KIIS-FM Falls to #13 in Los Angeles Ratings?

[MarioMania]

Because 6+ ratings don't matter. KIIS is #6 in 18-34. It's making money. That's what matters.

Same with KME:L. They would probably get a higher 6+ shares if they programmed to over 50 demographic. But they wouldn't be useful in selling to younger audiences.. The Game and Bay Country also get lower shares than KMEL and they are also staying in their formats.

Thanks for the Info

 

[BoredOp23]

Pop music is dead- no one knows these songs---So why listen. Seacrest? Please. He makes Ellen K almost tolerable.

 

[Y2kTheNewOldies]

Pop music is dead- no one knows these songs---So why listen. Seacrest? Please. He makes Ellen K almost tolerable.

We keep running into this one about lowering the median ages. Also pop music is not necessarily dead it’s going through changes over who their next big pop star is going to be. Yes there is one pop star that has to face being compared to Taylor Swift the most. For radio specifically it’s about content that’s attracts listeners to the Iheart app.

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[dr.luke]

Sombr, Tame Impala, Olivia Dean, Malcolm Todd, Pink Pantheress, Raye, Dominic Fike... new songs from Taylor, Ariana, Olivia Rodrigo, Bruno etc... it's a good period for pop music, maybe there are other problems for KIIS. I repeat, Z100 is #4

 

[TheBigA]

it's a good period for pop music, maybe there are other problems for KIIS. I repeat, Z100 is #4

The problem KIIS has is that younger people in LA are listening to radio stations that target older people. It throws off the share.

If you look at CUME, KIIS is over-performing its share. If you look at 18-34, KIIS is #6. So 6+ numbers are not telling the story.

People are using the wrong metric to assess the audience for KIIS.

 

[Gregg.]

The problem KIIS has is that younger people in LA are listening to radio stations that target older people. It throws off the share.

People are using the wrong metric to assess the audience for KIIS.

If KIIS-FM is the highest billing station in Market #2, why is it struggling to find listeners? After last month's #13 finish, this month KIIS-FM is in a three-way tie, again for #13. So last month wasn't just a wobble.

How about the demos, courtesy of The Research Director? Gosh, it's struggling there too. In 18-34, it's behind KOST, KRTH, KYSR, KTWV and lands in fifth place. The Research Director lists six stations atop the 18-49 demo and six in the 25-54 demo. KIIS-FM isn't among either demographic in his blog, which means it's #7 or lower.

As for younger people listening to older skewing stations, yes, that is puzzling. Of the top four LA stations 18-34, why are KOST, KRTH and KTWV so high? Their playlists are made up of music released before many in the 18-34 demo were out of diapers. But that still doesn't explain why these folks born between 1992 and 2008 only land KIIS-FM in fifth place in the demo it is targeting.

 

[TheBigA]

If KIIS-FM is the highest billing station in Market #2, why is it struggling to find listeners?

KIIS was the highest biller in 2023. BIA/Kelsey hasn't publicly released figures for 2024 or 2025 that I've seen,

But that still doesn't explain why these folks born between 1992 and 2008 only land KIIS-FM in fifth place in the demo it is targeting.

Because those people are listening to the radio for shorter periods of time. They split their time between radio and other devices,

Also keep in mind that 18-34 is a big demo. They can use Nielsen data to dig deeper and see where KIIS is stronger than other stations.