A large grocery retailer just announced they have cancelled all orders for the rest of the year due to the company believing that there was no value in radio stations out of the market that had no ratings.
My question is
1. How do small stations get rating information? Is there a way for a station to see it's ratings without spending $10,000?
2. My understanding is you have to pay several thousand dollars for a diary a couple of times a year to see your rankings.
3. If the diaries are handed out to people primarily in the metro areas, then how is that a fair measurement of stations listed by the FCC in those markets but aren't really selling or operating in those markets.
Just curious
Dear Rebecca,
Question: How do small stations get rating information? Is there a way for a station to see it's ratings without spending $10,000?
Answer: Radio stations pay a subscription to a ratings company for access to the research the ratings company has done in your market.
Question: My understanding is you have to pay several thousand dollars for a diary a couple of times a year to see your rankings.
Answer: The cost of a subscription is often based on your market size, Radio station's revenue among others.
Question: If the diaries are handed out to people primarily in the metro areas, then how is that a fair measurement of stations listed by the FCC in those markets but aren't really selling or operating in those markets.
Answer: The ratings company decides what geographical area to measure. They usually match the same market definitions as the US Census Bureau uses.
The Nielsen Company is the dominant rating company. They are the world's largest consumer research company. Another very good company is called Eastlan Ratings. Eastlan tends to be more customer-friendly and can offer a more customized product for your particular needs. Dennis Soapes is the rep. His number is 206-352-9447. He can help you with a more detailed answer.
I know in our market we tout the annual county by county. It's cheap and the sampling is minimal. None of that matters too much if you come out smelling like a rose.
