Hot 92.3. not so "hot"

[32james]

Why is hot 92.3 down to 2.2 overall? Who is affecting them that has caused a downward trend the last 4 months?

 

[LKellerIII]

The Bay Area equivalent - 98.1 Kiss-FM (KISQ) is still..er...hot. Even has two of the same (voice tracked) DJs - Tony Sandoval and Lisa St. Regis.

 

[davideduardo]

Why is hot 92.3 down to 2.2 overall? Who is affecting them that has caused a downward trend the last 4 months?

Usually a decline in a format with no direct competitor can be attributed to multiple changes in indirect ones. In the case of KHHT, look at the stations it most shared with in the prior months and consider if all or at least several became more appealing to those who spent time at KHHT.

For example, if the KBIG music got more rhythmic or had better flow, a few of the listeners might have gone that way. Or if there were more rhythmic currents with good adult appeal on KIIS, some would have gone that way.

The big sharers with KHHT are, in order, KIIS (with 45%), KPWR, KAMP, KBIG (37%) KLVE, KRTH, KOST and KSCA (25% of the cume shares with this one) and on down. So just some minor changes among a few of the sharing stations could dramatically affect the performance of KHHT.

 

[K.M. Richards]

Why is hot 92.3 down to 2.2 overall? Who is affecting them that has caused a downward trend the last 4 months?

And is that downward trend as dramatic if we look at their target demos instead of the meaningless numbers?

 

[davideduardo]

And is that downward trend as dramatic if we look at their target demos instead of the meaningless numbers?

In 18-49, they were averaging a 3 in the first 4 months of 2014, then 5 months averaging a 2.5 and now just below a 2 share in the core demo.

 

[K.M. Richards]

The big sharers with KHHT are, in order, KIIS (with 45%), KPWR, KAMP, KBIG (37%) KLVE, KRTH, KOST and KSCA (25% of the cume shares with this one) and on down. So just some minor changes among a few of the sharing stations could dramatically affect the performance of KHHT.

I'm looking at the 18-49 numbers and only a few are up by more than the wobble factor from Q1 to Q3. Even fewer are down by the wobble factor.

It seems to me that the P2s and P3s have gotten restless, and when you have that much sharing of audience the wobble can be a little higher than the calculated average (although it would stay at the pre-adjusted level for P1s). I think that's what I am seeing here, but I'd have to see the cume to hazard a better guess.

In any event, I don't think anyone's going to be making major programming decisions based on this "book", although I'm sure IHeartMedia will be tweaking KHHT fairly soon if the trends continue downward.