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Dec Ratings (Fall Book)

B

Buddy Shula

Lots to talk about here. A few insights

*Christmas Music Stations were a bust. -MSX tanked and STAR did very little. STAR depends on this as their best book of the year . Did not happen.

*WEBR- nothing . 0.5 - going nowhere

* WBFO and WBEN- Solid . The news cycle helped. WECK now has a partnership with WBFO that they will be playing WECK commercials in morning drive...pretty cool...plus, a tax write off

*WKSE -Falls again

*WECK - #10 in Market 12 plus 80,000 cume. Beat WMSX, WBUF, WEDG, WLKK and all the bottom feeders. 3.8 share 12 plus, very close to 4.0. #6 in market 45 plus with a 5.5 #3 in market 50 plus. Best ratings WECK has had since 1981. Congratulations to our team. Also, THE TOP RATED OLDIES STATION FOR SHARE IN THE U.S. Major announcement coming soon....stay tuned

* WYRK - Dominate /Solid - Someone needs to feed of this station

*WHLD, WWKB, etc.......Bottom feeders

* WGR- no real bump from the Bills (remember, ratings were not in effect after Dec 3rd, but that is the stations problem, not ours)

* WBLK - Same story, Dominate

* WEDG- why bother, flip to country

* WLKK - An EBS signal broadcast 24/7 would have higher ratings

*WBUF - Good luck with new format. A nothing burger - 97 Rock owns AOR in Buffalo

*WHTT- Down...still ok...but down

Think what you will, I know every daypart in every demo. Major takeaway, major cume has been taken away from radio.
 
Here's a link. It's Persons 12+. WYRK, #1. Again. Knock yourselves out. For the record, NPR stations prefer to use the term "underwriting announcements."

Buffalo-Niagara Falls December 2020
 
My impressions of Buddy's takes on the ratings:

*WEBR is never going to do much, ratings-wise. I don't think Bill Yuhnke bought it to dominate the market.
*WMSX & WTSS going all Christmas helped Star more than the Breeze...but, as Buddy said, not much.
*WBFO is still my go-to for news(or 680 News or the CBC). It SURE as hell won't be WBEN.
*WHTT is still WHTT. And, honestly, CHBM(Boom 97.3) in Toronto does classic hits a LOT better than 'HTT does. JMO.
*WECK gets all the props it deserves for its improvement, ratings-wise.
*WBUF: Some uptick but that's likely due to the sampling. The major test for it lies ahead: airstaff, promotion, etc. (And BTW, 97 Rock owns CLASSIC rock. NOT rock. Until now, NO station in Buffalo did straight ahead rock...it was either classic or alternative.)
*WEDG: Gained a bit, so I don't get why the "let's switch it to country" talk is happening.
*WYRK: Yes, it still leads the market, but I don't call a 1.2 dip 12+ "dominating".
*Kiss: Meh. It's been stuck in the 4's for the past few books 12+.
*More FM: I'm surprised that Buddy doesn't talk up More, since he has a sales alliance of sorts with More and WNY gets equal promo'ing in liners. (Plus, since-as of now-the province is in full lockdown due to COVID, the station is running promos to business saying in effect "If you need to communicate to customers how you can best serve them, turn to us. We can help craft your message.") It isn't doing badly ratings-wise here(in Niagara it's a different story; More and the River regularly scrape the bottom of the ratings. That happens when you're dealing with HTZ FM, Giant FM and Move 105.7(formerly 105.7 EZ Rock).)
*The less said about WHLD, WWKB and WWWS...the better.
*WBLK is still doing what it's doing and doing it well.
*WGR gets a bit of a bump from the Bills' great season...not much, though.
 
ckg279 said:
My impressions of Buddy's takes on the ratings:

*WEBR is never going to do much, ratings-wise. I don't think Bill Yuhnke bought it to dominate the market.
*WMSX & WTSS going all Christmas helped Star more than the Breeze...but, as Buddy said, not much.
*WBFO is still my go-to for news(or 680 News or the CBC). It SURE as hell won't be WBEN.
*WHTT is still WHTT. And, honestly, CHBM(Boom 97.3) in Toronto does classic hits a LOT better than 'HTT does. JMO.
*WECK gets all the props it deserves for its improvement, ratings-wise.
*WBUF: Some uptick but that's likely due to the sampling. The major test for it lies ahead: airstaff, promotion, etc. (And BTW, 97 Rock owns CLASSIC rock. NOT rock. Until now, NO station in Buffalo did straight ahead rock...it was either classic or alternative.)
*WEDG: Gained a bit, so I don't get why the "let's switch it to country" talk is happening.
*WYRK: Yes, it still leads the market, but I don't call a 1.2 dip 12+ "dominating".
*Kiss: Meh. It's been stuck in the 4's for the past few books 12+.
*More FM: I'm surprised that Buddy doesn't talk up More, since he has a sales alliance of sorts with More and WNY gets equal promo'ing in liners. (Plus, since-as of now-the province is in full lockdown due to COVID, the station is running promos to business saying in effect "If you need to communicate to customers how you can best serve them, turn to us. We can help craft your message.") It isn't doing badly ratings-wise here(in Niagara it's a different story; More and the River regularly scrape the bottom of the ratings. That happens when you're dealing with HTZ FM, Giant FM and Move 105.7(formerly 105.7 EZ Rock).)
*The less said about WHLD, WWKB and WWWS...the better.
*WBLK is still doing what it's doing and doing it well.
*WGR gets a bit of a bump from the Bills' great season...not much, though.
Click to expand...
Basically, this is everything I said. As far as WBUF, this ratings period did not include the format change.

WEDG should change to country for money. That’s the reason.

MORE 101.1 did not have a good Dec. down in cume, share and tsl. we have a partnership, but it needs an identity. We are working on that.

And WECK, it deserves more than props. This is a 1KW AM station, basically in Erie country with a 3.8 share, mainly from Erie. In 35 plus we are #6. This is history in the making. This is made from very hard work, and a strategy. There are just 5 stations ahead of Weck 35 plus. That’s incredible.

ratings go up and down. I am prepared for that. But not many stations could do what we’ve done, with a 1 kw oldies station.

this is normally stars book to shine. They didn’t. It’s a 110,000 watt radio station that nobody is talking about. It’s pathetic.

What I noticed the most in the dec book was total radio cume was down, simply not as many listeners. Gotta shake things up
 
More needs more of an airstaff. You have AM & PM drive and parts of middays covered. That's it. As for an identity, study what makes Boom 97.3 work well for its market(they have theme days, good contests, etc.)-that's more on the programming end than the sales end of things.

I'm not dissing WECK and what it's done in the slightest. Not at all. I'm in the demo that WECK's targeting, and it's got a pre-set on my car radio.

I still disagree on WEDG moving to country. I get why you're passionate about it, but I'm not. Country as it is right now simply does not appeal to me. Maybe because it's becoming too pop-oriented while still calling it "country". Again, JMO.
 
Buddy Shula said:
What I noticed the most in the dec book was total radio cume was down, simply not as many listeners. Gotta shake things up
Click to expand...

It's not that simple. If horses ran faster, would that get you to buy one to replace your car?

If radio is in the programming business, then the goal needs to be diversifying platform options to maximize audience.
 
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