Latest Chicago Ratings 3-16-20

[davideduardo]

No, not oversimplified.

I was referring to the daypart specifically.

Everything you just mentioned relates to the station or cluster as a whole and doesn't change regardless of what's being programmed in one daypart on one station.

Don't like the term "pure profit" ? Maybe I should've used contribution margin instead, but that's a relatively obscure term used by bankers and accountants. I was being mindful of the readership when I used "pure profit."

It's the total station that produces the monthly P&L statements, not individual hours or shows or dayparts. Some shows do better than others on a station when ranked against the competition, and some dayparts do better because advertisers prefer them or because listening levels are different throughout the day and night.

But no show is an island because all the overhead is collective. There were Stern station that made lots of money, and others that were barely profitable because unless the entire station was salable, they could not be sustained by just one show.

Certain show can get higher rates, but the same can be said for various dayparts. But overall, you can't sustain the station based on one show; the best show also has to be a magnet that attracts revenue to the whole station. Anyone who has been the GM or GSM of a significant station in a rated market knows that.