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What if Audacy moved B101 to 96.5 for Christmas?

Miguelito

Miguelito

Just wondering if it would be a good idea. If Audacy tried moving B101 to 96.5 while 101.1 is doing all-Christmas, and both stations got good numbers, maybe it would a gimmick they could use to juice ad sales for that month in future years. I'd normally say that temporarily displacing another format would be unnecessarily disruptive, but WTDY's format is a flanker, at best.
 
Miguelito said:
Just wondering if it would be a good idea. If Audacy tried moving B101 to 96.5 while 101.1 is doing all-Christmas, and both stations got good numbers, maybe it would a gimmick they could use to juice ad sales for that month in future years. I'd normally say that temporarily displacing another format would be unnecessarily disruptive, but WTDY's format is a flanker, at best.
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Why confuse the listeners? Would CHR return on 96.5 after the holidays? Why hand the CHR audience who isn't tuned into 101.1 for Christmas right over to Q102?

No. Temporarily moving the AC format to 96.5 wouldn't work at all.
 
Well, to be fair, the lion's share of CHR listeners are listening to Q102 anyway. But yes, in my theory, WTDY's regular format would return as soon as B101.1 flips back from Christmas. I just thought maybe Audacy would have more (and more desirable) listeners to sell during that month with a Christmas/AC combo vs a Christmas/second-rate-CHR combo.
 
I would hope B101 could continue their current format on one of B101’s HD stations and on their website/in the app.
 
Larry said:
I would hope B101 could continue their current format on one of B101’s HD stations and on their website/in the app.
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Well, I'm talking about for the purposes of reaching advertisers. If I'm looking to spend money to air an ad, I'd want it on an FM combo. Not sure I'd want to spend money to get it on a web stream. And I wouldn't pay anything to get it on an HD side.
 
Miguelito said:
Well, I'm talking about for the purposes of reaching advertisers. If I'm looking to spend money to air an ad, I'd want it on an FM combo. Not sure I'd want to spend money to get it on a web stream. And I wouldn't pay anything to get it on an HD side.
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Ad rates are based on measured delivery. So if an HD channel has some measured audience, you'd pay (in theory at least) the same approximate rate per thousand pairs of ears as you would for AM, FM or a cluster of stations sold together.

And, as a buyer, you'd compare one group's or station's offering with that of another and pick the most favorable options.
 
DavidEduardo said:
Ad rates are based on measured delivery. So if an HD channel has some measured audience, you'd pay (in theory at least) the same approximate rate per thousand pairs of ears as you would for AM, FM or a cluster of stations sold together.

And, as a buyer, you'd compare one group's or station's offering with that of another and pick the most favorable options.
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I kinda assumed I'd be reaching more listeners with Philly's FM Christmas king and/or a (temporarily displaced) Mainstream AC format that bills gangbusters versus a combination of Christmas on 101.1 FM and a (temporarily displaced) Mainstream AC format on a webstream or side. But you know what they say about assuming. 🤣🎄
 
wprt949 said:
B101 listeners who don’t want Christmas music go to 95.7 ben FM so no worries it happens every year
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If that were the case, wouldn't that be an incentive for Audacy to do what Miguelito proposed, to keep the "regular" B101 listeners way from Ben?
 
If a local radio station did a non-seasonal format change (do anything other than change to Xmas music) and I started listening to another station, I would never think to go back to (in this case 96.5) 2 months later on the chance they may have reversed their format change.
 
PTBoardOp94 said:
If that were the case, wouldn't that be an incentive for Audacy to do what Miguelito proposed, to keep the "regular" B101 listeners way from Ben?
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And in the meantime destroy nearly a million "favorite station" images. This is way too complicated for listeners to assimilate and understand.

Heck, half the drivers on the road don't seem to understand that "Yellow" does not mean "hit the accelerator even if you are half a block away". They are not going to understand dial position temporary inversions.
 
Radio Wreck said:
Why not just kill two birds with one stone and move the Christmas music to 96.5 and leave B101 as is?
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Because research shows that their core audience of 25-54 women want Christmas music and will leave if B101 does not "do what they always do at Christmas".

Christmas music is what the core wants. Why would a leading station mess up the chance to double its audience for two full books?
 
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