[BC] The number of listeners

[Kent Winrich]

Buuuuut really, how important are ratings?  The example of WFAN (one 
of the highest billing stations) with fairly low ratings, yet they 
make a killing.

Too many stations?  That is old thought.  Listeners EXPECT to have 
more choices today.  It also gives advertisiers more choices in the 
audience they can advertise to.  It also gives the broadcaster more 
options on how they package their ad deals.

IMHO ratings are more of:  "Hey mine is bigger than yours", and 
people get caught up in it all.  It is great that a lot of Hip Hop 
stations are number one, but is it the audience the advertisers want? 
(22 and less), or do they want the lower rated station that cov ers 
25-54?  It is more of: are you providing the audience that the 
advertisers want?  Are you creating value?


On 6/28/06, Glen Kippel 
<<mailto:glen.kippel at gmail.com>glen.kippel at gmail.com> wrote:
On 6/27/06, Rich Wood 
<<mailto:richwood at pobox.com><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.