Could CBS-FM's Stream Really Be #9 18-34 Women?
June 23, 2009 at 9:05 AM (PT)
ARBITRON's PPM Data for JUNE Week 1 shows what one would think is a particularly unusual occurance in the Women 18-34 Demo. Right behind #8 CBS AC WWFS (FRESH FM) is Classic Hits WCBS-F's stream. It debuts at 9th in the demo's AQH persons with 7100, and a 0.4 AQH Rating% -- good for a tie for 5th. The Daily Cume appears more in line with what you'd expect from a stream, landing in a tie for 31st, with Weekly Cume ranking 46th.
The 9th place showing lands WCBS-FM's internet stream ahead of it's own terrestrial signal at #11.
It isn't the first time CBS-FM's stream has done well though. In fact, it's the 3rd time this year it's been ahead of the signal's rank in this demo.
CBS RADIO VP/Classic Hits Programming and WCBS-F PD BRIAN THOMAS pointed out, "This is not the first time our stream showed up strong with 18-34 (also did well in 1st quarter) -- and because CBS-F is one of the most updated Classic Hits stations -- the whole station has been CBS RADIO's top 18-34 all year."
THOMAS, who also oversees WWFS added, "This happened to FRESH with Women 18-34 earlier this year too."
ALL ACCESS has contacted ARBITRON, which has promised to look into the matter, and respond to us later TODAY.
A More Interesting Answer?
Meanwhile, Consultant RANDY KABRICH offers this possibility, "Here's the key -- they were #1 ATE and AWTE in the market [ATE: Average Daily Time Exposed, AWTE: Average Weekly Time Exposed]. Cume was 31st in rank. Someone sat the PPM down by a computer and didn’t move it -- regardless of the ARBITRON 'motion detector.' The motion detector didn’t work -- or worse yet, someone figured out that you could trick it so as to get their ARBITRON frequent user points."