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Bill Handel on the declining OTA audience and revenue for KFI.

As a regular KFI listener, I find myself listening more to the show podcasts than live OTA. Why? For the convenience of listening on my schedule when I have time, and avoiding all the news, traffic, weather breaks, and spot load. This is really no different than the effect that on demand streaming has had on broadcast TV.
 
Are the show podcast for these major market shows not PPM encoded? I know the Nielsen rules count any same day exposure for recorded audio that is PPM watermarked.
 
vw86 said:
Are the show podcast for these major market shows not PPM encoded? I know the Nielsen rules count any same day exposure for recorded audio that is PPM watermarked.
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Podcast listening is measured differently. The main reason for Nielsen is to track listening for the commercials. Podcasts have different commercials.

Handel explains it pretty well. His one hour radio show becomes a 45 minute podcast. The difference is the commercials.

I've been involved with podcasts and the podcast server itself tells you how many people are listening.
 
b-turner said:
Granted, some advertisers make dumb decisions like the restaurant that buys billboards. To get there from the billboard you have to exit to another highway then take a certain exit and drive a mile after passing about 20 other dining options.
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Point well taken ... and I'm actually going to make a parallel with radio.

The best such billboards are ones about three or four exits (or miles) on the same freeway (or highway) before the restaurant, which ideally is right after you get off the main road.

It's akin to "coming up next ... a half-hour of commercial-free music". You don't have to change streets, or stations, to get what's being promoted.
 
Probably pointing out more of the obvious here, but podcast vs. live radio is no different than television where we don't have to wait until a specific time to watch a program anymore, but can stream it at any time we want. The knee jerk reaction that's it's a programming thing because AM is losing right wing (or left wing) talk listeners ignores the fact that it's 2026 and people do what's convenient for them. Which is not using a traditional "radio".
 
I can see the day when the 640 signal goes away, and the KFI programming continues successfully through an app and online only. I think most KFI listeners are savvy enough to transition.
 
KilowattKat said:
I can see the day when the 640 signal goes away, and the KFI programming continues successfully through an app and online only. I think most KFI listeners are savvy enough to transition.
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I don't understand why some people are surprised. For years, they've been telling people to listen to the iHeart app and listen to the podcast. So now we have a host who says the listeners are doing what they've been told. No big surprise.

I always chuckle when posters complain about stations telling them to use the app. They say "You're promoting the competition." It's NOT the competition. All of the platforms these stations use are simply other ways to consume the same product.
 
iHeart also has a clever way to draw KFI listeners to the app...the "Talkback" feature. It's the only to communicate with the hosts on air. You can record your message up to 30 seconds. The playing back of these is now a regular popular part of each show. If you want to engage with the hosts, you need the app.
 


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