When it comes to the inner workings of terrestrial radio, few things can trigger more back slapping — and teeth gnashing — than the Nielsen Audio ratings.
The Nielsens, which measure listener share, come out twice a year in the Boise market. Because they rely on human beings to report diaries of what they supposedly listened to during the survey period, results can be, well, unpredictable sometimes. One day, a station can be on top of the world. Six months later? Clawing its way out of the cellar.
That’s why the folks at 101.9 FM The Bull probably aren’t sweating too hard. Crazy swings from book to book — when they do occasionally happen — should be viewed with healthy skepticism…