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Tyler-Longview Spring Arbitron?

O

old_skuel

Guest
Anyone have any details on the spring Arbitron results for Tyler-Longview? They are normally out by mid-July, but I can't find the numbers posted anywhere? Also, it's been really quiet on the board for the Tyler-Longview market this year. Is anything at all going on?
 
I don't know if it is true or not, but I've heard that Arbitron will no longer list non-subscribing stations in the public 12+ ratings. Not many East Texas stations subscribe, so the public ratings may be even more meaningless than usual. I guess we'll see...
 
Nothing interesting in etex broadcasting...Jerry Russell MIA, ETRG making money and keeping stable employees and formats, Wallers still CHR and hispanic, Townsquare same as always, KZQX still a fantastic standards station!
 
On the Arbitron site, there are only four stations listed in the public 12+ ratings. All of them belong to Town Square, which arguably is the king of the hill at the moment. According to Radio-Locator, there are 53 stations that are receivable in my zip code. Even if 1/3 of those don't have a decent enough signal to listen to, that still leaves 35 stations that I can surely get with little or no problem. Many of those unlisted stations are still very good advertising mediums for the right sponsors, even though they are no longer listed in the ratings.

Somehow, ignoring roughly 80-90% of the stations in the market seems like a case of "The Emperor's New Clothes." Presumably, the stations and agencies that subscribe get to see all stations in their proper perspective. I hope so...
 
This is true in many markets. It makes you wonder if the casual web surfer who scans the 'ratings' with many stations makes advertising decisions on what they see there. After all, incomplete data is still data and it's readily available on the Internet.
 
stan said:
This is true in many markets. It makes you wonder if the casual web surfer who scans the 'ratings' with many stations makes advertising decisions on what they see there. After all, incomplete data is still data and it's readily available on the Internet.
Click to expand...

If you're making advertising decisions based on the 6+ or 12+ numbers that Arbitron allows the public to see, then you don't know how to evaluate the data.

Of course, when selling direct, the business owner is more apt to buy the station that she or he (plus friends and family) listen to or buy based on community relationships. When you sell direct, you're not selling cost per point.

The people who understand how to read the ratings get the real numbers from Arbitron and not the newspaper.
 
If you are buying ads based on the public 12+ ratings, the old adage "A fool and his money are soon parted," comes to mind. :eek:
 
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