Re: Burlington's new NAC...a great format

[Dib9@aol.com]

In a message dated 4/9/00 9:19:07 PM Eastern Daylight Time, 
wollman@khavrinen.lcs.mit.edu writes:

<< I strongly suspect that the diary distribution, even in large markets,
 is insufficiently broad to give meaningful results outside of the
 top-3 or -5 in the major demos. >>

This is a good point.  In my opinion, the ratings do a pretty good job rating 
the stations 12+ and even 25-64, but the amount of weight that is put into 
the specific demographics for specific dayparts is crazy.  Millions of 
dollars in advertising decisions are made based on these b.s. numbers.  There 
is simply are not enough dairies to get accurate numbers for beyond the 
overall numbers.  Then there's the problem of diaries as an accurate research 
technique....

-- Dan Billings, Bowdoinham, Maine
    #2 W 25-54 Afternoons Spring 1989