It’s a time-honored tradition. At 5pm Eastern, the 12+ “glamour numbers” reflecting the latest overall ratings — “meaningless data no one sells,” one esteemed radio programming consultant has uttered for years — can be published by the radio industry trade publications rushing to send out eBlasts with the data.
On April 19, with the release of the first batch of Nielsen Audio March 2021 reports, something was peculiar. Two huge stations were missing.
It wasn’t an anomaly. Thursday’s release of March 2021 data from one of the biggest non-PPM markets, Buffalo, immediately put the RBR+TVBR I-Team into overdrive. Several stations were missing from the report. They were subscribers.
What’s the problem?
UPDATED AT 3PM ET WITH FULL BUFFALO 12+ SUBSCRIBER-ONLY RATINGS DATA