18 Years (and some months) Ago...(Ratings Flashback)

[michael hagerty]

The internet is an amazing thing.

Back in the days of steam-powered 286s and Windows 49, the Usenet had a group called rec.radio.broadcasting. A guy named Bill Pfeiffer started it and moderated it, and in 1994, got the idea of having someone in each market act as a reporter. They were called "Radiowatchers". And I was the guy in Phoenix.

Bill died, the internet morphed and life went on...so imagine my surprise when someone let me know that Google Groups has archived rec.radio.broadcasting and most, if not all of the original pieces are still there.

I won't bore you with what I wrote then (if I find a column that I think might be worth your while, I'll post it), but here, with commentary removed, are the 12+ Phoenix Arbitrons for Fall, 1994. To say the least, stuff has changed:


ARBITRON 12+ FALL 1994

Ranking Station(frequency)format fall 12+ share(summer 12+ share)

1. KNIX(102.5)Country 8.2(7.1)
2. KMLE(107.9)Country 6.6(7.6)
3. KFYI(910)News/Talk 6.5(5.4)
4. KTAR(620)News/Talk 5.8(6.6)
5.(tie) KKFR(92.3)CHR/Urban 5.7(4.7)
5.(tie) KOY(550)Adult Standards 5.7(6.7)
7. KUPD(97.9)AOR 5.6(4.5)
8. KSLX(100.7)Classic Rock 5.1(3.9)
9. KKLT(98.7)AC 4.3(3.7)
10.(tie) KDKB(93.3)AOR 3.8(4.7)
10.(tie) KVRY(104.7)AC 3.8(5.1)
12. KESZ(99.9)AC 2.9(3.4)
13. KOOL(94.5)Oldies 2.7(3.5)
14. KZON(101.5)AAA 2.3(2.3)
15.(tie) KCHT(96.9)70's Oldies 1.9(2.4)
(Was oldies KPSN until the last two weeks of the book)
15.(tie) KEDJ(106.3)Modern Rock 1.9(2.1)
15.(tie) KTWC(103.5)AC/Standards 1.9(0.9)
18. KYOT(95.5)Smooth Rhythms 1.8(2.7)
19. KISO(1230)Urban AC 1.5(1.2)
20. KGME(1360)Sports Talk 1.1(0.7)

 

[DrAkbar]

Even at 9~Ten, KFWhyEYE beat KT'R!

Some of the Top 10'ers in 1994 are still in the Top 10 today. And the Nurse and I had just about forgotten the KTWC Train Wreck format.

A tip of the fez, Michael. Here's an equally amazing tidbit: 18 years ago our Gremlin was 18 years younger than it is today

 

[michael hagerty]

Even at 9~Ten, KFWhyEYE beat KT'R!

Some of the Top 10'ers in 1994 are still in the Top 10 today. And the Nurse and I had just about forgotten the KTWC Train Wreck format.

A tip of the fez, Michael. Here's an equally amazing tidbit: 18 years ago our Gremlin was 18 years younger than it is today

True story:

Don Jerome (owner of KTWC) worked as a video tape librarian at Channel 3 for years while trying to get KTWC on the air. We'd have conversations about what he wanted to do with it. One of his earliest ideas (and the one I think he loved most) was an all-news station...eventually, he came to realize that the market wasn't there to support a 24/7 all-news station on FM in Phoenix in the early 90s.

Don settled on the format he did by deciding to eliminate his personal tastes entirely and just play the hits. So he went out, bought the most recent Joel Whitburn Billboard chart history book (Top Pop Hits 1955-1990), bought every song to hit the Top 40 in those 35 years (at least those that were available on CD), loaded them into the system and hit "shuffle". Which led to the most amazing music sets, one of which is burned in my memory forever:

1) Santana: Black Magic Woman
2) Peter, Paul & Mary: Go Tell It On The Mountain
3) Les Baxter: The Poor People Of Paris
4) Bobby Sherman: Julie, Do Ya Love Me
5) Johnny Cash: Ring Of Fire
6) Moody Blues: Nights In White Satin

He actually had a couple of surprisingly good books doing that...and I know at least three local jocks who loved to listen just to hear what was next...but what he wound up with was an audience that was demographically a mile wide but an inch deep...not enough of any demo to make a sales case.

 

[michael hagerty]

Just tripped over the post that had the 25-54 ratings for drive times in the Fall, 1994 book. How many of these names do you remember?



Mornings:

Rank Station(frequency)/Format/Jock Fall Share(Summer)

1. KNIX(102.5)/Country/John Michaels-Bobby Lewis 8.8(8.1)
2. KSLX(100.7)/Classic Rock/John Giese-Bill Andres 7.7(4.9)
3. KMLE(107.9)/Country/Tim Hattrick-Willy D. Loon 7.5(9.9)
4. KDKB( 93.3)/AOR/Tim & Mark 7.3(9.0)
5. KUPD( 97.9)/Dave Pratt 7.0(5.3)
6. KTAR( 620)/KTAR Morning News-Bruce Kirk 5.8(6.4)
7. KESZ( 99.9)/AC/Beth Mc Donald-Bill Austin 5.4(6.5)
8. KKLT( 98.7)/AC/Tim Higgins 4.9(4.5)
9. KVRY(104.7)/AC/Ron Hoon-Connie Colla 4.5(4.7)
10. KKFR( 92.3)/CHR-Urban/Bruce Kelly-Maggie Brock 3.9(2.0)
11. KZON(101.5)/AAA/Mary McCann 3.4(3.5)
12. KOOL( 94.5)/Oldies/Lee "Baby" Simms 3.2(3.9)
13. KCHT( 96.9)/70's/Joel Grey 2.7(2.4)
(all but final two weeks of book was as
oldies KPSN/Danny Davis)
14. KFYI( 910)/Newstalk/Bill Heywood-Shelly Jamison 2.6(3.5)
15. KYOT( 95.5)/Smooth Rhythms 2.2(3.1)
16. KEDJ(106.3)/Modern Rock/Willobee 1.4(1.9)
17. KISO( 1230)/Urban AC(satellite) 1.4(0.6)
18. KTWC(103.5)/Hybrid AC-Standards 1.2(0.9)
19. KOY ( 550)/Adult Standards(AM Only Satellite) 1.0(1.3)
20. KVVA( 860)/Spanish 1.0(0.4)

Afternoon Drive

1. KNIX(102.5)/Country/George King 9.6(7.7)
2. KSLX(100.7)/Classic Rock/Steve Trella 7.4(4.2)
3. KMLE(107.9)/Country/Stu Evans 6.6(8.2)
4. KUPD( 97.9)/AOR/Curtiss Johnson 6.2(3.7)
5. KDKB( 93.3)/AOR/Paul Peterson-Todd Walsh 5.9(5.7)
6. KVRY(104.7)/AC 5.3(5.6)
7. KFYI( 910)/News-Talk/Bob Mohan 5.1(4.7)
8. KKFR( 92.3)/CHR-Urban/Supersnake 4.4(3.2)
9. KKLT( 98.7)/AC/Jack McKay 4.2(4.0)
10.(tie)KTAR( 620)/News-Talk/KTAR Afternoon News 4.2(6.1)
with Preston Westmoreland
10.(tie)KZON(101.5)/AAA/Kevin Malvey 4.2(3.5)
12. KOOL( 94.5)/Oldies/Machine Gun Kelly 3.7(4.5)
13. KESZ( 99.9)/AC/Perry Damone 3.2(5.0)
14. KCHT( 96.9)/70's/Phil Abbott 3.1(2.8)
(all but last two weeks of book were as KPSN/Oldies/Steve
Goddard)
15. KYOT( 95.5)/Smooth Rhythms/Blake Lawrence 2.5(4.3)
16. KTWC(103.5)/Hybrid AC-Standards/Lisa Genuit 1.7(0.7)
17. KEDJ(106.3)/Modern Rock/John Edison 1.6(2.2)
18. KGME( 1360)/Sports Talk/Bruce Jacobs-Bill Brindley 1.5(1.4)
19. KISO( 1230)/Urban AC(satellite) 1.3(0.9)
20. KOY ( 550)/Adult Standards(AM Only Satellite) 1.1(1.8)


I have no idea why the number 8 shows up as an emoticon in afternoon drive for KCHT and KOY. I've tried editing it, and it still shows up online with the emoticon. Read it as 2.8 for KCHT and 1.8 for KOY.

 

[KeithE4]

Put a space between the 8 and the right parenthesis, such as (2.8 ). 8 and ) directly next to each other = 8). It looks a bit strange but it works.

 

[michael hagerty]

Put a space between the 8 and the right parenthesis, such as (2.8 ). 8 and ) directly next to each other = 8). It looks a bit strange but it works.

Thanks, Keith. Apparently the time for modifications has passed. We'll just have to live with it.

 

[EricStein]

Notice the lack of Spanish-language stations in the ratings. KNAI 88.3 was on the air by then, but the books did not reflect "non-commercial" stations. It would be another four-plus years before Phoenix had a competitive commercial Spanish FM station.

I've never understood the phenomenon of local afternoon-drive shows on sports stations performing better than their morning counterparts. I guess that could explain why there is no local morning-drive sports shows in this market at this time.

 

[Ford]

With regards to the beauty contest numbers (12+), I wonder how much CBS and CCM&E (or whatever they're called now) would pay to have their country stations sitting at #1 and #2, instead of where they are now. (and where are they now?)

Same thing with news/talk.

As far as the money demo numbers go, I could have sworn that Dave Pratt told me he was #1 that whole time. Maybe I'll ask him about it at the BBQ. That aside, same thing as with the 12+ numbers...can you imagine those two country stations both being up there in the top 3 together?

But what really stands out is the numbers themselves. Who has a 9 share nowadays?

 

[indieradioguy]

Just tripped over the post that had the 25-54 ratings for drive times in the Fall, 1994 book. How many of these names do you remember?

Mornings:
16. KEDJ(106.3)/Modern Rock/Willobee 1.4(1.9)
...
Afternoon Drive
17. KEDJ(106.3)/Modern Rock/John Edison 1.6(2.2)

Honest question: Why the "on-air" name for one but not the other?

 

[EricStein]

Just tripped over the post that had the 25-54 ratings for drive times in the Fall, 1994 book. How many of these names do you remember?

Mornings:
16. KEDJ(106.3)/Modern Rock/Willobee 1.4(1.9)
...
Afternoon Drive
17. KEDJ(106.3)/Modern Rock/John Edison 1.6(2.2)

Honest question: Why the "on-air" name for one but not the other?

They both had "on-air" names. "John Edison" was John Clay.

 

[michael hagerty]

Just tripped over the post that had the 25-54 ratings for drive times in the Fall, 1994 book. How many of these names do you remember?

Mornings:
16. KEDJ(106.3)/Modern Rock/Willobee 1.4(1.9)
...
Afternoon Drive
17. KEDJ(106.3)/Modern Rock/John Edison 1.6(2.2)

Honest question: Why the "on-air" name for one but not the other?

Honest answer: I don't know. I wrote it 18 years ago. If I had to guess, those were the names they were using on the air at the time.

 

[michael hagerty]

Just tripped over the post that had the 25-54 ratings for drive times in the Fall, 1994 book. How many of these names do you remember?

Mornings:
16. KEDJ(106.3)/Modern Rock/Willobee 1.4(1.9)
...
Afternoon Drive
17. KEDJ(106.3)/Modern Rock/John Edison 1.6(2.2)

Honest question: Why the "on-air" name for one but not the other?

They both had "on-air" names. "John Edison" was John Clay.

Ah. That's right. Thanks, Eric. I doubt I would have remembered that.

 

[DrAkbar]

Notice the lack of Spanish-language stations in the ratings. KNAI 88.3 was on the air by then, but the books did not reflect "non-commercial" stations. It would be another four-plus years before Phoenix had a competitive commercial Spanish FM station.

A big reason for the poor showing of Spanish language stations (in addition to the snub of non-comms) had to do with the diary method of surveying listeners. With the advent of PPM, those listeners are more accurately reflected in the ratings while many stations which relied on morning zoos, big cash contests, TV commercials and top of mind awareness have not done so well. While the Nurse and I realize there are inherent limitations in audience surveys, PPM is a lot more accurate than the diary...and especially so with Spanish language stations.

 

[justthenumbers]

A big reason for the poor showing of Spanish language stations (in addition to the snub of non-comms) had to do with the diary method of surveying listeners. With the advent of PPM, those listeners are more accurately reflected in the ratings while many stations which relied on morning zoos, big cash contests, TV commercials and top of mind awareness have not done so well. While the Nurse and I realize there are inherent limitations in audience surveys, PPM is a lot more accurate than the diary...and especially so with Spanish language stations.

Very true...and not to go completely off-topic, but the same thing happened in TV, when Nielsen switched Phoenix from diary measurement to Local People Meters (LPMs) in April 2008. Among other revelations, viewers who claimed to watch the 10pm news Monday through Sunday were actually tuning in more like 1 to 2 times a week...

 

[Natheodan]

Was KFYI a right wing news outlet back then as it is now?

 

[multiplex]

A few observations:
1. Memory's a funny thing. I'm surprised that KTWC was on this early, until I probe deeper and recall times and places when I listened to it.
Michael, you're right about how quirky it was, but I loved the music. What bored me to tears was the automated jock presentation with the endless PSA's labeled as "something to think twice about."
About a year into their run, I visited KTWC one day, and was amazed to hear no phone activity, really not many signs of life in the building. I've seen more activity at automated stations in small towns.
2. I don't recall whether 1060 had changed to KUKQ's alternative format by now; I think they had. When I arrived in Phoenix in '93 they were talk, featuring PatBuchanan, among others, and a weekend show from Barry Landers. I thought their alternative format was very special.
3. Much enjoyed (and lacking in the ratings here): KOOL Gold 960.
Famous Amos was always an enjoyable listen, as was their midday host (Carol? Memory fails, but I spoke with her a number of times and participated in some bits. She was always kind and gracious Never met her; wished I had.)
4. In those days I was saddened by the loss of KPSN. "Sunny 97" debuted with much promise when KOOL was vulnerable. KOOL improved, and for the most part, KPSN declined.
So plastic, so predictable in its last year.
I always knew what they were going to play when, but the station began with so much potential and talent.
5. Small signal that couldn't compete, but I listened a lot to 1310 then.
6. KNIX and KMLE were entertaining, personality-driven stations. KMLE's traffic was as entertaining as any jock presentation, and KNIX was very involved with the community.
7. KIDR ran a satellite format (Radio Aahs), which I still think was the best kids' network I've ever heard. Granted, I'm not a kid, so my bias may be irrelevant. It supplied more entertainment, less marketing. In the not-too-distant future, it would be bought and snuffed out by Radio disney.
8. What a sea change in Phoenix radio! Shortly before I arrived in '93, KOY went satellite, and 95.5 morphed from the great-sounding Y95 to KYOT, an uptempo party station (eventually leaning classic rock before going Smooth Jazz.)
9. Regarding Spanish-language stations, it's important to remember that except for KNAI, they were on weak AM sticks like KVVA-860 and 1400.
106.3 was alternative, KRDS-AM and FM were English. 100.3 was Z-Rock, it would be several years and formats before KTWC would change languages. I lived in west Phoenix then, and heard 1400 (Radio Fiesta) on people's radios more than any other area station. They were playing Macarena in its first incarnation in late '93 or early '94.
10. The closest thing to a north end rimshot I can recall was the KRIM translator on 99.3, and KRIM was still programming to Payson and the surrounding area.
11. KTAR were live and local; KTAR from 5 AM to midnight, and KFYI till 11 P.M., as I recall. In 2013, as in 1994, Jay Lawrence is still on Sunday nights on KTAR. I could have said Saturday and Sunday nights until recently.

Just some random thoughts inspired by the posting of 1994 ratings.

 

[KeithE4]

A few observations:
1. Memory's a funny thing.

Ain't that the truth, and mine is getting fuzzier by the year, but from what I remember from 1994, my first year back in Phoenix:

2. I don't recall whether 1060 had changed to KUKQ's alternative format by now; I think they had. When I arrived in Phoenix in '93 they were talk, featuring PatBuchanan, among others, and a weekend show from Barry Landers. I thought their alternative format was very special.

Was Alternative between news/talk and sports or did Alternative come first? I thought the news/talk shows on 1060 moved to KXAM when KUKQ became KDUS. Again, my memory could be fading a bit here.

4. In those days I was saddened by the loss of KPSN. "Sunny 97" debuted with much promise when KOOL was vulnerable. KOOL improved, and for the most part, KPSN declined.
So plastic, so predictable in its last year.

My girlfriend loved Sunny 97, although she kept it on when it became KCHT/KHTC/KGLQ.

5. Small signal that couldn't compete, but I listened a lot to 1310 then.

So you were the one. ;D

7. KIDR ran a satellite format (Radio Aahs), which I still think was the best kids' network I've ever heard. Granted, I'm not a kid, so my bias may be irrelevant. It supplied more entertainment, less marketing. In the not-too-distant future, it would be bought and snuffed out by Radio disney.

If my memory serves, TMISU owned 740 during (and before, I guess) the Radio Aahs days, and also aired Cardinals games there as well for a couple of years. Didn't the demise of Radio Aahs lead to TMISU selling 740 to Multicultural?

9. Regarding Spanish-language stations, it's important to remember that except for KNAI, they were on weak AM sticks like KVVA-860 and 1400.

I thought 860 and 107.1 were a simulcast in 1994.

11. KTAR were live and local; KTAR from 5 AM to midnight, and KFYI till 11 P.M...

KFYI had Limbaugh and (I think) Hannity then, as they do now. But the local talk was much better - still conservative, but at least reasonable. And Mohan was the best.

 

[buster2]

Was KFYI a right wing news outlet back then as it is now?

No. Before i continue, I need to say people like Ted Houston, Melodee Birkett, etc., are very good news reporters....

I could quibble with the idea that the KFYI newscasts lean to the right. They might, but not much. For the most part, the news reports play it straight. The talk programming is clearly from the right.

Now, in 1994?

AM Drive: Well, Bill Heywood and Shelley Jamison were basically apolitical. I worked with Bill for a few years and I couldn't tell you what, if any, political leanings he had.

9-12: Barry Young. Obviously center-right, but never of the Russell Pearce crowd.


12-3: Rush Limbaugh. I hear he may be a bit to the right. ;D


3-7: Bob Mohan: Similar to Barry in political outlook. .


I worked at KFYI from 1986-1993. In that time, my bosses ranged from Charlie Van Dyke (very briefly), to Tom Leykis and Barry Young. In other words, someone apolitical, a liberal and a conservative. Owner Fred Weber had his faults, but he never, ever messed with the newsroom product in terms of the content. For that matter, neither did Barry or Leykis. We had editorial freedom.



I had newsroom colleagues who identified as Democrats, Independents, Republicans and a few who refused to be pigeonholed. I bet it's very similar there today.


\

 

[michael hagerty]

I should mention that the format descriptions and talent names that go with the call letters are from the original 1994 rec.radio.broadcasting post and not from memory.

 

[justthenumbers]

ARBITRON 12+ FALL 1994

Ranking Station(frequency)format fall 12+ share(summer 12+ share)
5.(tie) KKFR(92.3)CHR/Urban 5.7(4.7)

This was the first full book reflective of KKFR's switch from Alternative-oriented CHR (which began in Dec '93) to pure Mainstream CHR. They eventually moved to a Dance/R&B-heavy sound by Spring of the following year.