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Columbia Ratings
- Thread starter bugz
- Start date
Tapscan. Pays to have friends in the sales arena.
Well, we know the market was flooded in the last phase because of the e-diary disaster of phase one. And since 18-34 white males already have a low return rate, they must have really hit it hard in phase three. That would explain Steve doing so well with 18-34, but dropping a bunch with older women. Just a guess. WNOK did great 18-34, but flat 25-54, while both hip-hops were down. And WARQ was up large, while the older men leaning Fox 102 took a hit. All supports your theory this was a non-Urban male leaning book.
A couple other notes. Looks like the Classic Country's men jumped over to listen to Beck & Rush on WVOC. WVOC's bump was almost entirely midday (huge with men, but a huge jump with women, too). That's weird because they should have had a great book in the fall because of the election. Instead, they took a Fall dive and a Winter jump. But even with Classic Country taking a dive, WCOS appears to be in trouble. The combined Double O's still slipped by WCOS 25-54. WCOS had a Fall book I felt was a false low, but they only regained a small portion of it. Their cume was low too. So it was a good time for them to put all those boards up and for Charlie & Pam to win that ACM award.
Overall story of the book: it's WWDM, then everybody else. Good books for WFMV, WLXC (but still not even half of WWDM), and WNOK. WVOC great with men, WTCB great with women and persons mornings. Bad hip hop book. Bad country book.
Well, we know the market was flooded in the last phase because of the e-diary disaster of phase one. And since 18-34 white males already have a low return rate, they must have really hit it hard in phase three. That would explain Steve doing so well with 18-34, but dropping a bunch with older women. Just a guess. WNOK did great 18-34, but flat 25-54, while both hip-hops were down. And WARQ was up large, while the older men leaning Fox 102 took a hit. All supports your theory this was a non-Urban male leaning book.
A couple other notes. Looks like the Classic Country's men jumped over to listen to Beck & Rush on WVOC. WVOC's bump was almost entirely midday (huge with men, but a huge jump with women, too). That's weird because they should have had a great book in the fall because of the election. Instead, they took a Fall dive and a Winter jump. But even with Classic Country taking a dive, WCOS appears to be in trouble. The combined Double O's still slipped by WCOS 25-54. WCOS had a Fall book I felt was a false low, but they only regained a small portion of it. Their cume was low too. So it was a good time for them to put all those boards up and for Charlie & Pam to win that ACM award.
Overall story of the book: it's WWDM, then everybody else. Good books for WFMV, WLXC (but still not even half of WWDM), and WNOK. WVOC great with men, WTCB great with women and persons mornings. Bad hip hop book. Bad country book.
Even if the former WCOS listeners didn't go to NU or NQ, their dip in the ratings would suggest the Double O combo now has the street cred with advertisers. They just hired two top Clear Channel sales guys away, not to mention the former CC GM is there. You can buy their combo much cheaper than WCOS who is dealing with unrealistic corporate sales goals. Throw in the turnover in the GM position (I believe its three GMs in five years), the crappy way they have treated their own sales folks (reducing commissions and threatening more of the same), it's tough to be them right now.
It's good WCOS has up a bunch of boards. For those who haven't seen them, it's individual country artists with the WCOS logo. Just one artist per board like Tim McGraw, Faith Hill, Keith Urban, etc. My question is: is that enough of a message? Everyone knows they are country. Everyone knows these are country artists. Is that enough to seperate them from New and Classic? Not really being critical, especially since they seem to be the only radio stations besides Double O's that have spent any marketing money in the last five years (it seems). Just wondering if they should have something on the boards that boasts of tradition, or touting their morning show, or something more than "we are country".
It's good WCOS has up a bunch of boards. For those who haven't seen them, it's individual country artists with the WCOS logo. Just one artist per board like Tim McGraw, Faith Hill, Keith Urban, etc. My question is: is that enough of a message? Everyone knows they are country. Everyone knows these are country artists. Is that enough to seperate them from New and Classic? Not really being critical, especially since they seem to be the only radio stations besides Double O's that have spent any marketing money in the last five years (it seems). Just wondering if they should have something on the boards that boasts of tradition, or touting their morning show, or something more than "we are country".
Bugz said:Even if the former WCOS listeners didn't go to NU or NQ, their dip in the ratings would suggest the Double O combo now has the street cred with advertisers. They just hired two top Clear Channel sales guys away, not to mention the former CC GM is there.
Really? Who is the GM now? After Mags left a while back, I never heard who they got. Also, who are the sales guys you're referring to?
One of the new sales guys is Brian Judy. The GM is the now former GM from Clear Channel. I can't remember his name from right now.
It is funny how little Columbia stations market themselves.
I've seen the boards. I didn't realize they were new. Like you, Bugz, I am not so sure that the artist=WCOS is country is really that effective. But then again, I can't come up with an articulable distinction, other than heritage, for WCOS. It would be an interesting creative marketing project to develop a strategy for them.
Some rumours have Clear Channel prepping the Columbia cluster for sale. My thoughts are now that the line-the-Mays pockets go-private deal is dead, they are going to have to start selling off more stations in order to make debt-service.
It is funny how little Columbia stations market themselves.
I've seen the boards. I didn't realize they were new. Like you, Bugz, I am not so sure that the artist=WCOS is country is really that effective. But then again, I can't come up with an articulable distinction, other than heritage, for WCOS. It would be an interesting creative marketing project to develop a strategy for them.
Some rumours have Clear Channel prepping the Columbia cluster for sale. My thoughts are now that the line-the-Mays pockets go-private deal is dead, they are going to have to start selling off more stations in order to make debt-service.
DudeFan said:One of the new sales guys is Brian Judy. The GM is the now former GM from Clear Channel. I can't remember his name from right now.
It is funny how little Columbia stations market themselves.
I've seen the boards. I didn't realize they were new. Like you, Bugz, I am not so sure that the artist=WCOS is country is really that effective. But then again, I can't come up with an articulable distinction, other than heritage, for WCOS. It would be an interesting creative marketing project to develop a strategy for them.
Some rumours have Clear Channel prepping the Columbia cluster for sale. My thoughts are now that the line-the-Mays pockets go-private deal is dead, they are going to have to start selling off more stations in order to make debt-service.
Brian Judy's a good guy. BIG Redskin fan (which counts a lot to me, at least). I know Double O got a guy as a sales manager a year, year and a half ago that used to work up here in the Outer Banks at (I think) East Carolina Radio Group.
I've heard the same thing about CC getting ready for their nationwide Spinning Class. Can't wait to see how that shakes out.
Hey Steve, what're you doing for mornings at your station?
If CC sells that would be a good fit for Double O to get some stations with some horse power... Although I am crazy it would be a victory for Double O because they could say they over threw the CC Cash Cow (WCOS) while also taking the keys to the building... Not saying it would happen, but man how ironic would that be... If it did not work that way I could also see Entercom coming in and doing some power buying... That would give them the upstate and the midlands just as long as they don't do any boneheaded things like they did with GVC then they could work on getting a few stations in Chuck Town... JMO
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