Prime Example of Misleading 12+ Numbers

[Nu_Roo_2]

WSNY actually inched up 12+ in the Spring Arbitrons vs. Winter.

But in mornings they fell to an unusually low #5 ranking in their target of females 25-54. The top four were NCI, XMG, BNS-FM and CVO.

This is a good example of a topic several folks have raised here recently, namely how the publicly-published 12+ AQH ratings -- the so-called "beauty contest" numbers don't always indicate what's going on in terms of key demos or revenue.

<P ID="signature">______________
Nu_Roo_2 formerly Nu__Roo formerly Nu_Roo</P>

 

[tpt]

Except for CVO, they may be losing in this demo because of 25-34 females who may prefer the "harder" sound of NCI and XMG, for example.

Or the entire demo may be shifting towards a "harder" sound. Which doesn't explain WCVO...

Classic problem: Everyone wants the younger demos but the older demos spend real $$$

 

[freezeframe]

> Except for CVO, they may be losing in this demo because of
> 25-34 females who may prefer the "harder" sound of NCI and
> XMG, for example.
>
> Or the entire demo may be shifting towards a "harder" sound.
> Which doesn't explain WCVO...
>
> Classic problem: Everyone wants the younger demos but the
> older demos spend real $$$
>

CVO has a great morning team. They are very funny and entertaining. Probably explains the high rating.

 

[tpt]

> CVO has a great morning team. They are very funny and
> entertaining. Probably explains the high rating.
>
Amazing how old concepts like "funny and entertaining" work, isn't it?

 

[wscx200]

I'll give you a few more excellent examples:

WLVQ is the best example of a low 12+ share station with great 25-54 numbers.
It is #2 (6a-7p) with a 1.6 (WNCI has a 2.0)

WTVN high share, #5 where it counts with a 1.3
WCOL big share, #3 with a 1.5
WXMG, our tier 2 newcommer built through TSL, 9th off the buyers demo with a 1.0
WHOK, top ten share...tied with WBNS-AM for the 11th spot with a .7 Rtg 25-54 in prime dayparts. (M-F 6a-7p)