UTICA-ROME — A few days after Eastlan Ratings released its Fall 2011 audience estimates for the Utica-Rome market, Arbitron has released its own report. There are some notable differences, but Arbitron has only released a portion of the rankings, so it’s difficult to form a complete comparison between the findings of the two companies.
For the third time in a row, the “public” numbers released by Arbitron are “subscriber-only.” That means the list only includes results for stations which subscribe to the ratings. According to Arbitron’s website, Townsquare Media and Roser Communications are the only subscribers in the market. Ratings for non-subscribing stations — including those owned by Galaxy, Arjuna and Flack — do not appear on the public list, but are provided directly to subscribing stations and advertising agencies.
Arbitron’s rankings begin the same as Eastlan, with Townsquare’s Big Frog 104 (WFRG) and Lite 98.7 (WLZW) leading the pack. The country station posted a 13.5 share, with the AC station just less than a point behind, at 12.6.
The numbers drop from there, with Roser’s Kiss-FM (WSKS/WSKU) simulcast earning a 7.4 share. Townsquare’s remaining stations — Oldiez 96.1 (WODZ) and news/talker 950 WIBX round out the top five, tying for 4th place, each with a 5.8 share.
Roser’s two Bug Country stations, WBUG and WBGK, are listed separately for no apparent reason… but combined, they earned a 2.4 share. The remainder of the stations on the list posted less than 2 share points each. They include some out-of-market stations, as those stations’ owners subscribe to Arbitron in their home markets.
Why the differences?
Aside from Arbitron only listing subscriber stations, the company’s survey period differs somewhat from Eastlan’s survey. The two companies also employ different methodologies: in this market, Arbitron’s ratings are based on written diaries of listening habits, while Eastlan’s estimates are based on telephone interviews.