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Grinch Ratings

S

secondchoice

I know it’s not the “Christmas ratings” but the Grinch came a little early to a couple of stations in Atlanta:


https://ratings.****************/content/arb047


Rock 100 didn’t do very well in the 6+ December Ratings. I guess if the all of the 21% 6+ drop was not in the money demo’s they could be OK. IIRC the old “Dave FM” on 92.9 was kept around (too long IMHO) because it’s listeners had lots of spendable income.


94.1 lost 11% 6+ (2.7 to 2.4) and 99.7 also lost .1 while Power was up .4. I wonder is 96.1’s TV advertising having any effect?

This rating period might have been affected by the holidays but IMHO a lot of jobs could be affected by the Jan. 2020 ratings.

I guess the real question is:

Who if anyone flips formats this year.
 
The 92.3 translator serving Atlanta will flip to Worship Music as AIR 1 fed by WAKL HD2
 
I cannot imagine Star94 surviving more than a couple months, regardless of holiday ratings performance. Put them out of their misery, Mr. Caffey.

I would also expect changes in mornings at Rock 100.5 soon. I would assume that Axel is just waiting on the go-ahead from corporate.
 
HerbTarlek said:
I cannot imagine Star94 surviving more than a couple months, regardless of holiday ratings performance. Put them out of their misery, Mr. Caffey.

I would also expect changes in mornings at Rock 100.5 soon. I would assume that Axel is just waiting on the go-ahead from corporate.
Click to expand...

Honestly Star sounds even worse than before whatever they did.....Horrible
 
HerbTarlek said:
I cannot imagine Star94 surviving more than a couple months, regardless of holiday ratings performance. Put them out of their misery, Mr. Caffey.

I would also expect changes in mornings at Rock 100.5 soon. I would assume that Axel is just waiting on the go-ahead from corporate.
Click to expand...

I thought mornings were the best rated hours for Rock 100.5
 
Atlanta radio just underperforms overall. It's really unfortunate.
STAR:: "Hey let's flip to Christmas music not a month before Christmas, but two weeks before....THAT WILL HELP!"
STAR After Christmas: "Hey, Let's go back to our usual selfs. We don't know what we are doing."
 
Alex_0490 said:
Atlanta radio just underperforms overall. It's really unfortunate.
STAR:: "Hey let's flip to Christmas music not a month before Christmas, but two weeks before....THAT WILL HELP!"
STAR After Christmas: "Hey, Let's go back to our usual selfs. We don't know what we are doing."
Click to expand...

AMEN< brother
 
Let me rephrase:

When a station is performing as poorly as Star 94 is, why would you continue to try and keep it alive? Where is the financial incentive?
 
The January and February numbers will tell if Star's adjustment is bearing fruit.

My gut says "no," primarily because there was virtually no promotion of the format tweak, and also because it's really not that different than what they were doing before.

Why keep "Star" alive? That's a good question. Star is 4th in a 4-station pop race, so one might think they would go in a totally new and different direction. But every other format has at least two stations doing some version of it (R&B, Country, Rap), except News/Talk, which has failed on both WGST and WYAY under the mighty shadow of WSB.

So maybe it's not a matter of knowing they need to change, but rather they have no idea what to change to.
 
Last edited:
HerbTarlek said:
Let me rephrase:

When a station is performing as poorly as Star 94 is, why would you continue to try and keep it alive? Where is the financial incentive?
Click to expand...

Fear of killing off a heritage station. I trust Entercom will flip it sooner than later. Atlanta doesn’t need 4 stations that play similar music. I wish Radio 105.7 would flip to AC like they did in Dallas.
 
But there isn't audience ... is there?

As someone who has been close to, but never in radio for their whole life, this entire message board is fascinating.
 
As a media buyer, I can tell you that in fourth quarter, Star was sold out. The rates probably are not where they want them to be, but they are on par/slightly higher than one of their competitors. (I consider their competitors to be B98.5, Q100, Power 96-1 and The Fish.)

The other thing is the Persons 6+ ratings can be misleading. Last spring, I worked on a buy that had a target audience of women 25-49 with emphasis on women 25-34. I use an average of the latest 3 months of the PPM ratings. At that time--and of course there have been changes at the station since then--Star was #1 in women 25-34.

Program director Jerry McKenna has been (very) slowly making changes. I expected more of a change coming out of Christmas, but the station has been evolving, most notably in the music mix. I believe there will be a talent change in mornings, but I have no knowledge of how long contracts run and other factors that could be playing into that. The other talent issue that seems obvious to me is they have to get Kannon into the 6PM hour. The talent drop-off is just too much during what is still the heart of the rush hour in Atlanta.
 
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