Ratings...some shockers

[AliceTheCook]

OK, say what you will about 12+, but......KPLX is taking a bath...down 1.1 since last fall :'(The Ticket UP 1.3??? WOW! ???KLLI losing almost a full share? And now tied with rimshot KRNB? The Bone tied with K-Soul and Heaven 97 with a miserable 1.1? Surely Cumulus won't let this go on. Scotty must be the only one who can read the writing on the wall over there. He bailed. KEGL closing in on KKDA? Only a half-point separating #1 from #2? This is getting scary.

 

[Slambang]

KLLI I understand, they lost their gravy train(Howard) and put some clown in his place (Diamond Dave,EMT)KTCK is getting more share due to the new cowboys dealKPLX im puzzled about as wellOn the KEGL/KKDA ratings battle, it'll be a dogfight. Im putting my money on K-104, as they're the only true local O&O in this market and they have brand loyalty..

 

[Catbox_Dim_Prewitt]

KLLI was expected. Kegl appears to be headed for the new number 1 in the fall book.

 

[GenericMorningShowGuy]

You said shocker.

 

[davideduardo]

If you take the month of January away, KEGL is down to about 6th share, and beaten by KLNO in February and March. KLNO changed format in Mid-January, and it is unlikely KEGL will be anywhere close to #1 in the next months.

 

[grantchester]

David, I've heard that Arbitron changed it's weighting methodology, effective in March. Can you explain how hispanics are counted, and how the count is weighted, when the ratings are calculated?g

 

[davideduardo]

David, I've heard that Arbitron changed it's weighting methodology, effective in March. Can you explain how hispanics are counted, and how the count is weighted, when the ratings are calculated?g

Pardon this if it is "more than you wnated to know." Arbitron has what are called stratification variables. The simplest one is men and women. If a market is 52% female and 48% male, they try to get 52% of diaries back from Women. If they don't, and, let's say, only get 48%, they multiply every diary by a number to make it mathematically seem as if there are 52%... in this case, by one plus (52-48 /52) or the number 1.076. This ups the value of each female diary so it is proporitonal. they will also lower the value of each male diary, as they would have oversampled men.With the Winter book (Jan to March) Arbitron added a stratification variable. Actually, they added two. Spanish dominant Hispanics and English dominant Hispanics. Previously, if a market was 35% Hispanic, they were done if they got back close to 25% of diaries from Hispanics. Now, they have a specific quota for each KIND of Hispanic, based on langauge dominance. When a strastification variable is introduced, it tends to stabilize wobble, because a segment of the population is now controlled so it does not over or undershow in the diary returns. Wobble in Spanish langauge staitons, which was seen as hogh as 50% in Summer, 2002 in LA, will be reduced to more normal "margin of error" wobble. Weighting is only used as a last resort, when the diaries that come back are a little higher or lower than what would have produced a perfectly proportional sample. Weighting of less than 10% in a cell is seldom used,.. 3 to 5 percent are the figures more normally seen. In smaller markets, there is more wighting because there are fewer diaries and any discrepancy causes a bigger impact. So, there is no difference in the way Hispanics are measured (or anyone else, for that matter) but now Arbitron makes sure the "right amount" of Spanish dominant and English dominant Hispanics are measured, book to book.

 

[grantchester]

Pardon this if it is "more than you wnated to know." Actually, it was exactly what I wanted to know. Some people are under the impression hispanics and blacks count extra. You tell us they are statistically represented, even if a representative sample can't be located or made to respond.Now- another question. How do spanish-language 'Power Ratios' (billing divided by ratings share) compare with other formats, like Newstalk or Country or Triple A?g

 

[spymovie7]

It looks to me like KVIL is starting to pick up momentum. My call is that the station will continue to pick up steam throughout the year...

 

[davideduardo]

Actually, it was exactly what I wanted to know. Some people are under the impression hispanics and blacks count extra. You tell us they are statistically represented, even if a representative sample can't be located or made to respond.Now- another question. How do spanish-language 'Power Ratios' (billing divided by ratings share) compare with other formats, like Newstalk or Country or Triple A?g

Hispanic and Blacks are generally represented within a few percent of total proportionality in all markets. Like all listeners, ethnic 18-24 males are harder to find, but there is essentially no difference int he weighting on Blacks, Hispanics or "other" in the major markets. Power ratios among Hispanic have to do with several things. First, good operators. In Houston, KLTN has a 1.28 power ratio for last year, per BIA. In other markets, operators with good ratings and low rates drive down the power ratio... bottom feeders set rate caps sometimes. In markets like NY and Miami, Spanish stations outperform. Different Hispanic formats have different ratios, too... AC does better than regional, etc, just like in English.