Afternoon Radio: The Case For Change

[radioprofessor]

Afternoon radio may be the new war-front in the battle for ratings and dollars. Early results of the PPM show substantially more listening to radio in afternoon drive compared to morning drive. Morning radio has been diminished by morning television, web and other sources. The PPM also under-reports morning listening since many leave their meter docked next to the bed until they drive out of the house. They may be listening to radio while brushing their teeth, but the PPM isn't strapped to their shorts. Which stations are preparing for this future and investing in afternoon drive talent? The END has put dollars into their afternoon show and it may pay results in the PPM, where alternative rock fairs better than in a diary world. KBKS has put a solid talent in afternoons rather than mornings in a wise move. The first trend with MD back had him beating morning numbers 2-1. KUBE has their best talent on in afternoons as well. I note that STAR 101.5 has the only dual afternoon show. While the station plays a very unusual mix of music and has an aging morning show, the afternoon talent may be a smart move. KMTT, WOLF and KMPS also invest in afternoon shows. This board is quick to be critical. I give these stations high marks for doing more than liner card radio in the afternoon. I suspect it was not done in anticipation of the PPM, with the notable exception of KBKS. The case for change in afternoon thinking is real.

 

[JustaLissner]

Well, Professor, your constant aggrandizement of KBKS drives me crazy. I've listened to that station a LOT less since the music and talent slight shift. Due in larger part to the improvements at KMTT, but also because I just find the station less "fun" now. BUT I for once agree with you. And I've been saying for over a year now on this board that Seattle needs better afternoon shows. Robin & Maynard were at their best when they did afternoons on KXRX & KZOK. Somebody PLEASE find room for R&M in afternoon drive. And SOON.

 

[radio profit]

Radioprofessor is a joke. Don't even respond to their posts. Doesn't even believe half the things they write.
RP, If this board is one of your best tactics and one of the only ways you can think of to try to make some headway in the market, well that's pretty lame.

 

[placebo1969]

Well, Professor, your constant aggrandizement of KBKS drives me crazy. I've listened to that station a LOT less since the music and talent slight shift. Due in larger part to the improvements at KMTT, but also because I just find the station less "fun" now. BUT I for once agree with you. And I've been saying for over a year now on this board that Seattle needs better afternoon shows. Robin & Maynard were at their best when they did afternoons on KXRX & KZOK. Somebody PLEASE find room for R&M in afternoon drive. And SOON.

I completely agree. I loved it when they were on KZOK in the afternoons. They got some serious TSL from me.

 

[Bongwater]

KQBZ just wasn't suited for them. I wish KJR-FM or even KISM would pick them up....

 

[mammaknowsbest]

I can think of several stations that have invested in afternoons. Monti was the first talent hired by MOVIN for AFTERNOONS!
WOLF has strong afternoon talent so does KWJZ. I agree with the RP for a change as well. For the most part his posts are
those of a condescending aging male my guess with the iniitials SP. COnsultants irritate this lady to no end.
Fly into a market, know it all
and then leave. Live it, work it. MOVIN works in Seattle because of ya ya execution. KBKS will be beaten, and no matter what changes
are employed it won't matter. MOVIN is not a national format it is a Seattle format and if you can't tell the difference
maybe you should spend more time here. Mammaknowsbest
As for R@M, get over it dudes. They are the past, look to the future. Men hold on the past ,women initiate change. This board is a
great example of why women doing so well in programming. Keep gooin ya ya sisters Monti, Janet, Shelly and others who know who
they are. mammaknowsbest.

 

[placebo1969]

As for R@M, get over it dudes. They are the past, look to the future. Men hold on the past ,women initiate change.

Hmm, Robin is a woman. Aren't you being hypocritical?

 

[emanon17]

Who is this, "Sooth Sayer?"... ??? imagine that... :-\

Afternoon Drive being at least as profitable, if not more so, than Mornings? What "afternoon show" in a "Top Revenue" market has consistently ranked #2 F 18-49 for years?

That's right...! Bring on the competition!!!!

 

[Itchisakimoto]

Well when you read what R&M had to say in the paper the other day I doubt we will be seeing them anytime soon, but I agree their afternoons on KXRX and KZOK were some of their best and I tuned in for most of them.

I think KISW's "Mens Room" is a afternoon gig with a huge upside and they continue to find new ways to draw in listeners and I in recent times I find myself switching from KZOK back to KISW in the afternoon to listen to "The Mens Room".

 

[Bongwater]

Well, make them an offer they can't refuse! That's have the pros do it....I hope...

They have an loyal, ready-made audience who will follow them ANYWHERE.....

 

[davideduardo]

Afternoon radio may be the new war-front in the battle for ratings and dollars. Early results of the PPM show substantially more listening to radio in afternoon drive compared to morning drive.

Actually, the levels are now showing pretty flat across all three daytime dayparts. Looking positively, prime time is 6 AM to 7 PM.

[/quote]The PPM also under-reports morning listening since many leave their meter docked next to the bed until they drive out of the house. They may be listening to radio while brushing their teeth, but the PPM isn't strapped to their shorts.[/quote]

Anything the PPM detects after 4 AM is in the book... and if a radio is loud enough to hear, the PPM will detect.

The real issue is whether listeners want "morning shows" in the afternoon, or are in the mood for more music or something entirely different. Remember, actual listening does not change in PPM, just the way it is measured.

 

[radioprofessor]

You are correct that overall stations look flat 6a-7p, yet that in itself is a huge change from the diary which shows mornings as the big cume daypart. That is no longer true in the PPM world. On personality stations it is mid-days and afternoons that seem to have higher numbers, particularly in female demographics. Finally, the PPM sitting in its dock cannot detect what someone is listening in another room. If the radio is on where the PPM is charging, it will record listening. Walk out of the room and it does nothing.