Everyone pretends they’re real…
That is until a radio station like Entercom’s The Rock 98.9 gets embarrassingly low ratings, then out come the excuses alongside the specific demographic and hourly breakdowns to explain away the bad news.
Welcome to the world of radio ratings!
It’s how the ad sales game is played and it’s evolved into high art.
Radio sales jockeys and ad agency media buyers have become masterful and convincing in their explanations and presentations to clients and members of the media.
Yet the dirty, little secret – the flawed, unexplained “science” behind those ratings – is just that, flawed, inexact and highly questionable.
However it’s the only game in town at present.
The inherent problems with radio ratings include, ridiculously small sample sizes, questionable “technology” and zero oversight or insight into the exact methodology being employed.
In other words, smoke and mirrors – Wizard of Oz stuff.
Check out what media experts have been saying about these ratings for years: Continue reading