6 More Minutes of Mornings with Matt & Bob powered by Chuy

[flyingdj]

Mornings with Matt & Bob powered by Chuy on KLBJ-FM that usually runs from 6:00 AM to 10:00 AM just announced that they will now go 6 minutes longer each day.

I think they had been leaving about 9:55 AM (or so) each day.

Apparently, they will now be going from 6:00 AM to 10:06 AM.

Today they went a minute or two past that time and went to just past 10:07 AM.

I am not in radio. I am just a listener.

This is my speculation (GUESSES) for the extra time.

1. Maybe they are trying to get more listeners for the show following them and, if people leave their radio on, they won’t turn it off or go to a different program as easily.

2. Maybe this will add more listening time to their show to increase the ratings.

3. Maybe they wanted more money in their contracts and, for the extra money, they agreed to work those extra minutes every day.

Again, I am just a listener and not in the radio business. Maybe someone has a better guess or knows the reason for the extra minutes.

 

[lanceventa]

1. Maybe they are trying to get more listeners for the show following them and, if people leave their radio on, they won’t turn it off or go to a different program as easily.

2. Maybe this will add more listening time to their show to increase the ratings.

3. Maybe they wanted more money in their contracts and, for the extra money, they agreed to work those extra minutes every day.

6 minutes doesn't change anything under a contract or money.

1 and 2 are two sides of the same coin. They're trying to keep the morning show audience to stick around longer into the midday numbers and not tune out.

 

[flyingdj]

I’m pretty sure I have read/heard that radio ratings are divided into 15 minute segments. (That may, or, may not be true, but that is what I think happens.)

If that is true, does this movement into the “next” hour (next 15 minute segment) make a difference on their ratings, the midday ratings, both, or neither of them?

That is, do they divide the 15 minute segments (if they do) into actual, on the hour times, or, is it calculated by the exact start time and exact end time of each show?

 

[Kent]

I’m pretty sure I have read/heard that radio ratings are divided into 15 minute segments. (That may, or, may not be true, but that is what I think happens.)

That is correct. That's where "Average Quarter Hour" comes from.

If that is true, does this movement into the “next” hour (next 15 minute segment) make a difference on their ratings, the midday ratings, both, or neither of them?

If I remember correctly, it does if people listen the entire time. Not sure if it still works this way, but I seem to remember, in the diary, you had to have at least five minutes of listening to get credit for a quarter hour. Station clocks used to be built around that entire premise. That was why the breaks tended to be at :20, :35, and :50. In the diary era, I could've seen the morning show being on an extra six minutes working either way. On the one hand, people listening to the entire morning show after 10:00 would mean the station would get at least partial credit for the 10-10:15 quarter hour. On the other, most people fill out their diaries in retrospect; so, people, especially at first, might just say, "Well, I was listening to the morning show. So, I must've stopped listening at 10:00." Austin is a PPM market, though, which means KLBJ-FM doesn't have to worry about that.

 

[Will_H_69_9]

yeah, i seen this with the Russ Martin Show in Dallas when Russ Martin was still alive and of course The Howard Stern show back when Stern was still in Syndication before he left for Sirius (later SiriusXM). both shows were known for going past their normal show end time.