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October Ratings
- Thread starter reelyreal
- Start date
How do we know if it's a death march if we have no clue how it's doing in the demographic it is laser-focused on: males 35-54? I'd love the oldies to come back, too, or at least for the playlist to expand, but if Connoisseur is reaching the ears it and its advertisers want to reach and has successfully shed older listeners who were handicapping its billing, then low 4s is actually better where it counts -- $$$ --- than low 6s.
I've seen the breakout. DRC-FM shed a healthy chunk of its female 25-54 numbers, where it was actually doing pretty well. I don't know how the billing is tracking, but losing F25-54 doesn't usually bode well.
Additionally, DRC-FM relies more heavily on local direct sales... the national agency buys are dominated by CBS and iHeart. The bulk of that money has always gone to those two clusters, which has always meant the smaller stations (DRC, CCC, MRQ) had to rely on local buys more than anything else. When you're dealing with local, you're dealing with perception more than you're dealing with ratings breakouts. The car dealership in Windsor cares more about what they think your station is than what your weeklies say about your m25-54 numbers.
Additionally, DRC-FM relies more heavily on local direct sales... the national agency buys are dominated by CBS and iHeart. The bulk of that money has always gone to those two clusters, which has always meant the smaller stations (DRC, CCC, MRQ) had to rely on local buys more than anything else. When you're dealing with local, you're dealing with perception more than you're dealing with ratings breakouts. The car dealership in Windsor cares more about what they think your station is than what your weeklies say about your m25-54 numbers.
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