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Could B101 ever have beaten Lite Rock 105?

F

fullabaloney

Guest
WCBS in NY beat WLTE. Granted that's oversimplifying things, but I wonder if B101 had stuck with local well known personalities after morning drive and went the direction they've been going musically, could they have eventually been a contender against Lite? WCBS is playing 60s, 70s, and 80s like B101 although I think the playlist is deeper. Lite is probably going for the same demographic, although aiming more at females. I just wonder if 101 hadn't blown everything up and allowed the personalities they had to progress with the format if it could have happened.
 
Dear appropriate name,

B101 often beats Lite. Book to book, they go back and forth. Lite is top heavy with a very old demographic, sometimes 70% women. B is nearly perfectly balanced men to women primarily 35-64 versus 35 plus. Active listening versus background music. If you were an advertiser, which would you choose to buy?
 
I heard the Bee's numbers actually had gone up since they canned everything that had a pulse.Not sure where they are now though.

Sorry, I think TC still has a pulse. At last check anyway.
 
I wouldn't exactly cling to the old ideas about "lite" stations being background music. 105 isn't that "lite". Listen to Tanya with her callers and see if you still think no one pays attention to the station. Active vs passive? Do you think anyone's ears prick up when the premium choicers talk about highest chart position of the songs they play? B's numbers may have improved but let's not confuse quantity with quality. I think you'll find when radio people talk about the business they talk quality.
 
I'm talking about the the subject line of the post. Could B101 ever have beaten Lite Rock 105 ? I'm answering the question, and the answer is, not only could it, but OFTEN B does beat Lite 105. That's why I distinguished the breakout of the numbers 35-64 versus 35+. Say what you will about quality versus quantity, Ed McMann had much better numbers that Big John did often and he was voicetracked. Unlike the people who participate on this board, the typical listener does not know where the programming comes from. They like B101 because they like the music, they like Lite 105 because they like the music. Sad but true.
 
S DANMAN said:
Dear appropriate name,

B101 often beats Lite. Book to book, they go back and forth. Lite is top heavy with a very old demographic, sometimes 70% women. B is nearly perfectly balanced men to women primarily 35-64 versus 35 plus. Active listening versus background music. If you were an advertiser, which would you choose to buy?
Click to expand...

An AC station that's 70% women? Wow, Lite Rock must be doing something wrong!?! ;-)

Seriously though, you do realize that an AC station should have a vastly larger percentage of female numbers with women and a Classic Hits station should have a fair balance of male to female, right? The only thing you prove is that both stations are doing something right!

Active vs. background. The mentality of AC as just background music went out around 1999.

As for who I would choose to advertise with, it all depends on my business.
 
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