Radio ratings must change, say execs

In an exclusive interview with www.broadcastermagazine.com on the day the 2003 fall BBM ratings book was released, John Hayes, president of 50-station Corus Radio, said the current format of measuring just a few set time frames throughout the year -- totaling about 20 weeks -- for three ratings book...

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Bibliographic Details
Published inBroadcaster Vol. 63; no. 1; p. 5
Main Author O'Brian, Greg
Format Trade Publication Article
LanguageEnglish
Published Don Mills Business Information Group 01.01.2004
Subjects
Hayes, John
Miles, Gary
Radio advertising
Radio audience
Radio broadcasting
Rating services
Canada
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Summary:In an exclusive interview with www.broadcastermagazine.com on the day the 2003 fall BBM ratings book was released, John Hayes, president of 50-station Corus Radio, said the current format of measuring just a few set time frames throughout the year -- totaling about 20 weeks -- for three ratings books is an out-dated process that has to go. So, Corus and Hayes (and others in the industry for that matter) are pushing towards 52-week monitoring and a marked increase in the sample size of those turning in diaries. "We need a greater sample and greater accountability," said Hayes. "At Corus -- our (advertising) customers keep telling us 'we don't have a lot of confidence in the radio ratings.' " As well, such changes would aid the available data on certain groups, like the pesky 18-24 year old male demo, one which is notoriously difficult to study. Hayes pointed to a recent ratings book where ratings for Corus' 102.1 The Edge dropped by 50%, while ratings for a classical station jumped seven points -- from near zero. This happened, said Hayes "because the diaries were in the hands of so few in the age group," several of whom apparently had a thing for Brahms and his ilk.
ISSN:0008-3038
1923-340X