Spring 2003 Ratings Period 3 - Final Evalutron Report

BULLETIN...BULLETIN...BULLETIN...BULLETIN...BULLETIN...

The Evalutrons are calling it quits!

After four and 1/2 years of rating the radio stations, and seeing the growth of Internet radio and satellite radio rise up, it's time that the Evalutrons are calling it a series. The purpose of the Evalutrons was to show that listening habits are changing and Arbitron should start documenting them much more accurately.

Due to other priorities, and the fact that there's just too many choices for this small operation to list so that everybody who has a favorite radio station on the Net is represented, we decided that it's time to fold up the Evalutrons with the Spring period as the final act.

With the rise of XM and Sirius Radio, broadband and cable to listen to Internet radio more clearly on your computer, wireless modems for portable computers, Music Choice, and, naturally, terrestrial AM and FM radio, it's time to put the concept of regionalized listening habits of radio listeners up for someone else to tackle.

The Evalutrons started out at first rating the San Diego area radio stations for those who live in the area, then expanded to include stations from just outside the area but could be picked up here, then stations that broadcast on the Internet, then Internet-only stations, and we were going to also include XM and Sirius radio listening habits as well.

This is an idea Arbitron should seriously explore as their surveys do not accurately document the true listening habits of radio listeners. More people are listening to AM radio for news and information, then turning on Internet radio at work for music, driving to and from work listening to satellite radio, and going home to listen to Internet or cable radio, plus some terrestrial and satellite radio. Arbitron keeps track of the ratings for only the broadcast stations on the airwaves, and ought to start including or merging in the listening habits of non-local broadcast stations of the locals.

Arbitron should localize their acquired Internet-ratings service called Measurecast and let the affilliated websites run reports on a more complete picture of the listener's habits for the 12-plus demographic, the real deal.

The San Diego survey we were using for the past 4 1/2 years showed a growth, as expected, in people who listen to Internet radio, as well as a growing interest in Satellite radio, at the expense of time listening to local radio.

So, with that, we bid farewell with the final results of the Evalutrons. Thanks for voting. Hope we had fun.

The following stations are eligible for being rated beginning in July 2003: