March 2021 LA/OC Radio PPM 6+ Ratings

[MarkW]

Did KPWR make a mistake in bringing back Nick Cannon for mornings?

 

[michael hagerty]

They don't care if the ratings are zero as long a they get a few people to send them enough money for it. Of course that's not really the spirit of being a broadcaster, it's narrowcasting. With a finite number of signals available to serve the public it's a shame to see a station as unpopular as this hogging those channels.

And when EMF wasn't "hogging" those channels on L.A.'s "finite" number of signals (literally dozens), what was 100.3? Working backwards:

1. The market's second classic rock station.
2. A decent AAA with weak enough ratings it needed to morph into the market's second classic rock station.
3. A low rated R&B oldies station.
4. A low rated Rhythmic AC.
5. The market's third AC.
6. A low rated rock station.
7. A satellite-delivered AC.
8. The market's third CHR (or worse, in some years).
9. The market's third Country station.

That's 50 years worth of history, most of it in a less-competitive Los Angeles. I'm not sure that this draws fewer listeners than a lot of those and unlike all of those, the owner is able to monetize it.

 

[davideduardo]

Two - three shares is certainly reasonable. It didn't happen simply because SBS or even KLLI figured out the secret sauce - it also happened because Power gave listeners a reason to go looking, they lost touch with their core.... "street feel" as you say. Jimmy had it... he's gone, and it shows.

I really don't think that it is all about who the PD is. The format can be fairly standardized for Southwestern Hispanic-majority listeners, but that Hispanic component pretty much departed once both stations "got it right" for the local, Mexican heritage listener base.

Remember, the market is over 50% Hispanic in 18-34, but is only about 6% Black in that age group. The remainder is about half non-Hispanic white and Asian. And Power has a competitor for the Black audience segment.

As to "street feel" that quality was, to a large extend, built by the Hispanic community and that component left for a brand new format. In additon, the evolution of reggaetón, including genres like Trap (exemplified by Grammy winner Bad Bunny) makes that format all the more competitive with Urban in markets with enough Hispanics to justify HDHA sampling.

There are some social issues involved, also. The intense social movement including BLM and the focus on African Americans has had a profound effect on Hispanics / Latinos / Latinx people, who are more numerous but pretty much "out of the news, out of mind" in the last year with the exception of the border issues. Youth, having their own stations with their "own" music by artists that look like them is very much driven to listen more than ever.

So, if you add in the social issues, I think most of Power's loss is not internal error but social change and the emergence of a new music form.

 

[DOB]

If you take a look at Power 106's ratings as the heritage hip hop station, the erosion of ratings, overall and in demo, are mirrored in like 75% of the major markets with their heritage hip hop.

We now know this isn't a trend or something that a Covid herd immunity and going back to "normal" is going to solve.

People of all ages seem to love terrestrial radio for gold based formats, take classic hits and urban ac, they program the hits that people know and love, and the format has figured out how to be the most relevant stations in 2021 playing music a few decades old. For cheesy example, yeah we playing "All nite long" for the billionth time but Lionel Richie is relevant, he will be on your tv tonight with idol, in fact Mr. Richie was part of the NAACP show on cbs a month or so ago and Lionel was on both CBS and ABC at the same time, sorry Olivia Rodrigo just doesn't have that viability even if it is her time in 2021.

What should Power do? iheart is stubborn, they ain't changing Real 92-3 so now you both get to spit an extremely damaged hip hop format. In LA it goes well beyond the lack of quality product, as mentioned the name of the game is Hispanics in LA since like they are the majority and facts have the agencies knowing that they are the definition of purchasing power in LA, something that's well beyond 3 decades now of common sense. Power was created to serve the Hispanic audience in 1986, they took Hispanics even more seriously than KIIS did and the rhythmic chr that was LA mass appeal with whites, Hispanics (hate the term, too simplistic but for sake of conversation I will go with it), and blacks in LA ( more a force in 86 than now), was about that originally, not blazin hip hop.

I think that Power, I mean we are under a 2 share consistently and not top 5 in the demos they are trying to serve, should go back to the basics and create a 2021 version of "LA's Party Station". A very carefully put to together mix of pop, hip hop, rnb, and dance. Dance is the key factor of differentiation from KIIS and 97.1. Yeah, it's going to need to be heavy based on remixes, at least for the first 6 months, must play the right remixes of the big current hits where that dance mix is better and fits the sound over the original mix. You will need to add a presence of Power's heritage with the right gold cuts. Can't do 80s, outside of middays no 90s, but just a few 2k gold super testers will be the glue to hold this all together.

This goes well beyond even the slight tweaks that are the difference with the Reaggaeton stations working and dying. You are truly blazing your own path, not playing reactionary here. So that's the end here, yes this would and could work but radio in 2021 being able to pull this off? No way.

 

[ragazzo-pazzo]

DOB makes a well thought out and reasoned argument. My point continues to be that you can't blame Power's fall soley, or even "largely" on the rise in popularity of another format. The one constant in the radio landscape is change. Competition, tastes, talent, demographics, music cycle etc. It is ALWAYS evolving - all of it, and failure to adapt will get you spanked.

Good programmers respond to those changes and adapt to keep their product relevant. GREAT programmers anticipate the evolution before it happens - they "blaze the trail" as DOB points out. While most stations are recovering to pre-pandemic cume levels, KPWR finds itself in the odd position of continued decline of cume - still off more than 40% from pre-pandemic highs. There is no denying the Latino and Black demographic factors, but that's a quick and easy thing at which to wag one's finger. There's a lot more to it.

As I said in a previous comment, I don't pretend to know what the "fix" or answer is. All I know is that KPWR is fast on their way to irrelevancy if they don't right the ship soon. Analysis and interpretation of Nielsen data is one thing. Knowing what to do with it and how to respond is another.

 

[TheBigA]

I don't pretend to know what the "fix" or answer is. All I know is that KPWR is fast on their way to irrelevancy if they don't right the ship soon.

I agree...all I know is this company figured out how to fix KLOS. If they can do that, they can fix this.

 

[ragazzo-pazzo]

I agree...all I know is this company figured out how to fix KLOS. If they can do that, they can fix this.

I might know someone who might have some visibility into that I can tell you how they fixed KLOS - but first the background. Cumulus kept the station largely in handcuffs. Meruelo tried fixing it (remember the shortlived pivot to "So. California's Classic Rock?) and in the first three monthlies that followed, they saw a steady decline. Realizing they didn't know the first thing about the format, they backed off and trusted Keith Cunningham to "do his thing". Keith (and consultant) have been doing their thing and the company is reaping the reward.

Never underestimate the power of "knowing" your audience.

 

[davideduardo]

If you take a look at Power 106's ratings as the heritage hip hop station, the erosion of ratings, overall and in demo, are mirrored in like 75% of the major markets with their heritage hip hop.

And most of those markets now have Spanish language reggaetón based stations fragmenting to some extent the hip hop stations.

What should Power do? iheart is stubborn, they ain't changing Real 92-3 so now you both get to spit an extremely damaged hip hop format. In LA it goes well beyond the lack of quality product, as mentioned the name of the game is Hispanics in LA since like they are the majority and facts have the agencies knowing that they are the definition of purchasing power in LA, something that's well beyond 3 decades now of common sense. Power was created to serve the Hispanic audience in 1986, they took Hispanics even more seriously than KIIS did and the rhythmic chr that was LA mass appeal with whites, Hispanics (hate the term, too simplistic but for sake of conversation I will go with it), and blacks in LA ( more a force in 86 than now), was about that originally, not blazin hip hop.

But Hispanics now have their own music, and it has taken the vast majority Latinx Power listeners.

I think that Power, I mean we are under a 2 share consistently and not top 5 in the demos they are trying to serve, should go back to the basics and create a 2021 version of "LA's Party Station". A very carefully put to together mix of pop, hip hop, rnb, and dance. Dance is the key factor of differentiation from KIIS and 97.1. Yeah, it's going to need to be heavy based on remixes, at least for the first 6 months, must play the right remixes of the big current hits where that dance mix is better and fits the sound over the original mix. You will need to add a presence of Power's heritage with the right gold cuts. Can't do 80s, outside of middays no 90s, but just a few 2k gold super testers will be the glue to hold this all together.

Without the Hispanics, that won't work. And the dance will alienate the remaining Black audiences.

This goes well beyond even the slight tweaks that are the difference with the Reaggaeton stations working and dying. You are truly blazing your own path, not playing reactionary here. So that's the end here, yes this would and could work but radio in 2021 being able to pull this off? No way.

When over half of the 18-34's in LA are Hispanic, adding dance will not help, and will drive away the rest of the audience. They should focus on being better than iHeart's offering instead.

Even in its prime, maybe 15 to 18 years ago, it was commented inside the building that Power was suffering "the death of a thousand knives". KIIS was more rhythmic. The Wave was being more attractive to the older Power demos with its move away from Yanni. Then iHeart came and really spoiled things, and finally the reggaetón wave hit the West Coast (the music form is well over 30 years old in the Caribbean, Panamá and Colombia).

 

[davideduardo]

I agree...all I know is this company figured out how to fix KLOS. If they can do that, they can fix this.

The problem is that the core is gone, and they can't recover it for any time in the near future.

 

[TheBigA]

The problem is that the core is gone, and they can't recover it for any time in the near future.

So a band-aid won't work. Time for major surgery.

 

[ragazzo-pazzo]

I really don't think that it is all about who the PD is.

In that respect, we have somewhat a difference of opinion. It's about understanding the audience and where the ever-changing landscape is going. Given the trend line, I'm not convinced that leadership is present at KPWR.

 

[Gregg.]

In the 6+ ratings, Audacy has #1 KRTH, #4 KTWV and #5 KCBS-FM.

In 25-54, David tells us KRTH is #1 and KCBS-FM is #2? So where is The Wave?

I'm surprised that a Classic Hits station would score so well 25-54. I always thought Classic Hits outlets do well 6+ and they make good money but rarely top the 25-54 demo.

And isn't Jack an inexpensive format? No big multiple voice morning show, no DJs, no contests, basically the same playlist with only a few tweeks over many years. The only expense is a couple of comedians writing witty, sarcastic liners. But if it scores decently in the 25-54 and 18-49 demos, everyone is happy.

This 25-54 list defies conventional wisdom, with Classic Hits and Jack doing so well!

 

[davideduardo]

In the 6+ ratings, Audacy has #1 KRTH, #4 KTWV and #5 KCBS-FM.

In 25-54, David tells us KRTH is #1 and KCBS-FM is #2? So where is The Wave?

It is 12th.

I'm surprised that a Classic Hits station would score so well 25-54. I always thought Classic Hits outlets do well 6+ and they make good money but rarely top the 25-54 demo.

KRTH is targeting 35-54, and quite successful over the last years in lowering its average age. Except for December and Holiday books, its been in the low 5's to a low 6 range in every book.

And isn't Jack an inexpensive format? No big multiple voice morning show, no DJs, no contests, basically the same playlist with only a few tweeks over many years. The only expense is a couple of comedians writing witty, sarcastic liners. But if it scores decently in the 25-54 and 18-49 demos, everyone is happy.

If you look at the billings of an LA station that is in the top tier, the savings on talent are really minimal while the fees for the Jack consultancy are going to significantly erase and savings in that area.

This 25-54 list defies conventional wisdom, with Classic Hits and Jack doing so well!

Why? Classic Hits targets 25-54 specifically, as does Jack. They just aim at the high end of that broad demo.

 

[davideduardo]

In that respect, we have somewhat a difference of opinion. It's about understanding the audience and where the ever-changing landscape is going. Given the trend line, I'm not convinced that leadership is present at KPWR.

It's the format losing its core.

Humpty Dumpty sat on a wall
Humpty Dumpty had a great fall
All the king's horses and all the king's men
Couldn't put Humpty together again

 

[TheBigA]

In the 6+ ratings, Audacy has #1 KRTH, #4 KTWV and #5 KCBS-FM.

Yes I noted that earlier in this thread. Three of the Top 5, displacing iHeart who had done that for years. KNX is also in the Top 10, so they have four in the Top 10. Of course they also own KNOU and KROQ, so these four help pay the bills for the other stations in the groups.

And isn't Jack an inexpensive format? No big multiple voice morning show, no DJs, no contests, basically the same playlist with only a few tweeks over many years. The only expense is a couple of comedians writing witty, sarcastic liners. But if it scores decently in the 25-54 and 18-49 demos, everyone is happy.

Is there a problem with that? I disagree with "basically the same playlist." They are very careful in scheduling the music that it doesn't become predictable or boring. You can listen at the same time while commuting to work and never hear the same songs in the same order. I don't think I can say that about stations in other formats. The most amazing thing about Jack is that a very simple idea has lasted this long. They must be doing something right.

 

[ragazzo-pazzo]

Humpty Dumpty sat on a wall
Humpty Dumpty had a great fall
All the king's horses and all the king's men
Couldn't put Humpty together again

Humpty Dumpty was pushed -