KFRG-FM

[leethalweapon]

I know one trend doesn't make a book, but KFRG-FM seems to be grabbing the old KZLA listeners. What sort of money would CBS be making out of these number's in LA?

 

[davideduardo]

I know one trend doesn't make a book, but KFRG-FM seems to be grabbing the old KZLA listeners. What sort of money would CBS be making out of these number's in LA?

They probably make no money right now except, perhaps, a little club and concert revenue. Ad agencies don't buy off trends with rare exception... in fact, they tend to buy off multi-book averages.

Since KFRG will have to always price itself competitively for the IE market, and can't charge more for LA, the upside is mostly going to be in lifestyle related business and local direct in the eastern SGV.

Inteestingly, in November, KMVN and KFRG tied.

 

[redbullfan]

Question: Did Movin go up to tie K-Frog or did K-Frog move down to tie Movin? KBIG went up a bit...so did Star 98.7! 3 of the Top 5 stations are Spanish Language?!?! Even considering the difference between the Latinos of the LA/Orange County and San Antonio it is shocking that most of the English Music stations lag. Orange County is not Spanish Dominant...I mean come on. Could marketing/Promotions be to blame or the lack of balanced diary placement across the metro be a huge problem...maybe the racial quotas should end...PPM would be more accurate!?
What if everytime we go vote in political elections we also vote for our favorite radio stations...while that is far fetched it would be more accurate that Arbitron ever has been or ever will be

 

[davideduardo]

Question: Did Movin go up to tie K-Frog or did K-Frog move down to tie Movin? KBIG went up a bit...so did Star 98.7! 3 of the Top 5 stations are Spanish Language?!?! Even considering the difference between the Latinos of the LA/Orange County and San Antonio it is shocking that most of the English Music stations lag. Orange County is not Spanish Dominant...I mean come on. Could marketing/Promotions be to blame or the lack of balanced diary placement across the metro be a huge problem...maybe the racial quotas should end...PPM would be more accurate!?
What if everytime we go vote in political elections we also vote for our favorite radio stations...while that is far fetched it would be more accurate that Arbitron ever has been or ever will be

In November (not the whole trend) Movin more than doubled over the October numbers (remember, November for Arbitron is really the last two weeks of October and the first two of November). KFRG was flat, as it has been for 12 weeks.

In 25-54 in November, the top 4 stations are KSCA, KLVE, KLAX and KRCD, followed by KCBS and then KBUE. 61% of the LA MSA is Spanish dominant, and listening by OC Hispanics parallels that of LA County. And OC is sampled in proportion to its population on total population and every subset, too.

There are no "racial quotas" but rather stratification variables (keep in mind that "Hispanic" is not a race). That means that every age cell, each sex, the three major ethnicities and the 7 geographic regions of the market are sampled in proportion to their size in relationship to the market. If 42% of the market is Hispanic, Arbitron tries (and gets) that percentage of diaries from Hispanics. If 60% are Spanish dominant, then 24% of diaries come from Spanish dominant Hispanics. Just as if 12% of the market is women 25-34, then 12% of diaries will come from that group. The objective is to be proportional in the sample so that the results mirror the assumed behaviour of the entire market.

San Antonio, by comparison, has 52% Hispanic populaiton, but less than a quarter are Spanish dominant. So about 12.5% of the market is Spanish dominant, vs. a quarter of it here. Of course, bilinguals also use Spanish radio, particularly if they grew up in Mexico or in a Spanish dominant home and acquired a taste for Spanish langauge music. Stations like KLVE get about 25% of request and contest line calls in English, by the way.