LA SEPTEMBER 2009 PPM RATINGS

[elchupacabras]

I noticed the KLAX has pulled ahead in the ratings for the Reg-Mex's. I am curious about the morning break-downs. Does this mean "El Chulo" is damaging Piolin? In all fairness, it is a tight race.

 

[RBB05]

David "Mr. Sunshine" Eduardo says - "KRTH is barely or not even in the top 10".

Nice corporate speak. Well, are they, or are they not, in the top 10 25-54?

You corporate types need to learn to sell in a new way. Your 1965 way of selling needs a little freshening.

Can't just wait for the order to be faxed to you anymore. Agencies ARE open to NEW ideas, that's why they're buying
web ads.

I'd bet K-Earth can move more products than KIIS.

(OK kids, heare come Uncle Dave to 'splain it to us)

Agencies are the last ones open to new ideas. Web ad sales are effective if there is a client mandate for them or a sales directly to the client. Agencies want to make sure the media math they pitched to their client comes out correct on a post after the fact. Little more than that.

 

[RBB05]

David - what are agencies using for their buys with PPM? Weeklies, Monthlies, one year average?

Have you seen Tampa's first PPM? Check out WRBQ? Which is closer to the truth, the recent diary report or this PPM?
Huge difference. Makes you question Aribitrons accuracy any way you look at it.

First, ratings are supposed to measure only two things. First, the station listened to (cume) and then the amount of time (TSL). Every other figure is derived from these two. Unfortunately, the diary measured memory as well. For this reason, stations with very big top of mind awareness got credit in the diary for long hours of listening due to rounding. And stations on in workplaces and such lost lots of "I did not pick the station" listening. THe PPM favors stations that get lots of "hearing" and that explains WCBS FM, WOGL, KRTH, WRBQ, WMXJ, etc.

The PPM methodology (sample issues aside) measures more accurately as it does not round, vote, or otherwise depend on memory to recall what was listened to all day. The diary represents 50's and 60's technology, and was used only because there was no viable alternative that could overcome the deficiencies of the diary.

Agencies don't get the data in the same format and software as stations. And they don't get weeklies. Many agencies, as they did with the diary, use multi-month (or multi book) averages. Like radio, agencies are just learning to use the PPM data so there will be many opinions on how to use the data.

Keep in mind that the huge majority of the panelists this week were last' week's panelists and last month's panelists and last Spring's panelists, too. In the diary, every week was a new sample.

KRTH was the #1 12+ music station.

It was the #10 music station 25-54 and fourth in its own cluster.

It was the #1 music station 55+ ... case closed.

WCBS-FM meanwhile - with a younger average year was #3 25-54 in September

Being the #1 station in 12+ is meaningless. The next time there is ad revenue placed against 12+, it will be the first time revenue is placed against 12+.

As for being #10 in 25-54, agency buys rarely go 10 deep in a market, so again, there is a problem.

55+ gets you AARP money and a smattering of a few other things, but not a lot.

That turns KRTH into a conceptual buy, which is doable, but obviously takes more creativity than what the sellers are prone to doing.

 

[SuperRadioFan]

WHY O WHY does KSWD The Sound continue to be listed as "Adult Alternative"??????? They're about as Adult Alternative as KRTH is. Is there anything anyone can do? Just because they play Kings of Leon occasionally does not make them AAA. KSWD=Classic Rock

Surely this continues only to annoy you, SRF. Actually, radio formatics and labels intrigue me. I have seen other stations that play mostly Classic Rock label themselves as either Rock or AAA because they play a handful of currents each week. I think The Sound is avoiding the Classic Rock label because they don't want to be perceived as going head-to-head against KLOS.

LOL my friend!!! You have a long memory hahaha....

I think by labeling The Sound as AAA gives the true Adult Alternative a bad name ! As far as being perceived, who does the perceiving besides us radio geeks here? The average listener out there probably perceives they sound a lot like an expanded version of KLOS and in general a little mellower.

 

[radiojomo]

I think The Sound is avoiding the Classic Rock label because they don't want to be perceived as going head-to-head against KLOS.

It wouldn't hurt to be labeled as Classic Rock with KLOS at #9 overall in the 12+
I'm sure a lot of KLOS listeners that have older tastes would appreciate listening to KSWD compared to KLOS but they don't know about KSWD's Classic Rock base because that World Class Rock title is covering up their true roots.

 

[SuperRadioFan]

I think The Sound is avoiding the Classic Rock label because they don't want to be perceived as going head-to-head against KLOS.

It wouldn't hurt to be labeled as Classic Rock with KLOS at #9 overall in the 12+
I'm sure a lot of KLOS listeners that have older tastes would appreciate listening to KSWD compared to KLOS but they don't know about KSWD's Classic Rock base because that World Class Rock title is covering up their true roots.

What "World Class Rock" title? They rarely, if ever, use that anymore. Doncha know Its All About The Music LOL .... I admit I have not listened to The Sound more than a minute or two in the last five months.

 

[davideduardo]

As for being #10 in 25-54, agency buys rarely go 10 deep in a market, so again, there is a problem.

In LA, being top 20 or even top 25 in 25-54 gets you buys.

In any case, the post you answered was pointing out that KRTH ranks high in 12+, but in 25-54 is is not so high... and not the huge success some make it out to be.

 

[davideduardo]

I noticed the KLAX has pulled ahead in the ratings for the Reg-Mex's. I am curious about the morning break-downs. Does this mean "El Chulo" is damaging Piolin? In all fairness, it is a tight race.

Chulo significantly underperforms the station. KLAX does well in afternoons with El Mandril, and since PPM shows PM Drive to have greater usage than mornings, that is significant.