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710 back in the top 10
- Thread starter xmtrland
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http://ratings.****************/cgi-bin/rol.exe/arb039
Ratings generally aren't discussed here that much - but bring up dead formats, history or DXing and you're in like Flynn.
But even if you DID bring up ratings, THESE particular numbers "don't count", "they're beauty contest numbers", etc. You have to have the inside access into the specific demographic breakdowns (which cannot be republished publicly without direct permission from Nielsen.)
So in the end, it's still pointless to talk about ratings based off just these numbers for whatever they're worth because you'll still get attacked. And this is why "dead formats, history or DXing" are brought up so often here.
So anyway, how about that KWWA? Weren't they a CRAZY station?.....
Ah yes, I remember when they were #1 in 6+ men and women who were listening at a distance of 60 miles or more. I believe that's when they were running the Smooth Jazz/AOR hybrid format with American Top 40 weekends. I hear the phones went wild every time the station played Kokomo. Those were the days when radio was great!
No cup holder? That's grounds for a hostile work environment claim!!! Better get a hold of Marin...
So which demo are radio stations most interested in? The 12-54ish group or does it depend on the format?
generally speaking, 18-34, 18-49 and 25-54. Some formats specifically target women or men, so there's also interest in gender breakouts.
Essentially all buys are within the 18-54 range, but can be for any subset. 18-49 and 25-54 are the biggest broad subsets.
Men 25-54, Women 25-54 would be broad buys for products that are gender specific. Women 25-44 are on a lot of buys.
Then you get very targeted buys (depending on the market) such as "English dominant Hispanic women 25-44". The list is endless. As Rob stated, 25-54, 18-49 and 25-54 are the most common non-specific demos.
There are no significant radio buys for under 18 or over 55.
Stations target formats where the money is.
Thanks for the info fellas....well I just turned 55 for I guess I'm "dead" as far as radio goes
Thanks for the info fellas....well I just turned 55 for I guess I'm "dead" as far as radio goes
From where I sit...it's a standoff:
Radio dislikes me because I'm north of 54.
I dislike radio because 85%+ won't make an effort to convince me through their content to give a crap.
Why not be an old coot and call a couple of your local stations and ask why they don't play any Doris Day records?
Then tell the station which of her recordings are your favorites.
Just joking,
Frank
Then tell the station which of her recordings are your favorites.
Just joking,
Frank
Thanks for the info fellas....well I just turned 55 for I guess I'm "dead" as far as radio goes
Not radio...it's the advertisers who want the younger demos. Ad Agencies conducted study after study and found older folks are less influenced by advertising than the young'uns. So radio has to tailor its product for its paying customers...
And let's all refrain from starting a side discussion on those studies and their validity. That's been thrashed to death in this forum's other boards.
I just hit the 65 mark. Doris Day was before my time (mostly) but I do remember some of her recordings. She was a big film star in the 60's too.
Back in the mid 70's, while I was working for a Beautiful Music station (WVFM), someone called and requested "Joy to the World" just before I was about to start my shift.
The Announcer who was ending his shift (Bob McCarthy) was so moved that he started looking for the Christmas song. I told Bob ..... "No, it's not the same song. It's a rock song by Three Dog Night."
Unfortunately .... NOT joking,
Frank
Back in the mid 70's, while I was working for a Beautiful Music station (WVFM), someone called and requested "Joy to the World" just before I was about to start my shift.
The Announcer who was ending his shift (Bob McCarthy) was so moved that he started looking for the Christmas song. I told Bob ..... "No, it's not the same song. It's a rock song by Three Dog Night."
Unfortunately .... NOT joking,
Frank
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Yep. This has been beaten to death in other threads.
In essence, either through their marketing departments or in conjunction with their agencies, advertisers have seen that it takes a lot more "exposures" to make a sale the older a person gets. So in many cases, it makes the cost of the sale so expensive that it is not profitable. Thus, there are essentially no 55+ ad buys for radio. And, as a consequence, stations do not specifically target seniors with programming.
Note that with the possible exception of Naples, FL, those are not ratings driven stations (the Moapa Valley station really has no signal in the Las Vegas urban area). And none of them likely has any agency business.
Either they are in markets with enough seniors (Prescott has one of the highest percentages of retirees of any small metro in the nation, with Naples close behind) or are labors of love for the owners. The ones in rated markets significantly underperform in billings... WAVV for example is #1 in the market, but 95% is over 55 and they have a power ratio of under 0.5.
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