Nassau-Suffolk (Long Island) Arbitron Radio Ratings: Holiday 2011

[pjc1961]

http://www.radio-info.com/markets/nassau-suffolk

Publicly released age 6+ overall rankings for the Holiday 2011 survey period covering Thu. 12/8/11 - Wed. 1/4/12.

The next survey period will be for January 2012 covering Thu. 1/5/12 - Wed. 2/1/12 with the report release date of Mon. 2/20/12.

 

[jfrancispastirchak]

http://www.radio-info.com/markets/nassau-suffolk
Publicly released age 6+ overall rankings for the Holiday 2011 survey period covering Thu. 12/8/11 - Wed. 1/4/12.
The next survey period will be for January 2012 covering Thu. 1/5/12 - Wed. 2/1/12 with the report release date of Mon. 2/20/12.

The big shock for me is WHLI AM, which hasn't even shown up since Fall, 2011. Time for a major FLIP? Maybe, but to what format?

 

[pjc1961]

According to posts I've seen in previous ratings threads, apparently (allegedly) WHLI is not encoding their signal to be captured by the PPMs. Thus, no results.

Their sister stations in the Barnstable/Long Island Radio Group do encode, so it's a little bit odd.

 

[MajorArmstrong]

I'm told that they are not...and it makes sense. Arbitron's PPM is no friend to daytimers and they get their sales with feet on the street. Probably some nice coin being saved, too.

 

[pjc1961]

From what I understand, it costs a station nothing to encode - Arbitron provides the encoder for free. It does require an engineer to install the equipment, of course. Plus subscribing to Arbitron, which does cost some coin.

Agreed that the main thrust of WHLI's ads would come from local businesses and that ratings are not as important as they would be for a full-power outlet.

 

[davideduardo]

From what I understand, it costs a station nothing to encode - Arbitron provides the encoder for free. It does require an engineer to install the equipment, of course. Plus subscribing to Arbitron, which does cost some coin.

Stations that are "home" to a metro survey area (MSA) receive the use of encoders for free, and they do not have to be subscribed to the ratings to encode. Commercial and noncommercial stations inside the MSA all get them. And if a station is outside a metro, but wants to be included in the metro ratings if they get any listenership, can rent an encoder for a tiny amount. Again, being subscribed is not a requirement.

Agreed that the main thrust of WHLI's ads would come from local businesses and that ratings are not as important as they would be for a full-power outlet.

Stations with low ratings are always going to have to go to the local direct business for revenue, as an agency seldom can justify a buy on an outlet that has not shown up in the ratings for several books.

However, the reality is that if the ratings can't justify a sale of ad time to an agency, the station may indeed have so few listeners that it does not pull any response for local advertisers, either. If that is the case, we see the gradual death spiral that ends with a station debating whether to run the Russian shows or become another relay of Radio Cántico Nuevo.


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[wgliradio]

WHLI does have a fairly steady stream of local advertisers its had for years that are not on the other Barnstable properties (Paul Conte Cadillac/Chevrolet and the Brick Cafe are two that come to mind). These relationships were formed in the Dean Anthony days and they've stayed on. What killed WHLI was PPM and the flirting they did some 4-5 years ago with this "standards revival" where they stopped playing the meat and potatoes and started playing unfamiliar cuts from unfamiliar artists. They've been able to fix the music, but can't change the method of measurement or bring the audience back once they've tuned out/died.