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Why aren't Arbitron ratings tracked from Midnight to 6 AM?

A

alans613

I have wondered this for quite some time now. There are quite a few folks who work 3rds and listen to the radio overnight. Why wouldn't Arbitron keep records overnight and let the stations sell ads to make some kind of revenue overnight, especially in this slow economy where every ad dollar counts? I imagine this is also why there are usually no jocks on overnights anymore, and just usually satelitte-fed crap or voice-tracking.
 
Very, very little listening happens overnight. PPM would still track overnight listening but I don't know if it is reported.
 
gr8oldies said:
Very, very little listening happens overnight. PPM would still track overnight listening but I don't know if it is reported.
Click to expand...

Midnight to 6 has been available, even in the printed diary based book of 20 years ago, for a long time.

In PPM, and Meximiser, the Arbitron ratings viewing and analysis software, it is just a question of creating the daypart you want.
 
David is right - overnights has been reported for decades. (I remember the 15.3 share I had on WING-AM during select hours on Midnight to 6 am in the late 80's.)

But Gr8t is right...there's very few people listening, which is why you don't have live jocks anymore.

When we were #1 in Columbus with WCOL-FM, I think we were charging $10 bucks for overnight spots. You may not even make a jock's salary on those kinds rates annually.
 
I don't think there are any live jocks on overnight anywhere in Dayton. Lots of voicetracks but no live jocks. I'm betting Columbus is probably the same way. That also explains the lack of ad spots overnight. Who wants to pay for spots that no one hears? That right there is simple Radio 101.
I didn't realize there weren't that many folks that listened to the radio overnight. I've always found overnight radio to be interesting to listen to...Back when Z-93 was still on the air they'd throw on newer music that wasn't played much or at all during the day. Mix 107.7 still does this practice to this day. Just a side note that Z-93's last overnight jock left the station in late 2001 I believe.
 
They aren't not listening overnight because there aren't live jocks. They aren't listening because they are asleep. Live jocks wouldn't make them stay up all night.
 
I've sold lots of overnight spots on the basis that while there are few listening, they're almost all working (making money) and are not hearing about all the great sales and businesses wanting everyone's business. I noted overnight workers were not listening during the day. I pointed out that with a small but loyal group of people, you and not your competitor, were telling them about the great offerings of the business, showing them that to your business, these listeners mattered. I noted a smaller commercial load meant their overnight spots were better retained by the listener.

Granted, I was selling in an unrated market and the price per overnight spot was $1 versus $12-$16 during the day. We were able to load up 6 to 8 units an hour with the $1 per spot add on to an existing schedule for 12M to 6 am. A client buying 3 spots a day 6a-7p with 1 per daypart ran $42. We'd say for $2 or $3 more you can reach those you miss in the 6a-7p time frame.

Sure, it didn't pay the live jock and electric, but $6-$8 an hour sure beats $0.

I contend we must have more listening at night than we think or folks like Art Bell would not be so commonly known.
 
gr8oldies said:
They aren't not listening overnight because there aren't live jocks. They aren't listening because they are asleep. Live jocks wouldn't make them stay up all night.
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True...but there are a few third shifters out there(Like me!)that do listen to the radio overnight when i'm not working. The popular misconception that EVERYONE works 9-5 is just that, a misconception. ::)
 
bturner said:
I've sold lots of overnight spots on the basis that while there are few listening, they're almost all working (making money) and are not hearing about all the great sales and businesses wanting everyone's business. I noted overnight workers were not listening during the day. I pointed out that with a small but loyal group of people, you and not your competitor, were telling them about the great offerings of the business, showing them that to your business, these listeners mattered. I noted a smaller commercial load meant their overnight spots were better retained by the listener.

Granted, I was selling in an unrated market and the price per overnight spot was $1 versus $12-$16 during the day. We were able to load up 6 to 8 units an hour with the $1 per spot add on to an existing schedule for 12M to 6 am. A client buying 3 spots a day 6a-7p with 1 per daypart ran $42. We'd say for $2 or $3 more you can reach those you miss in the 6a-7p time frame.

Sure, it didn't pay the live jock and electric, but $6-$8 an hour sure beats $0.

I contend we must have more listening at night than we think or folks like Art Bell would not be so commonly known.
Click to expand...
bTurner, you couldn't have said it any better! A few ad spots overnight will still at least add SOMETHING to the bottom line. Something is better than nothing last I checked! ;D
 
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