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Midlsx-Smrst-Union Arbitron Ratings: July 2012

P

pjc1961

M/S/U ratings: http://www.radio-info.com/markets/middlesex-somerset-union

Publicly released age 6+ overall rankings for the July 2012 survey period covering Thu. 6/21/12 - Wed. 7/18/12.

The next survey period will be for August 2012 covering Thu. 7/19/12 - Wed. 8/16/12 with the report release date being Tue. 9/4/12
(delayed one day due to Labor Day holiday on Mon. 9/3/12).

Note: stations that do not subscribe to Arbitron in certain markets will not show in those markets.
 
Unfortunately, since Arbitron stopped listing stations that don't specifically buy this embedded market's numbers we always know what the top four stations will be, and we can be sure of the stations that will always finish in the third and fourth places. The only question is which of the top-2 stations will edge out the other in latest period.

All of that said, the station that this embedded market was once created for, the once super profitable WCTC-AM which helped fund Greater Media's corporate growth, seems to be bleeding regular listeners.

IIRC, in the last couple of years it has lost half its cume, which is now down to 21,000 listeners a week. In the good old pre-FM days, there may have been times when it had that many listeners, or more, at one point in time.

When it was playing Oldies in recent years, it was averaging about 44,000 listeners a week. Still, even with a smaller audience the local talk format may bring in more local ads.

It will be interesting to see how much of a boost Rutgers football brings to the WCTC weekly cume. That coverage, and coverage of other Rutgers sports, along with comprehensive local news, were always WCTC's biggest audience draws.

But, the reality now is that WCTC couldn't even fill up half the 52,000 seats in Rutgers stadium with everyone who listens to the station even once a week.
 
This should come as no shock. Small AM stations with very limited signals have been going downhill for decades. Less people listen to them today than 5 years ago, less people will be listening to them 5 years from now. For the most part these type stations already have an audience that has aged out of advertiser friendly demos.
 
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