You've reached our premium or archival content
To access this page, and more great content just like it, you need to become a paid subscriber.
If you already have an account, please login.
Otherwise, registration is quick and you'll have access instantly after payment.
KLFM have a case re the Bendigo ratings. I believe the figures...compromised though they are in the name of cheapness show that about 20% of the audience were "invisible" to this survey.
That would suggest of possible other stations including for example 774 ABC Melb 3AW etc were missed as KLFM was. Utter speculation but I'd offer this thought: of the 3 community & 1 christian community stations available in Bendigo, KLFM is "on" in way more shops than the others and indeed way more shops than either the ABC or 3BO or Star.
Also Mitchell losing his time slot seems a bit counter-intuitive and maybe his total audience is those via Gold Bendigo plus some direct but un surveyed 3AW listeners?
These surveys may be cheap but especially for stations close to metro markets my gut feeling is (and I'd love some decent research to test this theory) they cannot be held up as a robust set of numbers. Certainly were I an advertiser i would not be buying spots on the credibility of these numbers.