• Get involved.
    We want your input!
    Apply for Membership and join the conversations about everything related to broadcasting.

    After we receive your registration, a moderator will review it. After your registration is approved, you will be permitted to post.
    If you use a disposable or false email address, your registration will be rejected.

    After your membership is approved, please take a minute to tell us a little bit about yourself.
    https://www.radiodiscussions.com/forums/introduce-yourself.1088/

    Thanks in advance and have fun!
    RadioDiscussions Administrators

trends

If you're referring to 12+ trends, they don't matter. The demo's matter, such as 25-54 persons, women, and men. Those are the demo's which advertisers buy.......nobody buys ads based on 12+. A station can be waaaaay down the list in the 12+ column but be #1 in a key ADULT demo.
 
That's right...don't do it....wait for it...wait for it....

(You'll know when the time is right!)
;D
 
Keef:

Thanks for ruining everybody's 12+ fun. Your comments, while true, don't necessarily reflect the information
available to 99% of the posters on this board. Let the kids talk and play...
 
Some of you are discussing the 12+ numbers and going back and forth on whether they mean anything or not. Did you ever stop to think that the trends don't mean anything either? They're just a rolling 3 month average where each month you drop a month and pick up a month....if you drop a lousy month and pick up a good month, you have a good trend and vice versa. Trends only serve to feed or deflate a programmers ego. It's the acutal book that's important. Advertisers don't buy 12+ and advertisers don't buy trends.
 
Though adverstisers don't buy the 12+ numbers, they do tell us how many total listeners a station has.

It would probably be pretty safe to say that these big FM stations with ratings around a 1 share aren't doing well in any demo.
 
littlebigradio said:
Some of you are discussing the 12+ numbers and going back and forth on whether they mean anything or not. Did you ever stop to think that the trends don't mean anything either? They're just a rolling 3 month average where each month you drop a month and pick up a month....if you drop a lousy month and pick up a good month, you have a good trend and vice versa. Trends only serve to feed or deflate a programmers ego. It's the acutal book that's important. Advertisers don't buy 12+ and advertisers don't buy trends.
Click to expand...

Ya'll relax. We all know that.

Like Tibbs said, don't ruin our fun. When the actual book comes out we'll discuss it serouisly...THEN I'll play the Brad card. :)
 
I've never understood why media discounts the 12-18 age group in ratings. The buying power of 12-18 year olds in 2006 exceeded $150 BILLION dollars and is expected to increase another 25-28% by 2008.. I know most of the stations target 18-34 or 25-44, but the 12-18 segment is very powerful. Those numbers definitely shouldn't be discounted.

In any case, after working in radio/media, I am well aware of how any station can skew the numbers in their favor.... I've seen too many AE's work the numbers to make the sale. It's all about widening or narrowing the scope to make your numbers look better than the other guy's....
 
Well????? Then 95% of all stations would be 'narrowcasting' to one prime demo, right??? Then anyone under 25 and everyone over 45 wouldn't count.... Though, pushing that scanario, radio does tend to do that and there are plenty of stations in all the Arbitron markets that sell cume and 'broadcasting'... We forget the beauty of our medium and see only one angle, at times, in selling a dynamic product.. We talk it down and doomsday it... Too bad alot of ownership get into trends of what everybody else is doing, instead of finding the niche and holes in markets that can make a decent financial return... Geez? The powerhouse top-40's in the 60's and 70's may have not made the biggest ad dollars over the older demos, but they knew there large cumed audiences and sold adds with great profit returns (costs versus add income and the percentage above those costs)...Does everyone drive a Buick?? No.. Does every automaker build a Camry?? No...SUV's were the rage and now are on a slide... Trends and submarkets.... If everyone is going one way in programming, that leaves a great big open lane going the other way, begging for attention! Money to be made with an underserved audience, within a market.... ;D
 
MemphisLola said:
I've never understood why media discounts the 12-18 age group in ratings.
Click to expand...


They didn't used to...Top 40 stations looked for a young hip nighttime jock and did high school dedications, phoners and the like. They wanted that teen audience, but usually to boost the 12+. Nowdays as you said the buying power is much greater.
 
radiosaur said:
MemphisLola said:
I've never understood why media discounts the 12-18 age group in ratings.
Click to expand...


They didn't used to...Top 40 stations looked for a young hip nighttime jock and did high school dedications, phoners and the like. They wanted that teen audience, but usually to boost the 12+. Nowdays as you said the buying power is much greater.
Click to expand...

Of course, back then that younger audience was the bulge of the "baby boom", was it not?
 
;)Yes! Exactly....But by the mid-70's Top-40's main demo was 18 to 35 with 12 to 25 the night base from 7 to midnight.... ::)
 
Status
This thread has been closed due to inactivity. You can create a new thread to discuss this topic.


Back
Top Bottom