Emmis layoffs

[davideduardo]

Re: They would not...

Because you've "been all around Los Angeles" you know there's no AAA base? Your own personal market research? Give me a break. Just look at the concerts/clubs that book all these artists and sell out shows that don't get any airplay in LA. There's already KROQ and 98.7 playing younger end rock, but nothing for the "money demo" of intelligent, upscale people who aren't latino. I do think bringing back something in the KSCA/Channel 1031 vein would do very well.

The whole problem is that the market is 42% Hispanic, 9% Black, 12% Asian and about 10% first generation immigrants such as Russians and Persians not included in any of the first three large groups. None would listen much, if at all, to an AAA station. That means that the audience is limited to about 25% of the market population, and the format today is not a huge performer anywhere.

To get a 3 share, you need to get 1 million in cume or above. That means reaching one in every three non-Hispanic whites in the market, something AAA is unlikely to achieve.

Remember, when KSCA ceased to be AAA, it had a low 1 share, and very minimal billing despite claims of reaching all those Volvo buyers out there.

 

[briancraig]

I'm not going to argue AAA would get great ratings in L.A. but David said:

"and the format today is not a huge performer anywhere."

I'm shocked that you've never heard of KBCO in Denver or KFOG in San Francisco.

 

[davideduardo]

I'm not going to argue AAA would get great ratings in L.A. but David said:

"and the format today is not a huge performer anywhere."

I'm shocked that you've never heard of KBCO in Denver or KFOG in San Francisco.

You are right... there are two or three exceptions. Both of the ones you mention are "heritage" status stations. Neither is in a market as ethnic as LA. The rest of the AAA stations in the US are pretty middle of the pack performers at best.

The biggest shares for AAA stations are in these markets, in order: Columbia, MO, San Luis Obispo, CA, Chico, CA, Kalispell, MT, Denver, Madison, WI, Minneapolis, Aspen, Spokane and Portland.

Of about 140 AAA's in the US, only 10 have over a 4 share in their market, and only 20 have a 3.0 or over; the rest are below a 3.0 or get no ratings or are in unrated markets. I note that in most of these markets, if not all (SLO is the exception), total ethnic population does not exceed 20%. In LA, it's 75%.