No KSOP in Spring Ratings??

[TimmyWA]

Anyone know what happened?

 

[Kent]

Probably a selective embargo, which is a practice Arbitron started fairly recently. My guess is KSOP doesn't subscribe to Arbitron. So, Arbitron isn't releasing their ratings to the general public.

 

[pbf1]

Yep

They released the ratings of "the subscribers only."

 

[TimmyWA]

Guess it makes sense...

How can a station charge for advertising? They must rely wholly upon their heritage. Is that feasible?

-Timmy

 

[Kent]

Having never sold, I can't tell you much about how radio sales works with or without the numbers. However, I can tell you that more stations than you might think sell without the numbers. Exactly what they use, I don't know. However, a friend of mine is PD for a station that doesn't sell the numbers, and his company is very aggressive about it. Sales people have a meeting every morning at 7:30 AM (and you actually better be there by 7:25). They have to be out of the building by 8:30 and can't return until 1 PM, and, then, they can only return for a very short while. They're expected to be on the street almost all day. Then, there's a final sales meeting each day at 5 PM. That's a lot of hours to work when you're only making straight commission!

By the way, I've heard sports is very easy to sell without numbers. Don't know if KSOP has sports programming, but, if they do, I'd guess they make a killing on it.

 

[70radio]

Anyone know how well KSL's "Nightside" did in the Spring book and how long the program has been on the air???
Thanks!

 

[TimmyWA]

By the way, I've heard sports is very easy to sell without numbers. Don't know if KSOP has sports programming, but, if they do, I'd guess they make a killing on it.

KSOP is a mainstream country station. Been around since FM started. Competes against two other modern country stations and one classic country FM. SLC is a very heavily radioed market. A lot of decent strength rimshots come in from the Wasatch mountains.

Anyone know how well KSL's "Nightside" did in the Spring book and how long the program has been on the air???
Thanks!

I'm not sure on how long Nightside's been on the air but as I've heard it (I'm 30), I find it very interesting to listen to.

-Timmy

 

[jdweaver]

Stations that don't subscribe to Arbitron can't use it to SELL with, but ad agencies who buy the service (at a pitance of what radio pays) can use Arbitron numbers to BUY. It's kind of like diplomatic recognition. We don't recognize Cuba so we talk to the Swiss who do and pass notes in the hallway. Kinda childish but that's the model.

 

[Kent]

Stations that don't subscribe to Arbitron can't use it to SELL with, but ad agencies who buy the service (at a pitance of what radio pays) can use Arbitron numbers to BUY. It's kind of like diplomatic recognition. We don't recognize Cuba so we talk to the Swiss who do and pass notes in the hallway. Kinda childish but that's the model.

100% correct! The agencies who buy the book can use the book to buy regardless of whether or not the station does. I remember discussing this with someone on the Arkansas board, and I found myself arguing that it makes sense to rate stations that don't subscribe. After all, if you're an agency, you want the best buy for your money, and I know I wouldn't buy the book from Arbitron if they wouldn't let me evaluate all of my options fairly.

What, in my opinion, is really stupid is that the public can't see 12+ numbers from stations that don't subscribe. They're 12+ numbers, and 12+ buys are few-to-zero. I can understand not releasing the demo specific numbers to the public, but embargoing the 12+ numbers of any kind is just stupid.