Under which administration--Spears/Garand/Cagle--did KFRC actually beat KGO?
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Which KFRC PD Spears/Garland/Cagle scored highest?
- Thread starter chuckmcmillan
- Start date
That's not quite a fair question. Radio does not work like horses and politicians where there is only one winner.
Since KGO and KFRC competed for different demographics, they generally did not even compete for sales except for very broad multi-station buys.
And you need to start any evaluation of KFRC with Tom Rounds as PD.
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It's a fair question. At some point, KFRC beat out KGO in the overall ratings. When was that?(the answer is 'somewhere in the late 70s', but can someone be precise, rather than a 'well, you can't answer that because demographics' non-answer?
All the ratings from 1976 onward are at https://worldradiohistory.com/Duncan-American-Radio-Issue-Guide.htm
However, demographics are always the answer because each station has a specific target and every ad campaign also does.
I'm quite positive that the folks at KFRC did not care at all how KGO was doing in 45-54 or even 35-54 as that was not their target.
Chuck, it was Les Garland, in the April/May 1978 book. 12+, KFRC had an 8.0, KGO had a 7.6, KSFO had a 6.6, KCBS had a 5.9 and KFOG had a 4.4. Everyone else was under a 4 share.
In that book, KFRC was #2 12+ in mornings (behind KCBS), and #1 in afternoons. They were #1 in teens and 18-34 in both morning and afternoon drive and #1 in 25-49 in afternoon drive (#2 behind KNBR in morning drive).
25-49 Is the oldest demo the R&R ratings guide covered, and even then, KGO was more of a 35+ station. It ranked 4th overall in 25-49, and 5th in that demo in morning and afternoon drive.
Chuck--I actually have an addition. In the April/May 1976 Arbitron book, KFRC had an 8.1 to KGO's 8.0. That was Michael Spears.
So, both Spears and Les Garland did it, two years apart. Spears had the higher 12+ share by 0.1, Garland beat KGO by a wider margin (0.4).
Gerry Cagle's best books were a pair of 5.4s in the summer and fall 1981 books---better than the 4.0 he inherited in the summer of 1980, but nowhere near KGO's shares (9.0 summer, 8.4 fall). KFRC was also trailing KSOL-FM (6.5 summer, 5.8 fall).
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