The Arbitron Game

A wise programmer once told me: We aren't in the business of entertaining. We're in the business of Arbitron diary manipulation. And what's the best way to manipulate diaries over the long term?

PASSION.

It is my opinion that Arbitron's diary system favors passion over reality. Make them LOVE you and 4 hours of actual listening could show up as 5, verses the station that plays the same songs but lacks the passion... their 5 hours might look like 4.

It is also true that in smaller markets, the numbers are far more fluid, and thus less accurate. But again, it's the game we have to play - so play it to win. It's a lot easier to manipulate the diaries in a small market, that's for sure!

However, using Laredo TX as a small market example, an advertiser can look at the numbers and gather useful information. Local mom & pops are going to be buying more based on relationships with salespeople anyway. But someone from outside the market can look at those numbers and know who the real players are and check the general health of a station before placing a buy. Pick a product, look at the formats & numbers, and you can tell where you'd be most likely to place the buy.

Isn't that the point?

Again, I would NEVER suggest the system is perfect... but hey, if it were perfect we'd have to gather a whole new bag of tricks. (grin)