[BC] The number of listeners

[Glen Kippel]

On 6/27/06, Rich Wood <<mailto:richwood at pobox.com>richwood at pobox.com> wrote:

It's even worse. You're looking at share, not rating. A 10 share is
10% of persons using radio, not percentage of the population. If we
considered rating, even Rush Limbaugh would be a waste of spectrum
(political persuasion aside) because, I believe, he had a 4 rating at
his peak. That means 96% of the population didn't listen and probably
have no idea who he is, yet he's a major personality in the industry.

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Yes, Arbitron says the percentage of PUR is about 27%, even in the 
best of dayparts.  (Overnight is obviously far lower.)  So, assuming 
a TSA population of one million, there may be 270,000 listening in 
morning drive.  In a market that size, I would expect that a 5 share 
would be pretty good.  That would result in 13,500 people listening 
to that station.  Hardly "mass media."  There are too many stations, 
and too many media choices, for any station to reach more than a 
handful of the total population any more.