The big news in television is that Nielsen is finally including 18-24 college students who live away from home in their surveys. Not surprisingly, the ratings results are changing. The winners? Networks and programs aimed at this demographic. It’s everything from "Grey’s Anatomy" and "Ugly Betty" on ABC, to better numbers for youth-oriented programming like "Adult Swim," Vh-1, Comedy Central, and MTV. Not surprisingly, late night viewing has increased, too, helping everything from Leno and Letterman to "Saturday Night Live."
Segue over to radio, where the "Cell Phone Only" struggle goes on. Our recently released Tech Poll III shows that among the entire Rock sample, those with only a cell phone have increased from 17%-21%-23% since we’ve done the study. Of course, these consumers are not sampled by Arbitron for reasons ranging from expense to degree of difficulty.
But among younger listeners and Alternative radio, the problem is exacerbated. Our study shows that half of 18-29 year-olds fall into this group. For Alternative, four of every ten listeners only have a cell phone, thus negating their participation in the diary methodology.
The good news is that beginning in ’08, Arbitron will begin to attack this problem. And as PPM begins to spread to new markets, CPO listeners will be included in this new methodology.
But until then, we can only look across the aisle at television to see the results of better sample inclusion of this hard-to-reach demographic. It’s a game changer, it will influence ad dollars, and with it, more targeted programming to 18-24s.
At this crossroads for our radio, everyone needs a chance to participate – especially young listeners who continue to move away from our medium with each passing year. Broadcasters need the assurance these listeners will be counted. If not, radio’s long-term future is on shaky ground.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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