What going on with mix 965 Houston thear rating are not good
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Mix 965 Houston
- Thread starter sullivansshawn
- Start date
Id say the Mix format has run its course. Mix launched 31 years ago this passed July
What do you suggest we replace it with? More Spanish religious broadcasts, or perhaps some of Travis's "AstroWorld" music?
Perhaps due to its age the branding could use a refresh…there might be those in the target demographic who thing of “Mix” as the station their parents listened to. The music probably needs tweaking, not a total format flip.
Agreed, the name should stay though.
I just think mix 965 Houston just need to go back to what they used to play 80s 90s 2000.
Play music like they did in the 90s
They should do a throwback format more rhythmic and different from The Spot maybe like Star 94 in Atlanta or 94.7 The Block NYC. They already play some throwbacks. I feel that Audacy has something up their sleeve for MIx.
Do you no when they could change mix 965 Houston
While KHMX is not living up to its full potential, I disagree with calls for the station to flip format.
I suspect the station earns higher share in A25-54 than the beauty pageant 6+ numbers. KKHH and KHMX are also complementary for ad sale purposes. Two surveys ago, even its beauty pageant 6+ result was statistically tied with 2 or 3 other well known English language FMs on equally capable signals. Where are the calls for 93.7 The Beat to flip?
I suspect the station earns higher share in A25-54 than the beauty pageant 6+ numbers. KKHH and KHMX are also complementary for ad sale purposes. Two surveys ago, even its beauty pageant 6+ result was statistically tied with 2 or 3 other well known English language FMs on equally capable signals. Where are the calls for 93.7 The Beat to flip?
Do you think it will flip mix 965 Houston
I just want mix 965 Houston to play a better mix of songs
I do not know how well (or not) the station bills. I suspect it bills reasonably well.
Given its format, it likely performs well among white women with decent HH income.
If billing is poor or mediocre, Rhythmic AC / Gold is certainly an option that should be considered. Moving 610 to FM is another option that should be considered.
I think the best option is likely to make refinements to the existing brand and format as opposed to throwing everything down the drain.
Given its format, it likely performs well among white women with decent HH income.
If billing is poor or mediocre, Rhythmic AC / Gold is certainly an option that should be considered. Moving 610 to FM is another option that should be considered.
I think the best option is likely to make refinements to the existing brand and format as opposed to throwing everything down the drain.
There are 8 stations that are in the 4.5 to 3.5 25-54 share range, and they are all in the same rough billing range. There are 5 station above 4.5, with the highest being KLTN. But KLTN is about 7th in billing so you can see that beyond ratings the format and the target are very important.
It averages around 5th in women 18-49, 18-34, 25-49. So it is a good young female station.
It's not an expensive operation, and it fits the cluster. Much of today's format decision making has to do with how a format combines with the other stations in the group to package for advertisers and to offer a "must buy" (I know, there is really no such thing but there is a "must consider" situation) option.
In most markets and with most stations, CHR, Hot AC, Urban and any other very young targeted station suffered in the last 20 months. Some is the pandemic, some is the amount of current music radio can't play due to lyrics and some is the move to streaming services and stations.
I don't think many decisions on this kind of format will be made until things stabilize. And, particularly, stations with decent billing won't be changed as such an action means losing all that revenue and waiting as much as a year for it to build back up IF the new format works.
Note: I make this post as a generalization. Audacy had made some senseless changes and success-free format changes of late, so in this case one must anticipate "unusual" decisions.
There’s already a sister station a few clicks down the dial that touches much of that music. What you’re proposing, Hot AC circa 1991, isn’t successful anymore.
If I had to guess, my assumption would be that KLTN's relatively underwhelming 18-34 numbers are what's bringing down the station's billing in spite of its excellent performance in 25-54 and 18-49. Shows that 18-34 is still an important sales demographic if my assumption is true. (Disclaimer: the only knowledge I have about what goes on in 25-54, 18-49 and 18-34 are based on the AllAccess PPM Analysis articles as well as any extra information that gets posted here).
On a side note, David had said in another thread earlier this year that KKHH was Audacy's lowest billing FM in Houston, which I found interesting despite how well it does. Since the billing numbers he provides are from 2019, would the issue of stations revenue going to zero after a flip and then having to wait so long to build up be the cause of why KKHH was the lowest billing FM in 2019 with The Spot still being relatively new back then?
On a side note, David had said in another thread earlier this year that KKHH was Audacy's lowest billing FM in Houston, which I found interesting despite how well it does. Since the billing numbers he provides are from 2019, would the issue of stations revenue going to zero after a flip and then having to wait so long to build up be the cause of why KKHH was the lowest billing FM in 2019 with The Spot still being relatively new back then?
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It's not.
Hispanic buys are vastly made against 18-49, with 25-44 and 25-49 being the most focused segments.
KLTN has always billed in that proportion because not all agency buys, even in markets like HOU, include Hispanic. In fact, that condition applies to market leading Spanish language stations in other markets, too.
That is part of it. But there are so many other factors involved in agency buys, such as cume duplication, format duplication, target consumer profiles and the like that it is hard to give one dominant reason for seemingly illogical billing ranks.
For example, high rated Spanish language stations often get skipped because the client did not budget for Spanish language creative. Or because the client is not staffed and prepared for Spanish speaking customers.
So are they going to flip any radio station in Houston Texas we need a new radio station
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