KEXX Ratings figures

[Robctas]

Can someone please explain to me why KEDJ/KEXX doesn't seem to make any impact in surveys?

I used to listen to The Edge & they were really good, it's a shame this station is now MY.

Their reasoning for changing was to improve ratings but this has well and truly backfired as the numbers have gone south.

For a C1 100,000 watt signal, surely this station is better than a 1.2??

What are your thoughts?

 

[radioresearcher]

It's a 100kw C1 but it has low height. It actually has the most consistent and best shares it's ever had in PPM right now. This year has averaged between a 1.5 and 1.6 despite having two stations (KMVA and KMXP) adjust their formats to cover. In Adult Women, it's never had better numbers.

It hasn't had a 1.2 since last year so I don't know where you're getting that number from.

If the Edge had done more than it's 1.2-1.3, it might still be around...

 

[azfmfan]

Wow. Sounds like the station is doing great now! I wouldn't change a thing. Don't want to lose that 1.6 you got.

 

[indieradioguy]

How does 103.9 get away with their "artists you oughta know" schtick? Mistakenly heard that phrase in between some appointments last week. Isn't that phrase/tagline property of VH1/Viacom? Curious it's on air (103.9's) but nowhere to be found (?) on their could-it-get-any-more-Hello-Kitty-ish web site.

 

[radioresearcher]

Wow. Sounds like the station is doing great now! I wouldn't change a thing. Don't want to lose that 1.6 you got.

Well, except that no one buys the 1.6 ... they buy demographics and it's a 2.5-3.0 share in adult women - and that's where the target is. As my friend David Eduardo says, that's why they give away the 6+.

KSON in San Diego is getting hype for their eight share 6+, but in recent months, they've been between 6th and 12th 25-54...

6+ means nothing... target demos do.

 

[azfmfan]

If the Edge had done more than it's 1.2-1.3, it might still be around...[/QUOTE]

But 6+ numbers don't count right? So those numbers have no bearing. The edge was just under a two share and probably better in their target demo before they brought Pratt in to kill the station. I understand the 6+ numbers are meaningless but you cant be doing great in your target either. I don't have access to the numbers but I'm guessing your not in the top ten in your target demo? Please enlighten me? I know Mix is killing you and Hot is probably ahead of you as well so you guys still have a long ways to go before you can brag about your station.

 

[davideduardo]

I don't have access to the numbers but I'm guessing your not in the top ten in your target demo? Please enlighten me? I know Mix is killing you and Hot is probably ahead of you as well so you guys still have a long ways to go before you can brag about your station.

The point Radioresearcher made is that KEXX is not a full C on South Mountain. It's at a relatively low HAAT (600') and the site is in the SE corner of the market. The 65 dbu just barely hits downtown, and misses all the West Valley and all the areas to the north of Camback and the 17 including the places to the NW, such as Glendale, etc. The population covered by the 65 dbu is slightly less than 40% of the entire market.

Because of this, we have to weight the performance. What they get with 40% coverage could be projected into the full market... in such case, KEXX might have a share that would make it 4th to 6th in 25-54 women, and just more than a share behind Mix and KESZ.

Owners of less-than-full-coverage stations get those stations for a fraction of the cost of a full stick. They also have lesser expectations, but know that a carefully run station can be nicely profitable.

Radio is not a horse race, a pennant race or a political campaign; you don't have to be #1 to win.

 

[radioresearcher]

The point Radioresearcher made is that KEXX is not a full C on South Mountain. It's at a relatively low HAAT (600') and the site is in the SE corner of the market. The 65 dbu just barely hits downtown, and misses all the West Valley and all the areas to the north of Camback and the 17 including the places to the NW, such as Glendale, etc. The population covered by the 65 dbu is slightly less than 40% of the entire market.

Because of this, we have to weight the performance. What they get with 40% coverage could be projected into the full market... in such case, KEXX might have a share that would make it 4th to 6th in 25-54 women, and just more than a share behind Mix and KESZ.

Owners of less-than-full-coverage stations get those stations for a fraction of the cost of a full stick. They also have lesser expectations, but know that a carefully run station can be nicely profitable.

Radio is not a horse race, a pennant race or a political campaign; you don't have to be #1 to win.

When owners buy stations, they know what the reality is of the coverage area. No matter what you own, you want to maximize that opportunity. The Towers sticks on a 6+ level (just for sake of argument) are generally about a 2.5-2.7 when firing on all cylinders and generally between a 3.5-4.0 share 18-49. They put their 65 dbu over about 65-70% of the market.

In places where the signals are equal, 103.9 has been beating 97.5 for a while now. Most of 97.5's growth has come from areas where 103.9 doesn't have reach.

It was the same argument people had about Indie in L.A. against KROQ. But as David used to say, the signal wasn't an excuse because KROQ beat Indie where they had the same coverage.

BTW, Mix has about an 18-year head start and a South Mountain signal and KMVA has been in the Hot AC demo under different varieties of music for nearly seven years.

Since a full fledged move to Hot AC less than a year ago, 103.9 has doubled their ratings in most cells and sometimes tripled in females...

That's why taking whatever property you have and targeting it to the available population is always key.

The financial winners in markets aren't always the ones at the top of the 6+ rankings. No one expects to take a signal with coverage area David said and expects to beat Mix.

 

[radioresearcher]

If the Edge had done more than it's 1.2-1.3, it might still be around...

But 6+ numbers don't count right? So those numbers have no bearing. The edge was just under a two share and probably better in their target demo before they brought Pratt in to kill the station. I understand the 6+ numbers are meaningless but you cant be doing great in your target either. I don't have access to the numbers but I'm guessing your not in the top ten in your target demo? Please enlighten me? I know Mix is killing you and Hot is probably ahead of you as well so you guys still have a long ways to go before you can brag about your station.[/QUOTE]


Women 18-49 is the target demo... here are the year to year averages for Apr/May/June from 2011 to 2012 to 2013

Mix: 7.5-8.3-5.7
Hot: 2.9-3.2-3.2
103.9: 1.8-1.1-2.5

Yes, Mix is still winning, but 103.9 has more than doubled the 18-49 female shares from a year ago and that's where the focus is at.