Alt. rock stations

[Mamaknowsbreast]

While glancing at the ratings in LA, I see that KROQ remains a major player in the market, but Clear Channel owned Star 98.7 has had a huge increase in ratings since flipping to alternative and going head to head with KROQ. I am assuming PPM data led them to believe this was a good move. However New York can't support one, and the End here in Seattle has been struggling for some time. Why is it that the format struggles in other markets? Bad programming and air talent or just not a huge fan base anymore? From 1999-2004 the end was a consistent ratings winner in key demos.

 

[TVradioguru]

Several factors really. Generally when a station makes a format change, promotions dollars follow which drive cume through sampling. A recent example of that in the Seattle area was when 92.5 changed to the 'movin' format. Sandusky spent some promotions dollars on TV with some poorly produced spots (typical for radio). So the station is sampled by listeners, with eventually 75% or greater going back to their usual station listening line-up, or perhaps (if the station is lucky) 25% being added to their car presets.

In all cases however, the ratings for the new station level-off to a flanking position with the hope that someday the new format or station will continue to chip away at the heritage stations numbers, or in very rare instances, the heritage station makes a dumb move, allowing the new upstart to pass. 100.7 in Seattle is also another recent example of this effect.

Regarding your interest in alternative rock, the format struggles due to the narrow demo (males 17-32) who's tastes seem to shift rapidly, especially when the music industry isn't producing a good flow of new content. KROQ has adapted toward more of a classic/active rock format when needed, protecting it's alternative label by throwing in some 80's and 90's when alternative was doing well.

LA has a MUCH larger population base combined with KROQ being a solid legacy alternative station. Whereas I would argue that "The End" has developed multiple personalities over the years, and shed audience through the changes that translate into listeners that don't return. Remember, it's never just the music selections that make a station but the whole package; tenure of personalities, creative promotions, positioning, and continuing to research and stay within the bounds of what your core audience wants.

 

[djdan]

Two factors at play in LA. KROQ is a heritage station that slowly adjusts, not the radical swings of KNDD in Seattle. Star 98.7 has had some success, but only in select demographics. It was a cluster move more than anything else. STAR and KBIG were both HOT/AC stations and were cross cuming each other to death. By moving STAR toward KROQ the big winner has been KBIG. KBIG went more HOT/AC and is a top performer in women and in dollars in the PPM. STAR is just now seeing growth after mutiple adjustments and the introduction of the PPM. The trouble is the demographic 18-34 males is not a big revenue producer at this time. It could be in the future. If KNDD had stuck with its original airstaff and adapted the music slowly it could have seen the success of KROQ. I would argue that the comparable station to KROQ in this market is KISW.(not musically, but in demo) They have slowly adjusted and survived. The competitive situation on the rock end of the dial in LA is nothing like what it is in Seattle with KNDD, KISW, KMTT, KEXP, KZOK, KJR-FM, JACK and Two Country stations all vying for the white male. Always difficult to compare market to market.