Saint Louis Radio Ratings: September 2015

[pjc1961]

The September 2015 survey period covers Thu. 8/13/2015 - Wed. 9/9/2015.
Publicly released data for subscribing stations age 6+ overall at the links below:

Saint Louis: http://ratings.****************/cgi-bin/rol.exe/arb017

Next report will be for the October 2015 survey period covering Thu. 9/10/2015 - Wed. 10/7/2015.
The data release date is scheduled for Tue. 10/27/2015.

 

[JustinT]

Strong showings by almost every station with a non-current music format; horrible showings by Z, Now, Hot and Wild.

Wild 104.9 dipping close to Boost 101.9's share.

 

[acheron1982]

KPNT showing strong though and I would consider them current. St. Louis may be a good replica of what I have been predicting for years; With the younger generation getting music through alternative services (satellite radio, pandora) - I think you are going to see the new music stations struggle vs the adult stations that lean a few decades older. Maybe the only exception would be a Hot AC station.

 

[Shannon]

The KLOU numbers are a little more believable this time!

Jim Shannon

 

[mbatchelor]

Strong showings by almost every station with a non-current music format; horrible showings by Z, Now, Hot and Wild.

Wild 104.9 dipping close to Boost 101.9's share.

I have no idea why iHeart keeps Wild alive, I think they could put nearly anything on there and get better ratings.

 

[nowhereman]

I have no idea why iHeart keeps Wild alive, I think they could put nearly anything on there and get better ratings.

In retail they call it a loss leader. They probably use it as a tax write-off, makes sense from a management point of view.

Doesn't always make decisions necessarily best, though!

 

[davideduardo]

In retail they call it a loss leader. They probably use it as a tax write-off, makes sense from a management point of view.

Doesn't always make decisions necessarily best, though!

A station cluster generally has a consolidated P&L, so under-performance impacts the whole cluster.

All business expenses of a cluster are tax-deductable irrespective of whether the entity makes money or not.

Also keep in mind that the Wild signal is fundamentally a rimshot, covering less than half the market with a usable signal. It can't be expected to get full-market ratings.

 

[thepumpin1]

A station cluster generally has a consolidated P&L, so under-performance impacts the whole cluster.

All business expenses of a cluster are tax-deductable irrespective of whether the entity makes money or not.

Also keep in mind that the Wild signal is fundamentally a rimshot, covering less than half the market with a usable signal. It can't be expected to get full-market ratings.

Actually David, that isn't true. When Majic 108 first moved to 104.9 back in 1997 it actually did get full-market ratings. The listeners just moved to another part of the dial.

What needs to happen with the 104.9 signal is this. IHeartMedia needs to move their gospel station from 1600AM to 104.9FM. I guarantee that will give 104.9 the ratings bump that it needs. There is an audience in the St. Louis market for FM gospel. As far as 1600 goes, maybe they could just sell it. I don't think it would be a huge loss.

 

[davideduardo]

Actually David, that isn't true. When Majic 108 first moved to 104.9 back in 1997 it actually did get full-market ratings. The listeners just moved to another part of the dial.

No, that's not the case. The station got "good" ratings but not "full market ratings" because it simply does not cover the entire market with a usable signal.

In the last 19 years, many things may have happened, principal among them being increased competition by other stations serving the same original audience and a refocusing of 104.9 on a segment that a limited signal could better defend.

The MSA population is nearly 2.8 million, while 104.9 puts a 65 dbu over only about 1.7 million. So it is not a full market signal for in-home and at-work listeningn,

 

[JustinT]

Also keep in mind that the Wild signal is fundamentally a rimshot, covering less than half the market with a usable signal. It can't be expected to get full-market ratings.

I'm on board with your other points, but is 104.9 really a "rimshot"? Isn't that term reserved for signals like KFTK with a tower 45 minutes outside of downtown? 104.9 is like WMMJ in DC or WQXR in New York -- not full power, but on the same tower as all of the other big sticks.

And below -- 104.9 only covers 61% of the St. Louis market? I'm sure the metrics are correct, but in reality, I've never been in an inhabited place that I would consider part of the St. Louis market and haven't been able to get the 104.9 signal. On the fringes, of course -- but the signal is not what's keeping 104.9 down.

 

[davideduardo]

I'm on board with your other points, but is 104.9 really a "rimshot"? Isn't that term reserved for signals like KFTK with a tower 45 minutes outside of downtown? 104.9 is like WMMJ in DC or WQXR in New York -- not full power, but on the same tower as all of the other big sticks.

And below -- 104.9 only covers 61% of the St. Louis market? I'm sure the metrics are correct, but in reality, I've never been in an inhabited place that I would consider part of the St. Louis market and haven't been able to get the 104.9 signal. On the fringes, of course -- but the signal is not what's keeping 104.9 down.

I agree that I shouldn't call it a rimshot as it is fairly well placed inside the metro, although at a much lower power than the major stations.

In studies done across a variety of rated markets, 95% of at home and at work listening happens inside the 65 dbu and 8'% inside the 70 dbu. KBWX only has 1.3 million in the 70 dbu contour. It is just not a usable full market signal. Even in cars, the outlying areas are marginal, although the population density is low enough not to matter much.

 

[johntherogger]

Is KTRS really not rated? I can't imagine 1600 getting more listeners than KTRS!

 

[Kent]

I suspect KTRS either doesn't subscribe or has lapsed.