Maybe Denver’s radio ratings are not what you’ve been led to believe. For instance, conservative talk show host Mike Rosen, of KOA-850 AM, might have just half the listeners we thought he did. “The Lewis and Floorwax” show on classic rock’s KRFX-103.5 FM could be No. 11, not No. 3. That’s if so-called electronic “people meters” are accurate, writes The Denver Post.
The meters—which, unlike the old system of diaries, allow people to instantly log what they listen to—were introduced in Colorado this week by the Arbitron radio ratings firm as part of a national campaign to bring audience tracking into the 21st century. There’s a shocker for Denver, which is frequently portrayed as hip and young: KOSI-101.1 FM, home of soft rock, is No. 1, up from No. 6 in the spring.
Of course, ratings translate to dollars, and as the new system gains steam, it could shake up where advertisers put their cash. “I bet there are some very worried station managers out there,” says Ilene Nathanson, media director at Inline Media, a Denver ad agency.