Date Posted:
04 | 07 | 04

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!

"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."

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)

Colophon:

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Think About It:

  • Radio As A Music Delivery System:   Music is a form of entertainment... but if music is the only way you know to put entertainment on the radio, do us all a favor and be gone.

  • A Sense Of Perspective:   We know that Seattle is not Miami is not Albany is not Ames Iawa. We mock those who treat them as if they're the same with the same ideas and the same programming. And then, at the end of the day, we leave our radio stations & forget that what we have learned applies to real life.

  • Politics and Standards:   When the FCC levies a fine of a few thousand dollars on a station that bill millions, owned by a corporation that makes billions... I ask you: What's wrong with this picture? "Do you want it in fifties or hundreds?"

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