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July 2020 Bay Area Radio PPM's
- Thread starter HenryOchs
- Start date
I'm shocked, I tell you. Can't believe what I'm seeing. KPFB, the low-power translator of KPFA, actually got better ratings than its parent. Whaaaaaat??
Remember that the underlying data for stations with below 1.0 shares is totally unreliable.
A 0.3 is a 0.7 is a 0.1. It represents, usually, a single metered person listening just a part of a daypart.
Both stations had a rating of 0.0.
Yes, statistically that's correct. But I'm still amazed to see a superpower legacy FM surpassed in the publicly-released numbers by their own low-power translator. It's like watching a tiny nerd beat up a huge football player. Can't beat the entertainment value!
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No group is going to do a flip of a station that is billing at least moderately well in the middle of a pandemic. Normally, you lose about 6 months of revenue if the new format takes off... much more if it does not. That means they would likely lose over $3 million in billing in the best of situations, and much more as the Coronavirus extends its impact on the economy.
Remember, the 12+ numbers often fail to reveal a very marketable subset that advertisers like. In 25-54, it beats KIOI, KNBR and KBLX and is tied with KOSF and KBRG in a 3-month average of Apr-May-Jun.
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I love how Mark W. thinks that the station should change formats simply because he does not like it, or the Alternative Rock format.
I personally enjoy the station and it's music, as so many others.
Mike C.
No, I think it should be flipped because - at least in the long run - Classic Hits would draw stronger ratings and stronger cash flow.
KIOI is the lowest rated station in a crowded AC battle, KNBR's numbers are much lower than normal due to lack of live sports, and KOSF has been a dumpster fire for many months.
KIOI is the lowest rated station in a crowded AC battle, KNBR's numbers are much lower than normal due to lack of live sports, and KOSF has been a dumpster fire for many months.
Again, nobody is going to use pandemic month numbers to determine a future format choice.
I'm amazed Pacifica is still buying the ratings, given their well-known financial struggles ... and, uh, lack of performance.
There is a different rate structure for non-commercial stations. I've never seen a rate comparison, as I am not involved with non-profit stations... but it is "reported to be" significantly lower.
Perhaps TheBigA has further data on this.
The usual usages of ratings by non-coms is first to analyze the program schedule. Since most such stations are block programmed to some extent, that is useful and actionable data.
The second use is to demonstrate to donors the effectiveness of the station. Of course, this only works if the station is relatively successful, something that Pacifica operations have not been accused of for the last quarter century or so.
Caveat: Pacifica supporters will give a "quality and not quantity" response. The answer to that is "if a tree falls in the forest..."
There used to be a group discount from the Radio Research Consortium. Not sure if that's still done.
Actually just saw this: "Arbitron data is also provided by Radio Research Consortium, a non-profit corporation which subscribes to the Arbitron service and distributes the data to NPR stations"
If I recall correctly, K-Earth in Los Angeles does very well in a decent amount of favorable (read: younger) demos
They play a lot of 80s. To get younger demos, you can't play 60s or even 70s anymore.
And that's fair enough. 80's and 90's is probably what would be the best mix if someone were to launch the format.
But KOSF is already all-80's.
50% to 60% 80's songs seems to be the "sweet spot" for most Classic Hits stations these days. The vast majority of the remaining 40% to 50% of the playlist is usually allocated to songs from 70's and 90's, with maybe 5% to the 60's and another 5% to the 00's.
There are many large & major market Classic Hits stations that earn decent or even outstanding numbers in Adults 25-54.
There are many large & major market Classic Hits stations that earn decent or even outstanding numbers in Adults 25-54.
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