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Spots at the top of the hour??

V

vadar

Guest
Am increasingly hearing this, especially in morning drive, why? I thought as a programer you want to capture quarter hours, TSL, etc...? XL 1067 does Legal ID, then plays a spot, then goes into Hollywood dirt. Where's the music from :52 to :18? Even two songs from :58-:06 should be the norm. Not just on XL, listen at the top of the hour in morning drive...........odd.

What am I missing here (except the music)?
 
Music or not, I believe they're still providing programming that they're assuming people are sticking around for. XL seems to be doing something right based on recent ratings. I'm also of the belief that the old music from :52 to :18 mentality is an old school diary and ratings manipulation technique.
 
Correct. In the old diary methodology I think 26 minutes from :52 to :18 counted as 45 minutes because it touched 3 quarter-hours.

PPM measures down to the minute, so I think the ability to manipulate is different (not gone, but the ways to "game the system" are different).
 
From a PD buddy of mine, this clarification.... under PPM, to get credit for a quarter hour, you need 5 minutes total within that given quarter hour. Thus :03- :08 equals 15 minutes TSL, while :58- :03 equals zero. So it makes more sense to cover up quarter hours with spots.
 
Because that's not what Arbitron's ratings eventually report. The rating represents how many people are listening within an average quarter-hour.

You'd have to ask your statistics professor about how the math works, but apparently the model would be infinitely complicated.
 
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