Los Angeles Radio Ratings: January 2024

[Ryan Williams]

Real 92 3 is doing just fine where it's at. Power 106 is suffering because that station is still trying to find a new identity after losing Big Boy, hence the frequent changes that's been happening ever since. Based on your comments, something tells me you don't truly understand how the radio business work.

Big Boy has been gone for almost 10 years.

 

[cer1992]

Big Boy has been gone for almost 10 years.

I know how long he's been gone, but that's not the point. Ever since Big Boy left, Power 106 hasn't been able to establish a permanent new identity for itself, and that's the reason it hasn't been doing well in the ratings during the last 9 years.

 

[davideduardo]

Stop hiding behind panels. Both are Hip-Hip stations that don’t target the actual Hip-Hop culture. No other city does this except Los Angeles under the guise of “market percentage”.

LA is 7% Black and approaching 50% Hispanic. In 18-34, LA is well OVER 50% Hispanic.

The appeal of Hip Hop among many Hispanics has declined due to the presence of two reggaetón based format that are closer to the culture of young Hispanics than either of the Hip Hop stations are... and were.

Remember, before it was sold and moved up the dial, the Hip Hop station used "no color lines" as its positioning statement... they focused on LA Hip Hop and targeted everyone. Heck, even had a white PD and an Hispanic assistant PD back in some of that era. A successful Hip Hop station in LA has to appeal more broadly than in most other markets because the Black population percentage is so small.

The Hip-Hop stations target an audience that doesn’t care about Hip-Hop and neglects the actual audience who does. That’s why the ratings suck for both stations. They are alienating the actual demographic.

No, as 101.9 La Kalle said, a huge percentage of those listeners have moved to the two reggaetón stations. There are now 4 stations in that format area so each one of the first two will be lower in share.

 

[davideduardo]

Real 92 3 is doing just fine where it's at. Power 106 is suffering because that station is still trying to find a new identity after losing Big Boy, hence the frequent changes that's been happening ever since. Based on your comments, something tells me you don't truly understand how the radio business work.

More important, Power is trying to find an audience base since a huge portion of its Hispanic audience left for one of the two reggaetón stations. Power had a predominantly Hispanic audience all along, but now there are two other stations going after that group of Hispanics.

 

[Brandon1993]

I remember those threads back in 2011, although I didn't have an account at the time. But I actually enjoyed Power 106's party atmosphere back then, but it was definitely shocking as hell when I first heard "Tik Tok" by Ke$ha on that station, a song that would've never got played in the 90s/early 2000s or even today. Speaking of, here is something that I often look at whenever I'm reminiscing about KPWR's past:

<<< power106.fm >>>

Mediabase 24/7 - KPWR-FM Station Playlist Request

I remember those days real well @cer1992. That was when I was in the 4th grade back in early 2003.

 

[semoochie]

I remember those days real well @cer1992. That was when I was in the 4th grade back in early 2003.

Don't you love it when young people reminisce?

 

[Brandon1993]

Don't you love it when young people reminisce?

I do lol 😆

 

[davideduardo]

Only if the buyer was willing to pay a large premium.

And much of the price will be based on billing, which the K-Love folks at EMF don't want.

 

[davideduardo]

Guess the adjustments at KPWR has started to wear off. Even KRRL is seeing some erosion. Both stations need to find some infusion and fast.

Both of the Urban and Rhythmic formats lost lots of listeners to the two newer Hispanic "reggaetón" based formats. Since the market is only about 7% Black and 46% or more Hispanic, the loss of many Hispanics hurt both stations.

 

[cer1992]

I remember those days real well @cer1992. That was when I was in the 4th grade back in early 2003.

I was in 5th grade then. The days of 106 & Park and Rap City.

 

[cer1992]

Don't you love it when young people reminisce?

We early 90's babies are 30 and up now lol.

 

[Brandon1993]

We early 90's babies are 30 and up now lol.

@cer1992 You got that right bro. I collect Power 106 and 92.3/100.3 The Beat playlists back in the 1990’s and 2000’s and damn I wish I had a Time Machine and go back to when things were easy.

 

[Brandon1993]

LA is 7% Black and approaching 50% Hispanic. In 18-34, LA is well OVER 50% Hispanic.

The appeal of Hip Hop among many Hispanics has declined due to the presence of two reggaetón based format that are closer to the culture of young Hispanics than either of the Hip Hop stations are... and were.

Remember, before it was sold and moved up the dial, the Hip Hop station used "no color lines" as its positioning statement... they focused on LA Hip Hop and targeted everyone. Heck, even had a white PD and an Hispanic assistant PD back in some of that era. A successful Hip Hop station in LA has to appeal more broadly than in most other markets because the Black population percentage is so small. And w

No, as 101.9 La Kalle said, a huge percentage of those listeners have moved to the two reggaetón stations. There are now 4 stations in that format area so each one of the first two will be lower in share.

And that station would be 92.3 The Beat from the 90’s. Am I right?

 

[davideduardo]

And that station would be 92.3 The Beat from the 90’s. Am I right?

Yep. When Keith Naftaly, Harold Austin and the crew were there.

 

[Mykel the Radio Guy]

I remember those threads back in 2011, although I didn't have an account at the time. But I actually enjoyed Power 106's party atmosphere back then, but it was definitely shocking as hell when I first heard "Tik Tok" by Ke$ha on that station, a song that would've never got played in the 90s/early 2000s or even today. Speaking of, here is something that I often look at whenever I'm reminiscing about KPWR's past:

<<< power106.fm >>>

Mediabase 24/7 - KPWR-FM Station Playlist Request

Really? Katy Perry and Lady Gaga on a hip-hop station? Those are pop-leaning titles!

 

[davideduardo]

Really? Katy Perry and Lady Gaga on a hip-hop station? Those are pop-leaning titles!

While Power was "where hip hop lives" it was broader in the sense that it was a rhythmic format that went beyond pure hip hop. Again, the bulk of its target and audience were Hispanic, not Black.

 

[Mediafrog+]

And that station would be 92.3 The Beat from the 90’s. Am I right?

Funny to remember that KKBT at its 1989 launch was branded as “Rock with a Beat”. Even got national attention as it had killed off the longtime Classical KFAC. The rock lean lasted, what, six months before it was revamped and relaunched?

 

[Brandon1993]

Yep. When Keith Naftaly, Harold Austin and the crew were there.

@DavidEduardo I may be 30 but I know the history of 92.3 The Beat.

 

[only1moore]

While Power was "where hip hop lives" it was broader in the sense that it was a rhythmic format that went beyond pure hip hop. Again, the bulk of its target and audience were Hispanic, not Black.

Correct. KPWR has never claimed or identified to be an Urban or a R&B formatted station. And besides, they were only playing R&B tracks that crossed over to Rhythmic or the Billboard Hot 100 because of the mass appeal it was achieving.

 

[only1moore]

Funny to remember that KKBT at its 1989 launch was branded as “Rock with a Beat”. Even got national attention as it had killed off the longtime Classical KFAC. The rock lean lasted, what, six months before it was revamped and relaunched?

Yes, I remember the launch. Billy Joel, Phil Collins, and The Bangles mixed in with Jody Watley, Paula Abdul, and Michael Jackson. That would change in February 1990 when Salt’N’Pepa, Karyn White, Babyface, Keith Sweat, Bobby Brown, and Skyy entered the picture.