October PPM Ratings

[K.M. Richards]

I have been asked not to create ranking lists from Research Director's analysis of the PPM ratings in the key demos. I will therefore simply post a link to the page to said analysis, in the top five Nielsen markets:

RADIO RATINGS ROUNDUP, October 2024, Part I | Research Director, Inc.

Ahhh, OCTOBER. The foliage, the taint of pumpkin spice on, well, everything, and the MAJOR LEAGUE BASEBALL post-season. The time when the biggest que

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[txchipk]

In the overall numbers, who would have thought in "red state" Texas that NPR KERA-FM 90.1 would have more audience than that of combined conservative talk numbers of WBAP, KSKY, KLIF, and KRLD combined....and KERA be the only one with attractive demos. WBAP and KRLD are also both with all-time historic lows for audience. Meanwhile, in "blue" country, conservative talk WABC 770 New York is having its best numbers in 45 years based on the New York numbers also released today.

 

[TheBigA]

I have been asked not to create ranking lists from Research Director's analysis of the PPM ratings in the key demos. I will therefore simply post a link to the page to said analysis, in the top five Nielsen markets:

Some interesting things to point out: KEGL gets addressed for the first time in a while. We learn that they're #9 in 18-34, which is interesting given most of their music is 25-30 years old. They are #22 in the 6+ numbers, which is about where they've been.

They also mention that KJKK was up to #5 in the 6+, but has dropped to #7 in 25-54, which may explain why they've added a lot more 90s music lately.

 

[K.M. Richards]

Some interesting things to point out: KEGL gets addressed for the first time in a while. We learn that they're #9 in 18-34, which is interesting given most of their music is 25-30 years old. They are #22 in the 6+ numbers, which is about where they've been.

Proof once again that the 6+ numbers are not a true measure of a station's success or failure. It's all about the target demos.

 

[TheBigA]

Proof once again that the 6+ numbers are not a true measure of a station's success or failure. It's all about the target demos.

I would bet things are even better if we were to focus on men in that demo.

 

[Kent]

In the overall numbers, who would have thought in "red state" Texas that NPR KERA-FM 90.1 would have more audience than that of combined conservative talk numbers of WBAP, KSKY, KLIF, and KRLD combined....and KERA be the only one with attractive demos. WBAP and KRLD are also both with all-time historic lows for audience.

You're probably already aware that the Metroplex has been trending bluer for more than a decade now. Tarrant County, which was considered the nation's most conservative urban county, has been relatively blue since 2018. Collin County is trending that way, too, as suburban women and college educated whites have become less conservative. KERA fits those groups well.

Meanwhile, in "blue" country, conservative talk WABC 770 New York is having its best numbers in 45 years based on the New York numbers also released today.

To me, it goes back to what Jay Marvin of WLS fame used to say, “Good talk works.” It’s definitely not my thing, but WABC seems to be an NYC-focused talk station, and, even if more conservative than the population as a whole, it gets a sizable chunk of the audience by doing what it does well. Can't speak for the changes at KRLD, but the Cumulus cramdown of its syndicated talkers doesn’t seem to be working for WBAP and KLIF. The company has gotten away from corporate forcing mandates on its music stations (though it still has a way of getting what it wants through budgetary means), but that doesn’t seem to have carried over to talk. I can hear the same programming you get on WBAP after 6 or 7 PM, and it's not exactly inspiring. Bongino would seem to do okay, but Clay and Buck beat him hands down. As I've mentioned many times, political talk doesn’t do much for me unless it's focused on local politics, and I know evenings aren’t prime listening hours for radio in general, let alone talk. My local Cumulus talker, however, has seen its ratings go down the drain since the longtime morning host retired a couple years ago.

 

[TheBigA]

WABC seems to be an NYC-focused talk station, and, even if more conservative than the population as a whole, it gets a sizable chunk of the audience by doing what it does well.

That's my take, and why they beat the mostly syndicated WOR. Still, their 4 share means it's 4% of all traditional radio listeners, which is a fraction of the area population. So it's doing great compared to other radio stations, but not so great when viewed in the context of the entire market. There are some conservatives in NYC. In fact, in 2020, Trump got 18% of the vote. Biden got 73%.

 

[TexasTom]

You're probably already aware that the Metroplex has been trending bluer for more than a decade now. Tarrant County, which was considered the nation's most conservative urban county, has been relatively blue since 2018. Collin County is trending that way, too, as suburban women and college educated whites have become less conservative. KERA fits those groups well.

Dallas County is now quite blue, and I'd say that Tarrant County is purple to light red. Collin County is also much less red than it used to be, with some of the more developed parts of the county looking purplish (but the northern exurban parts still quite red). So there's plenty of people to support KERA's success. That said, the exurbs remain quite red, and the suburbs are a real mishmash, with some having trended blue, others being purple, while yet others remain pretty red. It's really quite tough to generalize about political leanings for the entire Dallas/Fort Worth radio market.

 

[Kramer]

@K.M. Richards Some interesting things to point out: KEGL gets addressed for the first time in a while. We learn that they're #9 in 18-34, which is interesting given most of their music is 25-30 years old. They are #22 in the 6+ numbers, which is about where they've been.

The average age of their music is 28 years old. I did the math. You're 100% correct. AND I sat here and saw that number with my jaw on the floor. The more I think I understand radio after a 30 year career - the more I find I'm an idiot. Cuz I don't get it. WHY would a 30 year old guy listen to that station?

 

[TheBigA]

WHY would a 30 year old guy listen to that station?

One might ask conversely why someone your age would like new music? Perhaps the same answer: Because they like it.

It's the music of their youth, the music they know, by artists they respect. They don't listen to it all the time. But they listen, and get counted.

The #2 station for 18-34 is Star! They're also a classics-based station. #6 is Jack, tied with Kiss.

 

[MarkW]

Proof once again that the 6+ numbers are not a true measure of a station's success or failure. It's all about the target demos.

A ninth place showing in young adult demos for a rock station is far from impressive. 18 to 34 isn't the sweet spot for a preponderance of radio advertisers, either.

Granted, that 9th place finish in A18 to 34 is somewhat better than I would've guessed.

Who knows - there might not be much difference in AQH share in A18 to 34 between the 9th place station and, say, the 16th place station. They could be tightly packed for all we know.

 

[TheBigA]

A ninth place showing in young adult demos for a rock station is far from impressive. 18 to 34 isn't the sweet spot for a preponderance of radio advertisers, either.

Especially 18-34 MEN. Which is why you see so few commercial stations actively programming to that demo right now.