January Ratings are out.

[allstar2003]

The ratings are out.

The top 5 is

1. WTVN
2. WNCI
3. WLVQ
4. WCOL
5. WSNY

Few things to point out.

WLZT is at a 4.3 those numbers are better then Pre-Christmas 3.6.

I'm about to throw dirt on WCGX it's dying out there. There listeners did NOT come back after Christmas. 2.0 all the way down from a 3.8 high in September.

WXMG is running Urban music in Columbus at 5.8 staying steady from the holiday book while WCKX is down to a 4.6. I do want to point out Paul Strong moved over to WXMG about the time of the holiday book and his fans did follow from what it looks like.

Alot of stations are hitting there groove right now which is good and no nobody really had a major drop unlike WCGX.

http://www.allaccess.com/arbitron#36

 

[alans613]

It's ashamed that Gen X Radio has dropped off so dramatically. Personally I think that the station sounds fantastic right now with the broadening of the playlist and dropping of other over-played songs since the launch, as well as at least a voice-tracked jock. I still think they play WAY too much Bon Jovi though.

 

[lovejamminoldies]

Gen X in Lousville sounds and performs better but also has dropped off in the book. Stations want you to listen all day and make them your #1 choice, but a station like Gen X gets boring after awhile. It has good music, but you can only listen so long before thinking "I swear I hear this one all the time." - I don't see it dropping off any lower than a 2.0, but even the PPM has gotten pretty bad. Hot AC would be the best option for Gen X stations that flip... similar to all of the MOViN stations that flipped after a year to CHR/Hot AC.

Mix 1079 has beaten Gen X in cume... only by .2 but their PPM has gotten better since last year. 1.5 - 2.2 is a nice little jump. They really should market more. It's sounded A LOT better recently.

 

[xmusicmatt]

Mix 1079 has beaten Gen X in cume... only by .2 but their PPM has gotten better since last year. 1.5 - 2.2 is a nice little jump. They really should market more. It's sounded A LOT better recently.

A 2 + is very nice for such a rim shot signal. Kudos to Columbus Radio Group.

 

[Nu_Roo_2]

I'm about to throw dirt on WCGX it's dying out there. There listeners did NOT come back after Christmas. 2.0 all the way down from a 3.8 high in September.

The earliest numbers tend to be inflated for any heavily gold-based format, and then level off some as the "oh wow" factor starts fading.  In addition, if you go back and look at previous format changes, you'll see that -- unless the change is something as drastic as Rock to Soft AC -- it takes awhile for many listeners to realize the format has changed and move to a different station.  So those initial ratings still no doubt included many less-engaged alternative listeners.

Gen-X can, and probably will, do better than a 2.0 next time.  That said, I don't hold much long-term hope for any music format on that not-so-great signal, especially without substantial marketing dollars thrown at it.

As much as I personally like Gen-X, I think a more proven format like CBS-FM type Classic Hits would have made more sense.  But then again, unless you have a really decent signal all bets are off.

 

[Nu_Roo_2]

One thing that surprised me a little: So far at least, WOSU-FM got no benefit from splitting into two stations, with WOSU-FM remaining at 89.7 with news/talk only, and the classical relocated to WOSA at 101.1 WOSU-FM had a 2.1 share in Holiday, while the January book was 1.2 for WOSU-FM and 0.9 for WOSA. Not sure I'm analyzing this right, but that suggests the split did NOT generate the expected extra listening resulting from increased availability of each listeners' favored type of programming.

 

[Nu_Roo_2]

WLZT is at a 4.3 those numbers are better then Pre-Christmas 3.6.

That still solidly wins LZT the "lowest share" contest among full-market signals.  All the others have at least 5.5.  From a historical perspective, LZT's January share is about the same as they had in the Winter (Jan/Feb/Mar) 2008 diary.  It's better than Winter 2009 or 2010.  As they float along the current pulls them mildly up and down within the big-signal bottom-feeder region except at Christmas, when they leap out of the water for a month+.

 

[allstar2003]

One thing that surprised me a little: So far at least, WOSU-FM got no benefit from splitting into two stations, with WOSU-FM remaining at 89.7 with news/talk only, and the classical relocated to WOSA at 101.1 WOSU-FM had a 2.1 share in Holiday, while the January book was 1.2 for WOSU-FM and 0.9 for WOSA. Not sure I'm analyzing this right, but that suggests the split did NOT generate the expected extra listening resulting from increased availability of each listeners' favored type of programming.

On that they are still simulcasting NPR NEWS on AM 820 and they pulled 1.2 on there AM signal so is a 2.3 for WOSU NPR News.

On there Classical 101FM they really just getting going on there plus 101.1FM is really a rimshot signal too that If you are north of Columbus you aren't getting it in and you got add WOSB's numbers with them too which with that got a 1.1 overall.

Those number are pretty respectable.

 

[Al Timiter]

posted by allstar2003:

On that they are still simulcasting NPR NEWS on AM 820 and they pulled 1.2 on there AM signal so is a 2.3 for WOSU NPR News.

On there Classical 101FM they really just getting going on there plus 101.1FM is really a rimshot signal too that If you are north of Columbus you aren't getting it in and you got add WOSB's numbers with them too which with that got a 1.1 overall.

Those number are pretty respectable.

Dude or Dudette: I don't mean to be nasty but please re-write this in a clear concise manner as I, for one, have no idea what point you are trying to make.

 

[Rusty Muck]

One thing that surprised me a little: So far at least, WOSU-FM got no benefit from splitting into two stations, with WOSU-FM remaining at 89.7 with news/talk only, and the classical relocated to WOSA at 101.1 WOSU-FM had a 2.1 share in Holiday, while the January book was 1.2 for WOSU-FM and 0.9 for WOSA. Not sure I'm analyzing this right, but that suggests the split did NOT generate the expected extra listening resulting from increased availability of each listeners' favored type of programming.

But it opens up the NPR talk format to younger demos, especially people who are almost unaware the AM band even exists. That alone will benefit tOSU as the AM band slowly is dying in the market.

WOSA exists as a flanker for WOSU, in effect operating as a multicaster. It's being done already in New York and Boston (in both cities, the established NPR member stations purchased a heritage commercial classical outlet and converted it into a non-comm, while the main station evolved to an all-talk format).

 

[OhioMediaWatch]

WOSA exists as a flanker for WOSU, in effect operating as a multicaster. It's being done already in New York and Boston (in both cities, the established NPR member stations purchased a heritage commercial classical outlet and converted it into a non-comm, while the main station evolved to an all-talk format).

I'm still surprised WKSU hasn't done it up here yet, though there were rumors hot and heavy a few years back that they were sniffing around either at WAPS/91.3 or WZIP/88.1. (Kent State buying the University of Akron's station, wouldn't that be a trip!)

I haven't heard the rumors here at OMW HQ for a good 2-3 years, tho.

 

[Nu_Roo_2]

One thing that surprised me a little: So far at least, WOSU-FM got no benefit from splitting into two stations, with WOSU-FM remaining at 89.7 with news/talk only, and the classical relocated to WOSA at 101.1 WOSU-FM had a 2.1 share in Holiday, while the January book was 1.2 for WOSU-FM and 0.9 for WOSA. Not sure I'm analyzing this right, but that suggests the split did NOT generate the expected extra listening resulting from increased availability of each listeners' favored type of programming.

But it opens up the NPR talk format to younger demos, especially people who are almost unaware the AM band even exists. That alone will benefit tOSU as the AM band slowly is dying in the market.

WOSA exists as a flanker for WOSU, in effect operating as a multicaster. It's being done already in New York and Boston (in both cities, the established NPR member stations purchased a heritage commercial classical outlet and converted it into a non-comm, while the main station evolved to an all-talk format).

That all makes sense. Of course here we have the added wrinkle of WCBE as another non-comm FM broadcasting many of the same NPR programs. That's always struck me as kind of odd.

 

[xmusicmatt]

That all makes sense. Of course here we have the added wrinkle of WCBE as another non-comm FM broadcasting many of the same NPR programs. That's always struck me as kind of odd.

My understanding is tOSU wanted to buy WCBE at one point.

 

[alans613]

I'm about to throw dirt on WCGX it's dying out there. There listeners did NOT come back after Christmas. 2.0 all the way down from a 3.8 high in September.

The earliest numbers tend to be inflated for any heavily gold-based format, and then level off some as the "oh wow" factor starts fading. In addition, if you go back and look at previous format changes, you'll see that -- unless the change is something as drastic as Rock to Soft AC -- it takes awhile for many listeners to realize the format has changed and move to a different station. So those initial ratings still no doubt included many less-engaged alternative listeners.

Gen-X can, and probably will, do better than a 2.0 next time. That said, I don't hold much long-term hope for any music format on that not-so-great signal, especially without substantial marketing dollars thrown at it.

As much as I personally like Gen-X, I think a more proven format like CBS-FM type Classic Hits would have made more sense. But then again, unless you have a really decent signal all bets are off.

This is exactly why I have always said that in a Gold-based format you have to switch out the "Oh wow!"-type songs as well as the hits every now and then. Keeping the exact same playlist and running it into the ground is suicide in a Gold-based format. Fly 92.9 has realized this since their new PD came aboard and i've heard some good ones...however i've heard some unfamiliar ones as well. That's fine, as long as the oh wow/unfamiliar stuff is kept to a minimum. Remember, too much of a good thing is no longer a good thing.

 

[jakej]

Remember, too much of a good thing is no longer a good thing.

That's not what "Secrets" listeners think.

 

[knowbetter]

This is exactly why I have always said that in a Gold-based format you have to switch out the "Oh wow!"-type songs as well as the hits every now and then. Keeping the exact same playlist and running it into the ground is suicide in a Gold-based format. Fly 92.9 has realized this since their new PD came aboard and i've heard some good ones...however i've heard some unfamiliar ones as well. That's fine, as long as the oh wow/unfamiliar stuff is kept to a minimum. Remember, too much of a good thing is no longer a good thing.

Actually, that rule is true on any format, "when it gets boring, people turn off" so freshening the music is a standard of good programming, not the opposite. It's simple, really, if you play what people like, they listen, if they don't they turn off, then rarely come back, short of some major format change, assuming they don't find something they like better.

 

[gabigley1]

What is going to change at 1230 WYST? They are at the very bottom of the Columbus ratings. Maybe if CC purchase the 820 frequency, they
will move the WYTS programming over there to help boost the ratings? In any case, I don't recall WYTS ever being this low in the ratings, ever.

They are tied with WKNR, 850 AM, Sports radio in Cleveland with a 0.1. That station in Cleveland, Ohio, occasional gets calls from Columbus on it's
local talk shows. I suspect most of them are listing off the air and not on the internet.

 

[KevinFodor]

What is going to change at 1230 WYST? They are at the very bottom of the Columbus ratings. Maybe if CC purchase the 820 frequency, they
will move the WYTS programming over there to help boost the ratings? In any case, I don't recall WYTS ever being this low in the ratings, ever.

They are tied with WKNR, 850 AM, Sports radio in Cleveland with a 0.1. That station in Cleveland, Ohio, occasional gets calls from Columbus on it's
local talk shows. I suspect most of them are listing off the air and not on the internet.

I realize this a foreign way of thinking for some of you, but try to grasp this...

The owners just may not care what the ratings are.

When you own a lot of stations in town, and one of your stations is signal challenged (very...in the case of 1230, especially at night)...maybe you just use it to put programs on the air that keep a local competitor from getting a hold of them. In doing so, you "protect" the station you own that you really want to keep making money with. (maybe like 610 AM...)

Now, one could reasonably argue that's not a proper reason to own a radio station. But, since the FCC refuses to get into programming issues, you're not likely to win this argument in the current climate in DC.

Radio stations have a reason for everything they do. With the current shabby state of AM radio (unable to attract younger listeners even if you went "all Justin Beiber all the time"), sometimes the reason stations do what they do has less to do with what some might call "serving the public interest", and more to do with "making sure we can make a buck with stations people actually will still listen to." Even subsidizing such a station to pay the electric bill is justified if such a group still makes a good chunk of change on a "cash cow", because competitors are kept away.

 

[bwilliam614]

Considering 1230 has an 0.1 share, I highly doubt it's protecting 610 from anything. I think they just don't care.

 

[del_griffith]

Considering 1230 has an 0.1 share, I highly doubt it's protecting 610 from anything. I think they just don't care.

And it's not like Fox Sports could be used as a weapon against the Big 612 if it were on a great stick. Correct me if I'm wrong, but it doesn't appear to be a ratings blockbuster or an advertising magnet.