• Get involved.
    We want your input!
    Apply for Membership and join the conversations about everything related to broadcasting.

    After we receive your registration, a moderator will review it. After your registration is approved, you will be permitted to post.
    If you use a disposable or false email address, your registration will be rejected.

    After your membership is approved, please take a minute to tell us a little bit about yourself.
    https://www.radiodiscussions.com/forums/introduce-yourself.1088/

    Thanks in advance and have fun!
    RadioDiscussions Administrators

December 2019 Ratings

U

umfan

https://ratings.****************/cgi-bin/rol.exe/arb011



WNIC saw a big gain, but less of one than in recent years. Surprising, 'The Breeze', which flipped to Christmas at the same time saw a significant drop!



WOMC saw a gain likely from people looking for something other than holiday tunes. WRIF, WCSX and WMXD rounded out the Top 5 and were flat to falling. I would've thought that some of WNICs gain would've come from the two Country Stations, but both saw slight gains.



Biggest takeaway is that WNIC seems to have been able to keep its stranglehold on Christmas despite another full time competitor. Lesson for Entercom has to be to more aggressively promote the flip. I have to wonder if making inroads at Christmas was a part of the business strategy in flipping the station? If so, it doesn't seem to have been well executed......
 
umfan said:
I have to wonder if making inroads at Christmas was a part of the business strategy in flipping the station? If so, it doesn't seem to have been well executed......
Click to expand...

Christmas works best at heritage AC stations. Seems to me Christmas at WOMC wasn't very popular either.
 
Actually, when WOMC ran it, they split the ratings with WNIC. Ratings wise, it was a winner for WOMC. I was surprised they didn't keep at it as it really hit WNIC hard in the following year as they didn't have their early year retention boost.
 
Re:

Lesson for Entercom has to be to more aggressively promote the flip. I have to wonder if making inroads at Christmas was a part of the business strategy in flipping the station? If so, it doesn't seem to have been well executed......
Click to expand...

100% agreed!

Aside from an utter lack of external marketing, I heard a LOT of stiffs in the mix on 98.7. The Christmas music audience doesn't want to hear a lot of unfamiliar tunes; they want to hear their seasonal favorites. The imaging used between songs also sounded terrible. Instead of sounding upbeat and cheerful, it sounded lifeless.

While Christmas music never gave WOMC a big ratings lift, their numbers generally held steady or improved a bit. They certainly didn't take a big step backward like what we just witnessed with 98.7! WDZH's cume took a gigantic tumble this survey. Off a good 25% to 30% from their trailing 3-survey average. More than 200,000 *fewer* listeners than normal!

What's interesting is 104.3 WOMC and another station that cross cumes rather heavily with WNIC - 96.3 WDVD - only saw minor variations compared to usual.
 
Last edited:
I noticed the same regarding impact to WOMC. It seems their audience increase came from elsewhere this year. I was rather surprised that Entercom didn't use a Digital Billboard strategy to promote it. I think WCSX has used those most effectively by having them list what song is being played. I have to believe that is at least part of the reason for their ratings strength over the last year.
 
Status
This thread has been closed due to inactivity. You can create a new thread to discuss this topic.


Back
Top Bottom