L.A./Riverside-San Bernardino Arbitron Ratings: July 2012

[pjc1961]

L.A. area ratings: http://www.radio-info.com/markets/los-angeles

Riverside-San Bernardino area ratings: http://www.radio-info.com/markets/riverside-san-bernardino

Publicly released age 6+ overall rankings for the July 2012 survey period covering Thu. 6/21/12 - Wed. 7/18/12.

The next survey period will be for August 2012 covering Thu. 7/19/12 - Wed. 8/16/12 with the report release date being Tue. 9/4/12
(delayed one day due to Labor Day holiday on Mon. 9/3/12).

Note: stations that do not subscribe to Arbitron in certain markets will not show in those markets.

 

[recto101]

KNX-AM 2.3
KIIS-FM 5.5

 

[ChannelFlipper]

KTWV is in a nosedive down.

3.7 -3.3 - 3.0

Ouch. I know 6+ has little to do with the money demo, but you can't see your share go down that much overall and not impact money demos as well. With cume being down only about 4%, that means TSL is signifcantly reduced. And as David has been pointing out, they have been really slipping in the demo that counts most - revenue.

If the staff were worried about a future "Sports 94.7" before, they should be looking for the nearest panic button they can find now.

I'm sure the Jhani answer will be to take the instrumentals down from two an hour to one an hour to none an hour as quickly as possible without anyone really noticing (if indeed that is really possible).

 

[robnokshus06]

KTWV is in a nosedive down.

3.7 -3.3 - 3.0

If the staff were worried about a future "Sports 94.7" before, they should be looking for the nearest panic button they can find now.

Still, The Wave 6+ has better ratings than all of the sports stations in LA combined.

 

[ChannelFlipper]

KTWV is in a nosedive down.

3.7 -3.3 - 3.0

If the staff were worried about a future "Sports 94.7" before, they should be looking for the nearest panic button they can find now.

Still, The Wave 6+ has better ratings than all of the sports stations in LA combined.

This is a perfectly reasonable response. Which is exactly why it probably won't matter.

Never underestimate the power of ego-driven media executives with a new "big idea" and someone else's money to throw all caution and reason to the wind and just go ahead with their grand plan and blow up stations, formats, careers and lives. Sometimes it works out, but as you know, usually it doesn't. Radio in particular is full of these guys - I could name some and you and others could probably add to my list when I was done.

In LA, sports on FM is just like talk on FM - it is not "if" but "when" it happens. And somewhere, somebody is just chomping at the bit to go first. It won't matter that stories already exist, like the one that just came out today here at R-I, about how WEPN on FM in New York is already moving in the wrong direction not long after its debut.

Get your popcorn ready, so at least you can enjoy what you see. And hopefully it won't be your favorite FM that gets blown up for the experiment.

 

[davideduardo]

Still, The Wave 6+ has better ratings than all of the sports stations in LA combined.

But nobody buys 6+.

Sports stations deliver 18-49 and 25-54 men very, very efficiently. And they capture both ad dollars and sports marketing dollars, which is why they get such amazing power ratios.

A music station will have about 12 to 14 minutes of sales inventory in an hour. A sports station will have 18 to 20.

And those are some of the reasons why WFAN in New York, seldom above 14th in 12+ or 6+, has been the county's highest biller at times, and among the top couple of billers in New York for most of the last two decades.

 

[davideduardo]

KTWV is in a nosedive down.

3.7 -3.3 - 3.0

Ouch. I know 6+ has little to do with the money demo, but you can't see your share go down that much overall and not impact money demos as well. With cume being down only about 4%, that means TSL is signifcantly reduced. And as David has been pointing out, they have been really slipping in the demo that counts most - revenue.

In 25-54, they are flat. Obviously, the more recent changes have blown off a lot of 55+ listeners or made them listen less.

That's a very positive note.

The first steps in making a favorable demographic change will likely annoy the people in the demo you want to get rid of. That seems to have happened. The fact that they did not annoy the 25-54's may mean that the existing 25-54's like the change. Then, the final step is attracting more listeners in the sales demos. But first they had to become more appealing, with the loss of the 55+ listeners as a result.

The next few books will show if the move to improve the 25-54's, which are stuck around 20th, has a positive outcome.

 

[radioresearcher]

KTWV is in a nosedive down.

3.7 -3.3 - 3.0

Ouch. I know 6+ has little to do with the money demo, but you can't see your share go down that much overall and not impact money demos as well. With cume being down only about 4%, that means TSL is signifcantly reduced. And as David has been pointing out, they have been really slipping in the demo that counts most - revenue.

That's a very positive note.

The first steps in making a favorable demographic change will likely annoy the people in the demo you want to get rid of. That seems to have happened. The fact that they did not annoy the 25-54's may mean that the existing 25-54's like the change. Then, the final step is attracting more listeners in the sales demos. But first they had to become more appealing, with the loss of the 55+ listeners as a result.

The next few books will show if the move to improve the 25-54's, which are stuck around 20th, has a positive outcome.

David - KKGO is the only Mt. Wilson station (sans KKLA) lower than KTWV 25-54. It's gotta be hard.
In 25-54, they are flat. Obviously, the more recent changes have blown off a lot of 55+ listeners or made them listen less.

 

[Bug on the rug]

790 KABC STILL in the tank at #31!

 

[robnokshus06]

Still, The Wave 6+ has better ratings than all of the sports stations in LA combined.

But nobody buys 6+.

Sports stations deliver 18-49 and 25-54 men very, very efficiently. And they capture both ad dollars and sports marketing dollars, which is why they get such amazing power ratios.

Dude, I know nobody buys 6+. The conversation is based on what info is available to us lay people here on Radio Info. But since you've introduced the "inside" angle of one with unfettered access to the numbers, perhaps you could let us know how the Los Angeles sports stations rank with men 18-49 and 25-54. Then if you would contrast that against how the Wave performs in it's target demos (presumably Women 25-54 and 18-49) we would have a better idea of whether or not 94.7 is a viable candidate to flip to sports.

Hit us with some knowledge DE!

 

[robnokshus06]

Still, The Wave 6+ has better ratings than all of the sports stations in LA combined.

But nobody buys 6+.

Sports stations deliver 18-49 and 25-54 men very, very efficiently. And they capture both ad dollars and sports marketing dollars, which is why they get such amazing power ratios.

Oh, and some Miller/Kaplan stats would be nice too.

Dude, I know nobody buys 6+. The conversation is based on what info is available to us lay people here on Radio Info. But since you've introduced the "inside" angle of one with unfettered access to the numbers, perhaps you could let us know how the Los Angeles sports stations rank with men 18-49 and 25-54. Then if you would contrast that against how the Wave performs in it's target demos (presumably Women 25-54 and 18-49) we would have a better idea of whether or not 94.7 is a viable candidate to flip to sports.

Hit us with some knowledge DE!

 

[davideduardo]

Hit us with some knowledge DE!

KTWV is outside the top 10 in women 25-54, meaning it's not going to get much consideration for buys that are strictly women.

The two sports stations have a combined share that would make "Sports" #1 in 25-54 men.

LA has no sports signal comparable to WSCR in Chicago or WFAN in NY or KNBR in San Francisco... all three solid billers and all three with signals comparable in LA only to KFI. 670, 660, 680, clear channels with 50 kw non directional. LA has a somewhat limited ESPN signal... and an OK Clear Channel 5 kw facility. I suspect that anyone analyzing the potential for FM sports looks at the superior coverage of a top tier Wilson FM vs. the much more limited AMs on the positive side, and the more limited apparent interest in sports in the market on the negative side.

As radioresearcher points out, KTWV is the second lowest Wilson signal right now. They have blown off the useless geezer demos, but not yet shown growth in the sales demos.

 

[robnokshus06]

That paints a clearer picture. Thank you, David.

Now, what do those LA sports stations bill?

 

[davideduardo]

That paints a clearer picture. Thank you, David.

Now, what do those LA sports stations bill?

The ESPN station is in the third tier of billers. There are 8 stations in +/- $2 million range centered on $21 million, and they include KSCA, KYSR, KTWV, KLOS, KAMP, KLOS, KHHT and KSPN (not necessarily in that order).

The first tier is the group of four from $37 to $57 million, the second is a group of 7 centered from $28 million to $32 million.

KLAC is what I'd call the fifth tier... it used to be second tier with the Lakers, and now is more in the range of KSWD and KRCD.

There is a fair amount of sports revenue in LA... around $50 million if you include all-sports KWKW and the sports part of Arte Moreno's "Angels and More" station. NYC has near $60 million in Sports revenue, even though it's a much smaller revenue market.

 

[chrocket87]

Dave, thanks for the billing on KYSR! After KROQ, what are the next highest alternative billers? KYSR? KTBZ? WRFF? Thanks!

 

[radioresearcher]

That paints a clearer picture. Thank you, David.

Now, what do those LA sports stations bill?

The ESPN station is in the third tier of billers. There are 8 stations in +/- $2 million range centered on $21 million, and they include KSCA, KYSR, KTWV, KLOS, KAMP, KLOS, KHHT and KSPN (not necessarily in that order).

The first tier is the group of four from $37 to $57 million, the second is a group of 7 centered from $28 million to $32 million.

KLAC is what I'd call the fifth tier... it used to be second tier with the Lakers, and now is more in the range of KSWD and KRCD.

There is a fair amount of sports revenue in LA... around $50 million if you include all-sports KWKW and the sports part of Arte Moreno's "Angels and More" station. NYC has near $60 million in Sports revenue, even though it's a much smaller revenue market.

ESPN bills a lot because of the Lakers. They also cost a ridiculous amount and I know from personal experience that Sports billing can be very misleading. Sports does not do as well on the west coast (sans SF) as it does on the east coast. Without a PBP deal, I don't know that I'd invest the money for a Sports FM in L.A. - same as News. They tend to be older and non-ethnic, which makes the latter not favorable for this market.

If CBS were unhappy with one of their properties, one would think they would take aim at CC's trio of KOST, KBIG, and KIIS in some way. Those are the cash cows.

I might consider an FM Sports maybe if I had the Lakers and Dodgers and neither of those are happening soon - and even then I question that.

If CBS were looking to put their network on, it would seem to make sense for them to cut a deal with the trust running KFWB to do it for clearance.

 

[justpassingthough]

I first said it about a year ago when KTWV was starting to tweak their format, but I think the most logical path would be to go after KBIG as a Hot AC/Adult CHR hybrid. CBS could flank KAMP, which is a rhythmic leaning CHR, and take some of the money and ratings away from KBIG.

I know this market doesn't have the best demographics for Hot AC, but KBIG plays enough rhythmic product to attract a female Hispanic audience I'd assume.

 

[davideduardo]

I know this market doesn't have the best demographics for Hot AC, but KBIG plays enough rhythmic product to attract a female Hispanic audience I'd assume.

KAMP, which is after a demo that in LA is over 50% Hispanic (18-34) really underindexes with Hispanics. That group makes up only 30%, approximately, of the station listening.

Based on the almost total lack of shareing by listeners with Spanish language stations and other data, it appears that they get minimal "Spanish dominant" listening, while some stations like Amp do much better in that respect. Whatever the case, they underindex against Hispanics.