Once again, WYRK is the top dog Persons 12+ in the Summer Arbitron for market #55. Surprising that even with a simulcast on 107.7, WBEN is down from Summer 2010.
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Buffalo-Niagara Falls Summer 2011
- Thread starter Element9
- Start date
WHLD up to a 2.0 share. WECK down to a .5. Big book for Jack - up to a 4.8. 97-Rock also up to a 7.7 - they're biggest book in a long time. WGR had their typical awful summer book with no Sabres to save them. No other big winners or losers.
B
Bob1370
Guest
I think Arbitron melds almost all full simulcasts together under one station's flag, so 107.7's listenership, whatever it may be, is going to be listed under WBEN.
Having said that, there doesn't seem to be any clear indication that the simulcast moved the needle at all. Does anyone know if the demos got younger, even if the 12+ totals stayed the same or shrank? That could be one other barometer.
It's hard to say how much 107.7 COULD help WBEN, in any event. The signal is a bit of a rimshot to start with, and the parent signal already has basically full market coverage 24/7 and needs very little help filling coverage nulls in its pattern (one reason a lot of other simulcasts, like WSYR, WBT, WEEI, etc. have arisen in various markets). Looking at the WLKK contour shows it almost reaches better into the Rochester TSA than into Buffalo's market, so its biggest impact may be to siphon some listeners away from WHAM (though, again, there's little evidence WHAM is moving either up or down in 12+ in Rochester lately).
Having said that, there doesn't seem to be any clear indication that the simulcast moved the needle at all. Does anyone know if the demos got younger, even if the 12+ totals stayed the same or shrank? That could be one other barometer.
It's hard to say how much 107.7 COULD help WBEN, in any event. The signal is a bit of a rimshot to start with, and the parent signal already has basically full market coverage 24/7 and needs very little help filling coverage nulls in its pattern (one reason a lot of other simulcasts, like WSYR, WBT, WEEI, etc. have arisen in various markets). Looking at the WLKK contour shows it almost reaches better into the Rochester TSA than into Buffalo's market, so its biggest impact may be to siphon some listeners away from WHAM (though, again, there's little evidence WHAM is moving either up or down in 12+ in Rochester lately).
The fact that the simulcast hasn't moved the needle on WBEN shows that their audience already was being served by their full-market signal.
A better use of 107.7 would be as a fill-in for WGR's anemic night pattern. WGR already targets a younger audience, and the content is more regional - at least when they discuss the Bills & Sabres. Maybe the simulcast would break a 3 share when the Sabres weren't playing. Then again, maybe the new PD will work miracles, make Jeremy White less annoying, go local in mid-days, and straighten out the PM drive show.
A better use of 107.7 would be as a fill-in for WGR's anemic night pattern. WGR already targets a younger audience, and the content is more regional - at least when they discuss the Bills & Sabres. Maybe the simulcast would break a 3 share when the Sabres weren't playing. Then again, maybe the new PD will work miracles, make Jeremy White less annoying, go local in mid-days, and straighten out the PM drive show.
SirRoxalot said:The fact that the simulcast hasn't moved the needle on WBEN shows that their audience already was being served by their full-market signal.
A better use of 107.7 would be as a fill-in for WGR's anemic night pattern. WGR already targets a younger audience, and the content is more regional - at least when they discuss the Bills & Sabres. Maybe the simulcast would break a 3 share when the Sabres weren't playing. Then again, maybe the new PD will work miracles, make Jeremy White less annoying, go local in mid-days, and straighten out the PM drive show.
Rox, I think you might be hopelessly optimistic but then again the 4-1 Bills can make almost anyone an optimist. ;D
Bob1370 said:I think Arbitron melds almost all full simulcasts together under one station's flag, so 107.7's listenership, whatever it may be, is going to be listed under WBEN.
Actually, you typically see both stations (AM&FM) listed together IF they're giving the cummulative share.
Is it instead possible that WBEN listeners gave the FM a chance in the first few months, and then realized the AM signal is actually much better...and stayed at 930?
FYI: I choose the AM over the FM for exactly that reason...and the FM probably comes in better near me than 75% of the rest of the market.
A stand-alone format may get an audience willing to put up with an inferior signal because there's no other option, but given the choice, even in 2011, listeners apparently will listen to an AM over an FM broadcasting the same programming if the AM signal is better.
Again, how much for that turd of a stick?
John, your post needs a "Like" button.
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