readingradio said:
"Arbitron doesn't care if you like the show...only that you listened."
And if have so little understanding of Arbitron to make THAT statement, then you have no business posting on this board.
Arbitron DOES NOT MEASURE LISTENING. PPM might, but not the diary version currently used in Boston. It only records what people write down.
I have a very firm grasp of how audience measurement is recorded. And it's arguably flawed on more counts than accurate. However...People are conditioned to write down what they hear. And obviously, when asked, people are continuously writing down another show. Whether it be for ratings or to rip on them on another station.
I
never said that referencing another show would immediately translate into ratings for them. What I said is:
"IMHO you stand a better chance of losing your listener to any other station when they click over to see if they react to your attack."
That's reality. If you give them a reason to tune out. They tune out. And sometimes, they don't come back. Meanwhile you lower the potential pool of diary recipients who listen to you.
When you're being beaten, and you send people away for
any reason, that's one less who heard you. Listeners don't get quarter hours. Listeners don't get diary manipulation. Listeners get
writing down what they listen to.
And if you tell them another show is bad, or attack them, they're going to check and see, and maybe even call to bait the other show into responding. So...now you've given an active listener a reason to interact with another show...whom, obviously do their jobs well enough to win, and are more than likely smart enough to try to convert your listener.
Plus...they're going to write down...I listened to station "X" all day except from 4 -4:30 when I listened to station "y." They don't know station y just captured 2 quarter hours. They just figure they only listened for a couple of breaks.
When you're cuming 190,000, and send even 10% over to instigate the other show that's 19,000 in increased cume and captured quarter hours.
Your defense actually supports my position. Listeners write down what they hear...even if it's to ridicule. And Arbitron doesn't make any distinction as to
why they listen. Even moreso in the current diary methodology.
Stern manipulated this fact to his advantage. All the watchdog groups would write that they listened and were appallled by what they heard. All Arbitron saw was a lot of people wrote down Howard Stern stations.
I stand by my assertion. Do what
you do. Nevermind the other guys. Don't give them any airtime on your stick. Just because they "hate" the other guy, doesn't mean they like you. Or, that they'll write you down. Lots of listeners just want their opinion heard...just want to be on the radio...will say or do anything for attention.
Or...perhaps the other show's listeners gamed the bit?
Too many risks. Too little payoff.
My humble opinion.