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Looking for honest analysis

D

DMC0796

Our new rock station The Fort 94.5 appears to have done quite well in the Spring book, especially considering that we did the flip eight or nine days into the rating period.

We're seeing us being second in males 25-54 in the metro and first in males 25-54 in Sebastian County alone.

I know you can make the ratings say anything you want. I know the basics on how to read the data, But how do you guys (with better knowledge of the way the ratings work) define these numbers in terms of whether or not this is a "good" debut book?
 
For starters, just to keep it simple, you really have to wait for the next couple of books and see how you hold up. You can't really judge anything from your first book after a flip or new station coming online.

Best of luck,

ARM
 
ArkansasRadioMan said:
For starters, just to keep it simple, you really have to wait for the next couple of books and see how you hold up. You can't really judge anything from your first book after a flip or new station coming online.

Best of luck,

ARM
Click to expand...

Thanks for the input. I understand about averaging books. But (if you an see the ratings for our market) how does the numbers we drew (in say, Males 25-54) look for a new station that debuted during the ratings period?
 
ARM is dead-on. You can't determine anything based on the results of the first book. And keep in mind that while Arbitron is all that we have to measure audience, it's by no means an accurate way to 'rate' your (or anyone else's) radio station. There's too much 'chance' involved in the system.
 
DMC...

all the above responses are correct. I'll get my 2 cents in, as well. You can't base anything on the first book due to many listeners 'sampling' the station to determine if it warrants continued listenership. The 2nd & 3rd books will tend to show whether they liked what they heard and decided to stick around. Subsequent books will show how well you're continuing to keep them. Keep in mind, as you probably know, that some formats have up and down rating periods. I, too, have found over the years that you can't base much on Arbitron ratings, although it's the only thing you have to go on, if you subscribe. However, there are times when it can be just as much a negative as a positive.

In other words...don't start running those "We're #1" promos, yet!
 
I can't offer any wisdom regarding the book; however, I moved my son to Fayetteville (freshman of the U of A) on Aug 19, and while channel surfing, came across 94.5. From a listener/consumer point of view, I really enjoyed the music mix. Keep up the good work. Reception was great all the way up I-540 to about Springdale/Rogers. Started getting some static a few miles this side of my sister's house in Bentonville.
 
I dunno if we can sustain the ratings, but we have certainly opened up some eyes around here.

In that key male 25-54, we're very solid. Both local shifts get a lot of calls. The people are responding to the station.
 
I know your goal is to be successful in the ratings and with listener response... but the staying power lies in whether or not the sales department will sell it. Build your product (the audience), then sell it to the customers (advertisers.) If the station can successfully do both, you'll be amazed at how great success can be.
 
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