KBZT ratings freefall

[30james]

Yes KBZT needs to do something quick
They are at 1.6 for April ratings overall
Down from 3.3 in February just a couple months have made a big impact on its ratings. So David E what would you do to help KBZT rebound in the 3's. Update the playlist? Do testing to see what people like for alternative music?

 

[Kent]

Granted, KBZT's one of the stations I'd expect would be flat-to-up, but I don't think I'd do anything rash over this one book. Radio's getting hit really hard by this coronavirus. Fewer people are commuting. Fewer people are working. So, radio has fewer in car listeners and fewer at-work listeners. Cume is down sharply across-the-board, and the most successful stations seem to be getting that success off of TSL. I've never worked in sales, but I've always been told building your ratings on cume is better than building them on TSL. You can sell more spots to a single client when your audience turns over regularly, and getting someone who already wants to buy to purchase more is a lot easier than finding new buyers.

It seems like younger and more male skewing stations are faring slightly better, but that pattern isn't holding across-the-board. Minority targeting stations are also doing better as a lot of minorities are considered essential workers while this shut down is going on. So, more minorities are driving and listening at work.

 

[johndavis]

Granted, KBZT's one of the stations I'd expect would be flat-to-up, but I don't think I'd do anything rash over this one book. Radio's getting hit really hard by this coronavirus.

I agree that now is not the time to start blowing up brands. One thing that remains to be seen is how many of the lifestyle changes we've had to make since March will become permanent. Some stations are already making tweaks to meet listeners where they are. Larger scale changes may be necessary at some formats to meet the new normal, once we know what that is going to be. Until that settles down, the ratings will reflect the chaos that the audience is going through. You can tweak little things now, but the truth is we don't know where we're going yet and it's hard to plan for what you don't know.

 

[davideduardo]

Granted, KBZT's one of the stations I'd expect would be flat-to-up, but I don't think I'd do anything rash over this one book.

KBZT's 25-54 AQH persons is off by 68% compared with February.

The overall market is off by 48% in AQH listening, so KBZT considerably under performed.

Any station that did not double its share lost listening levels as seen in rating and AQH persons. Share does not work when the base number, which is total AQH listeners, has fallen so much.