Posted by chicagomedia.org on October 17, 2007 at 10:34:32:
In Reply to: Chicago Arbitron Ratings - Summer 2007 posted by chicagomedia.org on October 15, 2007 at 17:08:04:
Meter running out on ratings
Cubs help WGN score in Arbitron, but most radio execs already are waiting till next year
October 17, 2007
BY ROBERT FEDER Sun-Times Columnist
Ordinarily, the bad news some of Chicago's biggest radio stations received in their Arbitron ratings this week might be cause for alarm.
So how come no one's pushing the panic button? Because the bosses know there's a whole new day right around the corner.
Starting in January, Arbitron will begin phasing out its paper-and-pencil diary method of tracking listenership in favor of a new system that utilizes a gadget called a Portable People Meter.
Instead of relying on people to remember (and honestly record) what they listen to, the company will equip them with devices that automatically monitor every broadcast airing around them.
So in all likelihood, it means the ratings game will be turned on its ear. Among programmers, the focus already has shifted to the new measurement system.
At least for the moment, big winners in the Arbitron summer survey were Tribune Co.-owned news/talk WGN, which expanded its first-place lead thanks to red-hot Cubs baseball, and Univision regional Mexican WOJO, which drew the largest share ever for any Spanish-language outlet.
CBS Radio all-news WBBM-AM also had a terrific summer, pulling in more than 1.2 million listeners a week -- the highest cumulative audience in town.
Among stations on the losing end were Clear Channel Radio urban contemporary WGCI, which dropped to a tie for fourth with urban adult contemporary sister station WVAZ, and Citadel Broadcasting news/talk WLS, which dropped to 14th.
"To say this was not one of our better books would be the understatement of the century," WLS program director Kipper McGee told staffers. He attributed the decline to an undercount of men in Arbitron's sample.
Still operating on life support is CBS Radio FM talk WCKG, which appears certain to enter the new year with a new format.
Though not nearly as critical, other ailing outlets include Clear Channel adult contemporary WLIT, which is poised to switch to all-Christmas music in the coming weeks, and Bonneville International rhythmic oldies WILV. Arbitron's new system can't come soon enough for both.
The same can be said for the Emmis Communications combo of alternative rock WKQX and classic rock WLUP.
Under new program director Derrick Brown, WVAZ topped the market among listeners in a number of key demos, including those between the ages of 25 and 54. V103's recent move to renew syndicated morning personality Tom Joyner appears to have been right on the money.
On the other hand, Clear Channel's replacement of WGCI's longtime local morning star "Crazy" Howard McGee with syndicated host Steve Harvey does not augur nearly as well.
Arbitron's summer survey ran from June 28 to Sept. 19.