AM Listenership by State; Nielsen DMA

[RadioDaze]

In a different take on Nielsen's AM study (posted on the Raleigh/Greensboro board), Cumulus Media and Westwood One's Audio Active Group have released a study of AM listenership by state and Nielsen DMA. In the state listings, North Carolina was #33 with 16.9% of radio reach from AM stations licensed to the state (North Dakota was #1 at 52.7% and the District of Columbia was last with 4.6%).
The DMA numbers, which largely skewed midwest and mountain west (the smallest DMA, #210/Glendive, Montana, had the highest percent of AM radio reach at 72.1%), gave a bit more insight into North Carolina. Of the nine DMAs which cover North Carolina (Clay County is in Atlanta DMA, Cherokee County is in Chattanooga DMA, several northeastern counties are in Hampton Roads DMA, and a few southeastern counties are in Myrtle Beach DMA):

Atlanta (DMA 6) #31 38.3%
Wilmington (DMA 129) #118 26.4%
Chattanooga (DMA 84) #121 25.9%
Raleigh-Durham-Fayetteville (DMA 23) #144 22.7%
Charlotte (DMA 21) #159 20.8%
Greenville-Spartanburg-Asheville-Anderson (DMA 37) #164 19.9%
Norfolk-Portsmouth-Newport News (DMA 44) #180 17.8%
Myrtle Beach-Florence (DMA 100) #188 16.2%
Greensboro-High Point-Winston-Salem (DMA 47) #200 12.9%
Greenville-New Bern-Washington (DMA 103) #204 8.6%

Not at all surprised by Greenville-New Bern-Washington's ranking/percentage given the many dark and deleted AMs across that portion of the state.

 

[davideduardo]

In a different take on Nielsen's AM study (posted on the Raleigh/Greensboro board), Cumulus Media and Westwood One's Audio Active Group have released a study of AM listenership by state and Nielsen DMA. In the state listings, North Carolina was #33 with 16.9% of radio reach from AM stations licensed to the state (North Dakota was #1 at 52.7% and the District of Columbia was last with 4.6%).
The DMA numbers, which largely skewed midwest and mountain west (the smallest DMA, #210/Glendive, Montana, had the highest percent of AM radio reach at 72.1%), gave a bit more insight into North Carolina. Of the nine DMAs which cover North Carolina (Clay County is in Atlanta DMA, Cherokee County is in Chattanooga DMA, several northeastern counties are in Hampton Roads DMA, and a few southeastern counties are in Myrtle Beach DMA):

Atlanta (DMA 6) #31 38.3%
Wilmington (DMA 129) #118 26.4%
Chattanooga (DMA 84) #121 25.9%
Raleigh-Durham-Fayetteville (DMA 23) #144 22.7%
Charlotte (DMA 21) #159 20.8%
Greenville-Spartanburg-Asheville-Anderson (DMA 37) #164 19.9%
Norfolk-Portsmouth-Newport News (DMA 44) #180 17.8%
Myrtle Beach-Florence (DMA 100) #188 16.2%
Greensboro-High Point-Winston-Salem (DMA 47) #200 12.9%
Greenville-New Bern-Washington (DMA 103) #204 8.6%

Not at all surprised by Greenville-New Bern-Washington's ranking/percentage given the many dark and deleted AMs across that portion of the state.

Keep in mind that the "DMA" is a TV measurement area, not radio. So this data will not match the MSA (Metro Survey Area) definitions that we see for the radio ratings posted in many online locations.

Of course, for this study Nielsen wanted to have the most extensive geography possible as its purpose is to convince legislators to protect AM radio. DMAs cover huge areas, including places where TV can't be viewed off-the-air but is provided by cable

 

[ngriffin]

Ae they disaggregating actual AM listeners from those listening on an FM simulcast, especially full power ones that could exist without the AM? Atlanta's percentage looks high, unless WSB 750 and WSBB 95.5 are combined.

 

[davideduardo]

Ae they disaggregating actual AM listeners from those listening on an FM simulcast, especially full power ones that could exist without the AM? Atlanta's percentage looks high, unless WSB 750 and WSBB 95.5 are combined.

It looks like they are using the band that simulcasts list under. If WSB combines FM listening under the AM calls, then all the credit seems to go to the AM band as there is no published AM vs. FM breakout for simulcasts.

And the way that percentage is derived is deceiving. Those are not percentages of average listening levels... they are percentages of "cume" or total persons who listen to AM during at least a single quarter hour in the entire month.

When we look at listening averages at any given moment during the day, we find markets with as low as one or two percent AM listening, and none with more than 15% (and those seem to be the cases with AM/FM simulcasts on major stations).

 

[vchimpanzee]

I'm surprised Myrtle Beach scored so high because AM stations there have a history of failing.

The strongest AM in Florence is hip-hop (former talk station which had Rush until an FM took him) so I kind of doubt it gets lots of listeners. Unless its translator is being counted.

 

[davideduardo]

I'm surprised Myrtle Beach scored so high because AM stations there have a history of failing.

This study is not a radio listenership rating. It is simple a view of how many people ever listen even once during a month to AM radio.

The strongest AM in Florence is hip-hop (former talk station which had Rush until an FM took him) so I kind of doubt it gets lots of listeners. Unless its translator is being counted.

Most of us suspect that a lot of that number is generated by translators or by full AM/FM simulcasts. Since Nielsen does not list translators separately, it is probable that a huge percentage of supposed AM use is actually due to translator listening on FM.

 

[RadioDaze]

Keep in mind that the "DMA" is a TV measurement area, not radio. So this data will not match the MSA (Metro Survey Area) definitions that we see for the radio ratings posted in many online locations.

Of course, for this study Nielsen wanted to have the most extensive geography possible as its purpose is to convince legislators to protect AM radio. DMAs cover huge areas, including places where TV can't be viewed off-the-air but is provided by cable

DMA is indeed a television measurement area. Many DMAs have two or more MSAs within their borders. The Raleigh-Durham-Fayetteville market in which I'm based, includes the six-county Raleigh-Durham MSA as well as one half--Cumberland-- of the two-county Fayetteville-Lumberton market (Robeson is in the Myrtle Beach-Florence DMA). We briefly had a short-lived third under Arbitron, Rocky Mount.

Though not an AM ratings ranking, this report appears to paint a somewhat flawed, but very broad brush picture of the general health of the AM band, or maybe more accurately, AM 'brands' in a given area. The aforementioned WSB, with sprawl, low ground conductivity, and generational listener tastes, likely sees much of its listenership via 95.5 WSBB, but AM 750 gets the ratings credit since they don't distinguish. And, its a well-known brand in the market. Chicago was near the top with the national DMA list and has several successful AM 'brands' such as WGN, WLS, and WBBM, even though WBBM, like WSB, offers a full-power FM option. A rough correlation would be the American indoor shopping mall; while on the decline, the malls that retain well-known 'big box' retailers still draw foot traffic. The malls where one or more big box retailers pull out see traffic declines and eventually closure.

 

[Patrick 29582]

I'm surprised Myrtle Beach scored so high because AM stations there have a history of failing.

The strongest AM in Florence is hip-hop (former talk station which had Rush until an FM took him) so I kind of doubt it gets lots of listeners. Unless its translator is being counted.

A few gospel AM stations from Conway still put out the good Word. The sports outlet 1050 is silent more than not and the 900 khz El Gallo hasn't been on the air in years despite simulcasting over 102.3 and 103.7 translators.

 

[Patrick 29582]

A few gospel AM stations from Conway still put out the good Word. The sports outlet 1050 is silent more than not and the 900 khz El Gallo hasn't been on the air in years despite simulcasting over 102.3 and 103.7 translators.

A couple community stations inland WTAB 1370 and WLSC 1240 do good, from local news and chat shows to trader programs and using live djs. Weak but listenable at the beach.

 

[vchimpanzee]

A couple community stations inland WTAB 1370 and WLSC 1240 do good, from local news and chat shows to trader programs and using live djs. Weak but listenable at the beach.

Not for me they're not. 1050 and 1450 are the only stations I have been able to pick up in motels. I can remember when I had to choose between being comfortable and listening to 1050.

One time someone forgot to turn off 1520 at night.

Some of the FMs don't work either. Probably blocked by tall buildings.

 

[vchimpanzee]

A few gospel AM stations from Conway still put out the good Word. The sports outlet 1050 is silent more than not and the 900 khz El Gallo hasn't been on the air in years despite simulcasting over 102.3 and 103.7 translators.

Conway only has one gospel AM station. The other Christian stations in the area that aren't on the left end of the dial are low-power, not translators.

102.3, if what you're saying is true, needs to go back to the classical HD channel from Wilmington. I don't know how well WSCI does but the radio I take along and use in the room can't pick up anything below 94 for some reason. Used to be 92. I can't recall trying in the car. However, last year 102.3 was Spanish so it must have been simulcasting something.

 

[Patrick 29582]

Not for me they're not. 1050 and 1450 are the only stations I have been able to pick up in motels. I can remember when I had to choose between being comfortable and listening to 1050.

One time someone forgot to turn off 1520 at night.

Some of the FMs don't work either. Probably blocked by tall buildings.

Those high rises might be awesome for FM on a balcony but probably kill AM. Maybe take a portable out to the beach early in the morning. See what you get.

 

[Patrick 29582]

Conway only has one gospel AM station. The other Christian stations in the area that aren't on the left end of the dial are low-power, not translators.

102.3, if what you're saying is true, needs to go back to the classical HD channel from Wilmington. I don't know how well WSCI does but the radio I take along and use in the room can't pick up anything below 94 for some reason. Used to be 92. I can't recall trying in the car. However, last year 102.3 was Spanish so it must have been simulcasting something.

102.3 is the "simulcast" of the 900 AM which is off the air. El Gallo. I can get NC Public Radio on 91.3 from Wilmington now that their transmitter is back up, easy. No classical to be heard here unless 89.3 from Charleston comes in on the ocean air.

 

[Patrick 29582]

102.3 is the "simulcast" of the 900 AM which is off the air. El Gallo. I can get NC Public Radio on 91.3 from Wilmington now that their transmitter is back up, easy. No classical to be heard here unless 89.3 from Charleston comes in on the ocean air.

The 1200 and 1330 from Conway both seem religious last I listened. One of them has a 95.5 translator which is pretty strong near Grand Strand Medical Center. 1050 runs sports, 1450 plays 'Hank' classic country with a 105.5 translator. I can get a decent sports 690 from Jacksonville Florida during the daytime, about two miles inland.

 

[vchimpanzee]

102.3 is the "simulcast" of the 900 AM which is off the air. El Gallo. I can get NC Public Radio on 91.3 from Wilmington now that their transmitter is back up, easy. No classical to be heard here unless 89.3 from Charleston comes in on the ocean air.

91.3 FM doesn't have classical music any more but there was an HD channel which could be heard in Myrtle Beach on 102.3.

 

[vchimpanzee]

The 1200 and 1330 from Conway both seem religious last I listened. One of them has a 95.5 translator which is pretty strong near Grand Strand Medical Center. 1050 runs sports, 1450 plays 'Hank' classic country with a 105.5 translator. I can get a decent sports 690 from Jacksonville Florida during the daytime, about two miles inland.

I forgot 1200 AM might be in Conway, because it is licensed to Atlantic Beach. But if it keeps swapping call letters with the stations at 93.7 and 93.9, maybe it is.

 

[vchimpanzee]

The 1200 and 1330 from Conway both seem religious last I listened. One of them has a 95.5 translator which is pretty strong near Grand Strand Medical Center. 1050 runs sports, 1450 plays 'Hank' classic country with a 105.5 translator. I can get a decent sports 690 from Jacksonville Florida during the daytime, about two miles inland.

I used to listen to Rush on 690. Not sure why. He was on FM by that time.

 

[Patrick 29582]

I looked and the station is licensed.to Atlantic Beach but the transmitter is on Highway 90. Go figure. A lot of that around here..

I forgot 1200 AM might be in Conway, because it is licensed to Atlantic Beach. But if it keeps swapping call letters with the stations at 93.7 and 93.9, maybe it is.