New 'PPM' ratings do a number on urban radio ( Right talkers undercounted in Arbitron )

NYDailyNews.com ^ | Nov 8, 2007 | David Hinckley

[Hillarys Gate Cult]

New York radio got the first look at its new ratings system Wednesday, creating smiles at mainstream pop and rock stations and causing at least one urban station to say it reads like a death warrant.

"These numbers could put us out of business," said Vinny Brown, program director of WBLS. "And it's not just us. Listeners need to know this could threaten the future of black and Hispanic radio across the board."

Overall, the October Arbitron ratings put WLTW (106.7 FM) back at No. 1. WHTZ (100.3 FM) was a close second and WCBS-FM (101.1) a strong third, ahead of WAXQ (104.3 FM), WSKQ (97.9 FM) and a surprisingly strong WABC (770 AM).

Urban WRKS (98.7 FM) and WBLS (107.5 FM) fell sharply, as did WQHT (97.1 FM), WCAA (105.9 FM), WADO (1280 AM) and WPAT-FM (93.1) - reviving fears the new system undercounts black and Hispanic listeners.

Until this summer, Arbitron measured listening by having participants record it in diaries.

As of October, it switched to the "personal people meter" (PPM), with participants carrying an electronic recording device.

Under the diary system, WBLS was No. 1 among listeners 25 to 54, averaging 5.2% of the audience.

In the first PPM ratings, WBLS was No. 12, averaging 3%.

WBLS's afternoon Wendy Williams show, Brown noted, fell from No. 1 out of the top 10.

"We're the same station," said Brown. "What happened?"

"We have some concerns," said Frank Flores, general manager of Hispanic WSKQ and WPAT-FM. "I'm a big believer in a more accurate count, but I don't know that we're there yet."

New York is the third PPM city, and Arbitron has said it is still fine-tuning the system. October and November ratings are "pre-currency" books, meaning they won't be used for ad sales.

"It's a way for everyone to get used to it," said Thom Mocarsky, senior vice president at Arbitron.

WBLS isn't reassured yet.

"In 65 years in radio," said Hal Jackson, vice president of WBLS' parent, Inner City, "I've never seen anything like this

[Hillarys Gate Cult]

Sounds to me like minority station listeners aren't listening to the drivel they're told they're supposed to love like us former rock station listeners. Good.

How about Rush and Hannity's ratings? Wow.

[Hillarys Gate Cult]

Sorry all. Server ailments at source are blocking the info about Rush and Hannity. Will post here when I can get it back.

This could become one of the biggest little stories for a few days due to this,

New York City council members express alarm over Arbitron’s PPM plans ( they went ballistic over this a over a week ago )

http://www.targetmarketnews.com/storyid10030701.htm

[Caipirabob]

"These numbers could put us out of business," said Vinny Brown, program director of WBLS. "And it's not just us. Listeners need to know this could threaten the future of black and Hispanic radio across the board."

Hey, here's a thought: Stop peddling trash, Sparky!

[Caipirabob]

“Minority-owned media is an essential link in keeping ethnic communities together, said Council Member Maria del Carmen Arroyo. “It is a means by which they can share their experiences and stay informed about the issues affecting them most. It is critical that we do everything we can to make sure that it remains a strong and healthy resource.”

Unless no one is listening. Then it's just dead air sustained by defrauded investor's money.

[Hillarys Gate Cult]

Here’s the article I was talking about;

snip-

Though the specific data hasn’t been made available to the public, your Radio Equalizer has obtained a copy of the report and compared its findings to the most recent diary- based Arbitron book (Summer 2007).

Here are a few key highlights for listeners 12 and older, the broadest measurement category:

WABC’s outgoing Curtis & Kuby Show, bumped for the return of ratings- challenged Don Imus, had been undercounted by 75,000 weekly listeners. Under the new system, their audience looks especially strong and termination all the more foolish.

Between 10am and 3pm, a period that includes Rush Limbaugh, WABC was shorted 96,000 listeners, which now appear under PPM. Total weekly reach for the station during this time period is now estimated at 646,000.

Sean Hannity was the biggest winner under PPM: his audience was found to be 182,000 persons larger than previously believed, bringing the the station’s 3-7pm total to 642,000.

MILLION MAN MATH DEAD
New, More Scientific System Shakes Big Apple Radio

http://radioequalizer.blogspot.com/2007/11/new-radio-ratings-system-boosts-nyc.html

[Hillarys Gate Cult]

Did you know that at one time Arbitron counted minority radio station listeners twice? The idea was to “level the playing field.” Last time I heard this “secret” was about 3 years ago and I don’t know if they still do it now. Rush has mentioned a few times over the years and other sources have confirmed it.

[Enchante]

"These numbers could put us out of business," said Vinny Brown, program director of WBLS. "And it's not just us. Listeners need to know this could threaten the future of black and Hispanic radio across the board."

Let's see, when there are REAL listener numbers as opposed to fraudulent self-reported "diary" numbers, the politically correct leftist b.s. stations do worse than ever?? Is that a fair summary of the results? People were "reporting" that they listened to b.s. stations because they thought it was p.c. to say so, and/or they wanted to "support" those stations without actually having to listen to them.......

[Hillarys Gate Cult]

I especially love it when a leftist radio station is about to go under, they start a mail/email campaign to save it. What’s never stated is that the out of the “massive flood of support” they get, very little comes from the the potential listening area. Emails from NYC or elsewhere wishing the station would not change to a possible money making format doesn’t help an Iowa station ( for example ) keep liberal losers on the air at all.

[PeteB570]

Both my wife and I had one of those Arbitron books a while back. I listened to talk radio and filled up the book with all the on & offs - but on the same station.

Wife had her’s at about 80% talk.

You have to work at the book, and a person could cheat if they wanted. I like the idea of a recorder.

[Caipirabob]

I didn't know that. I'd be very upset if I had been coaxed into purchasing time expecting twice the number of people listening. It really sounds like a good case of fraud to me.

[Fresh Wind]

Minority-owned media is an essential link in keeping ethnic communities together...

Translation:

Minority-owned media is an essential link in keeping ethnic communities from assimilating into the mainstream.

[IncPen]

ping

[q_an_a]

Maybe the loss of listeners is due to their return to the Mother Country and folks like you and I can’t figure out the message...so we listen to Talk and CDs.

[randog]

I'd be very upset if I had been coaxed into purchasing time expecting twice the number of people listening.

That's what has everyone's hair on fire. The cat's out of the bag and the ad buyers are going to use it to their advantage now.

[Hillarys Gate Cult]

That’s why this story isn’t over. I expect to see Jesse Jackson and all of the usual suspects wailing and demanding they get rid of this system at once. I think this story has legs.

[L.N. Smithee]

WBLS's afternoon Wendy Williams show, Brown noted, fell from No. 1 out of the top 10.

When someone would say "Wendy Williams" in past years, I would think about the late Wendy O. Williams, the stripper turned "singer" in the glam-punk band Plasmatics, who blew up used cars and televisions as part of their shows. WOW was arrested for public nudity and lewd acts several times at her shows (at times she would be onstage wearing nothing but strategically placed shaving cream).

I first saw NYC's Wendy Williams on her short-lived VH1 show, shot in the studio. As brutal as Wendy O. was, I think she may have been more talented than Wendy Williams the morning jock.

[weegee]

Maybe they should all play Elvis Presley (In the Ghetto) all day.

[weegee]

Newspapers have been faking their circulation numbers for years too.

[Hillarys Gate Cult]

I’m just guessing that most radio ad sellers know the fix already and act accordingly. It probably can catch the uninformed though.

On a similar subject, it appears KLSD ( Air America Radio in San Diego Ca ) will flip to sports on Monday, ignoring all leftist whining and gnashing of teeth. Don't have a linkable source yet, but will post as soon as I do.