But the question should be "Why should I even consider disregarding the summer book?" or "Why should I use an ancient ‘four-book average’?"
Well, you shouldn’t disregard the summer book because there is no logical reason to do so.
Witness the 12+ in-tab sample for the past four books in the Knoxville MSA:
These facts speak for themselves. Note the sample sizes for each Arbitron quarterly report are virtually the same, and that the Summer 04 survey actually has a larger sample than the Fall 03 survey.
The summer book is as valid as any other book in Knoxville over the past year… and those whom will tell you it isn’t as valid are merely trying to "spin" or serve up some self-serving Kool-Aid.
What about four book averages? Well, as we all know, the contemporary music listener in Knoxville now has many choices, and there’s a lot of audience shifting going on with those stations recently. Because of this very fluid situation, four book averages negate the most recent audience movement among these contemporary music stations (which is significant, especially in female demographics.) Just run a trend report and you’ll see what I mean.
If you’re wanting to use the "most accurate and timely" information regarding Knoxville radio listening, the summer book is the only book to use.
Is Radio Listening Seasonal???
The answer is ""no""… despite what some misinformed salespeople in other media have claimed.
Radio listening is (and has been) consistent in Winter, Spring, Summer and Fall in terms of listening patterns.
Below is a link to a page from the RAB Radio Marketing Guide and Fact Book for Advertisers which shows one year of radio listening (2002.) You can look at data for any year and audience estimates will tell the same story: Radio is certainly NOT a seasonal medium.
Click the link below to see the facts: (it’s in .pdf, so you must have Adobe Acrobat to view)
Thanks for all of the e-mails and feedback on the site from everyone, I certainly do appreciate it. If you don’t have Adobe Acrobat and want a hard copy of the above link, just e-mail me or call me, and I’ll get it to you.