• Get involved.
    We want your input!
    Apply for Membership and join the conversations about everything related to broadcasting.

    After we receive your registration, a moderator will review it. After your registration is approved, you will be permitted to post.
    If you use a disposable or false email address, your registration will be rejected.

    After your membership is approved, please take a minute to tell us a little bit about yourself.
    https://www.radiodiscussions.com/forums/introduce-yourself.1088/

    Thanks in advance and have fun!
    RadioDiscussions Administrators

KBKS Stunting, Bender out

DavidEduardo said:


It billed, last year, within a tiny percentage of difference, about the same as KQMV.
Click to expand...

No...they didn't. Again, your billing numbers are sure interesting but MillerKaplan provides real revenue numbers from the actual stations themselves, and it (and common sense) says something different.

Honestly, just ask yourself...how could a station who doesn't scratch the top 10 in A25-54 compete in billing with a station that has been #1 A25-54 for years? If it did they won't have been playing format games on and off for the past 5 years.
 
iamarussianpirate said:
No...they didn't. Again, your billing numbers are sure interesting but MillerKaplan provides real revenue numbers from the actual stations themselves, and it (and common sense) says something different.

Honestly, just ask yourself...how could a station who doesn't scratch the top 10 in A25-54 compete in billing with a station that has been #1 A25-54 for years? If it did they won't have been playing format games on and off for the past 5 years.
Click to expand...

The MK numbers often have to be "adjusted" for reality.

I know, as an example, of a case of a station cluster of two FMs in a top 15 market where both stations were reported identically because it was "cluster billing divided by two". In fact, the reality was that one FM carried two thirds of the billing as its format was more appealing to advertisers than the other, even if they were nearly tied in ratings.

There are various sources within the industry that evaluate the data and also talk to local managers, agency buyers and the like and adjust the MK numbers for reality.

The fact is, except for a coupla' stations at the top, the next 8 or 9 stations are all within the same billing range. So there can be differences based on sales force, cluster strength, reputation, relationships, package pricing and all the other variables that can frequently show a lower rated stations selling as well or better than a higher rated one.

I have also seen many cases of market leading stations that billed a lower percentage of market revenue than their audience share justified, while lower rated ones bill a slightly higher percentage of revenue than their target audience share.
 
Looking at the three summer months, July-Aug-Sep, the station is 3rd in 18-34.
Click to expand...

In terms of actual AQH share in Adults 18-34, it would not surprise me if the gap between first place and third place is rather big.

Also, who the heck uses terrestrial RADIO as the primary means of reaching young adults with advertising? Terrestrial radio is probably the LAST medium I would use to reach that age group.
 
MarkW said:
Also, who the heck uses terrestrial RADIO as the primary means of reaching young adults with advertising?
Click to expand...

It's an easy, local, one-stop way of reaching a focused mass. Listen to the station, count the local sponsors, and you'll get the answer to your question.
 
TheBigA said:
It's an easy, local, one-stop way of reaching a focused mass. Listen to the station, count the local sponsors, and you'll get the answer to your question.
Click to expand...


Ok, let's take this one step further. I have a small retail business in town X. I need to reach "my target audience," mostly within a three to five mile radius of my business. My targeted demographic is 21-32, equally going to try to draw in males and females to this business. What options would you suggest I consider if I did not use radio? (Serious, by hypothetical question.)
 
They didn't callthemselves Kiss even in August when I visited Seattle. They should make a name change and revamp the lineup and do some more promos or flip it
 
I agree. My point is you can certainly bash radio. But, can you really come up with a smart, concise or better plan to advertise? Interesting that when you had just a few television stations and radio stations back in the Dark Ages, you actually had better ways to help local businesses become strong and profitable. When we look at Main Street today, we may easily blame Walmart, Amazon or the internet in general, but no one looks as directly at the epic inability of marketing, circa 2019, to help the small business get their message out.
 
Last edited:
MarkW said:
In terms of actual AQH share in Adults 18-34, it would not surprise me if the gap between first place and third place is rather big.
Click to expand...

Based on a multi-month average, the 18-34 shares are 9.3, 7.6 and 5.5. And between 4.5 and 5.5 (which are nearly the same, statistically) there are 7 stations.

Also, who the heck uses terrestrial RADIO as the primary means of reaching young adults with advertising? Terrestrial radio is probably the LAST medium I would use to reach that age group.
Click to expand...

Yeah, of course. Only 90% of 18-34 persons use radio weekly.
 
bizzle13 said:
They didn't callthemselves Kiss even in August when I visited Seattle. They should make a name change and revamp the lineup and do some more promos or flip it
Click to expand...

Now that's some solid reasoning! Ping Pittman and he will agree, drop everything and get right on that.
 
Re:

Yeah, of course. Only 90% of 18-34 persons use radio weekly.
Click to expand...

A good chunk of that is not active listening, and study after study shows young adults will not sit thru lengthy commercial breaks.

https://www.forbes.com/sites/forbes...market-to-a-younger-demographic/#203400321fa6
https://www.cmo.com/adobe-digital-i...al-advertising-report-summit18.html#gs.j7vl85
http://www.laveh.com/blog/marketing-channels-to-reach-millennials

Shocking. Terrestrial radio isn't mentioned in any of the above.
 
MarkW said:
A good chunk of that is not active listening, and study after study shows young adults will not sit thru lengthy commercial breaks.
Click to expand...

If that's true what makes you (or anyone) think they'll sit through digital ads? Answer: They don't.

The research on digital isn't very good right now. A lot of people use Facebook, but they bypass the ads, and its easier to bypass digital ads than broadcast ads. We do digital advertising and engagement is very low.

MarkW said:
Shocking. Terrestrial radio isn't mentioned in any of the above.
Click to expand...

Because those articles are specifically targeting digital marketing.
 
Tibbs4 said:
...can you really come up with a smart, concise or better plan to advertise? Interesting that when you had just a few television stations and radio stations back in the Dark Ages, you actually had better ways to help local businesses become strong and profitable. When we look at Main Street today, we may easily blame Walmart, Amazon or the internet in general, but no one looks as directly at the epic inability of marketing, circa 2019, to help the small business get their message out.
Click to expand...

One thing I note is several niche cable networks have gone to a model that I thought would work well for radio -- they do a handful of targeted annual buys (in their case, national) -- but you don't see anything that is sold on an "avail" basis. Often wondered if that should be the emphasis for local radio -- a few large regional companies that carry the budget for the year -- supplemented with the "avail" and national buys here and there. I'm sure that's what most sales managers would LIKE to see -- it may not be practical. But I agree that big-box/Internet is killing the small business advertisers and as a result they are likely scared to invest in marketing/advertising because they have so few resources available.
 
MarkW said:
A good chunk of that is not active listening, and study after study shows young adults will not sit thru lengthy commercial breaks.

https://www.forbes.com/sites/forbes...market-to-a-younger-demographic/#203400321fa6
https://www.cmo.com/adobe-digital-i...al-advertising-report-summit18.html#gs.j7vl85
http://www.laveh.com/blog/marketing-channels-to-reach-millennials

Shocking. Terrestrial radio isn't mentioned in any of the above.
Click to expand...

Part of the reason why KNDD changed their overall approach to commercial breaks.
 
Do all of you realize that the original post started in October of 2018? Talk about a zombie thread that's morphed into something now completely different.
 
Also I want to point out that there RDBS (RDS) says "106.1" instead of "106.1 KISS-FM". The only thing that they mention regarding "KISS" on the radio is redirecting contest, promo, concert, and other info to their website. kissfmseattle.com
 
Status
This thread has been closed due to inactivity. You can create a new thread to discuss this topic.


Back
Top Bottom