Ratings Ruminating

[CBusDave]

Since the second trend was released right after the holiday I'm guessing no one was compelled to comment on it. Or it could be that it was so uneventful and absent of surprises that no one felt the need. So in an effort to make something more interesting than it actually is, here are my thoughts.

WVKO-FM more than TRIPLED their numbers from the first trend. I know, that's not saying much
WYTS-AM is AMAZINGLY still listed!!!! Hot diggity.
WBNS-AM is down... wonder who they will put in once Dan Patrick is gone. Maybe Dan Patrick's rumored syndicated radio show that he's after

Hmmm... sorry, that's all I've got.

 

[KevinFodor]

No one is compelled to comment, because...it's a trend, not a book.

Sometimes, trend to trend, because the sample is so small, you can see wild ratings swings which settle down once the entire book is in.

Hence the origin of the phrase in programming offices: It's only a trend.

 

[Nu_Roo_2]

WVKO-FM more than TRIPLED their numbers from the first trend. I know, that's not saying much

Didn't they have a jump like this about a year ago and then sink back? Maybe it will stick this time. Since I don't listen and don't understand Spanish, I have no perception of whether the various factors of the stations execution have improved, or if other "real" factors have come into play.

WYTS-AM is AMAZINGLY still listed!!!! Hot diggity.

Will wonders never cease. BTW, I read something recently where Ed Schultz was blaming station group owners' own politically conservative leanings for giving progressive talk a chance to develop (that doesn't have to be AirAmerica, you know -- my comment). He says shows like his have proven that they can be compelling and do very well when put on a good signal and promoted. Interestingly, he praised WYTS owner Clear Channel as the one major company that's given progressive talk a real chance on many stations
/quote]

 

[Nu_Roo_2]

I tried to add the following to the part about VKO-FM trends, but the system timed me out while editing:

Of course, to Kevin's point trends are always more subject to wobble due to the lower sample sizes vs. the quarterly (not to mention the misleading results that can be caused by particularly bad months dropping off, etc. as the trends roll). This is a bit less of a concern where you see the same strong pattern two trends in a row.

 

[KevinFodor]

I tried to add the following to the part about VKO-FM trends, but the system timed me out while editing:

Of course, to Kevin's point trends are always more subject to wobble due to the lower sample sizes vs. the quarterly (not to mention the misleading results that can be caused by particularly bad months dropping off, etc. as the trends roll). This is a bit less of a concern where you see the same strong pattern two trends in a row.

Correct, Nu-Roo...but we are seeing some pretty big wobbles in Arbitron's
diary returns, generally speaking these days. Most companies are now watching each book's returns with fine tooth combs. So, frankly, a two-month trend up could be significant...or could be continued ethnic weighting, due to the fact that Arbitron is, allegedly, finding it almost impossible to get a decent return from minorities and is having to weight the diaries they get upward.