Has Continuous Measurement Hurt Radio?
Written Jun. 18, 2009 by Larry Rosin in Content + Marketing + Research with 1 Comment
I was discussing the merits and demerits of Nielsen's entry to the American radio ratings market the other day, and I mentioned that one obvious negative is the once-per-year ratings plan for the 51 smaller markets that Nielsen is launching.
And while the "if I get a bad book I have to wait a year for a new one" is clearly a negative, it got me to thinking about the 'old days' of shorter ratings 'sweeps' months.
Back in the days before continuous measurement was launched in America's bigger markets, radio stations went, well, crazy during the rated periods. Big contests, big guests, the morning and other shows were of course never on vacation. Tons of television advertising attempted to hype that month or quarter, along with billboards, direct mail, telemarketing....the works.
Now, with no individual month or quarter being the 'crucial' period, it allows radio operators to treat each month the same. And in this case, it allows for a sort of 'mutual non-proliferation pact' among the stations these days...no one advertises because no one else does.
I confidently predict that in those 51 Nielsen markets, stations will go back to doing SOMETHING during the one, annual, short ratings sweep. And, at least THAT will be good.
Reader Comments
Your 2¢, in chronological order — add your comment below.
I know that in two-a-year markets like Ft. Myers that the delay could be a killer, particularly for niche demos like M18-34. Once a year might make economic sense, but it will be frustrating I'm sure for the decision-makers there...