Randy Kabrich Comes Out Swinging On Nielsen's Enhanced CBET Rollout -- 'Most Stations Will See No Increase In AQH Rating'
October 26, 2015 at 4:46 AM (PT)
Consultant RANDY KABRICH has been on the record about his feelings on the VOLTAIR box and its ability to really increase PPM ratings. With the enhanced CBET rollout just around the corner, NOVEMBER 2nd, KABRICH explores the VOLTAIR side and the NIELSEN side of this equation.
And KABRICH believes that most stations will see no increases in their PPM scores in his latest blog entry ... "How Voltair Created Listening Where None Actually Existed."
In the blog, KABRICH writes, "Over the last week, all the pro-VOLTAIR pundits have been so giddy about the “Good Times to Come” with NIELSEN's enhanced CBET rollout. We have been told how to calculate the forthcoming average revenue change, how to handle advertiser objections to higher rates, and how this will impact our bottom line. We are told Radio should look at all the formats that have disappeared, even if they were long on the decline, because of the 'enhanced CBET code' will bring back the dead!
"'Happy Days Are Here Again'” is the message they are sending. 'Your Boat Has Come In!'
"The challenge is, despite NIELSEN’s claims of transparency, none of these articles explain how those additional ratings and dollars are suppose to materialize. Quite simply, it’s amazing anyone can forecast anything without the complete story. Try doing a station budget for the next year with only one figure that one has no idea how it was arrived at.
"Truth be told, most stations will see no increase in AQH rating."
Go here "How Voltair Created Listening Where None Actually Existed" for the rest of RANDY's fact-filled blog.