Radio Surveys are pretty easy to spot, all the stations start promoting the bejesus out of themselves with giveaways, billboards, TV ads and wacky promotions.
Right now the Research company is furiously collating the figures and next Thursday April 13, we'll get the results for stations in Auckland, Hamilton, Wellington, Christchurch and Dunedin. Next time, around September they do all markets in NZ.
Between now and results day, there is much pacing and nervousness. Particularly on the day. I’m usually so worked up my wife sends me out of the house. Our careers hang on these numbers. Too many bad results and it could be the ‘We’re not renewing your contract.’ speech or sweeping programming changes. Good results mean good revenues, more budget to do more cool things and payrises.
No-one likes going down in the polls, but someone has to. Different markets have different numbers too, while we're number one music currently in Auckland and Waikato, we're not number one in Wellington or Christchurch. The changes are often very small too, however 0.1% can be the difference between number 1 and number 2. If it’s Kiwi FM, 0.1% is like their whole audience!
Sorry guys. Had to get that dig in….
So next Thursday at midday we get the results. We then either console ourselves by saying it was a ‘rogue book’ or we smile quietly and call it ‘a hold – business as usual’ or we shout, whoop and holler.
I’ll post the results here, or if I’m really hungover from the post survey party, I’ll just post a link to the results on someone else’s page, have a Panadol and go back to bed. Either way, wish us luck.