I'm not sure there's a comparison to Star and Click, though I haven't been in the market to listen to Star lately. When I did hear Star in January, the playlist sounded pretty typical for them, with a few new songs thrown in that I didn't know. However, the new personalities and voice make the thing sound completely wrong. I am not sure if they can recover or whether those changes will be the station's downfall, only time will tell. Given the track record of Lisa Adams in this market, they'll probably replace her in a year and then flip a year later.
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- Thread starter xmtrland
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I'm just going on memory and don't live in Seattle but it seems to me that there was an awfully long amount of time after 106.1 dropped Country and when The Wolf picked it up! I don't remember any other stations competing in the interim!
I should have clarified. The Click reference was that they are both Hot AC products that are simply not getting any traction and at some point they may want to consider another direction or format choice completely.
I agree with your point on the personality choices.
KEXP saw no real cume increase, just picked up a panelist that listens non-stop driving their 25-54, when that person drops out the station will drop back to 14th or 15th. Allaccess just did their research director report and KISW, KQMV, KIRO-FM, KJEB, KRWM remain your big stations 25-54/18-49 in Seattle book after book. KPLZ used to be in that top 5-7 pack 25-54w for years, but their wide variety music approach in January and loss of heritage talent has made things tough. As discussed on this board before, declining KNWN has to be looking at putting their expensive all news format on a full market FM to compete better against KIRO-FM and KUOW-FM. Hard to get people under 55 to listen to AM and a rimshot FM. Heritage talent does matter in Seattle. Bender has been a huge in for KJEB, KISW has solid heritage talent as does KQMV. The Country stations here used to be live and local with big local morning shows, no longer, and that may be part of the country format issue in Seattle. Just a guess.
I believe that 98.9 is completely tracked out of market at this point, which probably is not doing them any favors. 100.7 has a local morning show and it looks like it might be giving them edge. KMPS struggled for a while with the morning situation after Fitz showed up over at 100.7. If I recall, they went through a number of shows trying to find something that could compete.
Cume-wise, the station is below KING and KNUC. But they're also #1 18-34.
Probably a KEXP heavy listener or two (likely same household) between 25-34. Sad but true in PPM that one or two panelists can take you from 14th to 1st in core demos in a couple months.
That is not true normally. But with the shortage of replacement meters and difficulties recruiting families / households during the pandemic the panel is generally not proportional. In a panel based study the panel has to mirror the market. At present the PPM panel does not do that. That makes under-represented groups hugely unstable.
They pay attention to the demographic they're trying to reach. If a station reaches that demographic, ratings may not be necessary, or could be a tie-breaker between competition for the same demo.
Sports is a prime example. Beer, automotive, E.D. medications, jewelry stores, are pretty much automatic buys for sports programming because those stations own 18-45 males. Ratings aren't very important for that reason.
They also pay attention to the COST of reaching that demographic. That's where CPM comes in. Cost per thousand. How much does it cost to reach the most people in that demo. The ratings don't matter to advertisers. How those ratings affect the cost matters. Then they compare the cost in radio vs. the cost of other media.
And the more recent trend is to look at "persons" instead of Cost Per Point or older metrics. This is because new media gives "persons" data and not ratings or share. While this is a newer development, radio is embracing it because it allows direct comparison on delivery and cost to streams, podcasts and the like.
Cume is hardly ever looked at unless the advertising agency is doing a deep study of who each station shares listeners with to maximize reach and avoid cume duplication.
Share/Rating/AQH Persons (all the same thing) show how many people hear each ad. Cume does not.
So to answer your question, cume is seldom looked at by advertisers.
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