KBPA GOT A 4.5?

[93-3TheSurge]

Here's what I don't understand: Why are Adult Hits stations like "Bob," "Jack," "Dick," performing so successfully? If I listen to Bob, I might like one out of every five songs because their playlist spans five decades and five formats.

This should be the case for everybody, because if someone loves 80s music, that person may hear Don't Dream It's Over, by Crowded House, and love it, but then hear four songs after that from eras (or formats) they don't like. I just knew when this format arrived in July 2004 that it would be a failure, but here it is almost six years later and Bob is still going strong.

 

[pbf1]

"The antidote for people sick and tired of the same songs over and over and over..."

(At least it's not the same SOUND over and over...)

 

[DominiqueRadio]

I agree I also think it is ridiculous. However it seems to work for some reason. So it is here to stay. I just think its foolish to call them different names like Bob, Jack, or whatever. It should just be one name for everyone.

 

[daypart]

Here's what I don't understand: Why are Adult Hits stations like "Bob," "Jack," "Dick," performing so successfully? If I listen to Bob, I might like one out of every five songs because their playlist spans five decades and five formats.

If you have that problem, you're probably not in the target demo. It's a format for casual music fans whose tastes span formats and decades. As long as it's familar, safe and not worn out from being overplayed, they're content to stick with it.

I like most of what's played on Jack and Bob, with one exception. I spent most of the 80s in markets where there was heavy Urban/Pop crossover on the radio, I have yet to hear one that dips frequently enough into Urban music from that era for my taste. Segregation is still alive and well on the radio.

 

[93-3TheSurge]

If you have that problem, you're probably not in the target demo. It's a format for casual music fans whose tastes span formats and decades.

You are right, I am not in the target demo, but I don't see anyone else that could possibly be in this demo, either.

Then, you mentioned casual music fan, a person who wouldn't mind listening to The Commodores' Brick House followed by Marcy Playground's Sex and Candy. There are a few of those out there, but not enough to generate a 4.5 rating.

Here's my theory as to why BOB FM is so successful: It's the perfect "at-work" radio station. Sheila from accounts receivable brings in her portable radio and tunes in a radio station that everyone can agree on. From ages 25 to 54, everyone in the office will hear at least one song they like out of ten played. Some may hear three or four, but most will be lucky to hear two.

Most stations try to please some of the people all of the time, but BOB pleases all of the people some of the time.

 

[davideduardo]

Here's my theory as to why BOB FM is so successful: It's the perfect "at-work" radio station. Sheila from accounts receivable brings in her portable radio and tunes in a radio station that everyone can agree on. From ages 25 to 54, everyone in the office will hear at least one song they like out of ten played. Some may hear three or four, but most will be lucky to hear two.

Yes, the station does very well in 10-3, being #1 25-54 in that daypart. But it is also #1 on weekends, #2 in PM drive, #5 at night... meaning that other than office wokers doing 9-5 like it.

One of the Jack and clones selling points is its lack of "annoying" announcers and it broad, multi-decade music approach. The music is a mile wide and an inch deep, very familiar and very appealing to some.

In the case of most listeners, there are lots of songs they like, and quite a few that they love.

4 out of every 5 25-54's don't cume it... and about one out of every seven 12+ persons does not. With the degree of fragmentation in the market, the station does not have to appeal to you... because you are in the 86% that does not listen.

But it's still #1 25-54 without you.

 

[93-3TheSurge]

Yes, the station does very well in 10-3, being #1 25-54 in that daypart. But it is also #1 on weekends, #2 in PM drive, #5 at night... meaning that other than office wokers doing 9-5 like it.

One of the Jack and clones selling points is its lack of "annoying" announcers and it broad, multi-decade music approach. The music is a mile wide and an inch deep, very familiar and very appealing to some.

And maybe another reason KBPA is doing so well in the ratings is its ability to cover the Austin area so well; north, south, east and west. It is #1 on weekends when people are listening at home, and it is #1 during the "at-work" hours of 10A-3P on portable radios in the office, even though it is coming in at less than 64dBu in offices in the North Austin/Williamson County area. As you pointed out earlier, about 40% of the market population live outside of Travis County (a third live in Williamson County), so I guess areas outside of the 64dBu are "usable" after all...

 

[davideduardo]

And maybe another reason KBPA is doing so well in the ratings is its ability to cover the Austin area so well; north, south, east and west.

Yes, it puts a 64 dbu over 90% or better of the population of the metro.

It is #1 on weekends when people are listening at home,

You may be surprised to know that most people do not work 9 to 5. And even on weekends, at work and in car liastening is significant.

and it is #1 during the "at-work" hours of 10A-3P on portable radios in the office,

Most "at work" listening is not in an office. Most people do not work in an office, either.

even though it is coming in at less than 64dBu in offices in the North Austin/Williamson County area.

The 64 dbu contour disects Williamson County and covers North Austin perfectly well. Most of the population, if you care to doa ZIP code analysis, of Williamson County lives in the central southern part of the county, where KBPA has a usable signal.

As you pointed out earlier, about 40% of the market population live outside of Travis County (a third live in Williamson County), so I guess areas outside of the 64dBu are "usable" after all...

A quick run of the data shows that KBPA performs, vis a vis signal, comparable to all mass appeal formats... 95% of fixed location listening in the market is in the 64 dbu contour.

Williamson County as 22% of the 12+ population of the market, not a third. Your "a third" statement, thus being high by 50%).

As a sidebar comment you should understand that 86% of the 12+ in the whole market does not listen to KBPA. Were the signal totally unusable in Williamson County, all that we could conclude is that the station would be even higher rated were the signal usable in that area. In fact, in Williamson County, KBPA is NOT #1 25-54. In the remaining counties, it IS the #1 commercial station (KUT is the real winner, overall, with 50% more 25-54 than the leading commercial stations). Maybe it is that part of Williamson where the signal is not usable that tips the scale, albeit slightly, against KBPA in that county.

 

[93-3TheSurge]

Most "at work" listening is not in an office. Most people do not work in an office, either.

Well, thank you, Captain Obvious!! The "office" is just an example of a kind of "workplace."

You may be surprised to know that most people do not work 9 to 5. And even on weekends, at work and in car liastening is significant.

You mean to tell me that people actually work overnight? And they work on weekends? No way. Next you'll tell me people work on holidays...

Williamson County as 22% of the 12+ population of the market, not a third. Your "a third" statement, thus being high by 50%).

I pulled that "a third" statement from one of your posts (check "What if..." reply #23). I don't see KLBJ's market being any different than KBPA's market.

You can't have it both ways, Eduardo. You talk about how great KBPA is doing in arbitron and then you preach about a usable signal being so important. According to you, if KLBJ moved its tower 38 miles SSW of Austin, it would lose "usable signal" in Williamson County which is "a third of their market." Enter KBPA, a station whose tower is 23 miles SSW of Austin, and you are going to tell me they have a usable signal in WillCo? Are you saying that 15 miles makes that much of a difference?

 

[sdh483]

Here's what I don't understand: Why are Adult Hits stations like "Bob," "Jack," "Dick," performing so successfully? If I listen to Bob, I might like one out of every five songs because their playlist spans five decades and five formats.

If you have that problem, you're probably not in the target demo. It's a format for casual music fans whose tastes span formats and decades. As long as it's familar, safe and not worn out from being overplayed, they're content to stick with it.

I like most of what's played on Jack and Bob, with one exception. I spent most of the 80s in markets where there was heavy Urban/Pop crossover on the radio, I have yet to hear one that dips frequently enough into Urban music from that era for my taste. Segregation is still alive and well on the radio.

Jack and Bob does throw in some of those "heavy Urban/Pop crossover(s)..." into their mix. Problem with 80s urban/pop crossovers is that the sound is very dated and can't hold up against modern urban/pop. Unless you're itching to hear Milli Vanilli.

 

[93-3TheSurge]

Jack and Bob does throw in some of those "heavy Urban/Pop crossover(s)..." into their mix. Problem with 80s urban/pop crossovers is that the sound is very dated and can't hold up against modern urban/pop. Unless you're itching to hear Milli Vanilli.

Blame it On the Rain---yeah, yeah.

So, Daypart, what do you consider urban/pop crossovers from the 80s? Beastie Boys? Fat Boys? Public Enemy? Salt N Pepa? Marrs(Pump Up the Volume)?

 

[radiogroupie]

Here's my theory as to why BOB FM is so successful: It's the perfect "at-work" radio station. Sheila from accounts receivable brings in her portable radio and tunes in a radio station that everyone can agree on. From ages 25 to 54, everyone in the office will hear at least one song they like out of ten played. Some may hear three or four, but most will be lucky to hear two.

Yes, the station does very well in 10-3, being #1 25-54 in that daypart. But it is also #1 on weekends, #2 in PM drive, #5 at night... meaning that other than office wokers doing 9-5 like it.

One of the Jack and clones selling points is its lack of "annoying" announcers and it broad, multi-decade music approach. The music is a mile wide and an inch deep, very familiar and very appealing to some.

In the case of most listeners, there are lots of songs they like, and quite a few that they love.

4 out of every 5 25-54's don't cume it... and about one out of every seven 12+ persons does not. With the degree of fragmentation in the market, the station does not have to appeal to you... because you are in the 86% that does not listen.

But it's still #1 25-54 without you.

Conventional wisdom says The Jack format doesn't have annoying DJs/Personalities. Quite to the contrary. Jack, Bob, Joe, Juan ARE personalities and sometimes they get annoying.. It's BAD djs that are annoying. Give me a staff of talented djs who know how to construct a sentence without shouting, puking, running thy mouth more than 15 sec, on target music, big creative aggressive marketing/promoting and i'll beat your Jacks.

 

[DominiqueRadio]

Conventional wisdom says The Jack format doesn't have annoying DJs/Personalities. Quite to the contrary. Jack, Bob, Joe, Juan ARE personalities and sometimes they get annoying.. It's BAD djs that are annoying. Give me a staff of talented djs who know how to construct a sentence without shouting, puking, running thy mouth more than 15 sec, on target music, big creative aggressive marketing/promoting and i'll beat your Jacks.

I agree with the 15 sec thing. You just cannot stop the music anymore. In and out. Just wish more pds/jocks would realize this.

 

[davideduardo]

Well, thank you, Captain Obvious!! The "office" is just an example of a kind of "workplace."

An office is a workplace, but not all workplaces are offices. Try to use the correct term... this is like the post saying radio stations sell "space." Inaccurate, or at least very imprecise.

You mean to tell me that people actually work overnight? And they work on weekends? No way. Next you'll tell me people work on holidays...

Were I to go by your post, I would think all work is in 10-3 and in an office. You can't change the argument you made in your favor.

I pulled that "a third" statement from one of your posts (check "What if..." reply #23). I don't see KLBJ's market being any different than KBPA's market.

KLBJ is better located, site wise. It puts a 64 dbu over the entire market. KBPA misses parts of Bastrop and Williamson counties. This gives an advantage to KLBJ, although the current population in the extreme parts of those counties is relatively small.

You can't have it both ways, Eduardo. You talk about how great KBPA is doing in arbitron and then you preach about a usable signal being so important.

I just said in the last post that KBPA does well due mostly to the audience in the other counties, as it does not rank first 25-54 in Williamson. In other words, if it had a better signal, it might also be #1 in Williamson County and would be even better overall in the market.

According to you, if KLBJ moved its tower 38 miles SSW of Austin, it would lose "usable signal" in Williamson County which is "a third of their market."

I said that a move so far south would cost KLBJ about a third of the market that now has a full 64 dbu signal. They would lose all of WIllaimson, which they now cover almost 100%, and parts of other counties, including Travis. They would pick up a piece of the SA market, but lose an important part of the Austin market.

Enter KBPA, a station whose tower is 23 miles SSW of Austin, and you are going to tell me they have a usable signal in WillCo? Are you saying that 15 miles makes that much of a difference?

For a C0, that is about a third of the usable coverage. Look at JD's very informative post about the coverage distances for all classes of stations... remebering that the listing is for a maximum facility of each class.

KBPA covers with a 64 dbu signal only a small semi-circular shaped part of WIlliamson... it is, at least, where much of the population lives, but another 15 miles move would take the 64 dbu farther south, missing all of Williamson and significant chunks of Travis. It would have very limited coverage of the SA market, and a huge loss in the home market.

Of course, as JD also showed via the example of the spacing of KXTN, the same sort of scenario applies to KBPA. Were they able, they would move north, not south.

 

[Krash Kelly]

David, you are correct in your observations.

And for the record, BOB FM Austin is 100% locally produced, programmed, and hosted. Since sign-on in 2004, KBPA has been #1 25-54 in 12 Arbitron Surveys, including the recent Winter '10 survey.

And while there are musical similarities between BOB FM Austin and other BOB, Jack types accross the country the presentation is quite different market to market.

 

[davideduardo]

David, you are correct in your observations.

And for the record, BOB FM Austin is 100% locally produced, programmed, and hosted. Since sign-on in 2004, KBPA has been #1 25-54 in 12 Arbitron Surveys, including the recent Winter '10 survey.

And while there are musical similarities between BOB FM Austin and other BOB, Jack types accross the country the presentation is quite different market to market.

You add a really important point to the discussion... that of the localization of many if not most of the adult hits formats. The one I listen too most is Kevin Weatherly's finely crafted Jack in LA, and I am always impressed by it and enjoy listening. The luxury of LA allows them to have "real" production pros in the studio, making drops out of calls right as they happen, making the fomat sound more live than most "live" stations. And the music, with Coleman's help, is certainly reflective of the market. The "what's coming next" element does not disappear, even a number of years in the format.

Congratulations on the book and on the cluster's excellent performance. Rick and Jeff are proud, I am sure (I put in 5 years with Emmis myself in the international division... not Bulgaria, though.)

D

 

[Krash Kelly]

Thanks David.

And thank you for the always insightful, (and often incredibly patient) commentary you bring to these boards!

 

[wild949austin]

KBPA reminds me so much of K-Earth 101 in Los Angeles: Great oldies and some 1980s hits. But I love the signal quality of KBPA.

I can hear it as far as NE San Antonio to Salado along I-35.

I just wish that they would stop playing Taylor Swift's "You Belong With Me" EVERY dam day! I cant stand her! LOL

 

[93-3TheSurge]

Of course, as JD also showed via the example of the spacing of KXTN, the same sort of scenario applies to KBPA. Were they able, they would move north, not south.

That's where you and I will have to agree to disagree. KBPA is so close to being at the halfway point of San Antonio and Austin, so close to having 60 dBu coverage from the southside of SA to the northside of Austin. It would be foolish not to take advantage of both markets.

 

[fredcantu]

IIRC-- KBPA is where it is because it got its start as KRMH "Karma," an album rock station trying to serve the college crowds in both San Marcos and Austin. It was an early rimshot orginally on 103.7 licensed to San Marcos. It moved to 103.5 when 103.3 in Freeport upgraded to serve Houston which moved 103.3 in Sinton/Corpus Christi to 103.7 and San Marcos/Austin to 103.5. It was quite the domino effect.