2023-07-05 20:23:02
Radio Miter’s afternoon host, Omar Pereyra, doesn’t mess around. He expected this 2023 like never before. His show “Siesta Animal” is an established product and he wanted to know if he continued to improve AM’s 2022 numbers.
“Lately there are many who don’t like to measure, or who measure when it suits them,” Pereyra shot defiantly into the air, in the middle of a talk about speed controls that he had with “Pepe” Ravalli, his teammate.
From Fader Street they are uncomfortable but confident. They know that it is the third measurement of general radio audience, which includes both AM and FM frequencies, without Mario Pereyra. And this, they consider, may be the final one to turn the cake around.
According to infonegocios.info, “they are negotiating and as in poker games, they look into each other’s eyes and no one blinks… until the other does. Why Miter could be the most listened to radio station in Córdoba in August, ousting decades of leadership from Cadena 3”.
In Alvear street, they still maintain some mandates from “Marito”: in electoral campaigns you never measure yourself, political advertisements ‘dirty the air’, he always reiterated as another slogan. And for a sample, a button is enough, the 2015 measurements were made in September, after the electoral contest.
The times are different but the arguments are the same. It happens that Cadena 3 would not be willing to participate in the measurement that Kantar-Ibope has planned for the months of July-August, arguing that the electoral processes in the city and the PASO distort the polls.
If it is not Cadena, are they made the same?
The measurements yield all the data. Despite being an archaic system of telephone calls to fixed numbers, the form with the results is useful for companies to renegotiate contracts. It depends on what position you are in, it is the budget that you can aspire for a whole year. For all this, Kantar-Ibope is hired.
The radios that cannot participate or decide not to do so are grouped into the “other radios” category and this is complicated for the rest.
First, because all the stations must complete the payment as the part of Cadena 3 is not there. Second, because it could only benefit Miter in an almost direct bid for the Cordovan reign. Third, what happens if everything remains the same or there are small variations, it is a “free” measurement for Cadena that consolidates its power, it would not be good for any of the participants.
The radios that complete the platoon (Group Shopping, for example) could also take advantage of a measurement if there is a drop in Chain 3, although this absence implies greater expense in the measurement.
An old measurement that is not done recently
Córdoba knew how to have two annual measurement “sheets”, every 6 months. But many years ago – almost as an imposition of Chain 3 – it went to a single annual measurement. Few data for a very relevant cake.
The costs deny the measurements with shorter times. In the city of Buenos Aires, for example, they are done quarterly.
The pandemic registered high levels of radio listening, mainly in Córdoba, but that year the measurement was not carried out.
Discussions to have a serious number that correctly reflects “the picture” of radio consumption is becoming more and more urgent, although the prices for this service can only be paid by a handful of companies.
Time is running out and Kantar Ibope wants to define everything between July and August, in the middle of the campaign for the mayor and the PASO.
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