Expose The Hypocrisy


August 06, 2008
ProJo: DePetro, WPRO Silent Over Ratings Cheating Scandal


From Thursday's
Providence Journal, we learn that fingers are indeed pointing directly at John DePetro in the WPRO ratings cheating scandal:



A spokeswoman for Arbitron said yesterday that it had learned that six of the diaries used in the spring 2008 data for the Providence-Warwick-Pawtucket market area came from a household where at least one person is affiliated with the media. The media outlet was not named. Those six diaries were out of 2,160 diaries used for the total metro area of 1.37 million people. Each of those diaries counted as 640 listeners, said Arbitron spokeswoman Jessica Benbow.

WPRO-AM was the highest-rated station in the metro area in April, May and June. Arbitron began investigating its data July 29 –– four days after the report was released –– at the request of Clear Channel Radio, owner of WHJJ-AM-920, one of WPRO’s prime competitors.

Bill George, WHJJ’s program director, said he asked Arbitron to investigate after noticing an unusual jump in the ratings for WPRO, specifically in listeners 25 to 34 during the 6-to-10-a.m. slot, when WPRO’s John DePetro is on the air.

George said his station noticed WPRO’s rating for women in that age group went from 0 percent in the fall to 12.1 percent in the spring. The ratings for men in that age group jumped from 1.7 percent to 14.1 percent. The figures are percentages of all the people in that age group who are estimated to be listening to any radio station during that time period.

DePetro’s ratings rose from 11th place to 4th place overall in Rhode Island, George said.

In a letter he is sending to Clear Channel’s advertisers, George said: “The Arbitron crediting department identified six diaries in East Greenwich, RI, in the same household, from six people [three women and three men, ages 27-34], representing over 109 hours of listening during one week to WPRO between 6 a.m. and 10 a.m.”

Neither Barbara Haynes, general manager of Citadel Broadcasting, which owns WPRO, nor DePetro returned calls seeking comment.



Why the silent
treatment from Citadel, Haynes and DePetro? If the station wasn't involved, why not just say so?

And since when is attention-loving DePetro shying away from free publicity? That's a first!

Posted by Brian Maloney at 11:27 PM | Comments (7)  | Track


Comments

DePetro could not be dumb enough to sandbag the ratings like this, could he?

I mean, if you are going to cook the numbers, at least make them appear to have some basis in reality. Not women 25-34 going from 0 to 12.1% and men 25-34 going from 1.7 to 14.1%!

Who did he think he was going to fool with that nonsense? Did he let one of his kids fill out the book? I don't believe DePetro could possibly be involved in a lame-brained scheme like this.

I have seen some pretty radical swings from one book to the next but nothing anywhere close to this. There has to be a better explanation because no one can be this stupid to believe they could pull this off without people noticing. Good God, have we fallen so far as a society that we can't even cheat properly anymore? And in Rhode Island, no less, where corruption is as natural as mother's milk.

Posted by: NHradiofan at August 7, 2008 12:46 AM


DePetro: "Just imagine if I could get my Mom's house loaded with six of those diaries and they all reflected listening to me! I could be KING OF THE WORLD! It would be almost IMPOSSIBLE to determine that I stacked the deck, even if all six people listed the same address. Bwahahahahahahah!"

Talk about someone being a few French Fries short of a Happy Meal.

Posted by: Chris at August 7, 2008 07:59 AM


We all know one thing-DePetro didn't cook the books up here in Boston. Or if he did, he didn't do a good job.

Posted by: Joe from Brighton at August 7, 2008 08:04 AM


You all know (or can imagine) how I feel about that homophobe and his occasional lunatic ravings while at RKO. In fact, my husband was instrumental in organizing protests after his transgression against peoplekind.

Yet there is some entertainment value in JD as one wants to tune in to see what over the top position he will espouse next (kind of like looking at an automobile or train wreck).

Like that snarky Severino and many other radio "personalities" I think that Depetro is pure shtick and none of it is real. The last personality who was himself was (IMHO) the late, great Andy Moes. Sigh, there was a larger than life personality!

Posted by: Celtic Frost at August 7, 2008 09:03 AM


I fail to see how 6 out of 2160 (0.3%) diaries could have much of an effect on JD's ratings. There has to be other factors responsible for his huge increase in ratings.

Posted by: kevin at August 7, 2008 10:27 AM


I gotta agree with Kevin how can 6 diaries make this big of an impact? There must be something more to the story or perhaps Brian you can give us all a crash course in how the ratings work in radio and how 6 diaries out of over 2000 can skew the numbers that bad.

Posted by: CerebralWaste at August 7, 2008 03:43 PM


Depetro's character and actions are an embrassment to WPRO and all talk radio. They'd do well to get rid of him quickly, though letting him squirm and invent more ridiculous excuses would be entertaining. And since he's thrown his wife under the bus (typical), he can visit divorce court on the way to the unemployment office. Using his kids as a shield was a nice touch, too.
This should serve as a warning to any station that is considering let one of their sales guys be an on-air personality just because they want to be a celebrity. The best talk hosts have some experience with life outside of radio.
All in all, it's an appropriate end to a guy who has always tried to elevate himself by denegrating everyone around him.

Posted by: RI listener at August 23, 2008 09:04 AM