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COULD LONG ISLAND DROP OUT OF THE TOP 20?

K

kevinsealy

Leading Participant
Yesterday the US Census released the population numbers as of April 1, 2010. The US has grown to 308 million, but New York will lose two house seats one of them on Long Island.

With 435 House Representative and a population of 308 million means that each Congressional Distric has to represent 700,000 residents. With Long Island losing a seat means a population loss.While New York will lose two seats, Florida gains two.

According to Arbitron, Long Island had a population of 2.464 million ranking it as the 18th largest market. The Tampa/St. Petersburg Florida market had a poplulation of 2.320 million ranking it as the 21st largest.

If the Nassau/Suffolk market drops out of the top 20, this could have an effect on the advertising rates of all the Long Island stations.


Thanks,
Kevin L. Sealy
 
Kevin L. Sealy said:
According to Arbitron, Long Island had a population of 2.464 million ranking it as the 18th largest market. The Tampa/St. Petersburg Florida market had a poplulation of 2.320 million ranking it as the 21st largest.
Click to expand...

Remember, Arbitron does not use the Census numbers from the last decennial census... they use Claritas numbers. Claritas takes the ACS (the annual poll based Census Bureau projections) data and reinforces it with other information. And the numbers are either 6+ or 12+, so they don't match anything in other sources. What is in the Arbitron figures in use now is the product of the 2010 updates.

If the Nassau/Suffolk market drops out of the top 20, this could have an effect on the advertising rates of all the Long Island stations.
Click to expand...

Ad rates are based on how many people listen to a station. Since Long Island (Nassau-Suffolk) is an embeded market, and there is much listening to NYC stations, rates are very complex.

What rank does determine is whether a market gets on a buy at all... some buys are Top 10, others Top 20, others Top 25 markets and so on. But peripheral markets are often bought as part of the bigger market buys, not alone. So there are no clear answers to the question... particularly since the current Arbitron population may turn out to be very close to reality.
 
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