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KKGO shares
- Thread starter 30james
- Start date
Country typically glitches in PPM Christmas books.
Remember , too, that this was a very unique 5 week PPM period so.that they could catch up a bit with “month matching”.
Remember , too, that this was a very unique 5 week PPM period so.that they could catch up a bit with “month matching”.
Just because they went down does not make it a failure. Had they stayed with their regular format, it is possible they may have sunk even lower as core listeners switch to KOST and other alternatives to get their Christmas fix. You can't be all things to all listeners, so when Christmas comes with a formidable competitor taking your core audience away from you, sometimes you have to take the lesser of two losses and call that a win. I think few long-term buyers are influenced by the Christmas book, so they really don't lose that much.
On the other hand, how soon before the season comes each year that KOST starts selling its December inventory at premium prices? Must be nice.
I saw an article somewhere that every country station except two dropped during the holiday book. That's a lot of stations.
In fact, here it is:
www.countryinsider.com
In fact, here it is:
Nielsens: Country Still Struggles To See Holiday ’20 Gains.
Literally every market represented in day three of the Nielsen Audio Holiday ’20 PPMs had an AC or Classic Hits station at No. 1 in the report — some, like
Did KKGO literally go wall-to-wall Christmas music, or were they merely playing Christmas songs occasionally?
I think most Country radio listeners want to hear Country music when tuning to "their" radio station. I also think someone who isn't already a regular or semi-regular KKGO isn't going to suddenly start listening to the station out of the blue simply because it happens to be playing Christmas music. Country is a somewhat polarizing format, and I'm sure that's only heightened in greater Los Angeles.
I think most Country radio listeners want to hear Country music when tuning to "their" radio station. I also think someone who isn't already a regular or semi-regular KKGO isn't going to suddenly start listening to the station out of the blue simply because it happens to be playing Christmas music. Country is a somewhat polarizing format, and I'm sure that's only heightened in greater Los Angeles.
They went wall to wall Christmas. They've done the same thing for five years.
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