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Ratings BS

E

eldub

Guest
So, will someone please explain why Arbitron holds the numbers other than 12+ so close to the vest?

There are all these "other" numbers you talk about, we all see them behind closed doors, yet we can't talk about them? If it's a truer showing of how a station is really doing, we should be able to discuss it. I've seen breakdowns by zip code even and there is NO way the 12+ numbers even come close to that.

If it were legal, I and many others here could tell you how our stations were REALLY doing. Just makes no sense to me why it's such a secret.
 
> So, will someone please explain why Arbitron holds the
> numbers other than 12+ so close to the vest?
>
> There are all these "other" numbers you talk about, we all
> see them behind closed doors, yet we can't talk about them?
> If it's a truer showing of how a station is really doing, we
> should be able to discuss it. I've seen breakdowns by zip
> code even and there is NO way the 12+ numbers even come
> close to that.
>
> If it were legal, I and many others here could tell you how
> our stations were REALLY doing. Just makes no sense to me
> why it's such a secret.
>

It's simply a case of "why buy the cow if you get the milk for free". If all of the ratings info was public, what incentive would stations or advertisers have to pay the exorbitant sums charged by Arbitron? They've even slapped hefty fines on non-subscribing stations who used 12+ numbers published in the newspaper for sales purposes. Yes, it would be nice to discuss more specifics in relation to ratings here but I can understand them wanting to protect their product; I just wish another service could succeed where companies such as Birch and Accuratings have failed in giving Arbitron some serious competition.
 
> I just wish another service could succeed
> where companies such as Birch and Accuratings have failed in
> giving Arbitron some serious competition.
>

Given time and a good capital infusion (Mr. Philips - are you listening?) - Eastlan will become a formidable competitor to the monolith known as Arbitron.
 
> Given time and a good capital infusion (Mr. Philips - are
> you listening?) - Eastlan will become a formidable
> competitor to the monolith known as Arbitron.

As a consultant, I've worked with Eastlan in a couple of markets and found them very friendly and easy to deal with and their software for crunching numbers is not bad, either.

CJ
 
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