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PEOPLE METERS WILL CHANGE RADIO AGAIN

The #2 station in a market isn't listed?

I find this to be hard to believe:

> Many religious stations do not subscribe to Arbitron and
> therefore are not listed. Likewise, WDAC is not listed in
> the Lancaster book.
>

Even though WDAC is currently ranked at #2 in the Lancaster market in the 12+ listing? They typically are in the top 4 stations in the 12+ listing. It would seem to me that if Arbitron is not listing stations that do not subscribe in their book they are "ripping off" their subscribers. I'd think that as a station manage who did buy the book I'd want to see how my competition, even religious stations, were doing. Especially in a market where one of the consistantly top stations is a religious station.

Granted in Wilmington, none of the religious stations ever make it to the top 10 in the 12+ numbers so it may not be an issue here, but I'd think it would be in Lancaster, especially as WDAC is a commerical station that does air spots and having the #2 ranking says a major part of that market tunes in to 94.5 on a regular basis. But then again if the religious stations in Wilmington are not listed maybe WXHL, WVCH, or WAMS are actually doing better than most of us would think and have just been ignored by Arbitron, because they are not subcribers to their book.

I do listen to WDAC at times and they seem to have a decent spot load to boot. Whether or not you like religious programming, at least to me, that station (WDAC) and it's ability to be commerically successful (the business of radio rather than the art of radio) with many secular stations in its market to compete with is impressive.
 
I completely agree that owners who have complained about PPM's are complaining because they can't handle the truth. For years, stations have been getting by on popularity instead of actual listening. But that's going to end now! And that's a good thing.

However, I'm not sure how I feel about KYW going up. I mean, people punch in and out constantly and we all know when to do so. :)07 or :37 for the five-day, :15 or :45 for sports, etc.) KYW is very much a punch-in and punch-right-out station. So they'll get a lot of punch-ins but I'm under the impression that TSL will plummet. In fact, I think KYW's in a bit of trouble as a result of PPM's. I know their format clock so I don't ever listen when the commercials are on. Can I be the only one?

PPM's will be great for stations like Sunny and B101 because they'll record captive listening which has historically been hideously under-reported...but which is very important because, whether captive or not, you're still hearing the ads--and it's the ads that count. (That was a very long sentence, if it can be called a sentence at all!)

I'm all for PPM's. Accuracy in reporting is of the utmost importance!



> OK, I'll bite.
>
> I agree. I'm all for the People Meters. More accurate
> reporting: Why wouldn't you want that?
>
> And I think this will further what radio should be finding
> out with its recent increased competition: Localism is key.
>
> I agree with Kevin that KYW and stations like it (the news
> leader in any given market, or the station known for traffic
> and weather every ten minutes) will go up. And among the
> major demographics where these stations will see an increase
> is people 25-44. Young men are listening to sports on KYW at
> :15 and :45 and not writing it down. Soccer moms are
> listening to traffic on the 2's and Accuweather and not
> writing it down.
>
> ACs and other formats with heavy in-office listening
> (classic hits, classic rock) will go down. Are people really
> listening for 8-9 hours a day? Probably not.
>
> Stations will a strong sense of community (in Philly, think
> WDAS and Power 99) will also go up. Spanish language
> stations that are seeing strong numbers will continue to
> look strong.
>
> Group owners and CEOs who have spoken out against People
> Meters have done so because they're afraid of what will
> happen to the ratings of their cookie cutter soft AC and
> classic hits stations. Lack of community involved stations
> in their groups is the problem, not the People Meter.
>
 
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