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Baton Rouge 104 the spot new format?
- Thread starter smashedcd
- Start date
Would a Hallelujah format work in Baton Rouge? It’s wildly successful here in Jackson, as well as Memphis and Montgomery. I remember it was tried years ago when 104.1 was primarily a New Orleans signal but didn’t work out.
There used to be a Hallelujah format on 96.1 HD2/101.1 but they shut it down and put EMF’s Air1 on HD2. A Hallelujah format could work on 104.1, but 106.5 has been the #1 station in Baton Rouge for years so it was more logical for iHeart to put R&B on 104.1 to try to pull down 106.5’s ratings.
These stations may pull some ratings, but it’s not a very highly coveted demographic for advertisers, which means the ratings do not necessarily translate into dollars
I would think that (the demos) would be issue #1. Cumulus has a FM translator for WXOK. Grant that the signal is limited, but presumably, if the demos were better and they thought it would get the numbers of WHLH Jackson, they would have tried to move it to a full power stick.
Per Nielsen's 2024 markets, Memphis and Jackson each have black 12+ populations that make up 47% of the metro 12+ numbers. Baton Rouge is black 12+ population is also sizable, but smaller at 35%. So, there is a smaller pie of the population to pull from as well.
Also something to remember, in those areas, that's 47% demos that are probably 45% protestant. Those are the people the stations would go after as they are more likely to listen to a praise/worship.
In Baton Rouge, we have many african americans imo that are catholic from the traditional religion of the area, plus I figure some others like Muslim. It was tried on fm on 104.1 if I remember when it serviced both nola and BR and was gone within a year and a half, but apparently thrives on AM. Plus I believe a rim shot from Donaldsonville (KBRS 106.9) is doing praise/worship as well as some lpfms in BR.
If they keep it up they’ll most likely be near the top. Has anyone seen any billboards/tv ads/etc about 104.1?
None of the above in BR. I think it's found by luck going from 94.1 to 106.5 scanning.
There were a good bit of billboards for Vibe at launch, both physical and digital, promoting the Steve Harvey Morning Show. There might still be a few of the physical ones up if the billboard company hasn’t sold to a new client.
Good amount of TV ads as well.
According to the latest book (March 25) 104.1 is now at 3.3. Maybe soon 106.5 will be dethroned from the #1 position for the first time in who knows how long.
I just seen one a few days ago promoting the Steve Harvey Morning Show. Usually the only station commercial I see on TV is the Q106.5 commercial. Probably because I don’t watch a lot of TV. But 104.1 definitely has some good listenership compared to other new stations. Do y’all think the same will happen if someone puts another Hip Hop station in BR?
HipHop has been tried on 107.3 and 93.7. Not to mention 107.9 puts a decent signal into B.R. It used to pull over a 3+ share in the 12+ numbers when you could see non subscriber 12+ numbers.
104.1’s early success shows the power of having a well-known and well-liked personality to be the face of a launch. You don’t have to do a lot to sell someone on Steve Harvey.
Is there someone similar out there in the hip-hop format that would attract that amount of interest that’s currently absent in the market? I don’t know of one and that would be the challenge for a competitor to Max.
The Breakfast Club is the fist thing that comes to mind but 94.1 already picked it up not too long ago. Another popular show is probably Big Boy’s Neighborhood. He’s not as well known as Steve Harvey but he’s on a lot of Hip Hop stations more towards the West Coast, whereas the Breakfast Club has more stations towards the East. There’s also Yung Joc’s Streetz morning show based in ATL on Streetz 94.5, and the Streetz brand recently launched in NOLA on 100.3. But even if someone decides to put another Hip Hop in BR, they would have to find a good signal to put it on. Far as I know a lot of BR’s stations are heritage and probably won’t change formats anytime soon.
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