Sioux Falls Arbitron market size

[jimbo]

I went looking at Arbitron's market rankings and found Twin Falls, Niagara Falls, Cedar Falls, etc but no Sioux Falls. http://www.arbitron.com/downloads/redbook_fa07.pdf

Wikepedia said Sioux Falls was #211 in 2001 but is now unranked. In 2007 Rapid City was #279. So how come Arbitron ignores the larger Sioux Falls market?

 

[pbf1]

Because no one buys the book.

 

[jimbo]

I did find a post on a site called Radio Business Report (http://www.rbr.com/epaper/issue186-04.html) that said Sioux Falls is a lapsed Arbitron market. "Sioux Falls is a lapsed Arbitron market, measured in the past but not currently - - in the Fall 2000 survey it was ranked #211. Nielsen ranks Sioux Falls-Mitchell #113."

I'd never heard of that before.

 

[pbf1]

Again, no one buys the book. The then-owners (Midcontinent and Gentling were the big ones) decided to longer buy the book (pricey; questionable ROI for that market level), so Arbitron stopped surveying.

See also: La Crosse, Wisconsin.

 

[jimbo]

Understood. I meant I had never heard of an entire market not buying the book.

Thanks for the info, pbf1.

 

[pbf1]

You're right: VERY unusual. I think SF and La Crosse are about the only two in the region (and other than Elizabeth City/Nags Head, North Carolina, the only three I'm aware of).

I kind of thought with Cumulus coming in, that they might order the book. But word has it they like the idea of running long stopsets and not having to worry about tuneout (since no one is measuring listening, anyway).