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January 26, 2010
Liberal talk radio listeners lie
A new system of determining radio station ratings relies on an electronic monitor rather than the self-reporting of earnest, would be classical music left wing talk radio listeners. It turns out people were either trying to fool the ratings people or, worse yet, themselves; recording what they felt they should be listening to rather than what they were actually listening to.
I cannot imagine the resulting observations are limited to Portland.
What happened to KPOJ? These numbers represent the overall 12 years of age and older total audience share combining how many listeners with how long they listen. It’s called the average quarter hour share (AQH).
Fall 2008 = 3.5
Fall 2009 = 0.9
This means that under the old diary system where a listener wrote down what they claimed to listen to and how long, KPOJ was thought to have 3.5% of the audience listening to them. But when the electronic gadget registered what was actually listened to and for how long, KPOJ’s rating plummeted.
It’s interesting to note that 2 of the 3 conservative talk stations actually increased their ratings under the new system. Apparently, conservative news talk listeners didn’t lie under the old system of writing down what stations they listened to and for how long.
Fall 2008 = 3.5
Fall 2009 = 0.9
This means that under the old diary system where a listener wrote down what they claimed to listen to and how long, KPOJ was thought to have 3.5% of the audience listening to them. But when the electronic gadget registered what was actually listened to and for how long, KPOJ’s rating plummeted.
It’s interesting to note that 2 of the 3 conservative talk stations actually increased their ratings under the new system. Apparently, conservative news talk listeners didn’t lie under the old system of writing down what stations they listened to and for how long.
Posted by Ghost of a flea at January 26, 2010 08:24 AM
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