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“‘… babe, I got you babe, I got you babe.’ Okay, campers, rise and shine and don’t forget your booties ‘cause it’s cold out there today. It’s cold out there every day. What is this, Miami Beach? Not hardly. And, you know you can expect hazardous travel later today with that … you know, that uh … that blizzard thing …”
What if you heard that every morning at 6 a.m. for weeks?
You know what the best thing about this final installment of our ratings review is? We won’t have to deal with SANTA, RUDOLPH and all those other sundry holiday characters for another year. All those songs will be placed in the virtual Rubbermaids in your music vault gathering cyber dust. Unless, of course, you’re that one house in the neighborhood that keeps their lights up all year long. (Clearly you do not have an HOA.)
The Ratings Experts from RESEARCH DIRECTOR, INC with essential assistance from data thaumaturges from XTRENDS (We will pause while you click over to Google) take you once more into the breach of the HOLIDAY survey. It began on DECEMBER 7TH and concluded on JANUARY 3RD. For those keeping score at home, that meant 19 of the 28 rated days were in seasonal mode.
And so this is CHRISTMAS, and what have you done? Well, if you’re The Ratings Experts from RESEARCH DIRECTOR, INC. and/or the maniacal math magicians from XTRENDS, you dive straight into the numbers. Sure, for you, dear reader, this is a brief departure from your everyday schedule. For us, it is a matter of great importance. At least it is for those stations that sold their soul to the guy in the red suit. This is their big game (we are not allowed to use the term SUPER BOWL).
The HOLIDAY survey began on DECEMBER 7TH and shuffled off its mortal coil on JANUARY 3RD. Of the 28 days covered, 19 of them were in the evil clutches of one KRIS KRINGLE.
Welcome back to the least surprising ratings survey of this or any year. The incessant par-um-pa-pum-pum of that dastardly little man combined with the constant tintinnabulation of the jingle bells, not only wreaks havoc on my tinnitus, it just makes a mockery of the ratings. Unless, of course, you are the chosen station. Then this is one of the two best surveys of the year.
So it falls to us, The Ratings Experts from RESEARCH DIRECTOR, INC., along with our merry math mavens from XTRENDS, to bring the numbers to life. The HOLIDAY survey ran from DECEMBER 7th through JANUARY 3rd. If you do the math – and we did – that means that the curse of BURL IVES and his evil minions were present for 19 of the 28 days of the book. Here is what they delivered:
The Ratings Experts from RESEARCH DIRECTOR, INC. – along with our intrepid number crunching savants from XTRENDS – are back with another ratings hootenanny. Unless you’re the station(s) that sold their soul to KRIS KRINGLE, the HOLIDAY book is generally greeted with a collective “meh.” While it does show the incredible power of radio, it also renders any decision making about tactics or strategies moot. The main question for the non-believers is ‘how quickly will my audience return?’
This survey infamously began on DECEMBER 7TH and expired on JANUARY 3RD. This means the evil BURL IVES controlled the airwaves for 19 of the 28 days. Not a full book but long enough to wreak havoc. Let’s see what happened…
