Question:
What drives me crazy is when I hear competing radio hosts (same time slots) indicate that thier program is number one. How can I verify that information as I would like to know the what the ratings indicate. Are there more than one ratings used? Thanks. - Antonio
Answer:
Radio ratings is a numbers game. Although there used to be a few services competing against each other to provide ratings for radio stations, today there is only one company of note: Arbitron.
Arbitron surveys listenership through a diary method where people are asked to write down their listening habits over a typical week's time. These diaries are mailed back to Arbitron and the information is reviewed and compiled to demonstrate what demographics are listening, when and to what radio stations.
Many radio stations are rated almost constantly with both monthly “trends” – a rolling average of the previous 3 months - and quarterly reports or “books” issued for spring, summer, fall and winter. If a radio station says they had a good “book”, then they mean they had high ratings in the most recent quarterly compilation.
So, how is it so many stations can claim to be #1? That’s because radio stations only concentrate or specialize in serving one demographic such as Men, 25-54 years of age; Women, 18-49; Men, 18-34; Men and Women 25-54, etc.
Hence, if your local Modern Rock station claims it is #1, it might really mean #1 in the demographic comprised of Men, 18-34 or Men and Women, 18-34. Your local News/Talk station might claim it is #1 but ask in more detail and it will define that status as #1 in the demographics of Men, 25-54.
Technically, a radio station can call itself "#1" on-the-air and have no significant ratings whatsoever in any key demographics! If confronted to prove it, the station can easily defend that statement by simply saying, "That's our opinion. We think we're #1 because we sound great!" It's puffery, but it's not illegal and some will argue not even unethical.
If you ever have a question about a radio station’s “#1” status – especially if you are planning to purchase ad time or “spots”, ask an Account Executive in the sales department to provide you with the latest ratings.
Depending on what type of customer your business wants to attract, make sure the station you’re considering buying time on can deliver the demographic that you sell to. If an Account Executive is hesitant to produce this information – think twice about any sales pitch he’s giving you.
If you doubt a radio station Account Executive is being honest with you, it’s easy to find out: call his competitor – and ask to see a copy of that station’s most recent ratings. All stations in a market are represented in the same ratings report. You’ll find out soon enough if you’re getting the truth – or not.
