Randy Kabrich Examines Voltair In The Top 10 Markets
August 6, 2015 at 8:37 AM (PT)
Consultant RANDY KABRICH is back -- crunching more data on the effect, or lack thereof, of VOLTAIR on NIELSEN PPM ratings. This time he focuses his number crunching on the Top 10 markets, and writes, "According to multiple sources, virtually every Major Broadcast Company that is Commercial and Non-Religious in the Top 10 Markets has a VOLTAIR on every Broadcast Facility, although this might come to a surprise to some of the Program Directors in those markets, as at least two Companies have installed Voltairs without the knowledge of their Program Directors (and you think they will tell NIELSEN and not their PD)?
"Two CBS Market Managers have confirmed it. JOHN DICKEY admitted CUMULUS had purchased some VOLTAIRs in an interview this week -- and you can bet they are in the Top 10 Markets and not MEMPHIS or NASHVILLE, especially when a single .1 AQH Rating Point P25-54 is worth roughly $465,000 a month in LOS ANGELES.
"ENTERCOM has VOLTAIRs in the Top 10 Markets. GREATER MEDIA has them as well. EMMIS has had a VOLTAIR on WBLS/NEW YORK and one would expect that [WQHT] HOT 97 and [KPWR] POWER 106 do too. And everyone knows that iHEARTMEDIA is all in, regardless of market size, even interfacing the units to their Prophet Automation to enhance at a moderate level during music and increase to maximum enhancement levels during Commercial Breaks.
"Even if a few do not have a VOLTAIR, it really does not matter. We know with certainty that iHEARTMEDIA and CBS are 100% VOLTAIR in the Top 10 markets. CBS has a VOLTAIR on two out of three signals in MIAMI (Market #11 is not included in this data set), but guess which one signal went up in JUNE year to year? Hint: It was the one without the VOLTAIR, athough CBS has a VOLTAIR for it that will go on in the next wave).
"But with just two sets of numbers from CBS and iHEARTMEDIA, not that we should dismiss the other Companies, we will learn as much as we need to know about the VOLTAIRs in the 'JUNE' NIELSEN PPM 2015 (Starting in Mid-MAY) compared with a year earlier with no units, with virtually everyone now on board the 'VOLTAIR Express'.
Thus the Top 10 Markets give us the best look at what happens year to year, with no VOLTAIRs in the JUNE NIELSEN PPM 2014 (Starting in Mid-MAY) and JUNE NIELSEN PPM 2015 with virtually everyone on the VOLTAIR Express.
What does happen year to year when all the major players have a VOLTAIR? Let me remind you that we are using AQH Ratings, as AQH Ratings could, in theory, increase five-fold for every station without taking audience away from another station. Remember the VOLTAIR is for picking up your MISSED listening, not for stealing some other station's audience. This is critical to remember when looking at a market that is "all in" with VOLTAIR."
Read KABRICH's full post with all his data posted here.