Philadelphia Arbitron Radio Ratings: May 2013

[arggone]

But 97.5 couldn't possibly be beating WIP in M25-54 given what the 6+ numbers are, could it?

May 2013

WIP has 625,000 12 + cume

97.5 is 380,000


For arguments sake lets say the Male 25-54 bracket somehow favors 97.5. That still can not erase the fact that WIP has 250,000 more listeners per week than 97.5. I actually have my own business and the only thing I care about is total sales. I don't discriminate against race age or sex.

 

[davideduardo]

Sorry, no. Revenue numbers - sales - are key.

Unfortunately, BIA/Kelsey numbers are more difficult - and expensive - to come by than actual Arbitron numbers.

The "pair" of WIP's billed about $23 million last year. WPEN-FM did about $6.6 million.

As has been previously debated, the key to these sales are 25-54 men, and nothing else.

 

[davideduardo]

I actually have my own business and the only thing I care about is total sales. I don't discriminate against race age or sex.

Advertisers that use ratings to buy are also advertisers who have analyzed their consumer base and target and who know the return on investment on advertising. Generally, the ROI on advertising to 55+ is poor or negative, so most advertisers don't specify anything over 50 or 55 for campaigns.

Advertisers discriminate against losing money.

 

[aindik]

I actually have my own business and the only thing I care about is total sales. I don't discriminate against race age or sex.

Same with radio stations. Except their listeners aren't the customers. You've never paid WIP a dime and neither have I.

Listeners are the product, and they, like you, need the best, most sellable product they can get.

 

[FredLeonard]

And this is the heart of the problem for 1210, 106.9 and (to a lesser extent) for 1060.

Listen to the spots they run and the problem becomes apparent.

 

[arggone]

Advertisers that use ratings to buy are also advertisers who have analyzed their consumer base and target and who know the return on investment on advertising. Generally, the ROI on advertising to 55+ is poor or negative, so most advertisers don't specify anything over 50 or 55 for campaigns.

Advertisers discriminate against losing money.

What is the sample size used in the Arbitron M 25-54 subcategory? 1/10,000 of that demographic? 1/25,000 ? 1/50,000 1/100,000 ? How minute, insignificant, and unreliable is this sample size?


What are the 25-54 Male ratings for WIP + 97.5?

Why does Arbitron post 12 + cumulative ratings if they are so meaningless?

Why would an advertiser not acknowledge that station A gets 625,000 listeners and station X gets 370,000 listeners.

That is ridiculous . So a 55 y.o. M is irrelevant. 24 y.o \M irrelevant. The entire female gender irrelevant.

 

[FredLeonard]

What is the sample size used in the Arbitron M 25-54 subcategory? 1/10,000 of that demographic? 1/25,000 ? 1/50,000 1/100,000 ? How minute, insignificant, and unreliable is this sample size?

Apparently, you never took intro to statistics or a research methods class. 1/10,000th or 1/100,00 that doesn't matter.

 

[davideduardo]

[
What is the sample size used in the Arbitron M 25-54 subcategory? 1/10,000 of that demographic? 1/25,000 ? 1/50,000 1/100,000 ? How minute, insignificant, and unreliable is this sample size?

A panel is supposed to be proportional on all the stratification variables it covers... in this cases, age cells, gender, ethnicity, county of residence in the metro, income levels, language preference among Hispanics, etc. The target sample for any cell in PPM should be around one meter for every thousand to 1500 persons in the universe

Why does Arbitron post 12 + cumulative ratings if they are so meaningless?

.]It is apparently good promotion for the product and increases awareness of the brand as THE sp.oóurce for ratings.

[./quote]Why would an advertiser not acknowledge that station A gets 625,000 listeners and station X gets 370,000 listeners. [/quote]

Advertisers don't acknowledge listeners. They simply buy the listeners in their core demo that the station offers if the price is right. Just like I go into a store with blue and gray pants, and only buy a blue one. I buy what I need.

[./quote]That is ridiculous . So a 55 y.o. M is irrelevant. 24 y.o \M irrelevant. The entire female gender irrelevant.

[/quote]

Most campaigns focus on delivery of 25-54 adults. Next comes 18-49 and 18-34, and the gender and ethnic subsets of each.

It's not uncommon to find campaigns aimed at 25-44 English dominant Hispanic Females in household with over $50 k annual income.

In other words, you fish where the fish are.

 

[amfmsw]

I'll fish with arggone...pond WIP has 652k fish in it, and they have fatter wallets with more to spend. WITH a caveat:\

UNLESS I'm selling Hip-Hop concert tix. If rates are competitve, that's where I'd place my message. OR, UNLESS it I need to buy more to get the same frequency. If WIP has a great cume, but incredible turnover, like KYW, it's too expensive to use because you need to buy too many spots to get frequency. High reach is fine, but without frequency, it's useless. If 97.5 has a smaller but similar audience, but I can buy fewer spots and hit them over the head and brainwash them, THERE'S the placement.

 

[HGN2001]

You guys are also forgetting a very important component - spot placement by time on the station. A show like Missanelli's on WPEN generates great rating within those specific afternoon hours. It is THERE that the station has its highest rates and highest demand for time.

The 6+ ratings are just averages across all demos and all dayparts Mon-Sun 6a-mid. That's why they're meaningless.

Arbitron numbers are split so many different ways. When I first worked in radio, I used to ask, when the book came out, "On which page are we number one?" There was always some page where your station excelled.

 

[FredLeonard]

And pond 1210 has fish getting ready to float belly up on top. They are not biting any more. And most advertisers want to sprinkle fish food in pond 1210 these days. Forget the shows. Listen to the spots. They tell you all you need to know about who is listening and who is buying time.