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Denver KYGO Ratings

J

jelling007

What is going on with KYGO? From September to December they have dropped in the ratings from 6.6 to 4.5, continually dropping every month. Meanwhile, KWBL has gone from 3.4 to 4.2 however that does not make up for all the audience loss on KYGO. Is country music falling out of favor?
 
TheBigA said:
The country format nationally drops every year around the holidays and usually returns by the summer.

Yes KYGO had a 6.6 in September, but the month before was 5.7, which is where it returned in October.

Some of the Christmas listeners you see for KOSI came from KYGO, and you can expect a rebound in January.
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And since we're dealing with the meaningless 6+ numbers here, chances are good that many of the listeners that KYGO is losing to the city's Christmas station are in KYGO's least desirable demographic, 55+, or the very top of 35-54. The 20-somethings aren't going to be ditching Jelly Roll and Morgan for Burl and Gene.
 
CTListener said:
And since we're dealing with the meaningless 6+ numbers here, chances are good that many of the listeners that KYGO is losing to the city's Christmas station are in KYGO's least desirable demographic, 55+, or the very top of 35-54. The 20-somethings aren't going to be ditching Jelly Roll and Morgan for Burl and Gene.
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Also keep in mind that KOSI and KYGO are part of the same cluster (Bonneville). So whatever KYGO loses may be KOSI's gain, ultimately being audience-neutral.

Given Christmas - related programming changes, I don't think you can count on December ratings reports for much of anything.
 
CTListener said:
And since we're dealing with the meaningless 6+ numbers here, chances are good that many of the listeners that KYGO is losing to the city's Christmas station are in KYGO's least desirable demographic, 55+, or the very top of 35-54. The 20-somethings aren't going to be ditching Jelly Roll and Morgan for Burl and Gene.
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Wait a minute. When AC stations go all-Christmas, they are consistently #1 in all demographics. That's how they get those double digit ratings. If those high Christmas numbers were only based on 55+ listeners, stations wouldn't flip. Check out The Research Director. One year, eight of the nine Christmas stations in the top ten markets (minus Atlanta) were #1 18-34. The exception was WASH Washington. That was #2 18-34 behind an Urban station. The others, WLTW, KOST, WLIT, etc. were all #1 18-34. All the Christmas stations, including WASH, were #1 18-49.

But yes, Country stations are the most likely to take a hit in ratings in November and December. In LA, KKGO deals with it by switching to Christmas music for four weeks. One of the three country stations in Kansas City tried it a few times as well but hasn't done it recently. Country stations bounce back as the new year rolls on.
 


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