WRUF-850

[jmtillery]

WOGK is billing in the neighborhood of $3.7 million annually while WKTK is slightly behind. WRUF-FM is billing approximately $1.3 million annually with room for growth, while WRUF-AM is billing approximatley $350,000 annually with room for growth. Total Gainesville - Ocala market radio ad revenues are $12.7 million annually for 2010.

 

[jmtillery]

Just to clarify, Aribtron's County Coverage reports may be purchased by ad agencies, and the price is very low. Likewise, those same reports may not be purchased by radio stations/clusters in rated markets but can be purchased by stations/clusters in non-rated markets. County Coverage provides the broadest look (12+ AQH & cume for Mon-Sun 6A-mid & Mon-Fri 6A-7P) calendar-year 12-month averages for all stations meeting minimum reporting criteria in all counties within a state. So, for example, the Florida report provides a page (or two, for big counties) for each county from tip-to-tip (Escambia to Monroe?).

Of course, Arbitron subscribers can break out individual counties from their metro or TSA geographies and get much more detailed info.

WRUF-AM? Despite the crummy conductivity in north central Florida, the 5-kw fulltime rig on 850 makes it the best of the AM lot in Alachua, and they should be able to compete on the local Gainesville scene. It's basically equivalent to a small Class A FM (the 3-kw variety). But as someone else noted, the night signal in Marion (Ocala) is like listening through a sieve--too much noise for normal humans to put up with.

I can't remember: how many counties are in the Gainesville-Ocala Arbitron MSA? Is it just Alachua and Marion? Or are some of the smaller counties--Gilchrist, Levy, Dixie & the like--in there, too?

The County-By-County report is included in the full report to subscribing stations in rated markets. Arbitron now uses, and has for years, a ratings software program which allows the user to break down the ratings in any form the user wants to break it down. Programs such as Tapscan and Salescan can give the user any breakdown the user enters into the program.

By way of example let's say the user is interested in learning the radio listening habits of Asian Females ages 32 - 43 living in Gainesville or black males ages 22 - 71 living in Ocala or perhaps Chiefland. These are obscure data input, however, I'm using it by way of example to illustrate what is actually available to the ratings software user. It is virtually unlimited as a user can create virtually any kind of ratings report beyond the traditional standard report formerly used in paper form.

The point is any Arbitron subscriber can get the County-By-County ratings simply by entering the correct information into the software to get the desired result such as an Alachua County-By-County report. I have sold radio advertising in Gainesville and Ocala using Arbitron programs and we had at our disposal ANY County-By-County breakdown we desired even though we were a radio station serving a rated market and we were also obviously an Arbitron subscribing station.

 

[jmtillery]

Just to clarify, Aribtron's County Coverage reports may be purchased by ad agencies, and the price is very low. Likewise, those same reports may not be purchased by radio stations/clusters in rated markets but can be purchased by stations/clusters in non-rated markets. County Coverage provides the broadest look (12+ AQH & cume for Mon-Sun 6A-mid & Mon-Fri 6A-7P) calendar-year 12-month averages for all stations meeting minimum reporting criteria in all counties within a state. So, for example, the Florida report provides a page (or two, for big counties) for each county from tip-to-tip (Escambia to Monroe?).

Of course, Arbitron subscribers can break out individual counties from their metro or TSA geographies and get much more detailed info.

WRUF-AM? Despite the crummy conductivity in north central Florida, the 5-kw fulltime rig on 850 makes it the best of the AM lot in Alachua, and they should be able to compete on the local Gainesville scene. It's basically equivalent to a small Class A FM (the 3-kw variety). But as someone else noted, the night signal in Marion (Ocala) is like listening through a sieve--too much noise for normal humans to put up with.

I can't remember: how many counties are in the Gainesville-Ocala Arbitron MSA? Is it just Alachua and Marion? Or are some of the smaller counties--Gilchrist, Levy, Dixie & the like--in there, too?

After I made the last post, I realized that you had already described basically what I had posted after the fact. Sorry for the "double dipping".

On another note, I agree that WRUF-AM should be a rather competive major AM player in the local Gainesville market. It certianly has the dial position, the power and the best AM signal (day and night) in the area, so the untapped potential is already there. It's just a matter of identifying a format that works and aggressively promoting and marketing it to the community.

 

[ratingsgeek]

WOGK is billing in the neighborhood of $3.7 million annually while WKTK is slightly behind. WRUF-FM is billing approximately $1.3 million annually with room for growth, while WRUF-AM is billing approximatley $350,000 annually with room for growth. Total Gainesville - Ocala market radio ad revenues are $12.7 million annually for 2010.

How do SKY and "Wind" do? Is "Wind" outbilling Rock 104? I'm guessing that 104 takes almost nothing out of Ocala/Marion. Doesn't their signal kind of peter-out in the southern half of Marion County? Do they even have sales people in Ocala?

Yes, for Arbitron subscribers in the metro (any metro), you can slice and dice the numbers by county, by zip code, by income, employment--twenty ways from Sunday. The big difference with "County Coverage" is that subscribers get a 12+ "big picture" peek at every county in whatever state you're in. As an example, a station in Perry County or Dixie County could buy "County Coverage" and check out Escambia or Orange or Dade, whereas stations licensed to "metro" counties have access only to the counties within their own MSA and TSA. The reason that only non-metro stations can purchase "County Coverage" is because it's so cheap (a couple grand) and Arbitron won't allow you to get around buying the metro book. "County Coverage" is designed for small-town stations.

FWIW, another product that Arbitron offers is something called the "national regional database" that ignores geography altogether (metros, TSAs, DMAs, etc.) and provides a total of your station/cluster/company total listening--wherever it is. Designed for CC, Cumulus, and the other "C" companies.

But now I'm getting truly ratings-geeky...

 

[ThatGuyOnTheRadio]

Arbitron's tools are GREAT for breakdowns, IF you can find data.

Go ahead and put in W18-34 M-F10A-2P in Levy County and see what kind of data you get back.

NOTHIN'! Not enough data to chart. Awesome!

 

[ratingsgeek]

Arbitron's tools are GREAT for breakdowns, IF you can find data.

Go ahead and put in W18-34 M-F10A-2P in Levy County and see what kind of data you get back.

NOTHIN'! Not enough data to chart. Awesome!

How 'bout 37 to 42-year old left-handed red-headed lesbians making between $25K-$27K working part-time in the Williston zip code, Sundays 3-5 PM? LOL!!!

 

[jmtillery]

WOGK is billing in the neighborhood of $3.7 million annually while WKTK is slightly behind. WRUF-FM is billing approximately $1.3 million annually with room for growth, while WRUF-AM is billing approximatley $350,000 annually with room for growth. Total Gainesville - Ocala market radio ad revenues are $12.7 million annually for 2010.

How do SKY and "Wind" do? Is "Wind" outbilling Rock 104? I'm guessing that 104 takes almost nothing out of Ocala/Marion. Doesn't their signal kind of peter-out in the southern half of Marion County? Do they even have sales people in Ocala?

Yes, for Arbitron subscribers in the metro (any metro), you can slice and dice the numbers by county, by zip code, by income, employment--twenty ways from Sunday. The big difference with "County Coverage" is that subscribers get a 12+ "big picture" peek at every county in whatever state you're in. As an example, a station in Perry County or Dixie County could buy "County Coverage" and check out Escambia or Orange or Dade, whereas stations licensed to "metro" counties have access only to the counties within their own MSA and TSA. The reason that only non-metro stations can purchase "County Coverage" is because it's so cheap (a couple grand) and Arbitron won't allow you to get around buying the metro book. "County Coverage" is designed for small-town stations.

FWIW, another product that Arbitron offers is something called the "national regional database" that ignores geography altogether (metros, TSAs, DMAs, etc.) and provides a total of your station/cluster/company total listening--wherever it is. Designed for CC, Cumulus, and the other "C" companies.

But now I'm getting truly ratings-geeky...

Billing wise, I don't have the figures for Wind-FM and WSKY although the last figures I had showed both stations in the annual $1.5 million range. WRUF-FM bills in the $1.3 million range with all of it coming from Gainesville local retail and national agency business. Nothing comes from Ocala as there is no sales staff, to my knowledge, working Ocala or Marion County. WRUF-AM barley bills over $350K annually which breaks down to around $30,000 monthly.

You are exactly right about the County-By-County report. When I was Program Director at WTMC-AM Ocala in the late 1970s, we subscribed to the CXC report and paid about $2,500 for it. At that time we were a part of the Orlando TSA and was not a single rated market. Gainesville had it's own survey and was a single market at that time. Ocala was added to the Gainesville MSA later sometime in the mid 1980s, placing the combined cities at somewhere around market ranked 120. When Levy and Gilchrist counties were added, Gainesville - Ocala moved from market ranked 111 to 98 in 1998 placing it in the top 100 for the first time. The market soon moved to 86, 83 and now 81.

Thank you for the additional information regarding the National Regional Database. I'd be very interested in learning more about exacty how it works. And it's perfectly fine if you want to be truly "geeky" over ratings. The ratings, if used correctly, is what generates positive cash flow in our business.