18-34, 25-54 ranks (no numbers!)

[rho01]

Per the policy here, I won't post the ratings themselves but here are the rankings. When I have some time, I'll post the morning numbers, too (probably over the weekend.) As we all know with Arbitron, there's a certain amount of arbitrary movement book to book.

25-54
1. V-103 up 10%
2. WSB-AM up 14%
3. Kiss up 7%
4. Lite up 60% (Lite had a good October, before xmas as well)
5. B98.5 up 23% (had a good overall book, too so xmas is here to stay)
6. Praise down 13%
7. Star flat
8. Kicks down 30% (guess they went to Lite & B98.5)
9. 96rock up 3%
10. Fish up 3%
11. Viva down 18%
12. Hot down 17%
13. Dave down 24%, worst book since the switch in July, 2004
14. Jazz down 3.8%
15. Classic Soul up 53% (matching a year ago)
16. Eagle up 10%
17. 99X down 25%
18. Beat down 13%
19. Jamz up 47%, best book in histor (ironically since it's now the River)
20. GST down 28% (ouch)
21. Q100 down 31% ("bigger, more powerful signal" didn't translate immediately)
22. QXI down 11%
23. CNN up 80%
24. Buzz down 17%
25. WTSH more than doubled
26. AOS doubled
27. LKQ nearly halved
28. J93.3 down 25%
29. WWAA Air America reappears
30. WAOK down slightly
31. WGKA Salem's talk station reappears
32. WNGC reappears

18-34
1. V-103. up 20%
2. Viva down 20%
3. Hot down 33% down, but remains #3
4. Star up 16.3%
5. Kicks. down 28%
6. Beat down 13$
7. WSB-AM up 27%
8. Praise down 15%
9. Lite up 142%
9. Q100 down 29%
9. 99X down 11%
12. B98.5 up 18%
12. Jamz up 65% (chuckle)
14. 96rock up 15% (#3 men 18-34, up 37%)
15. Buzz up 12%
16. Kiss up 23%
17 Fish up 35%
18. Dave down 35%
19. LKQ down 26%
20. AMJ up 37%
20. Jazz up 25%
22. Eagle up 17%
23. QXI down 14%
23. AOS down by nearly half
25. TSH up a smidge
26. The Fan flat
27. GST up slightly
28. NGC reappears
29. J93.3 down
30. AOK, VWA
32. XEM, GKA

 

[MikeRose]

I think it is interesting that 680 the Fan beat 790 the Zone for the first time in a couple of years. 680 hasn't had a Program Director in ages.

> Per the policy here, I won't post the ratings themselves but
> here are the rankings. When I have some time, I'll post the
> morning numbers, too (probably over the weekend.) As we all
> know with Arbitron, there's a certain amount of arbitrary
> movement book to book.
>
> 25-54
> 1. V-103 up 10%
> 2. WSB-AM up 14%
> 3. Kiss up 7%
> 4. Lite up 60% (Lite had a good October, before xmas as
> well)
> 5. B98.5 up 23% (had a good overall book, too so xmas is
> here to stay)
> 6. Praise down 13%
> 7. Star flat
> 8. Kicks down 30% (guess they went to Lite & B98.5)
> 9. 96rock up 3%
> 10. Fish up 3%
> 11. Viva down 18%
> 12. Hot down 17%
> 13. Dave down 24%, worst book since the switch in July, 2004
>
> 14. Jazz down 3.8%
> 15. Classic Soul up 53% (matching a year ago)
> 16. Eagle up 10%
> 17. 99X down 25%
> 18. Beat down 13%
> 19. Jamz up 47%, best book in histor (ironically since it's
> now the River)
> 20. GST down 28% (ouch)
> 21. Q100 down 31% ("bigger, more powerful signal" didn't
> translate immediately)
> 22. QXI down 11%
> 23. CNN up 80%
> 24. Buzz down 17%
> 25. WTSH more than doubled
> 26. AOS doubled
> 27. LKQ nearly halved
> 28. J93.3 down 25%
> 29. WWAA Air America reappears
> 30. WAOK down slightly
> 31. WGKA Salem's talk station reappears
> 32. WNGC reappears
>
> 18-34
> 1. V-103. up 20%
> 2. Viva down 20%
> 3. Hot down 33% down, but remains #3
> 4. Star up 16.3%
> 5. Kicks. down 28%
> 6. Beat down 13$
> 7. WSB-AM up 27%
> 8. Praise down 15%
> 9. Lite up 142%
> 9. Q100 down 29%
> 9. 99X down 11%
> 12. B98.5 up 18%
> 12. Jamz up 65% (chuckle)
> 14. 96rock up 15% (#3 men 18-34, up 37%)
> 15. Buzz up 12%
> 16. Kiss up 23%
> 17 Fish up 35%
> 18. Dave down 35%
> 19. LKQ down 26%
> 20. AMJ up 37%
> 20. Jazz up 25%
> 22. Eagle up 17%
> 23. QXI down 14%
> 23. AOS down by nearly half
> 25. TSH up a smidge
> 26. The Fan flat
> 27. GST up slightly
> 28. NGC reappears
> 29. J93.3 down
> 30. AOK, VWA
> 32. XEM, GKA
>

 

[RoddyFreeman]

> I think it is interesting that 680 the Fan beat 790 the Zone
> for the first time in a couple of years. 680 hasn't had a
> Program Director in ages.
>

When you're dealing with numbers that small, it could be an aberration, or it could be for real.

 

[deadman]

Rodney - Can you post the morning drive numbers divided up by the same demographic?

 

[zoneguy]

> > I think it is interesting that 680 the Fan beat 790 the
> Zone
> > for the first time in a couple of years. 680 hasn't had a
>
> > Program Director in ages.
> >
>
> When you're dealing with numbers that small, it could be an
> aberration, or it could be for real.
>

The Zone moving the Stews to afternoons appears to have backfired. 790 has once again given 680 life.

 

[WhatYes]

I also find it interesting that J93 is down 25% during a book where they should have been stronger. This is the first year I can remember in a while where they played minimal Christmas music. I'd say that strategy may have backfired.

 

[rho01]

> I also find it interesting that J93 is down 25% during a
> book where they should have been stronger. This is the
> first year I can remember in a while where they played
> minimal Christmas music. I'd say that strategy may have
> backfired.
>
The sampling for a station that gets as small a ratings as J93.3, the changes are not statistically meaningful so it's not fair to make any conclusions. So theoretically (since we're not allowed to discuss specific radio station ratings), it's unfair to make any conclusions at all if a station drops from, say, 0.8 to a 0.6. Plus, Christmas only encompassed a portion of the book--maybe 30-35% of it. And I don't have the monthly trend breakdowns.

It's the same with the Zone and the Fan. If you look over the past seven or eight quarterly books (or more), the Zone has consistently beaten the Fan. One book where the two stations are close doesn't necessarily mean anything. And I don't have the time slot breakdowns so I don't know how the 2 Live Stews did vs. Buck & Kincade.

 

[middlega]

> The sampling for a station that gets as small a ratings as
> J93.3, the changes are not statistically meaningful so it's
> not fair to make any conclusions.

Agreed, to a point, although I believe there are some things that are worth considering as long as you apply an appropriate grain(s) of salt.

If I were J93.3, I might be more concerned by the downward trend for the past six months, or that I had just suffered the worst performance (Mon-Su 6a-12m) in more than year. Over that length of time, I might start to wonder if maybe I've peaked.

> Plus, Christmas only encompassed a portion of the book--maybe 30-35% of it.
> And I don't have the monthly trend breakdowns.

Their Mon-Sun 6a-12m P25-54 AQH was less than half of their October performance in both November & December (guessing that November & December are where Christmas music would come into play)

> And I don't have the time slot breakdowns so I don't know how the
> 2 Live Stews did vs. Buck & Kincade.

Buck & Kincade won P25-54 AQH by about 20% and Cume by just under 50%.
Again, these are pretty small samples, so it's hard to read anything definitive into them, but that's how they add up.

Looking at the past year or so, the 680 performance (3p-7p) looks like it might be a combination of a very good book on the heels on a very bad book, which makes their percentage improvement look better than it really is. For 790, it's down from an above average book in the daypart, but not really what I'd call a slump since they've had the same performance in that timeslot for 3 of the last 4 books.

 

[zoneguy]

> > The sampling for a station that gets as small a ratings as
>
> > J93.3, the changes are not statistically meaningful so
> it's
> > not fair to make any conclusions.
>
> Agreed, to a point, although I believe there are some things
> that are worth considering as long as you apply an
> appropriate grain(s) of salt.
>
> If I were J93.3, I might be more concerned by the downward
> trend for the past six months, or that I had just suffered
> the worst performance (Mon-Su 6a-12m) in more than year.
> Over that length of time, I might start to wonder if maybe
> I've peaked.
>
> > Plus, Christmas only encompassed a portion of the
> book--maybe 30-35% of it.
> > And I don't have the monthly trend breakdowns.
>
> Their Mon-Sun 6a-12m P25-54 AQH was less than half of their
> October performance in both November & December (guessing
> that November & December are where Christmas music would
> come into play)
>
> > And I don't have the time slot breakdowns so I don't know
> how the
> > 2 Live Stews did vs. Buck & Kincade.
>
> Buck & Kincade won P25-54 AQH by about 20% and Cume by just
> under 50%.
> Again, these are pretty small samples, so it's hard to read
> anything definitive into them, but that's how they add up.
>
> Looking at the past year or so, the 680 performance (3p-7p)
> looks like it might be a combination of a very good book on
> the heels on a very bad book, which makes their percentage
> improvement look better than it really is. For 790, it's
> down from an above average book in the daypart, but not
> really what I'd call a slump since they've had the same
> performance in that timeslot for 3 of the last 4 books.
>
The interesting thing though is that this occured in the Fall when the cume for sports format tends to be the highest. It's still a small sample, but it's the biggest small sample both stations get. It is the first full book for the Stews in afternoon and on the surface it appears that the football fans who check in during the fall and then spend much less time with the format afterward were not buying into the Stews. It's the first win for Buck and John in a long time and that covers three different afternoon shows before WQXI made the Stews move.