I’ll say it again — this is an assault on science and the people who compile stats for a living. With that said, here’s the results from the Facebook study from Wednesday.
Keep in mind a few things:
Markets 100-110 — I wanted to use markets that weren’t too big or too small in hopes to get a good idea of stations that actually have full time on-air jocks.
Top 10 Arbitron ranked stations (12+) — no reason to go into the lowest rated stations in a market rather just the top of the markets
100 Total stations — I looked at all the stations, even if there were some nominal formats
Some similar formats were combined — in order to get a bigger idea of what we’re dealing with, some of the similar formats were combined.
SO here’s the Top 10 of each category:
|Format||Total # of stations|
|1||Hot AC / Top 40||20|
|5||Talk / Sports||8|
|Format||Average number of fans|
|1||Hot AC / Top 40||11007.57|
|10||Talk / Sports||1956.42|
|7||Hot AC / Top 40||4.7|
|8||Talk / Sports||4.6|
|Format||Frequency of updates per day
|3||Hot AC / Top 40||4.85|
|5||Talk / Sports||4.25|
Note that some of the results should be put into perspective since it’s a small sample size. For example with only 2 Alternative stations I write them off in most instances.
However let’s look at the Average number of fans compared to Average 12+ rating. Does the number of fans relate to the higher rating? Let’s compare:
|Format||Difference between fans and rating rankings|
|Talk / Sports||+2|
|Hot AC / Top 40||-6|
I don’t think anyone would agree there’s a definite correlation between the number of Facebook fans your station AND it’s Arbitron rating… but it’s fairly consistent that most formats only move up or down 2 spots in rank. This raises a few more questions — are stations popular because they interact with fans OR are stations interacting with fans because they feel they have to in order to stay popular?
If you’re interested in getting the raw data I based this study — yes I’ll share without cutting off the crusts. Just e-mail me from the Contact menu above and I’ll send it over.