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ON AIR GUYS TALK RATINGS

C

Capulet

Heard Rizzo today talking about how his show is #1! Huh?

Hey Riz, why don't you tell us what demo cell that is? Men 55-65 maybe?
How can any show on a station that's not even in the Top 10 PPM 6+ rankings possibly have a show ranked #1 ? ( Even in any demo ? )
Seems to me like Rover, Triv, all these guys do the same thing.
What demo guys?
You can fool some of the people some of the time..... ::)
 
Well, it's the #1 show on AM 850 between 9a-1p, that's for sure.

In all truthfullness though, it no doubt is the #1 rated, and #1 billing show on the station.

And he can also say it's the #1 sports show in middays, as it gets higher ratings than Baskin and Phelps on The Fan, or Colin Cowherd on KNR2.

See, that's the wonderful thing about scematics...You can make a statement that has a grain of truth to it, so it's not an outright lie, and most people take it at face value.
 
vjm said:
Well, it's the #1 show on AM 850 between 9a-1p, that's for sure.
Click to expand...

I totally agree with that! ;D

Unless these guys are telling the whole truth, they're not telling the truth. They are speaking a lie.

Hearing Hammer explain PPM was hilarious too.
 
Its SHOW-BIZ. Who cares if they really are #1 or not? A great host wants to make the audience feel like they are in the cool kids club. Who wants to be listening to a show that's #15th? UNLESS, the host has a knack of making it sound like being at the bottom of the ratings is cool, for example the Black List on the Alan Cox Show. The bit brings listeners into the room they've painted in their silly efforts to become the #1 urban show in Cleveland.

A great piece of research came back a few years ago.(remember reading it in R&R before they folded) The audience says if you tell us you are #1, it means you aren't.
At that time a TON of stations stopped using stuff like Your #1 hit music station, or Your #1 for Country, #1 for music and fun. I think all but one station locally stopped using it.
 
What Rizzo doesn't tell you is that his entire station is dropping in ratings every month, as their competitors are on a monthly rise.
 
Talk hosts exaggerating about their ratings??? How can you guys say a thing like that???? LOL!!!!

I've personally heard a certain rather rotund local daytime talk show host claim he has "a quarter-of-a-million listeners"...and "the largest midday talk audience in America". Have heard him say this no less than 5 times over the past few years...and I don't even listen to him that much.

What's his 12+ weekly cume? It averages 75,000/week....which is very good, but that's a long, long, long way from 250,000.

Oh, and that figure is from the old 17-county Cleveland DMA that includes much of Northeastern Ohio.

So, do these folks lie? Ahhhhhh....well............
 
Tim said:
Talk hosts exaggerating about their ratings??? How can you guys say a thing like that???? LOL!!!!

I've personally heard a certain rather rotund local daytime talk show host claim he has "a quarter-of-a-million listeners"...and "the largest midday talk audience in America".

So, do these folks lie? Ahhhhhh....well............
Click to expand...

Most on air talent have no clue at all how to read, understand and intepret Arbitron estimates. Arbitron reps make presentations to station's sales staffs. Rarely does a programmer attend. The program director is too busy doing 10 other jobs or is in another city. The skills to read/interpret Arbitron rarely get taught to on air talent.
Some lack the intelletual ability to comprehend concepts like cume audience, AQH share, TSL, metro cume duplication and so forth.
 
You can rest assured, most on-air personalities and certainly their PDs totally understand share of audience and cume audience. Many are paid bonuses for ratings performance....they do indeed understand.
 
Tim said:
You can rest assured, most on-air personalities and certainly their PDs totally understand share of audience and cume audience. Many are paid bonuses for ratings performance....they do indeed understand.
Click to expand...

Their "understanding" is minimal.

Most bonus clauses are managements way of blowing smoke. Here's an example, A CHR morning host gets "a bonus for being #1 in persons 25-54". Huh? Thats not a realistic attainable rank for a CHR. Why? CHR's target is teens and 18-34 women.
This happens all the time. Management makes the talent think they can earn more, but they set unrealistic standards.


I some what agree that an on air talent with a so called "performance bonus" might have an idea of how ratings work. I'd say a few can understand ratings in the sense that they can read a ranker and see where they rank. Interpreting and understanding Arbitron principles and concepts like weighted demos, metro cume duplication, TSL, reach and frequency, and so forth is beyond their basic knowledge.
 
Capulet said:
Most on air talent have no clue at all how to read, understand and intepret Arbitron estimates. Arbitron reps make presentations to station's sales staffs. Rarely does a programmer attend. The program director is too busy doing 10 other jobs or is in another city. The skills to read/interpret Arbitron rarely get taught to on air talent.
Click to expand...

And in the case of the host Tim mentions, he HAS no program director, and the locally-owned station has never had one. He has a station manager, but programming decisions aren't his strong suit.

When the station's veteran afternoon drive host left, they actually held a contest on-air to replace him...until a well-known pro football player with media experience heard about the opening and "came back" to his native NE Ohio.

As far as the midday host's exaggerations, he's been doing that for 30 years. To hear him, he invented two-way telephone talk radio...
 
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