Big changes coming soon with Numeris ratings

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Big changes coming soon with Numeris ratings

Postby paterson » Mon Mar 18, 2019 5:29 pm

Broadcast Dialogue is reporting that Numeris will move 95 small and medium markets in Canada towards year round radio measurement beginning this summer. Markets include Red Deer, Winnipeg and Saskatoon.

Numeris has had challenges with the diary results in smaller and medium markets over the past few years. Problems with recruiting sufficient numbers of households for a proper sample has been an issue. Also, a reluctance of people willing to take part in lengthy consumer surveys, and the fact that many households do not have a land line and rely on mobile devices has been a problem. Finally, Numeris has found that many diaries are not returned or completed properly.

Stations will receive more information on how the new roll out will be phased in at the Programming 2020 Master Class at Canadian Music Week this May 6-12 in Toronto.
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Re: Big changes coming soon with Numeris ratings

Postby Aaron » Mon Mar 18, 2019 5:35 pm

This does nothing to "fix" the problematic response rates in those markets, it just buries them into the rolling average. They're hiding their deficiencies.

On the positive side, this ends the stations with more means from buying the fall book with expensive promotions. Levels the playing field, a bit.
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Re: Big changes coming soon with Numeris ratings

Postby pave » Mon Mar 18, 2019 7:27 pm

I guess this means we will never again be prodded with:
"You could win... prize package #346....a new... private... executive... Lear Jet.... in... The Last Contest."
Drat.
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Re: Big changes coming soon with Numeris ratings

Postby paterson » Tue Mar 19, 2019 4:49 pm

Little early to say this won't fix the problem. It is obvious something needed to happen in smaller and especially medium markets, so let's see how the changes are rolled out. A few small markets are likely a lost cause anyway since national advertising has dried up, so ratings don't really matter. As long as the local advertisers are happy and can track some results from a remote or campaign, ratings are not a factor. In other small and all medium markets these changes could be a real good thing. Let's see what happens.
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Re: Big changes coming soon with Numeris ratings

Postby pave » Wed Mar 20, 2019 5:22 am

Over the decades, management has defaulted, as well, to: "Let's see what happens."
This has been the case since christ was a corporal.
And, oh yeah. Nothing ever happens that is of any benefit.
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Re: Big changes coming soon with Numeris ratings

Postby RadioDon11 » Wed Mar 20, 2019 6:08 am

Aaron hit on something important for the Fraser Valley as all the stations ONLY have a fall book. Sadly, my concern will show how well an American station from Lynden Wash - Praise 106, pulls a "KVOS" and shows the draw, and the ad $$$ siphoned off , heading south of the 49th. KISM Bellingham also has the draw, but I rarely hear Canadian clients on that station. When i was ND at the Hawk CHWK FM, they were the nemesis. Donny fvn@shaw.ca
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Re: Big changes coming soon with Numeris ratings

Postby paterson » Wed Mar 20, 2019 1:05 pm

This isn't perfect but there are some advantages. One would be that potentially Numeris will get people that would be more likely to complete the survey.

Depending on the size of the market, the Numeris call centre staff only need approx.100-300 fresh participants every month rather than scrambling for 1,000-2,000 once or twice per year. If you have a better quality of participant, the ratings would be more accurate overall. As Aaron mentioned the total number is not changing, just spread out over the year.

Also with continuous measurement, stations will see any movement in audience or market changes much sooner than before, since they will have access to new surveys/numbers throughout the year rather than just once or twice. It will be interesting to see if this attracts smaller stations that haven't bothered participating over the past few years.
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