Holiday 2021 Bay Area Radio PPM Ratings

[davideduardo]

I think it's also possible that the format doesn't connect in the Bay Area for whatever reason. Univision's Latino Mix simulcast in Dallas-Fort Worth also has some signal gaps in the market, but Latino Mix performs better over there than it does in either San Francisco or San Jose. However, It's quite odd that not even the full signal Regional Mexican stations in San Francisco do well despite the market's high Hispanic population. I definitely wonder why the Spanish stations in San Francisco don't do as well as the Spanish stations do in other markets with a large Hispanic population.

The regional Mexican stations don't do as well due to the higher percentage of Hispanics who are not Mexican or Mexican American.

The SBS station has a mediocre signal in the San Jose are, and the two Univision parallel signals have weak areas. The other two UVN stations have huge areas not well covered, so there are a variety of factors limiting those stations.

Remember, for ratings San Jose IS San Francisco as it is an embedded market. The SF book includes the San Jose sample.

 

[MarkW]

Univision missed the boat when it didn't take 105.7 / 100.7 throwback hip-hop and R&B. Their "Hot in Here" stunt received national attention, and local listeners thought for sure they'd be getting a 90's/early 00's throwback station. The station that ultimately arrived on the scene - Hot 105.7 - was underwhelming. Most folks simply kept listening to KMEL or KYLD.

 

[Street Novelist]

Univision missed the boat when it didn't take 105.7 / 100.7 throwback hip-hop and R&B. Their "Hot in Here" stunt received national attention, and local listeners thought for sure they'd be getting a 90's/early 00's throwback station. The station that ultimately arrived on the scene - Hot 105.7 - was underwhelming. Most folks simply kept listening to KMEL or KYLD.

Spot on! The signal for 100.7 is just fine in the East Bay. I have no problem picking it up. It's the garbage playlist. When they started stunting with Nelly several years ago, there was a huge buzz in the Bay. We thought we might be getting the first 90's-early 00's station. Instead, they went all Spanish and killed any interest they had, especially with the almost 100% reggaeton playlist. Most of the Latinos I know do not listen to that station at all. The only way the ratings will ever improve is changing the playlist.

 

[mikecroaro]

When will January 2022 ratings be out ?

 

[TheBigA]

When will January 2022 ratings be out ?

Looks like Feb 22

 

[davideduardo]

Spot on! The signal for 100.7 is just fine in the East Bay. I have no problem picking it up. It's the garbage playlist. When they started stunting with Nelly several years ago, there was a huge buzz in the Bay. We thought we might be getting the first 90's-early 00's station. Instead, they went all Spanish and killed any interest they had, especially with the almost 100% reggaeton playlist. Most of the Latinos I know do not listen to that station at all. The only way the ratings will ever improve is changing the playlist.

There are successful all reggaetón and Latin rhythmic (Trap, etc) stations everywhere in Latin America. They have essentially the same core artists and rotations. The target is pure 18-34, so older Hispanics would not listen. But with the average age of Hispanics in the US being about 10 to 12 years younger than non-Hispanic whites (depending on the market) 18-34 is a key demo. In fact, there are few Hispanic 25-54 buys (unlike general market) and most are 18-49 and 18-34 is a big part of that.

 

[pjc1961]

When will January 2022 ratings be out ?

Looks like Feb 22

For future use:

Nielsen Audio Data Delivery Schedule (use drop-down menus to select market and date desired):

Delivery Schedule

Nielsen Audio PPM Schedule (scroll down to 2nd page):

https://www.arbitron.com/downloads/Survey_Schedule.pdf

 

[Radiomusik]

There are successful all reggaetón and Latin rhythmic (Trap, etc) stations everywhere in Latin America. They have essentially the same core artists and rotations. The target is pure 18-34, so older Hispanics would not listen. But with the average age of Hispanics in the US being about 10 to 12 years younger than non-Hispanic whites (depending on the market) 18-34 is a key demo. In fact, there are few Hispanic 25-54 buys (unlike general market) and most are 18-49 and 18-34 is a big part of that.

So technically the format will be more successful overtime as the Hispanic population gets older in the U.S. Correct?

 

[davideduardo]

So technically the format will be more successful overtime as the Hispanic population gets older in the U.S. Correct?

All lasting music forms are carried with listeners as they age.

In Puerto Rico, Reggaetón is well over 30 years old, so we now have listeners in their 40's going to one of the reggaetón stations.

So technically the format will be more successful overtime as the Hispanic population gets older in the U.S. Correct?

It appears so. Look at the demographic history of hip-hop in the US; it began over 40 years ago and now there are listeners to stations that play the genre who are well into their 40's and even 50's. That said, however, it's normal at some point for older people to move away from all current based formats to more gold based ones with few if any currents.

 

[Signal Geek]

Getting back to other stations in the holiday book: I find it surprising that a classical station (KDFC) is consistently doing above a 3 share in 12+. What's more, they don't even have one full-coverage signal. They need 3 stations (two of which are below Class B), plus several translators, to cover the Bay Area.

 

[TheBigA]

I find it surprising that a classical station (KDFC) is consistently doing above a 3 share in 12+.

A lot of restaurants, stores, and offices like classical music in the background, especially from a non-commercial station. If someone wearing a PPM walks into such a place, it will register that he listened to KDFC. We see this also with KING in Seattle and WETA in DC.

 

[Signal Geek]

A lot of restaurants, stores, and offices like classical music in the background, especially from a non-commercial station. If someone wearing a PPM walks into such a place, it will register that he listened to KDFC. We see this also with KING in Seattle and WETA in DC.

Good point. However, I wonder why KDFC's parent station in Los Angeles, KUSC-FM
(with an excellent signal plus several full-power repeaters) has never come close to a 3 share in L.A. If the argument is that there aren't as many high income listeners, not sure I buy that. Large swaths of L.A.'s Westside, beaches, RPV peninsula and Santa Monica Mountains have multi-million dollar homes, similar to those in the Bay Area.

 

[TheBigA]

Good point. However, I wonder why KDFC's parent station in Los Angeles, KUSC-FM
(with an excellent signal plus several full-power repeaters) has never come close to a 3 share in L.A.

My suspicion is the demographics have hurt the ratings. Back 40 years ago, LA was able to support a commercial and non-commercial classical station. But the changing cultural make-up of the market has hurt English-based radio.

 

[victorres43]

Good point. However, I wonder why KDFC's parent station in Los Angeles, KUSC-FM
(with an excellent signal plus several full-power repeaters) has never come close to a 3 share in L.A. If the argument is that there aren't as many high income listeners, not sure I buy that. Large swaths of L.A.'s Westside, beaches, RPV peninsula and Santa Monica Mountains have multi-million dollar homes, similar to those in the Bay Area.

Oddly enough, KUSC has slightly more listeners than WQXR in NYC, per the latest ratings. Granted, WQXR is a B1 compared to KUSC's B, but it's still surprising given that the signal of WQXR covers Manhattan, Westchester, and Bergen County, places with a high concentration of wealth and education. LA is traditionally not considered to be as educated, cultured, and "upper crust" as NYC.

Perhaps surprisingly, classical in Boston is underperforming; there were several previous books where WCPB hovered around a 1 share.

 

[TheBigA]

Granted, WQXR is a B1 compared to KUSC's B,

I consistently see a lot of complaints about both WQXR and WCRB's signals as not being as good as they were before they both changed frequencies. I also read some criticism of the music policies at WQXR as favoring more modern composers and less of the "war horses."

Certainly in both cases, the classical stations are secondary to their co-owned news outlets. Those are the breadwinners.