Lexington spring '08 Arbs

[radiosith]

Let the discussion (and spin) begin!!

 

[radiorob2.0]

It was a bad book for News/Talk. WVLK took a hit and I thought the FM would help things. 94.5 has its lowest ratings in 35 years. LM have reason to celebrate as Kiss had a nice book. Of course, this is just 12 plus. The demos tell the whole story.

 

[imissportlandor]

It's sad really.. this book is not realistic.

18-34 numbers are messed up across the board. WLTO, WLKT and WBTF went down 18-34 and WBUL had 20+ shares. A 10 to 14 share increase? Not realistic.

25-54 numbers are also messed up across the board. WVLK, WBUL, WMXL all historically big winners 25-54 went down and WKQQ, WLKT and WLXX saw a 4 to 10 share jump 25-54. You can't tell me these are real numbers.

You'll love this.. WLAP beat WVLK 25-54 and tied the AM/FM combo, no way! Not in one book.. WVLK is a monster.

My two cents:
Cumulus is happy because of the growth on WLXX. The rest of the cluster is another story.. WVLK-AM & FM and WLTO are down. WXZZ showed some growth M18-34 but compared to WKQQ and WBVX it's not much to brag about.

CC is happy that they have 4 out of the top five stations 25-54. It was a good "cluster book" however the cluster is down 25-54 shares because WBUL and the WXRA to WGNV switch. I'm sure a few folks will lose sleep over WBUL's drop.. X-mas music will bring WMXL back up in the fall.

LM is happy about the growth on WGKS and WBVX. WBTF and WLXG are down and WCDA is flat. WLXO?

I think arbitron is focused on PPM and is dropping the ball on diary markets. A lot of good radio folks work in Lexington.. it's a shame they have to live with these numbers for the next 6 months!

 

[radiosith]

Actually, as far as News/Talk, it was a good book for national shows (Rush, Hannity, etc). Some modest growth in the local product on WLAP (Leland Conway trounced Sue Wiley & Dick Gabriel easily beat WVLK's evening sportstalk show, for example).

I'm not sure that holiday music will be the magic pill for WMXL - you can almost be sure that WCDA will bang the holiday tunes with Dale O'Brian at the helm. Even though WMXL has branded the holiday stuff pretty well, so many of their P-1's have abandoned ship, if there's another holiday music option, they'll probably take it (WCDA, for example).

Dennis Dillon at WKQQ kicked ass, as usual - that guy knows his stuff for sure. Besides Dale O'Brian, Dennis is the strongest PD that's ever worked in that cluster. WKQQ had a strong book despite the fact that he's juggling more responsibilities than ever. WXZZ needs to lose the classic rock and concentrate on playing new rock - they're not going to gain ground on the heritage of WKQQ.

As for the Bear/Bull battle - WBUL's days as our market's powerhouse are numbered unless they start making some changes and soon - Bandy & Bailey had a nice book for WLXX. I doubt the brass at CC is going to stand for much more of these downtrends they're having with WBUL and WMXL - the sharks at LM and Cumulus are smelling blood in the water.

 

[voicenky]

I'm not sure where you get your figures from but they're off a bit...

6-8pm--Sportstalk
------------------
590--3.8 12plus
630--2.0 12plus

590--3.8 25-54adults
630--1.9 25-54 adults

590--6.8 men 25-54
630--3.4 men 25-54

10am-12pm
-----------
590--7.7, #2 in the market
630--3.9, #9 in the market

You're correct about national shows, both were very strong.

 

[radiosith]

Well, that really doesn't surprise me that the figures were off - my buddy at CC Louisville was reading from the "spin letter" from CC Lexington programming - I guess they're trying to minimize the damage and dig deep to find the good news...who knows? Thanks for the raw numbers and setting me straight, though. The thing about the syndicated shows is that it was pretty much a nationwide trend for the most part. I hear Rush Limbaugh kicked butt in Lexington and most other markets, which isn't all that surprising in an election year. I'm betting that the Fall '08 Arb will be a nice one for the news/talkers with so much at stake in this election.
Now that I'm out of the biz, I don't get access to all the Arb breakdowns and have to rely on friends and contacts I have in Louisville and Cincinnati.

 

[imissportlandor]

Again, his book is not realistic.

Here are the numbers I noticed. WLAP won in the money demos, WLAP will never beat WVLK 12+ (next 20-/+ years) because of gramps and granny. It's funny voiceinky broke down shows, the BIG dollar clients don't buy shows they buy dayparts, points, etc. I'm sure cumulus does a fair share of business because of Jack but national and local ad agencies (for the most part) buy the standard dayparts. Again I think this book is not realistic and WVLK is a monster but it is also getting older every day. How old is Sue and Jack these days? WLAP is already winning 18-34 and 18-49 males, its only a matter of time before they really catch up.

Persons 25-54 / WLAP-AM beat WVLK-AM (3.3 to 2.9)
Persons 25-54 / WLAP-AM tied WVLK-AM & FM Combo (3.3 to 3.3)

Persons 25-54 / Midday - WLAP-AM beat WVLK-AM (6.5 to 1.7)
Persons 25-54 / Midday - WLAP-AM beat WVLK-AM & FM (6.5 to 1.9)

Persons 25-54 / Nights - WLAP-AM beat WVLK-AM & FM (3.5 to 2.7)

Men 25-54 / WLAP-AM beat WVLK-AM (4.7 to 4.0)
Men 25-54 / WLAP-AM tied WVLK-AM & FM Combo (4.7 to 4.7)

Men 25-54 / Midday - WLAP-AM beat WVLK-AM & FM (10.1 to 4.6)

Men 25-54 / Nights - WLAP-AM beat WVLK-AM & FM (5.9 to 2.6)

WLAP seems to be the little engine that could.. WLAP doesnt have half the staff/tools WVLK does and they seem be always be in the running.

 

[voicenky]

Well, last word on this but one verrrrry quirky book does not a little engine make, trend back and see the 25-54 battle being won consistently by the market leader, both stations have their share of 50 plus. The only positive for one station is Rush, the other has an array of ratings weapons, talk talent, news, weather, etc and will prove it again come fall, trust that. I broke down shows because the previous message did and it was wrong. 18-34 is not a talk station target demo, it's 35 plus, more narrow focused 38-60, win that and you'll do well 25-54. I'm out.

 

[livingonair]

18-34 is not a talk station target demo, it's 35 plus, more narrow focused 38-60, win that and you'll do well 25-54.

If you're focused on 35+ (or, 38-60), you should do well 25-54? If that's the case, WLAP should not be beating WVLK in 25-54 10a-12n because WVLK is winning 35+. What we see here is WVLK resting on the success and loyalty of the extreme upper end of their demo while WLAP is bringing in a younger audience, which will be part of your precious 35+ demo in a few years. If you don't start finding a way to reach the 25-35 audience, you've got problems on the horizon. Just look at the two stations' websites to see the divide.

WLAP has completely embraced new technologies of podcasting, web video, and blogs. That's the kind of thing the younger generation of News/Talk listeners is looking for. Tons of information, easily found, in one place.

At the top of the fold on WVLK's website, in order, you see a Half-Price Promotion, an ad for LEX 18, and a promotion for a Horsemen team whose season ended two weeks ago. Other than the promotional items, there's NOTHING relevant in the main focus. If you scroll down and see the little news headlines on the side, the local news takes you to the newspaper site that even has WLAP's logo all over it.

You don't even have to listen to know which station's got the information generation in mind.

 

[Ana log]

Thank you John Hogan for the lovely web lesson.

 

[radiorob2.0]

Twenty years ago WVLK focused on 35 plus, on paper the station should have died with their base but the Mighty 590 lives on. WVLK has been consistent since 1947. The association with UK for years, deep sports heritage and the old days of news is why WVLK does well.

WLAP on the other hand was blown up in 1980 and remained a stepchild for almost 15 years. Jacor/Clear Channel has tried to raise 630 from the ashes. The CC boys have thrown everything they have at WVLK, including UK along with Rush and company, and have never won the war. It has to do with that wild and crazy consumer behavior thing. The goal is to break the habit of tuning to 590 for news and sports. The difficulty is overcoming fifteen years of the time when 630 was in a coma.

 

[NoWayNoCC]

I can't believe how bad 94.5 is doing in the ratings. Man, that station has gone down the pooper! I remember when they had an 18 share, before they self-destructed.

 

[KyDXIn]

Another plus 590 has is daytime signal strengh, and programming TALENT. I live in Louisville and find myself tuning into 590 especially on the weekends in the attempt to find local (i.e. regional) news that CC will not attempt to cover, except for lame 30 second spots from KNN. Of course I don't listen to 630 in Louisville, but on the occasions when I've been in Lexington and have listened to 630, I'm quiet amused at tuning between 630 and 840 and hearing the same voice. I love hearing the newscasters on HAS screwing up and mentioning "630" on the 50,000 blowtorch. Isn't voice-tracking wonderful?? If Scrooge had been in radio, he would have invented voice-tracking!

I don't believe WLAP will ever be a contender in Lexington, when people can get the same information at 840.

I wish 590 would reach into Louisville at night.

With CC now in charge--WHAS now could stand for "We Had A Station"... that had news, entertainment, and talent.

 

[Scrappy]

I've been out of the Market for a LOOOONNGGG time. I did Nights at 94.5 when it was still POWER! What is the current format of the station now? Who are the owners? Why does it suck?

 

[jb_ky]

I've been out of the Market for a LOOOONNGGG time. I did Nights at 94.5 when it was still POWER! What is the current format of the station now? Who are the owners? Why does it suck?

It's now Mix 94.5... Clear Channel is the owners. Guessing the format is HOT AC, here is a list of some of the songs they play http://www.yes.com/#WMXL?log They seem to play just a little bit of everything.

Someone else can answer why it sucks.

 

[radiorob2.0]

I've been out of the Market for a LOOOONNGGG time. I did Nights at 94.5 when it was still POWER! What is the current format of the station now? Who are the owners? Why does it suck?

Were you the one who had an airname that was the same as a distilled product?

 

[Ana log]

I've been out of the Market for a LOOOONNGGG time. I did Nights at 94.5 when it was still POWER! What is the current format of the station now? Who are the owners? Why does it suck?

It's now Mix 94.5... Clear Channel is the owners. Guessing the format is HOT AC, here is a list of some of the songs they play http://www.yes.com/#WMXL?log They seem to play just a little bit of everything.

Someone else can answer why it sucks.

The playlist IS the main reason why it sucks! It sounds like something out of market 305, not 105.

BY the way, good to hear from you Johnny! You were the best night jock ever to run through the Bluegrass. Hope you're doing well. Just one question...Johnnie Walker Red or Johnnie Walker Black? ;D

 

[azradiodude]

Clear Channel screwed up another one? I worked for them in New Orleans and in Phoenix. They didn't seem to want to put much into the stations. But I guess thats the story in most of their markets. Barry Fox gave me that air-name! I remember renting 4 and 5 movies at a time to look for drops that had "Walker" in them! That style of radio was so much fun to do! Been away from KY a long time. What ever happened to the rest of the staff? Drew Thomas came out here to Phoenix for a bit - then went back to do Oldies. Sure do miss the Bluegrass!!

 

[radiorob2.0]

Clear Channel screwed up another one? I worked for them in New Orleans and in Phoenix. They didn't seem to want to put much into the stations. But I guess thats the story in most of their markets. Barry Fox gave me that air-name! I remember renting 4 and 5 movies at a time to look for drops that had "Walker" in them! That style of radio was so much fun to do! Been away from KY a long time. What ever happened to the rest of the staff? Drew Thomas came out here to Phoenix for a bit - then went back to do Oldies. Sure do miss the Bluegrass!!

Gary Green at last report was doing traffic in Louisville
Mike Graves works at WUKY
Stevie Jansen-whereabouts unknown
Mike Murphy-his airname at WVLK and I don't remember his name at 94.5 was back in the Somerset area as of several years ago.

 

[discodrew]

Johnny Walker?!?! Now there's a name I haven't heard in a while (accept the last time I was at the liquor store).

Yo Johnnie - it's Drew here, man. You should have my email addy (I'm still at CC)