WIIN-AM (up), WJXN-FM & WMGO (both down)
> > 22. WZRX-AM (up)
> > 23. WTWZ-AM (re-entry)
> >
> > Synopsis: WKXI-FM did the best it has done in a long time,
>
> > almost overtaking its sister urban WJMI. WYOY is showing
> new
> > signs of life. WOAD is proving that they are still in the
> > game as far as urban gospel in Jackson is concerned. Jack
> > fell down and broke his crown. WSTZ's first book as
> > all-classic rock wasn't much home to write about as it had
> a
> > slight loss.
> >
> > I'm rather suspicious about WZRX's numbers. They were off
> > the air during much of the spring book. WIIN's last book
> as
> > adult standards was a good one, but I expect more growth
> now
> > that they are Spanish.
> >
>
>
> You're right, WZRX was off the air for a considerable time
> during the book. It didn't flip to it's version of gospel to
> make any impact.
>
> QUESTION.....
> Why not post the money demos, the ones that really count?
> PERSONS 25-54. You would be surprised at how the landscape
> drastically changes from the above list.
> Post 18-34 as well....much different snapshot of the market.
>
>
> This has been my single biggest objection of the trades
> publishing 12+ figures. Nobody cares.
>
> While you're at it, and especially in Jackson, post the
> 'non-ethnic' rankers as well as 'over-all'. Two totally
> different 'markets', if you will.
>
> 95% of all buys are based on 25-54, not 12+, followed
> closely by individual breakdowns in specific male or female
> cells. Maybe CHR formats care about 12+ figures, where the
> impact of 12-17 shares might count a little. A station
> (several of the Jackson stations mentioned above) actually
> went UP....WAY UP...when you discount demos below 25. A 12+
> "drop" can be caused by a defection of a younger demo when
> in fact the station in question kicked butt where it
> counts...in the affluent money demos.
>
> Jackson's a whole different market in that context, and one
> far more meaningful in looking at 25-54...regardless of who
> is up or who is down.
>
> 12+_ numbers mean nothing, and aren't even considered in
> terms of actual performance. They're not even considered a
> 'beauty contest' any more.
>
> Virtually NO advertiser buys 12+. And, if you're going to
> play the 12+ game, look at 12+ CUME figures. It's the only
> thing that equates to real "CIRCULATION".....IF (and it's a
> big IF) one puts much stock in Arbitron to begin with.
>


Go WIIN, go WIIN!!!!!!!!!!!!!!!!!!!!
 
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