Virgin's RADIO-BEAT / 6-22-06

[airwaver]

http://seattlepi.nwsource.com/tv/274782_radiobeat22.html

 

[leethalweapon]

Is it me or are radio management types afraid of accurate data? The same deal happened in Australia. Based on the research that was coming from the US trials, radio company management's in Australia are very cool on the idea. Why is this? Over here the Federation of Australian Radio Broadcaster's (FARB) has poured millions into a marketing campaign over the past 3 years to try and gain more of the advertising dollar, but I can't see it going anywhere near what they are hoping for unless they have more accurate data.

 

[LITTLEBOYBLUE]

... or are radio management types afraid of accurate data?

Am blown away at the resistance to this. Let's see....option 1 = a device that reads electronic carrier and detects when people punch in and punch out throughout a daypart; option 2 = asking someone several days later to recall that exact same pattern. Can YOU remember what stations you sampled LAST Friday this morning? A diary is due today, you know.

When the trials came out stations went nuts because "the Data doesn't match our current ratings". Puts ARB in tough position because they have to say "ONE of our methods may be flawed". But I don't think it takes Scooby Doo to figure out which one SHOULD be suspect!!!?

There is, after all, a LOT of "arm waving" in this business and plenty of bucks, advertisers, talent go along for the ride on those decisions. It always amuses me to watch technology people react to the way radio industry is measured! "You ask people to REMEMBER the most BACKGROUND thing in their lives? REALLY!!!!??"

 

[AQH]

Not surprised about the hesitancy about this. It's new technology and radio doesn't accept new ideas that may affect the bottom line very well.

 

[placebo1969]

While no doubt this sounds much more accurate, I have a question. If someone turns on a radio on and leaves it on all day, won't that skew the ratings and be possibly manipulated that way?

 

[LITTLEBOYBLUE]

If someone turns on a radio on and leaves it on all day, won't that skew the ratings and be possibly manipulated that way?

TV has same problem with Nielsen boxes.

 

[CCMilesD]

TV has same problem with Nielsen boxes.

I thought that with Nielsen boxes you had to enter a code in every half hour or so.

 

[AQH]

While no doubt this sounds much more accurate, I have a question. If someone turns on a radio on and leaves it on all day, won't that skew the ratings and be possibly manipulated that way?

The PPM units have motion sensors to make sure it's on the person.