KUOW rated #1 in Seattle, winter book

[FMSteve]

Just saw that KUOW obtained an incredble 6.7 rating share of the audience (12+ Mon-Sun 6am-Mid, Winter 2007-2008 www.rrconline.org) That showing was 29% better than the next highest-rated station, KUBE, which had a 5.2 share rating. I am almost certain this is the highest rating KUOW has ever had.

Congratulations to all of the crew over on the Ave for a job well done. And kudos to NPR & KUOW for making for intelligent news radio in Seattle. You guys work hard and you deserve this recognition.

 

[FMSteve]

Whoops, sorry. A correction. The share was 6.1. But that still beats everyone else. A 17% increase from KUBE. Still, very, very respectable.

 

[chaajoad]

I'm withya, FMsteve. I get kind of busy with my own stuff and don't listen nearly as much as I should to this market's radio but I do catch a lot of KUOW morning & midday. I find myself liking it and it's NPR!!! And I like rockin' out! But it's radio done well. I tyhink it's a shame they have to do pledge drives. In a nation ruled by checks and balance, I've always thought we need public radio/TV/art/transportation to counter the crass commercialism we're surrounded by. Don't get me wrong; I'm part of that commercialism and I like and respect advertisers. But a nation needs communication channels free of corporate influence.

IMO, of course.

 

[DXMeister]

I don't really see the appeal of KUOW. Why would people want to listen to that stuff all day long? Makes one think Seattle having a non-commerical station as the top rated station is an anolomy. I'd rather have a mix of music and news...not NPR and other talking programs. Some would say Seattle from this showing does not have much musical tastes anymore with the majority of it's radio listeners listening to Public radio. It is what it is...just seems sad.

 

[Shark]

I don't really see the appeal of KUOW. Why would people want to listen to that stuff all day long? Makes one think Seattle having a non-commerical station as the top rated station is an anolomy. I'd rather have a mix of music and news...not NPR and other talking programs. Some would say Seattle from this showing does not have much musical tastes anymore with the majority of it's radio listeners listening to Public radio. It is what it is...just seems sad.

Seattle is a perfect NPR market with a large population of upscale, well-educated people with left of center sensibilities. I think NPR's low key delivery also appeals to the typical Seattlelite's non-confrontational nature...people may agree with Randi Rhodes but cringe at her hard edged style. Also, keep in mind that this rating period covered one of the most dramatic presidential primary seasons ever with Washington's caucus and primary right in the middle of it.

 

[Bongwater]

NOW the truth comes out....

What KUOW has that KIRO/KOMO (and especially KUBE) doesn't is deeper coverage of news and current events. Seattle's always been a place for thinkers who want more than just a soundbite and a few blurbs in their news and KUOW gives it to 'em. Kudos to all the crew at 94.9 MHz for kicking serious butt!

 

[semoochie]

Does this mean everyone will move their antennas back to the TV towers?

 

[IndigoCoyote]

Now THAT'S funny!

Goes to show...it's not the size of your signal, but what you do with it.
Got that, 92.5? Great signal, black hole of programming.

 

[radioprofessor]

While true that KUOW is number one in the non-com book and this is case in many markets. NPR numbers are driven by TSL in most markets. In my humble opinion there are two big parameter advantages to stations like KUOW:

1. The station plays no commercials. Can you imagine what our mainstream formats would do without commercial clutter. Imagine the breadth of analysis our news and talk stations could add without 20-25 minutes of commercial content an hour.

2. NPR is favored by diary keepers. Precept news studies are clear on this. NPR fans straight line diaries attempting to vote to keep their station. The real listening is far smaller.

Let me be clear, NPR is a very good product but is built on fan loyality and lack of commericials driving Time Spent Listening to levels commercials stations cannot achieve, in my humble opinion.

 

[DXMeister]

"2. NPR is favored by diary keepers. Precept news studies are clear on this. NPR fans straight line diaries attempting to vote to keep their station. The real listening is far smaller."

This is why PPMs are needed. The whole diary system has been distorted with false numbers all these years as a result. We need actual listenship numbers that will show the truth, not fan favorites writing in the same thing all the time when they could've been listening to other stations.

 

[Bongwater]

While true that KUOW is number one in the non-com book and this is case in many markets. NPR numbers are driven by TSL in most markets. In my humble opinion there are two big parameter advantages to stations like KUOW:

1. The station plays no commercials. Can you imagine what our mainstream formats would do without commercial clutter. Imagine the breadth of analysis our news and talk stations could add without 20-25 minutes of commercial content an hour.

2. NPR is favored by diary keepers. Precept news studies are clear on this. NPR fans straight line diaries attempting to vote to keep their station. The real listening is far smaller.

Let me be clear, NPR is a very good product but is built on fan loyality and lack of commericials driving Time Spent Listening to levels commercials stations cannot achieve, in my humble opinion.

1. KUOW can't play commercials and while that adds SOMETHING, it still has to beg for $$$. But there's something else that keeps people tuned in during pledge time (ugh, have you even HEARD how much precious airtime gets eaten by THAT?) and it's not necessarily the All Things Considered coffee mugs.

Commerical news stations are those that will get some redundantly dumb survey/poll ("...and this one; a new survey suggests that most people like the benefits of water. These stories and more as we....") and call it "news". KUOW spends less time on that. It focuses on the real stuff. Not the "water cooler" blab. Save the Hollywood gossip for KQMV

2. NPR diary keepers know this is the only way to keep some kind of Colbie Calliat-Free zone on the radio. Can you blame them? Can we all have one sweet day where the name "Britney Spears" isn't mentioned? (Hint: SHE'S OVER!!)

C'mon! It's more than zero commercials that makes KUOW so good. It's focus on the REAL stuff. Example: More than just these damn gas prices and which pump located as far away from you as possible is the cheapest ("and the cheapest gas is in Sedro-Woolley!" as instant road rage suddenly breaks out in Tumwater, providing more BS in the news to keep everybody distracted), but WHY the hell are we paying so damn much. People want answers NOW.

What we need is real old-school radio journalism and KUOW (of ALL the places you could possibly think!) is the only place most people in Seattle can get it. Granted Michele Norris isn't exactly Amy Goodman, but she works.....

 

[TowerLamp]

This is why PPMs are needed. The whole diary system has been distorted with false numbers all these years as a result. We need actual listenship numbers that will show the truth, not fan favorites writing in the same thing all the time when they could've been listening to other stations.

Be afraid. Be very afraid. The big bad PPM is coming soon to Seattle soon enough. In fact the fine folks at Clear Channel are hosting a PPM dog and pony show for programmers/promotions, sales and mgmnt in a couple of weeks. See you there!

 

[Bongwater]

This is why PPMs are needed. The whole diary system has been distorted with false numbers all these years as a result. We need actual listenship numbers that will show the truth, not fan favorites writing in the same thing all the time when they could've been listening to other stations.

Be afraid. Be very afraid. The big bad PPM is coming soon to Seattle soon enough. In fact the fine folks at Clear Channel are hosting a PPM dog and pony show for programmers/promotions, sales and mgmnt in a couple of weeks. See you there!

Hmmm...could work both ways. Much as everybody hates KBKS here, I have to say I hear it blasting out of a lot more cars than KUBE this year. The only ones blasting KUBE these days are the '90s throwbacks that still wear baggy pants and try to look all big and gangsta in the Burger King drive-thru.

 

[Kelly]

Does this mean everyone will move their antennas back to the TV towers?

It's interesting that you say that.. I have thought all along that KUOW made a mistake by not moving to either Cougar or Tiger when they had the opportunity a few years ago. Instead they invested in expensive new transmitters and antenna on the same tower. Needless to say, height still equals mite, and their investment remaining on the Channel 9 tower never did yield the results they had hoped for.

If you use KCMS as an example, the book post move to Cougar yielded a clear move up in all demos from bottom five, to top five. And the increase isn't a fluke either, as they have maintained that position since the move to Cougar. Radioprofessor is spot on with his view that KUOW listeners are very loyal,(aka Mac owners), and will make it a point to write down their favorite cause/station, even though they may not have actually been listening during those times. One could argue that KUOW would garner even more loyal audience just like KCMS did if they had better coverage.

Since KUOW is reliant on fundraising and donations, having good coverage from your primary signal is key. Sticking Bandaids(tm) on by buying the 1kW AM station in Tumwater, or translators in Bellingham is not the same as having good coverage. For all the money they have spent to date cobbling coverage together, they could be broadcasting from Cougar by now, and kept money in their coffers.

 

[seattlerockerchic]

Hello? No one gives a crap about 12+ numbers. Look at 25-54 and 18-49.

 

[Shark]

Hello? No one gives a crap about 12+ numbers. Look at 25-54 and 18-49.

As you wish...KUOW is #1 in Adults 25-54 and #3 in Adults 18-49 in the Winter '08 book when non-coms are included.