Some quick hitters:
The KRTH formula is firing on all cylinders. Sing it with me: "Their livin' it up at the Hotel California..."
KTWV's success after their near-brush with format and station death is really amazing. Something I think even very few pros could have predicted.
KSWD is beating KLOS like a drum. I said that when they hired Mark for the mornings, that represented the beginning of the end for KLOS. It is coming true.
KKGO's continued success is also amazing, particularly given its independent ownership. I was told country was simply not a viable format in multi-ethnic, cosmopolitan market #2 Los Angeles. I actually believed them but I am glad Saul didn't.
KSPN's dominance over Fox Sports KLAC is something of a mystery. Lakers basketball is a basketcase, the Trojans haven't helped much and I don't think their hosts are significantly better, so what gives? The power of an iconic brand in ESPN is the only thing I can think of, but then it was the same brand when the stations were essentially tied, so what gives?
KABC should really consider polka music. I know I would tune in more. I guess sacking Larry Elder, their most popular host, wasn't the answer after all.
I'll still wait for the REAL ratings before I plan any celebrating.
None of my analyses will be altered by them.
Well, let's see where you and I can agree, then.
KRTH: #4 both in 18-49 and 25-54.
KTWV: #14 in 18-49, #10 in 25-54.
KSWD: #18 in 18-49, #7 in 25-54.
KLOS: #15 in 18-49, #15 in 25-54.
KKGO: #16 in 18-49, #17 in 25-54.
I won't bother with the sports stations since ratings are not a factor for their saleability, and I will be kind to Cumulus by not kicking KABC while it continues to drop in both demos. (Let's just say that getting the bare minimum rating to be listed is not something the Dickeys should be celebrating.)
So:
Agreed that KRTH has found a formula that is working.
KTWV has dropped a little from the Spring "books" but is still about twice what it was last November. They were starting to improve right before 92.3 switched formats, but about half the increase came after that. Amazing? Perhaps, but we'll never know for sure what would have happened if KHHT was still on the air.
KSWD does much better against KLOS as the listeners get older. KLOS beats them among the younger ears. I won't call that "beating them like a drum" but they certainly are in a good competitive position. Yet KLOS is close enough to them in the ratings (less than a point in 25-54 and one-tenth of a point in 18-49) that I cannot agree that their end is near.
KKGO is down by less than a half-point from the last book in both demos. And they are up by about a point in both demos over last November. They're still being beaten by the three big Spanish-language FMs (KLVE, KLAX, KSCA) but I think Saul is doing much better than he would have had he stubbornly remained in the Classical format (he'd have numbers, but they wouldn't be in these two money demos).
In conclusion: The breakouts for the money demos make your analysis on KRTH very solid. KTWV analysis is confirmed, with the footnote of the pre-KRRL improvement. Your KKGO analysis is on the mark as well, even if you did have to admit you were skeptical when Saul flipped. But KSWD vs. KLOS is still too close to call.
So ... you got me on your side for three out of the important four, two of three if you exclude KKGO. Not bad, sir.
