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Almost all Cumulus Stations trending downward

W

wastedtalent23

These are just observations...

KKOB-AM, KRST, KMGA and KOBQ ... these are all heritage stations with great signals that should be performing much better in my opinion. It's been a long time since I've seen both 93.3 and 99.5 below a 3 share. The 93.3 rebranding is a mistake. The KOB-FM name is strong and has a lot of recall in Albuquerque, vs. "the Q" which sounds wimpy and weak. I don't believe KMGA is losing much audience to 101.3. KRST continues to get beat by KBQI(who is not doing anything special at all). And it remains to be seen if the 770/96.3 simulcast will work. Stay tuned...

There is also a gap forming between KKSS and KZRR who are #1 and #2 respectively, and the rest of the pack at a 4.1 or below which I found interesting.
 
KRST may be taking aim at the competition soon. They just hired a new PD from KBQI:

https://news.****************/artic...oins-KRST-Albuquerque-as-New-Program-Director
 
KKOB as an AM has no place to go but down. In 6 months the US AM station count has gone from 4633 to 4593. The FM may be the only answer so it had better work.
 
I don't quite understand the numbers for KKOB. The AM is at 3.9 (where it also rated in Oct. and Nov.) while the FM is at 2.0. So do they actually have a 5.9 or are some of the FM numbers from Nash Icon? Plus KBQI-HD2 had no gains either in fact they dropped a couple points. The decline for KMGA seems a little odd although KPEK is also down and The Breeze is certainly no real challenge. Also KNML is getting crushed at the bottom even falling about 3 points behind the recently discarded format at KTBL. 101.7 seems to have taken over the format in recent years although it is a niche in this market with no major league teams. However adding up all of the shares for everything listed comes out to 70.4. I can't imagine that the few unlisted stations have much but there seems to be a loss of almost 30 shares or at least about a quarter. Does this indicate a drop in listening overall?
 
AbqAnonymous said:
However adding up all of the shares for everything listed comes out to 70.4. I can't imagine that the few unlisted stations have much but there seems to be a loss of almost 30 shares or at least about a quarter. Does this indicate a drop in listening overall?
Click to expand...

There are always 100 shares.

"Share" is a percentage of the total actual listening to radio. Rating is the number for percentage of the population, listening or not.

Unsubscribed stations are not listed in the public data release.
 
Well the February ratings show that about two-thirds of the KKOB audience is still listening to the AM! Although the combined numbers would put them about seven points ahead of KKSS, so maybe they are making some gains from 96.3. KMGA fell another point while KOBQ is the same as January, however the state of current music also impacts those stations. Of course this has also been a rhythmic town for much of the last 30 years. KABG also seems to be trending downward as well. Fuego appears to have peaked in the low 1s. Still no gains for KBQI-HD2/K251AU but both KBQI and KRST are up some, so maybe the Nash Icon audience has gone over to new country.
 
It looks like things are turning around for them. It seems Nielsen is now combining KKOB AM & FM which now has them at the top tied with KRST which has also moved up recently. Perhaps Bev Rainey is a factor or they also got much of the KBZU audience to move there as well and now they are well ahead of KBQI by 1.9. KDRF is doing pretty well and KMGA is back to previous numbers. KOBQ is still where it has been the last few months; it's doubtful they have much to gain from Z106.3. However "The Pit" is already looking like a disaster and KNML remains near the bottom where it has been even before the pandemic wiped out most sports events. AGM and the public stations have been absent the last three books so much is unknown.
 
AbqAnonymous said:
It looks like things are turning around for them. It seems Nielsen is now combining KKOB AM & FM which now has them at the top tied with KRST which has also moved up recently. Perhaps Bev Rainey is a factor or they also got much of the KBZU audience to move there as well and now they are well ahead of KBQI by 1.9. KDRF is doing pretty well and KMGA is back to previous numbers. KOBQ is still where it has been the last few months; it's doubtful they have much to gain from Z106.3. However "The Pit" is already looking like a disaster and KNML remains near the bottom where it has been even before the pandemic wiped out most sports events. AGM and the public stations have been absent the last three books so much is unknown.
Click to expand...

I started this thread over three months ago, and some things have obviously changed.

Some of what we are seeing is a direct result of COVID-19 and a shift in listening habits.

KKOB-AM being at the top is no surprise. The AM and the FM simulcast have been combined into one, as they should, but they should be doing even better than a 5.4 in my opinion.

KRST getting the KBZU audience is more likely the case than the addition of Bev Rainey. They are not doing anything special over there. I've always been interested in the success of 98.1 pulling between a 2 and a 3 share consistently. I thought they would get some of the audience KBZU left behind. They hold their own with their 165 watt translator from the crest. Classic Country has always had moderate success in ABQ for as long as I can remember. The old KOLT 106 and KASY K-Bull 103.3 from the 90s did well for a while. Kolt was sold to Entravision in the late 90s and K-Bull eventually flipped to Alternative in 2001.

KMGA has bounced back nicely, apparently not affected much by KRKE 101.3. Of course they have a huge signal advantage(and heritage).

Ed-FM has climbed steadily in the recent months, and I've tuned in here and there. It's just the same ol' thing. A classic hits jukebox. I've never been a fan of it, but they make money. No overhead, and the best signal in town.

KOBQ has been under-performing since they re-branded. At least their morning show is local and Cumulus keeps it that way. They can do more as far as promoting the station, and more listener interaction outside of the morning show, but that would require a live jock. A good live jock. Hit the streets. Offer the audience something you can't get by listening to KKSS or KPEK. They don't do that, so they will likely simmer in the 2's until someone wakes up.

One could say "The Pit" is failing, but KZRR is no longer pulling a 5.5 like they were before the launch.

I'm not going to comment on KNML.
 
wastedtalent23 said:
KRST getting the KBZU audience is more likely the case than the addition of Bev Rainey. They are not doing anything special over there.
Click to expand...

KRST has made significant changes in the last 3 months. Complete revamp of the morning show. Nash branding gone. Ty Bentli gone and Paul Koffey in. As you said, the addition of Bev in mid-days. Sean Parr is gone from evenings. KBZU was an older targeted format than KRST. I don't see that KRST has added any older music to attract the former KBZU audience.
 
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