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Dumb Ratings Question
- Thread starter create
- Start date
create said:
According to the Spring book, the top 5 morning shows for Adults 25-54 are Bob Rivers (KZOK), BJ Shea (KISW), Fitz (The Wolf), Scott and Sam (KCMS) and Mitch Levy (KJR Sportsradio). If you look at 12+, KIRO and KMPS replace KISW and KJR in the top 5.
OK, I admit it...I had to look up who the KCMS morning show is.
The market remains fairly stable in mornings on a four book average. 25-54 adults go to the Country stations, Bob Rivers, KISW and then KMTT. Men go to Rivers, KISW and then it is a toss up. Women go to the Country stations, KPLZ, KRWM and KCMS.
It varies on the time of year. In Fall and Winter KRWM will leap to the top of the morning heap. KWJZ and KMTT will sometimes slide in. In Spring and Summer, you see KCMS, KISW and usually KUBE getting very strong. Country shifts back and forth book to book. Once a year or so KIRO and KJR-AM morning drive will sneak into the top five 25-54 depending on what is hot in news and sports.
The remaining stations virtually never are in the top 5 25-54. This list is long and includes KBKS, KBSG, JACK, MOVIN, KING, KVI, KOMO, KTTH, KNDD, KWJZ and many more.
The list of morning shows that out-perform their station share by 10-20% is even smaller. Advertisers look at these as premium buy mornings. They are:
KZOK, KISW, KPLZ, KIRO, KJR-AM. The Country stations, tend to perform at their station level. Morning shows on KRWM, KCMS, KMTT, KWJZ and others tend to perform at or well below their station share.
It varies on the time of year. In Fall and Winter KRWM will leap to the top of the morning heap. KWJZ and KMTT will sometimes slide in. In Spring and Summer, you see KCMS, KISW and usually KUBE getting very strong. Country shifts back and forth book to book. Once a year or so KIRO and KJR-AM morning drive will sneak into the top five 25-54 depending on what is hot in news and sports.
The remaining stations virtually never are in the top 5 25-54. This list is long and includes KBKS, KBSG, JACK, MOVIN, KING, KVI, KOMO, KTTH, KNDD, KWJZ and many more.
The list of morning shows that out-perform their station share by 10-20% is even smaller. Advertisers look at these as premium buy mornings. They are:
KZOK, KISW, KPLZ, KIRO, KJR-AM. The Country stations, tend to perform at their station level. Morning shows on KRWM, KCMS, KMTT, KWJZ and others tend to perform at or well below their station share.
For accuracy all numbers in my last post were on a four book average, including 10-20% premium morning show performance. On a single book things can vary wildly as everyone knows, especially when you break it out by daypart and demo. The sample gets really small in a single book. That is why most advertisers use a four book and a minimum of a two book for trending.
On a buy today for example. If I were buying 25-54 men my key buys would be KZOK and KISW and then a Country station. Since the Country stations are close I would look at the last two books to see who is trending up in the demo. I would also look at CPP and see who gives the best deal.
If I were buying women I would buy the Country stations, KPLZ and KRWM. However I would look closely at KCMS and see the growing trend. I might replace a Country station or KRWM (one a two book decline) for a late summer buy based on a two book trend. KPLZ is way up on a two book trend, but I would use the four book to beat them down on CPP. If I was buying for the end of Fall, I know KRWM will perform with Christmas music so I might drop off a Country since I get the same cume and add KRWM. Again, pricing is also a key issue.
For morning drive 25-54, I would only pay a premium if on a four book the morning show clearly outperforms the station. Only five or six shows deliver that premium in demo.
That is how the sales/agency mindset works.
On a buy today for example. If I were buying 25-54 men my key buys would be KZOK and KISW and then a Country station. Since the Country stations are close I would look at the last two books to see who is trending up in the demo. I would also look at CPP and see who gives the best deal.
If I were buying women I would buy the Country stations, KPLZ and KRWM. However I would look closely at KCMS and see the growing trend. I might replace a Country station or KRWM (one a two book decline) for a late summer buy based on a two book trend. KPLZ is way up on a two book trend, but I would use the four book to beat them down on CPP. If I was buying for the end of Fall, I know KRWM will perform with Christmas music so I might drop off a Country since I get the same cume and add KRWM. Again, pricing is also a key issue.
For morning drive 25-54, I would only pay a premium if on a four book the morning show clearly outperforms the station. Only five or six shows deliver that premium in demo.
That is how the sales/agency mindset works.
M
mammaknowsbest
Guest
That was ya ya boring 
Your four-book numbers are right, but in the July extraps it was MOVIN top three in the market in mornings along with KCMS, KISW and KMTT. yaya change afoot. WOLF fell apart and KMPS is beating em pretty big this round. KZOK slipped out and KIRO was like 20th in AM drive. Isn't it better for an advertiser to buy off the latest information, not four books of history ??? Watch the trends, stay up to date and maybe your clients will see more ya ya results ;D
Your four-book numbers are right, but in the July extraps it was MOVIN top three in the market in mornings along with KCMS, KISW and KMTT. yaya change afoot. WOLF fell apart and KMPS is beating em pretty big this round. KZOK slipped out and KIRO was like 20th in AM drive. Isn't it better for an advertiser to buy off the latest information, not four books of history ??? Watch the trends, stay up to date and maybe your clients will see more ya ya results ;DDan's right, most agencies and advertisers will buy off a four book average but not all by any means. I'm also in sales and have clients who use two and three book averages and some who just buy off the latest book. No advertiser in their right mind, however, would make a buying decision based on a one month extrap.
Shark said:
Are you ya ya whack whack whack whack whack whack whack whack sure??? Mamma seems to know best, after all!!
mammaknowsbest said:That was ya ya boring
Any agency that buys or changes a buy off extraps should lose its accounts. Extraps are 1/3 the sample (when the individua months are all equal, which they usually are npot) and there is no weighting to achieve proprtionality. An extrap is useful sometimes in prograamming to spot two and three month trending, but an isolated single month is useless for sales.
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