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Re: WFNX

On Mon, 26 May 1997, Steve Sawyer wrote:
 
> Person comes home from work, checks the mailbox and sees the Arbitron 
> diary in it.  Looks at it for a minute and upon walking in the house 
> promptly gives it to his 13 year old son, thinking "he listens to 
> music... I don't have the time".

The trouble with this is that younger-skewing stations usually do better
in AccuRatings than in Arbitron.  

Our former PD, John Dodge, once asked AccuRatings president Kurt Hansen to
explain why classical stations always seem to do better in Arbitron than
in AccuRatings.  Hansen said that because Arbitron depends on written
diaries it probably overestimates the audiences of stations whose
listeners are more literate. 

Despite this, we ended up subscribing to AccuRatings.  Their sample size
is higher than Arbitron's, and AccuRatings methodology made more sense to
us. 

That doesn't change the fact that most ad agencies rely exclusively on
Arbitron. 


Rob Landry
umar@wcrb.com

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