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Lowest KUBE ratings ever, in December PPM

C

crainbebo

On the other Radio site, Chris Huff said that KUBE has not been this low since they flipped from religion (KBLE) in 1980. One point three. KTTH 770 has beat them two months in a row - in a market that is 60%+ Democratic. Even KJR-950 beats KUBE 93. How low can they go? Fractions next?

https://ratings.****************/content/arb039

Meanwhile, Warm wins again on the Xmas front. Yay for 100 song playlists and Mariah Carey every ninety minutes. 94.1 *dropped*, 101.5 was stuck below the top 10, couldn't even beat KNKX for their Santa FM stint. KIRO-FM still doing great, KOMO bumping up (new variant news?), and 105.3 beats both 94.1 and 101.5 for their Christian Christmas format.
 
The December book can be a bit misleading, as Christmas music does impact 2 +/- weeks of listening behavior, before the "official" Holiday book technically starts.
 
Then Nielsen Audio should discontinue 6+ numbers for their PPM. Full stop. The PPM should reflect 25-54 only (or 18-54).
 
Crainbebo, I think some of the Christmas stations flipped early enough in December to make an impact in this ratings period. Some did not. Do we know if KWRM, KPLZ and KSWD all switched to Christmas music about the same time? Or did KWRM jump first, giving that station a lead in the Christmas music sweepstakes?

Otherwise, KSWD and KPLZ were just spinning their wheels by going with all-Christmas music. They got no bump like KWRM did. It is interesting how Seattle is the only large market where three full-power secular FM stations switch to holiday tunes.

While KWRM was #1, it wasn't that far ahead of the #2 station. Meanwhile , in some markets, the Christmas music station was double the next station. For instance, WNIC Detroit had nearly three times the listeners of the #2 station.
 
I believe 94.1 flipped first! Then KRWM followed, a day or two after. If I recall. KPLZ and 105.3 didn't flip until after everyone ate their turkeys, cranberries, potatoes, and stuffing.
 
crainbebo said:
Then Nielsen Audio should discontinue 6+ numbers for their PPM. Full stop. The PPM should reflect 25-54 only (or 18-54).
Click to expand...
The PPM is part of the Nielsen family and the ultimate goal is for it to measure all media that has audio, including radio, satellite, TV, cable, streams, podcasts. For that purpose, it needs to cover all measurable ages from children to the most senior of our population.

Acquisition of the PPM technology was one of the principal reasons Nielsen bought Arbitron. They came close to doing the PPM as a joint venture in the early (2000-2003) stage of PPM testing, so it was no surprise that Nielsen later bought Arbitron.

While most radio advertisers focus on adult demos... starting at least at 18... many TV advertisers specifically target children, teens and seniors, too.
 
crainbebo said:
Then Nielsen Audio should discontinue 6+ numbers for their PPM. Full stop. The PPM should reflect 25-54 only (or 18-54).
Click to expand...
We've explained this countless times before, but let's try again: The publicly-published 6+ numbers reflect a broad look at ratings within a market. What's changed over the many years of publishing these numbers, are a higher station count within a market, plus the reality that stations target certain demographics to attract advertisers looking to reach that demographic. It's not Nielsen's responsibility to publish the detailed ratings information to the general public for free, because stations pay Nielsen for the demographic details. That's their business model.
 
DN14224 said:
Repeat after me…”6+ numbers don’t matter…”
Click to expand...
This get repeated nearly every time the 6+ are posted here. We all know this by now. We all know the limitations of the ratings we are discussing.

Maybe 6+ is like having a thermometer with half its numbers missing off of the scale, but it's still interesting to discuss.

Interesting numbers.... KRWM followed by the 'news bloc' -- KIRO, KUOW and KOMO. I'm always curious as to KHHO's real numbers, as BIN is trying to up their game. They seem to have a variety of news bits and short features they cover, and it's slickly presented.
 
boombox4 said:
This get repeated nearly every time the 6+ are posted here. We all know this by now. We all know the limitations of the ratings we are discussing.
Click to expand...
Then why are the same people claiming an understanding of 'winners and losers'? Why are people like crainbebo complaining that Nielsen should just give away the demographic breakdowns? Lack of learning curve? Living in denial?
 
Sorry to see KUBE with this number, wonder what I-Heart will do? December book is mostly November so only WARM and KSWD were playing Christmas music, not KPLZ, they wait until after Thanksgiving.
 
DN14224 said:
Repeat after me…”6+ numbers don’t matter…”
Click to expand...
We already know the 6+ numbers are superficial. But until we get the demo breakdowns, cume, AQH and TSL, it's all we have.

We're only as good as the information we get.
 
Most longtime KUBE listeners still haven't forgotten the 2016 KPWK thing. Or forgiven iHeart for bumping it down to that crummy Eatonville signal (which half their audience couldn't receive at all.) I knew this would be a problem if they ever decided to switch it back and it is. It just reinforced their belief that corporate radio doesn't really care about them or their music (they really don't.) They saw the switchback as patronizing.

It's also hard for KUBE listeners to be forgiving of radio today when there's a bazillion streaming options outside of iHeart that plays the unedited hardcore stuff they love.
 
boombox4 said:
I'm always curious as to KHHO's real numbers, as BIN is trying to up their game. They seem to have a variety of news bits and short features they cover, and it's slickly presented.
Click to expand...
They should have put BIN on 1090.
 
I would be stunned if KUBE's AQH shares in the demos that matter are anything other than mediocre or horrible at the moment.

It's also hard for KUBE listeners to be forgiving of radio today when there's a bazillion streaming options outside of iHeart that plays the unedited hardcore stuff they love.
Click to expand...

I agree.
 
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MarkW said:
I would be stunned if KUBE's AQH shares in the demos that matter are anything other than mediocre or horrible at the moment.
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That's a fair point. Pop radio can't compete with streaming on that level because of all the language in modern pop.
 
I disagree, I don't think the demo KUBE is targeting has any brand loyalty whatsoever... Especially to a radio station. If KUBE were doing it right, and they could, the kids would listen.

@ Kelly... The intention of a flanker station is not huge ratings or big money. Any revenue or cash flow is merely a bonus.
 
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