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OC PPM RATINGS

radiojomo said:
This week's article in the OC Register is interesting. What made me laugh was that The Sound is #8 overall in the OC. How much of an impact does the OC have on the LA/OC ratings?
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Metro 12+ is 12,048,000 and OC is 2,773,000 so the OC is about 23% of the metro population. Thus, the subset of OC numbers is just about a quarter of the total LA metro numbers; the LA metro is all of LA and Orange counties.
 
justthenumbers said:
Are the actual 6+ numbers published somewhere?
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No. What the columnist for the Register got hold of is a specific geography breakout from the LA book. Arbitron does not release this to the press, so obviously he got it from a station or agency that was able to run a custom report. Under the terms of the Arbitron press guidelines, only 6+ numbers for the full market can be published. For anything else, only rank order can be referred to.
 
DavidEduardo said:
No. What the columnist for the Register got hold of is a specific geography breakout from the LA book. Arbitron does not release this to the press, so obviously he got it from a station or agency that was able to run a custom report. Under the terms of the Arbitron press guidelines, only 6+ numbers for the full market can be published. For anything else, only rank order can be referred to.
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That's what I figured. Thanks for the explanation. I would love to see more rank reports for specific geographies (for any market) - it is quite interesting to read about and analyze.
 
How is it that Spanish-language stations don't do well in the OC? Over 30 percent of the county's population is Hispanic.
 
Regarding the comment above, "Maybe it makes sense after all for Jill to go after KBIG if they really are doing that well in OC," it sounds like JILL-FM is going a different direction, according to this report in the OC Register:

JILL-FM 92.7 FM will be introducing personalities and a new Web site soon, according to general manager Bob Vistotcky. The station can be heard from Oceanside to Thousand Oaks. Its site is www.927jillfm.com.
"Jill is an adult contemporary station targeted to women 30-45 but men will also love the music. We are positioned between K-Earth and KOST and primarily play music from the '80s and '90s with the '60s, '90s and 2000s sprinkled in. The music intensive format currently is jockless but we will add personality (and a morning show) shortly," he said. Orange County events are also planned, he added.
 
It just shows how meaningless extrapolated numbers can be. That's exactly what the OC numbers represent. They are strictly bragging rights for all of the OC signals. Any potential advertising client who makes a buy based on the OC numbers is as crazy as the people who believe them.
 
If OC was a separate market, it would rank among the larger markets in the country. I remember years ago, the same argument came up for the Valley as back in the day when Dick Wittington was on KGIL, it was one of the top stations in the Valley even though it didn't rank very high in LA, but a lot of it was because their signal died out after you left the Valley.

I don't see why sales couldn't be geared toward the OC market on stations that get a high ranking. It wouldn't seem to be any different than Jill selling spots to advertisers in Thousand Oaks. You couldn't charge as much as if your selling to the whole market, but with a market the size of OC advertisers would be reaching a large audience. In fact I would be curious to see a breakout for Long Beach. That is a good sized city and my guess it would be similar to OC in ratings and for sales purposes could be added to the OC market.

I would like to see David's opinion on this. Also since we are from the same area, there you have the opposite problem. Cleveland and Akron are separate markets but most of the top stations in Cleveland also rank high in Akron. I wonder how they handle advertising there.
 
DrLove said:
It just shows how meaningless extrapolated numbers can be. That's exactly what the OC numbers represent. They are strictly bragging rights for all of the OC signals. Any potential advertising client who makes a buy based on the OC numbers is as crazy as the people who believe them.
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The OC numbers are not extrapolations. They are real. Assuming that the panel is, as promised, truly proportional :eek: on every stratification variable, the OC sample should stand on its own as a valid subset, as should each of the regions in the LA County area.

Of course, the entire LA PPM survey is still not MRC accredited, so read the label before using.
 
CHRles said:
How is it that Spanish-language stations don't do well in the OC? Over 30 percent of the county's population is Hispanic.
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This is just a guess, and David can probably confirm or correct, but I imagine that when compared to the Latino population in LA County, Orange County Latinos are second, third, and beyond generations, with fewer first generation and migrant Latino populations. Therefore, listening to Spanish stations is in smaller proportions than in LA County.
 
Shoot From Hip said:
Regarding the comment above, "Maybe it makes sense after all for Jill to go after KBIG if they really are doing that well in OC," it sounds like JILL-FM is going a different direction, according to this report in the OC Register:

JILL-FM 92.7 FM will be introducing personalities and a new Web site soon, according to general manager Bob Vistotcky. The station can be heard from Oceanside to Thousand Oaks. Its site is www.927jillfm.com.
"Jill is an adult contemporary station targeted to women 30-45 but men will also love the music. We are positioned between K-Earth and KOST and primarily play music from the '80s and '90s with the '60s, '90s and 2000s sprinkled in. The music intensive format currently is jockless but we will add personality (and a morning show) shortly," he said. Orange County events are also planned, he added.
Click to expand...

JILL-FM 92.7 FM will be introducing personalities and a new Web site soon, according to general manager Bob Vistotcky. The station can be heard from in Oceanside to and Thousand Oaks.

There, that fixes the Register's statement.
 
justpassingthough said:
This is just a guess, and David can probably confirm or correct, but I imagine that when compared to the Latino population in LA County, Orange County Latinos are second, third, and beyond generations, with fewer first generation and migrant Latino populations. Therefore, listening to Spanish stations is in smaller proportions than in LA County.
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That's an excellent analysis. I went data diving and found that on 12+ Spanish dominants are % of the OC population, and % of the LA county population.

LA County is 24.2% Spanish dominant, while Orange is 15.3% Spanish dominant. Interestingly, on 12+ the total Spanish language shares for the market are about 25. It's around 28 for LA county, and around 18 for Orange. So the reason is pretty clear, and just as you "guessed."

I'd never looked at the underlying numbers, so thanks for presenting your theory. It's totally correct.
 
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