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Would like to see monthly Arbitron rating for Atlantic City

J

joshzz

I never understood why Arbitron only does an Atlantic City book for Spring & Fall. ??? The most important season is summer. That's when millions flock to the NJ shore. That's when money is being made local business. Many of the businesses are closed during the fall/spring.

I think the numbers would be very different than fall/spring. I would expect WIBG-FM to pull in a 4.0 or higher as most people that visit the shore are from the Philadelphia area market . Once they realize that WIBG is back they will be tuning in WIBG.
 
Atlantic City is not a PPM market, so there are only the Spring and Fall diary books. However, the Philly PPM monthlies do include the counties that are in the Atlantic City book, and you will see some of the Atlantic City stations show up down at the bottom of the Philly numbers. WSJO, WFPG, WAYV, WMGM, WZXL and some others typically do show, especially in the summer. To my knowledge, WIBG-FM has never shown, though they may not be PPM encoded.
 
josh said:
I never understood why Arbitron only does an Atlantic City book for Spring & Fall. ??? The most important season is summer. That's when millions flock to the NJ shore. That's when money is being made local business. Many of the businesses are closed during the fall/spring.

I think the numbers would be very different than fall/spring. I would expect WIBG-FM to pull in a 4.0 or higher as most people that visit the shore are from the Philadelphia area market . Once they realize that WIBG is back they will be tuning in WIBG.
Click to expand...

Josh,

It's the general consensus that people don't go on vacation to participate in Survey's or measurements. They go on vacation to go on vacation. Arbitron affords measurements of markets commensurate with their value and as a subset participatory value. Therefore they are partitioned by geographic area with participants generally by permanant zip code. Subsequently the measurements that are conducted are conducted with an audience that supports the radio stations of those bed rock communities' interest in buying said measurements to sell to sponsors that may be interested in an AD buy. Get it?

WIBG FM is one of if not the lowest rated station with a local signal in the market next to WIBG AM. There is a reason for that. And it's not due to seasonal measurements.
 
To put Sam's answer in plain English (sorry, Sam, not a dig!)...

Arbitron is only interested in the listening habits of the people that live full time in the market - so finding out the habits of the legions of people who stay for 1 to 60 days and then go home is artificial.

If Vacationer A visited from July 15th-22nd, and filled out a diary that they listened to WXXX all week long, how will that help anyone? Vacationer A may visit the same week next year, may not come back to the market the next year, or may not come back at all.

AND, to expand on what Sam said about vacationers not wanting to fill out diaries, there's the virtual impossibility of tracking down vacationers to give them the diaries.
 
I have to agree. If they don't do monthly books in the Monmouth / Ocean market, how can they do it here? I think it might be a waste of time and money. Maybe they can think about 3 or 4 times a year?
 
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