"The new device is kind of agnostic," according to Lee Larsen, president and market manager for Clear Channel Denver. "It records what you actually do." In the old days, if you wrote in your diary that you listened to KBCO all day, for instance, the new PPMs know that, in truth, you flipped around, checking other stations during commercials or during an unfavorite song.
"We're drowning in data here," Larsen said.
From now on, expect KOSI to rise well above the competition in the PPMs.
Amy Griesheimer, manager of Entercom's Denver stations including KOSI, contends folks are listening to KOSI well beyond waiting rooms and elevators. "Who's to say you're not listening in the dentist's office?" She notes the station ranked No. 1 in the market "in at least 12 different demos. We're getting credit for what we weren't getting credit for before."
"This is a high point, but we were doing great before," she said.
"It makes perfect sense that KOSI's effective Christmas brand rocketed to No. 1 during the last rating period," said longtime industry analyst Chuck Lontine of Marconi Ventures. "Especially in this economy, I am certain that more people tuned into a trusted brand like KOSI for a holiday lift. It also comes as no surprise that KOA would drop during the same period. As the Broncos began to tumble, I suspect there was a loss of listeners to KOA." He also suggests the audience may be showing "political/talk radio burnout."
Insiders respect the people meter as an honest measurement technology. It's "a device that is as private as the radio itself," Lontine said. "It's no wonder that it would expose some guilty-pleasure listening habits," giving a boost to classic pop Jack-FM and smooth jazz KKHI.
Likewise, industry consultant Marc Hand said the old diary system turned up "a mix of what people thought they should be listening to" and failed memory, while the people meters offer "a much more accurate read." Nationally, every market has yielded different trends, but "adult contemporary" or soft rock generally has been a winner.
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