LA Ratings: KIIS #2, KAMP #3

[Gregg]

I think this is the first time KAMP has been this close to KIIS. OK, they're still more than a full point apart. But who would have thought KIIS's dominance would be challenged by another mainstream Top 40 station.

It wasn't long ago when KIIS may have been the ONLY mainstream Top 40 station in the Southwest. All the others from San Diego to Las Vegas to Phoenix to Albuquerque, even San Francisco and Sacramento, were all Top 40/Rhythmic.

These days mainstream Top 40 stations are very rhythmic. But in the Southwest, other than KIIS, you may not have heard any music on a Top 40 that wasn't rhythmic, hip hop or rap. Some stations didn't even play Justin Timberlake.


Gregg
[email protected]

 

[davideduardo]

I think this is the first time KAMP has been this close to KIIS. OK, they're still more than a full point apart. But who would have thought KIIS's dominance would be challenged by another mainstream Top 40 station.

18-49, it's KIIS, Power, Amp, with Amp a point and a half behind KIIS

 

[ercjncpr]

I think this is the first time KAMP has been this close to KIIS. OK, they're still more than a full point apart. But who would have thought KIIS's dominance would be challenged by another mainstream Top 40 station.

18-49, it's KIIS, Power, Amp, with Amp a point and a half behind KIIS

Yes, that sounds a lot more realistic

 

[SimiRadioListener26]

I think this is the first time KAMP has been this close to KIIS. OK, they're still more than a full point apart. But who would have thought KIIS's dominance would be challenged by another mainstream Top 40 station.

18-49, it's KIIS, Power, Amp, with Amp a point and a half behind KIIS

Pardon my ignorance, but are 40-somethings really that important a demographic to these stations? I find it hard to believe, but then I know nothing about radio demographics.

 

[davideduardo]

Pardon my ignorance, but are 40-somethings really that important a demographic to these stations? I find it hard to believe, but then I know nothing about radio demographics.

Yes, over 40 is important. The core of a CHR is women 18 to 34 with a secondary of persons 18 to 49.

KIIS is first in persons 35-44, so the demo is important to them... or they would not do so well in it.

And KIIS usually wins or places in 25 54, the most important sales demo.

Keep in mind that the sales demos like 18-49 and 25 54 don't match perfectly any single station in a competitive market... those are the targets advertisers set. To reach the target, they often combine several stations that offer superperformace in one segment, such as the older end, the younger end, men or women, to reach the target.

 

[hectorgonzalez]

I wonder if AMP will ever beat KIIS

 

[casual observer]

David speaks the truth. Mostly it's about Cost Per Point efficiency and how well the station (or stations) in the cluster match the metrics set by the agency on behalf of the advertiser. The larger the cluster, the more opportunity the company has to massage their specific audiences and achieve the right economic and CPM solution. The long-term relationship of the client with the station also influences what happens. Leading stations and dominant clusters can leverage their competitive strengths to draw money for digital properties as well. With a big operator, you likely have to bundle/buy-in on their digital assets (online streaming, website, mobile, etc.) to get preferential deals on over-the-air inventory because there's only so much of that available. As you may know, CC in particular is aggressive on pricing and managing the near-term and long-term return on their collective sales inventory across all platforms. Several years ago, they created a Revenue Manager position specifically to keep track and maximize this key metric.

 

[radiojomo]

I wonder if AMP will ever beat KIIS

Kind of like when people wondered if Power would take over KIIS? AMP's day will come...
KIIS must benefit from having Seacrest in the morning to give them that extra push in front of AMP and Power. However, AMP does benefit from having a music intensive show with Carson Daly in the mornings as compared to a talk intensive show like Seacrest's but we'll see how things work out.

 

[thesj]

Seacrest's show is NOT talk-intensive, especially when compared to something like Elvis Duran.

 

[Marv-L.A.]

Power 106 overtook KIIS in less than a year after it was launched in 1986 when top 40 radio was ENORMOUS and much more adult-friendly than it is today; the folks at Emmis saw a 'hole' in the market when KPWR was launched, and the results were spectacular.

Ditto for the folks at CBS who launched KAMP; they also saw a 'hole' in the market, although that 'hole' in the market wasn't something as obvious as the hole which KPWR filled.

The 6+ share for both stations combined reached 10.1 early in 2010 IIRC; the last time KIIS had a 10.0 share (12+) was in the fall of 1984, when the format was untouchable.

 

[davideduardo]

Power 106 overtook KIIS in less than a year after it was launched in 1986 when top 40 radio was ENORMOUS and much more adult-friendly than it is today; the folks at Emmis saw a 'hole' in the market when KPWR was launched, and the results were spectacular.

I looked all the way through Winter, 1988, and while Power beat KIIS in 12+ two out of every three books, the difference was only a couple of tenths of a point. and the only win was 18-34 and teens, while 25-44 and 25-54 belonged to KIIS always.

The two had around a 15 share in some books.

The 6+ share for both stations combined reached 10.1 early in 2010 IIRC; the last time KIIS had a 10.0 share (12+) was in the fall of 1984, when the format was untouchable.

The comparison of diary with PPM is quite dangerous, even on share. The methodologies are too different, and each favors a different component of share... one TSL and the other Cume.