Jan 2012 ratings

[radiopunk99]

Here are the Jan 2012 top 10 rankers for P25-54 and W25-54.  I still don’t get P18-34…so PLEASE, if someone has it - post it!

P25-54:
KOMP (1)
KISF (2)
KWID (3)
Sunny (4)
KKLZ/Mix (5t)
Coyote (7)
KLUC (
KXTE/Point (9t)


W25-54:
Coyote (1)
KOMP (2)
KISF (3)
Mix (4)
KKLZ (5)
Sunny (6)
KLUC (7)
KWID/KRGT/KWNR (8t)


Notes from me:

-As expected and previously discussed in prior posts, Spanish language stations are thru the roof due to Arbitron’s newly implemented “language preference” strategy in response to the new census data.  Both KISF and KWID were up over 20% from Holiday to January.

-Also, as I mentioned in a previous post, Coyote is up once again for the 4th book in a row.  They are now #1 with women and almost doubling KWNR’s share.

-Sunny’s share is literally cut in half now that Christmas music is gone.

-A huge book for KOMP, #1 P25-54 and (even more impressive) #2 W25-54. 

-KXTE had a pretty decent book.  It’s about time since their direct competition went away months ago.

-Not a good book for Point – just barely in the top 10.  I have a feeling BOB-FM might be taking a little and it’ll probably get worse for Point with all of the BOB-FM TV spots running.  Bob’s music is clearly aiming at Point.

[MC]

Doesn't look like the Republican caucuses did anything for the talk stations.  I wonder if advertisers are going to weigh the "new methodology" in Spanish station ratings?

[Dr. Daliah]

es una posibilidad, si.....

[DavidEduardo]

Doesn't look like the Republican caucuses did anything for the talk stations.  I wonder if advertisers are going to weigh the "new methodology" in Spanish station ratings?

There is no "new" methodology.

Arbitron finally, after 12 years, applied language preference as a "quota" or stratification  variable for Las Vegas. This had not been done before as the source for the enumeration... that is, the percentage of Hispanics who are Spanish domianant and those who are English dominant... did not provide data for Las Vegas. Now they do. Now Arbitron can make sure the sample has representation of both Spanish dominants and English dominants within the Hispanic portion of the sample.

Language preference as a stratification variable has been used in markets like Phoenix and LA and Riverside and even Bakersfield for over a decade.

[DavidEduardo]

-As expected and previously discussed in prior posts, Spanish language stations are thru the roof due to Arbitron’s newly implemented “language preference” strategy in response to the new census data.  Both KISF and KWID were up over 20% from Holiday to January.

"Language Preference" is not a strategy. It's just part of doing one of the many things the MRC requires to certify the methodology and implementation in Las Vegas.

A very finite and very slowly changing percentage of Hispanics are either English dominant or Spanish dominant. If 30% of the market is Hispanic (just using a round number) and 60% of Hispanics are Spanish dominant, the 18% of the sample should be Spanish dominant Hispanics.

This is no different than the LA market where 9.9 million live in LA County and 3.0 million in Orange County. The sample should be about 22% in Orange and the rest in LA county... if it were not, there would be a failure on the geographic stratification variable and the sample would be wrong.

The Hispanic language based sample has been wrong for decades. Finally, Arbitron can correct this. 

The incorporation of language preference as a stratification variable in Las Vegas has nothing to do with the Census. Until the beginning of the January survey, Arbitron had no way of establishing a sample quota for Spanish dominant or English dominant Hispanics, because the provider of the data in all other markets did not do an enumeration in Las Vegas. Now they do, Arbitron buys the data from them (Nielsen, to be specific) and now the survey is going to be much more consistent in including the proportional number of each language preference group, book to book, by properly and proportionally balancing the panel.

[MC]

Not a "new methodology" or "strategy" but a "quota." OK, that certainly makes a big difference to advertisers I bet. 

[MC]

I wonder about Reno and SLC, and their Spanish Language stations rankings now.  I had a statistics professor make a big deal about "treatment" of numbers and statistics.  It wasn't about "right" or "wrong" or "accurate" or "inaccurate" but how you wanted to look at the data. 

Audio and video equipment specs, car horsepower and mileage data, and of course unemployment and inflation statistics have lost a lot of credibility over the years. 

[DavidEduardo]

Not a "new methodology" or "strategy" but a "quota." OK, that certainly makes a big difference to advertisers I bet. 

Having proper "quotas" is essential to advertisers and to MRC accreditation.

In it's simples form, if a market is 51% female and 49% male, then the sample should be 49% male and 51% female.

As you drill deeper, let's say 18-24 is 7% of the population and there the male-female is 48% women and 52% men and 12% of those have household income of $50 k or more. Then the whole sample would be 7% from 18-24, and that 7% should mirror the gender and income (and geography and ethnicity and Hispanic language preference and educational level and so on...) of the market.

So, if you have a sample of 1000, going back to the start, you would have 510 females in the sample and 490 men. That's how quotas work. And that is why coming very close to mirroring the actual population is essential for advertisers to rely on ratings.

[DavidEduardo]

I wonder about Reno and SLC, and their Spanish Language stations rankings now.

Neither market qualifies for language weighting as a variable due to small market size and smaller Hispanic populations. The Hispanic numbers will continue to be erratic in both places.

[holyradio]

DavidEduardo,

I like the quote you use in your Radio-Info.com profile..."half of the truth is a whole lie".  This new language preference “quota” has really screwed up the general market.  Both KISF and KWID are up over 20% since the Holiday book and the general market stations are paying the price.  The whole truth is that Arbitron would not have spent the money to implement language preference if they were not boycotted and pressured by Spanish Language companies.  If this new system was so important in order to get an accurate sample, Arbitron would be executing it in every market around the country (not just the markets where the Hispanic population is above 10%).  And you don’t think Spanish Language companies have any influence over the MRC???