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6+ Los Angeles Ratings Released

A

Art Landing

The 6+ ratings for April are out - below are the "top ten" for Los Angeles (analysis from those with access to deeper demographic detail likely to follow):

KOST-FM 5.9 5.7 5.9 5.3 AC iHeartMedia
KIIS-FM 4.7 5.5 5.1 5.1 CHR iHeartMedia
KRTH-FM 4.7 4.7 4.5 4.9 Classic Hits CBS Radio
KBIG-FM 4.8 4.5 4.8 4.8 Hot AC iHeartMedia
KTWV-FM 4.3 4.2 4.4 4.4 Urban AC CBS Radio
KLVE-FM 4.5 3.9 3.5 3.6 Spanish CHR Univision Radio
KCBS-FM 3.4 3.6 3.7 3.5 Variety Hits CBS Radio
KRCD-FM 3.5 3.3 3.0 3.4 Spanish Variety Univision Radio
KAMP-FM 2.7 3.0 3.0 3.3 CHR CBS Radio
KFI-AM 3.2 3.2 3.5 3.2 News/Talk iHeartMedia

KFI has slipped back a little. perhaps reflecting the changes in ts news department and reduced topic continuity between its "live and local" hosts. Why Iheart doesn't more aggressively promote KFI on ts FM cluster is a mystery to me.

Further down the list KRLA (with Larry Elder now on board) has double the share of KEIB with KABC wedged halfway in between. In all sports KLaC is on top, which is to be expected with both Dodgers and Clippers on board and sister stations (principally KEIB) available to handle overlap situations.

Of personal amusement to me: the comment from allaccess.com

"After three #1 25-54 books in a row, KIIS decided to cede the crown to cluster sister KBIG. KISS had its lowest share since the chestnuts were ablaze while KBIG was merely flat""

Like, sure, the good folks at KIIS consciously chose one afternoon to be generous to their associates down the hall. Right.

Now, stand by for deeper analysis from those who are the industry commentators on this site ...
 
AM talk radio isn't swimsuits and the FM audience isn't made up of Eskimos! Neither are the latter brain-dead music addicts - fair numbers of them actually will listen to and enjoy non-music formats if the seem relevant. KPCC and similar stations prove this. While music rather than information may be the most popular format it doesn't mean the other is dead.
 
Art Landing said:
While music rather than information may be the most popular format it doesn't mean the other is dead.
Click to expand...

If you're not interested, it might as well be dead. How often do you tune in to KIIS? How often do you tune in to KPWR? If you're not interested in their music, why should they be interested in your talk?
 
TheBigA said:
If you're not interested, it might as well be dead. How often do you tune in to KIIS? How often do you tune in to KPWR? If you're not interested in their music, why should they be interested in your talk?
Click to expand...

This is one of the reasons I posted a few months back that iheart/cc should really pursue the Rams for KFI. I agree that there are listeners out there who are FM only people, who would ordinarily never go to the AM dial, but who would still be interested in some of the programming KFI has to offer. After all, when and how do people discover talk radio in general? I bet for most it is accidentally.

Sure, to the BigA's point that that includes a very small amount of the teeny boppers that are listening to KIIS, well sure, but iheart has way more offerings than that on the FM dial and surely there are 20 and 30 somethings that listen to KBIG, KYSR, KOST, and KHHT who would tune to the Rams on Sunday, leave it there overnight and have it come on to Bill Handel or some other daypart programming when they get back in the car on Monday and find that they are interested in the product and stick around. Of course, with the FMers promoing the Rams on KFI, KFI in turn promotes it's real sports property, KLAC. Now you've got some real cross-promotion going with your existing audience on sister stations, and from the cross-town competition who only came to seek out the Rams in the first place.
 
Agreed as to the Rams - and incidentally KFI/KOST do cross-promote. KFI/KOST also share traffic reporters with KEIB and the sports reports on KFI sometimes say KFI sports and other times 570 Sports. So lets be realistic, the audience of KIIS, KBIG etc. includes a lot more than just teeny-boppers. There are unexploited opportunities for synergy here -who not use them?
 
Art Landing said:
There are unexploited opportunities for synergy here -who not use them?
Click to expand...

Because they don't exist. You didn't answer my question.

If KFI was all-news like KNX, you might have a point. If they had the Rams, you might have a point. But to promote political talk on a music station is a bad idea. You stand a high percentage chance of alienating your audience.
 
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KFI today isn't political talk - Rush Limbaugh's moved over to KEIB and the other doctrinaire political hosts have gone elsewhere. There is some political talk, such as John and Ken's tirades against the "browndoggle" bullet train, but there are also restaurant remotes, human interest features, a lot of breaking news coverage - especially criminal trials, celebrity and heath related feature stories and even some investigative journalism. I doubt if all but the most extreme left or right wingers would be offended by the general content. And if they do get the Rams those who like Leo Laporte or some of the other weekend features are going to be ticked - but we agree it would be a good move anyway.
 
TheBigA said:
I don't care. If I'm the PD of KIIS, I'm not promoting personalities on another station, even if it's co-owned. There is absolutely no upside for me.
Click to expand...

And I agree. Younger people don't wanna hear some middle age/old person blabbing about things they're not interested in. They want music.
 
The music demos will eventually age out and want something more than the same tired playlists. Why not cement the KFI brand in their heads before they do? It doesn't take lengthy promos ... just occasional one-liners like the creative ones KFI uses on the hour.
 
wadio said:
The music demos will eventually age out and want something more than the same tired playlists. Why not cement the KFI brand in their heads before they do? It doesn't take lengthy promos ... just occasional one-liners like the creative ones KFI uses on the hour.
Click to expand...

Try that psychology on your kids, and see how they pay attention.
 
wadio said:
The music demos will eventually age out and want something more than the same tired playlists. Why not cement the KFI brand in their heads before they do? It doesn't take lengthy promos ... just occasional one-liners like the creative ones KFI uses on the hour.
Click to expand...

Yet if you run a ranker on 55+, you find that only a minority share of listening is to talk stations. Using LA as the example. Talk, news, sports stations get a total average of 22 shares. The top station is KOST, with other leading music stations being KTWV, KRTH, KRCD, KSWD, KBIG, KCBS-FM, KUSC, KLVE and KIIS. Yep, KIIS has over a 2 share in 55 and over!

In 55-64, the use of the talk options declines to about 18% of total share. And 55-64's are big radio users, with an average of 95% using radio every week and 73% using it daily.

So those over-55's are not stampeding to talk programming even though the total talk shares are greater than among younger demos. And those same seniors are not giving up on music and seem to find plenty of satisfying options
 
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