The country music audience is a very desirable demographic that in many cases can't be reached by other formats.
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KKGO Ratings
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briancraig said:
"Country" is not a demographic. It is a kind of music or, maybe, a lifestyle.
But, as previously posted, not in LA. You can reach enough 25-54's with stations with much more signficant audience. Unless you are promoting a country concert, using country radio in LA is not needed to complete a buy.
I didn't say Country was a demographic, I said the audience the music delivers is a desirable demographic. Almost two thirds fall into the 25-54 demo. About a fourth of country listeners like no other music.
The average age of a KMZT listener was 60, so it made perfect sense for 105.1 to go country where their average age is now 48.
The average age of a KMZT listener was 60, so it made perfect sense for 105.1 to go country where their average age is now 48.
briancraig said:
Whatever. Audience is not a demographic. The characteristics of an audience include a particular demographic profile, however. You just don't understand the term.
That, in LA, goes for nearly every FM with greater total share.... which is just about every one of them.
I looked at exclusive cume (very, very small except for religious stations) and cume sharing in many markets, and there is no evidence of this. In any case, with such a small cume for KKGO in LA, a quarter of that is nothing an ad agency is going to care about.
If you look at all the in-market FMs in LA without KKGO, in 25-54 you reach 88.3% and with KKGO you reach 88.7% on a two book average. In fact, if you use the top 11 stations you get about 70% of the market, so most agencies stop there as adding reach is not cost efficient.
The average age of a KMZT listener was 60, so it made perfect sense for 105.1 to go country where their average age is now 48.
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David,
Are you saying Gannett doesn't understand the term when in their media kit for USA Today, they say:
"Every day, USA TODAY is the trusted source of news and information for over 3.9 million readers. This daily audience of affluent, well-educated, business professionals is a desirable demographic delivering a high value target to advertisers."
I'm saying the exact same thing about the country audience. They are a desirable demographic delivering a high value target to advertisers.
This may or may not be true in L.A, San Francisco and New York, but is in every other Arbitron market.
Are you saying Gannett doesn't understand the term when in their media kit for USA Today, they say:
"Every day, USA TODAY is the trusted source of news and information for over 3.9 million readers. This daily audience of affluent, well-educated, business professionals is a desirable demographic delivering a high value target to advertisers."
I'm saying the exact same thing about the country audience. They are a desirable demographic delivering a high value target to advertisers.
This may or may not be true in L.A, San Francisco and New York, but is in every other Arbitron market.
briancraig said:
Puerto Rico?
(The Gannett thing is poorly written. An audience or readership is not a demographic. It may have a demographic profile, but until the Census or Claritas defines "Readers of USA Today" as a stratification or demo, it is not of itself a demographic.)
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