K-FROG bounces up big in radio ratings for May 2020

[30james]

KFRG scored big in the ratings a whopping 6.4. That's the biggest rating I've seen from them in a LONG time. Hopefully they can keep it up.

 

[davideduardo]

KFRG scored big in the ratings a whopping 6.4. That's the biggest rating I've seen from them in a LONG time. Hopefully they can keep it up.

That number is a share, not a rating. It is 6.4% of the highly reduced listening level for Coronavirus-month-of-May. Share is the percentage of radio listeners that are listening to a particular station; in this case, it is a percentage of a lot less total radio listening.

Share: % of radio listeners.
Rating: % of all persons, listening or not.

In fact, KFRG's May Average Quarter Hour persons listening was below the level of pre-virus February by about 15%.

That said, Froggy and KSGN are the stations in that market that have lost the least listeners compared with pre-virus months.

 

[30james]

That number is a share, not a rating. It is 6.4% of the highly reduced listening level for Coronavirus-month-of-May. Share is the percentage of radio listeners that are listening to a particular station; in this case, it is a percentage of a lot less total radio listening.

Share: % of radio listeners.
Rating: % of all persons, listening or not.

In fact, KFRG's May Average Quarter Hour persons listening was below the level of pre-virus February by about 15%.

That said, Froggy and KSGN are the stations in that market that have lost the least listeners compared with pre-virus months.

Thanks for the clarification david E

 

[TheBigA]

Froggy and KSGN are the stations in that market that have lost the least listeners compared with pre-virus months.

Which, by the way, is consistent with other country stations around the country. For the most part the country format has been affected less than several other currents-based formats, such as CHR and Hot AC.

 

[30james]

Which, by the way, is consistent with other country stations around the country. For the most part the country format has been affected less than several other currents-based formats, such as CHR and Hot AC.

I wonder why that is.

 

[davideduardo]

I wonder why that is.

Format and station loyalty. The same has happened with Regional Mexican format stations; that format in Spanish is the country music for Spanish speaking people of Mexican heritage.

 

[TheBigA]

Format and station loyalty. The same has happened with Regional Mexican format stations; that format in Spanish is the country music for Spanish speaking people of Mexican heritage.

Country Aircheck did an analysis of why the format was hurt less by COVID than other formats. Here's a brief excerpt:

A combination of factors is likely at work in Country’s elevating share. “The pie is smaller, but we’re still getting our slice,” says another top PD who asked not to be named because of his company’s current media policy. “There’s some truth to our audience being the people still getting in their cars or trucks every day. More than that, we’ve built a relationship with the audience – certainly more than contemporary music formats have. Their listeners are more likely to be kids who are sleeping until 10am now.”

The rest of the article is at http://www.countryaircheck.com/pdfs/current062220.pdf

 

[Rickw4pc]

Country Aircheck did an analysis of why the format was hurt less by COVID than other formats. Here's a brief excerpt:



The rest of the article is at http://www.countryaircheck.com/pdfs/current062220.pdf

Which is what all of us keep saying.. it's about local interaction with the listener... you build the relationship with the listener and that is worth gold.

 

[Marv]

Since I don't believe that KKGO's 18-49 or 25-54 numbers have ever cracked the top 20 since it signed on in 2006, how do KFRG's numbers in those demos compare in the IE market?

 

[davideduardo]

Since I don't believe that KKGO's 18-49 or 25-54 numbers have ever cracked the top 20 since it signed on in 2006, how do KFRG's numbers in those demos compare in the IE market?

KKGO is consistently in the mid to low teens in rank in LA... in the last 13 books anywhere from 13th to 19th in 25-54. I went back three years and they are consistently in the lower teens there, too.

KFRG is pretty consistently in the top 5 in the IE.

 

[Marv]

I had no idea that KKGO had ever been as high as #13 in 25-54; thanks for pointing that out.

 

[Marv]

Given those numbers which I assume can be described as reasonable as depending on what its billing numbers in recent years have been pre-Covid, can KFRG continue to exist as a stand-alone station given Riverside county's population growth of just over 10.5% since the 2010 census?

 

[davideduardo]

Given those numbers which I assume can be described as reasonable as depending on what its billing numbers in recent years have been pre-Covid, can KFRG continue to exist as a stand-alone station given Riverside county's population growth of just over 10.5% since the 2010 census?

The market is not "Riverside County". It consists of relatively small pieces of Riverside and San Bernardino counties that has high growth. San Bernardino also has the High Desert / Victor Valley market in it, and Riverside has the Palm Springs market and a lot of no-market areas.

The market growth was about 1.6% annually in the last decade, and is projected at 1.8% per year up to 2025. The forecast growth is exactly three times that of the LA market.