When David Lee Roth replaced Howard Stern on several FM radio stations (mostly on the east coast and some in the midwest) a flare went up. Not a tiny one, either. This was big news.
Huge radio news.
And the light from the flare illuminated one question in particular...how long was parent company, Infinity, going to take to 'decide' if the Roth Show was profitable enough for them to hang onto? Tough to answer because radio's Arbitron ratings only come out 4 times a year. That's right, radio listeners. Spring. Summer. Fall. And winter.
That's it.
As often as you find yourself changing wardrobes, radio finds itself having to release its precious numbers. Numbers which certainly affect lives. Especially the lives of people starting new shows, no doubt.
So, while movie executive release their box office numbers for the entire weekend on FRIDAY nights (which is just amazing and incredibly accurate) and while television honchos hang onto their golden 'overnights' and while we all every day experience what Google has done in terms of instantaneous results for internet advertising...there stands radio. Defiantly reporting its ratings a scant 4 times a year.
So what's the reason for this media madness? Why is radio so s-l-o-w?
It seems that radio listeners have stronger and longer habits than do television and movie audiences.
What we tend to do as listeners is 'surf the dial' and VERY slowly become VERY attached to certain programs and stations. This is habitual. Just as insurance companies know how many 78 year olds will die of cancer this year (sorry for the thought) radio insiders know exactly how long 46 year old moms listen to "Easy Listening" every afternoon.
Radio stations pitch advertisers MUCH differently than TV stations and their ad agencies do.
To put all of that into perspective, even after Roth had gotten fired after just one Arbitron book had come out, Stern himself admitted that Roth hadn't been given the time to 'get found.' That not enough traction had been established.
That's radio ratings for ya. Surf's up.
Kevin Browne is a former Creative Director and Senior Copywriter at agencies including J Walter Thompson, McCann Erickson and Young and Rubicam. Kevin now runs WhitehavenWeb.com where he shows web owners how to FINALLY make big website sales [http://www.whitehavenweb.com]
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