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June 12 Radio Ratings

The demographic competitors of WRME MeTV FM appear to have tweaked their formats slightly to add tracks to appeal to the MeTV FM audience, resulting in an increase in ratings vs. WRME. Either that or it is just ratings noise. Either way, the ranking of WRME seems to have taken a hit, even though it is just down 0.1 from last month. Though it programs old tracks, and according to many is unmarketable except to a niche demographic audience, it's still the freshest format in radio, IMHO. One can only wonder where MeTV FM would be in the ratings if they were "Smack Dab In The Middle" of the FM dial.
 
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Schroedingers Cat said:
The demographic competitors of WRME MeTV FM appear to have tweaked their formats slightly to add tracks to appeal to the MeTV FM audience, resulting in an increase in ratings vs. WRME. Either that or it is just ratings noise. Either way, the ranking of WRME seems to have taken a hit, even though it is just down 0.1 from last month. Though it programs old tracks, and according to many is unmarketable except to a niche demographic audience, it's still the freshest format in radio, IMHO. One can only wonder where MeTV FM would be in the ratings if they were "Smack Dab In The Middle" of the FM dial.
Click to expand...

WRME-LP is right in the range it has occupied for many, many months. It has been as low as a 1.7 and as high as a 2.9 in just the last 8 books. In this last one, they were off 0.1 from the level of the last two books, but the same level as they were in January and 0.4 above last October's number.

When changes are so minimal, they are usually due to sampling wobble. If you look at the math, it's understandable. Let's say there are 2,000 meters "in tab" in the Chicago book. At any given time, about 10% of persons are listening to the radio... meaning 200 meters that are measuring actual listening on average during the day. A station with a 2.7 share has between 4 and 6 meters detecting them at any given time.

So if one listener in the panel changes and the replacement does not listen to your station, you might be affected by a measurable decrease. Same if a new panel member listens and replaces one who did not. On average, changes of even 0.5 from book to book are often meaningless.

Where there is even more wobble is in age groups with few listeners. WRME, in 25-54, averages around a 1.0 share. But they have wobbled as high as a 1.3 and as low as a 0.6... because they just have so few listeners in that age group that even minor changes in listening are "amplified". Currently, WRME is around 27th in 25-54.
 
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