Awwwww...Poor, Poor Radio....

Although this blog was/is designed for radio industry folk, I realize that there are a lot of people who may not necessarily be familiar with the radio game. (and for that I'm grateful!) So before I go on my latest rant, allow me to give a brief lesson. (get comfortable)

THE BREAKDOWN
Arbitron is a research company that collects listener data on radio audiences. Arbitron conducts a series of surveys and then they market this information to radio companies. The data that they collect is interpreted into ratings. These ratings estimate how many people listen to each station. In turn, the radio stations use the ratings to determine how much they can charge for advertising in any given city.

For example....if you wanted to advertise on a radio station that is Arbitron rated # 1, ad prices will be far more expensive than a station that is rated #20. The more popular the station - the more expensive it will be to advertise. Think Superbowl. Millions of people watch and therefore advertising during the game will cost a pretty penny.

PPM
Whew. Ok....A couple of years ago, Arbitron developed a 'more modern' way to collect data called PPM which stands for Portable People Meter. It's a device that is worn like a pager and it detects hidden audio tones within a station or network's audio stream, logging each time it finds such a signal. It's SUPPOSED to be accurate than the old way that they used to collect data. While driving on the highway, it can detect what radio stations are being played in SEVERAL cars opposed to just what may be playing on your car radio.

THE PROBLEM

A lot of black radio stations have been screaming bloody murder about PPM because they claim that this new technology is full of flaws that have and will undercount minority audiences, doing damage to the amount of advertising that minority stations can sell. In other words, they aint giving folk in urban areas the PPM device.

WHAT HAPPENED YESTERDAY
An FCC advisory committee has asked the commission to investigate Arbitron’s PPM measurement system to determine whether the system is having, or will have, a detrimental effect upon stations targeting minority audiences. In other words, the gub'ment is getting involved to make ensure that radio stations that target Black & Hispanic folk get a fair shot at the ratings game. If something isn't done about these inconsistencies, urban radio could potentially go out of business! (GASP!)

MY TAKE

Let's see. Radio companies are pimping the HELL out of talent. (see my other posts) They are underpaying people, they have devalued the 'on air talent', and will get an intern or receptionist to voice a commercial JUST TO AVOID having to pay a talent fee. I know of a TON of instances where sales people make a deal with a client...then pocket the talent fee while getting the radio personality to do something for free or at a reduced fee. There's a lot of bullshit that goes on behind the scenes at a radio station...and I won't get into it now but - can I be sympathetic for these poor, poor companies that aren't getting a 'fair' shake at being accurately rated? Hell no. Would you feel sorry for someone who has done you wrong - AND continuously getting away with murder day after day after day? No pity from me. Screw y'all.