Re: Translator Gets Nice Ratings


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Posted by David Eduardo on July 10, 2018 at 00:47:54:

In Reply to: Translator Gets Nice Ratings posted by Gary West on July 09, 2018 at 20:32:52:

A diary review will show that Mod-FM got a significant boost due to poor ascription practices and Nielsen whereby entries for LA station KLVE (107.5) were given to Mod. Given the horribly high PPDV in the Palm Springs micro-market, that was enough to considerably inflate the Mod ratings.

To further extend the error, Nielsen now uses a multi-book "smoothing" procedure to keep the wobble in diary markets down... so those KLVE diaries will continue to benefit Mod-FM into the Spring, 2018 book.

It's worth mentioning that the PS market has, outside of this anomaly, some of the worst wobbles of any market. The highly transient population, the paucity of under-55 non-Hispanic whites and the huge number of seniors make the market very hard to measure. And, fer' sure, the Fall book corresponds to the snowbird season, meaning many participants in the book are not full-time residents. If you are going to believe anything, believe the Spring book which has two months of the snowbird-free season in the Valley.


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