Comments on: Ratings data coming to Twin Falls/Sun Valley

By: Don@IdahoRadio

Don@IdahoRadio — Fri, 22 Dec 2006 03:59:44 +0000

I didn’t say that they were picked because they are “resorts” – but because they ARE affluent areas.

By: radio killed me

radio killed me — Thu, 21 Dec 2006 22:48:36 +0000

A couple misconceptions here. This is not the typical old “county-by-county” survey so having a number like 29 diaries will not be the case. I would imagine that they’ll target 400-500 surveys. Arbitron did not “pick” these markets because they are resorts. Arbitron is making more of an effort to get into smaller markets, however it was the radio group owners that chose Arbitron’s new, more reasonable rates. As far as Poky/IF, if those groups are already in contracts with Eastlan, they will not make concurrent contract with Arbitron….but perhaps when their deal with Eastlan is over they’ll consider Arb.

By: Dee

Dee — Thu, 21 Dec 2006 17:54:12 +0000

The Arbitron will only survey an area that has X amount of a populated area. The whole idea is, is to get a “CREDITBLE” survey in this area. Yes KIKX and KYUN have an advantage in Sun Valley, pl;us they are great stations, kind of like Burley has KZDX and KKMV?.-=; The whole point is, someone showed the MONEY and GUTS, to get a credible survey, and wasn’t afraid to, no matter what the……’Survey Says…..”
And The Buzz reaching into Blaine County, whatever???

By: Peabody

Peabody — Thu, 21 Dec 2006 17:09:48 +0000

Car radios have very sensitive tuners, but many people own walkmans, cheap boomboxes, and clock-radios. Try picking up the lower power Sun Valley signals with those. The AFC on almost any analog radio will pull your tuner from the weak (second adjacent) KECH signal to the strong KEZJ signal in Twin Falls. Even KSKI isn’t quite city-grade in Twin. As far as “The Buzz” goes in Sun Valley, you can get it in fairly well in Bellevue and Hailey, but downtown Ketchum? Not really, unless you like lots of multipath. What about stations like KEZJ, KLIX, KSNQ, KMVX, and KKMV? They don’t make it to Ketchum at all.

By: Idaho Radio Buff

Idaho Radio Buff — Thu, 21 Dec 2006 02:32:09 +0000

Plus, I never had a problem hearing “The Buzz” in Sun Valley anyway. :)

By: Wrabbitt

Wrabbitt — Thu, 21 Dec 2006 00:52:57 +0000

The Sun Valley stations make it in to Twin very well, except for the AMs. KYZK is only 50 watts like KSKI was for years but still hits Twin (in cars where most listen)with a decent signal from Baldy. You really don’t need to be a class C on Baldy to hit cars in Twin Falls and Ketchum. Yes there are dead spots, but every station on the planet has a dead spot somewhere. I would hope Arbitron puts out more than 30 books in a 150,000 (give or take a few rabbits) market.

By: Peabody

Peabody — Thu, 21 Dec 2006 00:41:53 +0000

Here’s what I don’t get- the market is labeled Twin Falls/Sun Valley. How is the distribution of diaries going to work if there is only going to be about 30 of them? Not all of the Twin FMs make it into Sun Valley (the AMs flat out don’t), and not all of the Sun Valley stations make it into Twin (although it appears 95.3 KECH and 107.5 KYZK will be boosting thier coverage soon). The only stations that really cover both of those areas are 103.7 KSKI, 104.7 KIKX, and the new frequency for Canyon Country (no doubt why they moved it) 106.7 KYUN. To me, that means these stations will have an enormous advantage because thier signal coverage, and others might not get a fair shake. Not exactly a level playing field. I can’t imagine Arbitron really obtaining useful results.

By: Dee

Dee — Tue, 19 Dec 2006 18:12:12 +0000

To everyone. Ratings can make or break you, right? Then how come everyone thinks they know how to read a survey, let alone use one. It is just not the agencies. It is the local sales people that show it and don’t know what they are doing! That is what hurts us! Learn how to read one, and then you can make a decision!

By: cheezypoof

cheezypoof — Fri, 15 Dec 2006 14:14:15 +0000

err. arbitron..or maybe arbitration depending on how you look at it.

By: cheezypoof

cheezypoof — Fri, 15 Dec 2006 14:13:05 +0000

“29 people making all the local radio programming decisions for the rest of the 150,000.”

Actually, I think all the radio groups in the Magic Valley use Eastland. (Phone survey..and if you think your typical 35-45 year old is going to sit there and talk on the phone to a stranger asking questions..but that’s a different story.) Though after yesterday’s numbers I know of a country station in Twin that wishes he had gone with arbitration ;-)