ARBITRON 'RED FLAGS' WHB OVER REMARKS BY AFTERNOON HOST The Arbitron Ratings are serious business. Advertisers make their radio buying decisions based on the validity of the numbers provided to them. That's why when the Arbitron folks "red flag" a station over possible "ratings bias" it is a serious issue. In the Spring 2009 ratings book radio sports talk station WHB-810 and its afternoon personality---assumed to be Kevin Kietzman---were listed under "Special Station Activity" over remarks make June 11 during the afternoon "Between the Lines" show between 2-7 p.m. According to the Arbitron report, Kietzman, who is also an owner of the station, reportedly said on the air: �If somebody were to ever ask me � say, send something to my house and ask me to write down what my favorite station was � I would definitely put �810.� I�d probably write down that I listen to it all day, because I do.� �Or if somebody asked me to, you know, just participate in a survey or something like that, I�d definitely tell them that it was 810. I think most people are that way.� If people did that, it would be very nice.� In its Spring 2009 ratings book Arbitron chastised (red flagged) the station: "...The comments by WHB-AM�s personality may be perceived by listeners as thinly-veiled instructions to participate in radio ratings surveys and to record WHB listening.... Diarykeepers may perceive these comments as a veiled request to record extensive WHB identifiers in their diaries regardless of the start and stop times of their listening. "WHB�s comments further portray the recording of WHB listening in survey diaries as both typical (�I think most people are that way�) and of benefit to the station (�If people did that, it would be very nice.�) In combination, the comments by WHB�s personality may prompt diarykeepers to overreport WHB listening as a gesture of support for the station. "As in the case of other such activities, Arbitron does not attempt to determine the extent of any possible bias or distortion. Our actions in this matter are intended to alert users of this report to activities that have been conducted in their market. Arbitron continues to discourage all stations from conducting activities that may have the potential to bias survey participants or distort survey results." Somewhat ironically, WHB does not subscribe to the Arbitron Ratings Service.
08-05-2009 INEXCUSABLE "Shame on Kietzman. As an on air talent this is inexcusable. As a part owner of the station it is a travesty. He will probably say it was an innocent mistake, since he usually is unbending and stubborn regarding anything he says or does. He knew better."
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