March PPM for Los Angeles now available

[36james]

http://mobile.****************/cgi-bin/rolmobi.exe/arb003

Enjoy!

 

[pjc1961]

Re: February 2013 PPM for Los Angeles now available

Overall age 6+ publicly released data for the February 2013 survey period from Thu. 1/31/13-Wed. 2/27/13.
Next survey period will be March 2013 covering Thu. 2/28/13-Wed. 3/27/13 with the data release date being Mon. 4/15/13.

From AllAccess, PPM analysis with demo breakouts for the top 5 in ages 25-54, 18-49 + 18-34.
(New York is listed first, followed by Los Angeles and Chicago.)
Article link: http://www.allaccess.com/net-news/a...rch-director-inc-presents-exclusive-february-

 

[david]

KBIG-FM Hot AC stays flat while KIIS-FM Pop CHR dips 0.3 so now both of these ClearChannel stations are tied at the top of LA Radio.
KOST-FM AC dips 0.5 and is now less than half of its holiday book.
KFI-AM News Talk Info. leaps 0.6 to its highest level of the year.
KAMP-FM Pop CHR leaps 0.7 to its highest level of the year. Highest ranked CBS station
KRTH-FM Classic Hits and KPWR-FM Rhythmic are nearly neck and neck.
KHHT-FM Rhythmic Oldies falls 0.6 and KLVE-FM Spanish Contemp. drops 0.2 and are now tied.
KNX-AM All News Nice to see KNX 1070 back up into the 3's.
KRCD-FM Spanish Adult Hits This two signal station is consistently in the low 3's. I am surprised that it ranks higher than KLVE 107.5
KROQ-FM Alternative A consistent high performer, although currently at the low end of the top 10 stations

 

[pjc1961]

For Riverside-San Bernardino for February 2013: http://ratings.****************/cgi-bin/rol.exe/arb379

 

[ChannelFlipper]

KBIG-FM Hot AC stays flat while KIIS-FM Pop CHR dips 0.3 so now both of these ClearChannel stations are tied at the top of LA Radio.
KOST-FM AC dips 0.5 and is now less than half of its holiday book.
KFI-AM News Talk Info. leaps 0.6 to its highest level of the year.
KAMP-FM Pop CHR leaps 0.7 to its highest level of the year. Highest ranked CBS station
KRTH-FM Classic Hits and KPWR-FM Rhythmic are nearly neck and neck.
KHHT-FM Rhythmic Oldies falls 0.6 and KLVE-FM Spanish Contemp. drops 0.2 and are now tied.
KNX-AM All News Nice to see KNX 1070 back up into the 3's.
KRCD-FM Spanish Adult Hits This two signal station is consistently in the low 3's. I am surprised that it ranks higher than KLVE 107.5
KROQ-FM Alternative A consistent high performer, although currently at the low end of the top 10 stations

Interesting that KRTH and KPWR are nearly neck and neck.

Which one is talked about losing its relevance? Which one do advertisers prefer and pay more for?

But which one has audience with the higher average disposable income per listener?

Things that make you go hmm indeed.

 

[ChannelFlipper]

Is classic rock alive and well?

Interesting that both The Sound and KLOS are up significantly since the Holiday book and January books. Combined they are 3.4 to 3.6 to 4.3, Holiday through February. What is hard to see is where those shares came from, because Jack is also up 2.1 to 2.4 to 2.5, for a total classic rock/classic hits share of 5.5 to 6.0 to 6.8. I realize if you want to include the textbook definition of classic hits, you would have to include KRTH, but even with their updating, they are still the oldies station to Jack's "classic hits", at least in my world. When you match these increases with the same period's losers, it's hard to tell where these listeners came from unless there really are a lot of people who turn off Jethro Tull to listen to KOST Christmas music during the holidays. I don't think they do, but I could be wrong.

Ok, there are a select few of you out there who really can't believe I just buried the lede to talk about the format as a whole, but for the three or four of you, here it is - I believe this is the first "book" in which the Sound beat KLOS 6+. I believe they have been nipping at the Godfather of AOR's heels for a long time, but finally made it over the hump. Could Joe Benson have really been there long enough in the mornings to have made an impact? Doubtful, but who knows? The next book will tell the tale for sure. In the meantime, KLOS is up too, so perhaps H&F have found their niche? I notice they have stopped talking quite so much about bodily functions, so that can only help.

 

[Thomps2525]

KLAA, the flagship station of the Anaheim Angels---I refuse to call them a "Los Angeles" team!---remains at a measly 0.1 share. In exhibition baseball so far this year, the Angels have the worst winning percentage and their pitchers have the highest combined earned-run average. My prediction is that if the Angels don't improve during the regular season, that 0.1 will be unchanged for the next seven months.

 

[davideduardo]

Interesting that KRTH and KPWR are nearly neck and neck.

Which one is talked about losing its relevance? Which one do advertisers prefer and pay more for?

But which one has audience with the higher average disposable income per listener?

KPWR has about 110% more 18-49 than KRTH does. It bills about 20% more than KRTH, too.

Except for big ticket items, income level is not a primary point of evaluation of radio buys. Younger people have less brand loyalty and are less resistant to advertising messages, so the stations with younger demos often get more of the buy.

KIIS is by far the highest LA biller. But why, then, is KRTH second? It's because it has nearly twice the avails of a music station. But then stations like KROQ and KOST and KPWR and KLVE are close behind... it's not about income, it is about reach in the target demos.

 

[ChannelFlipper]

Interesting that KRTH and KPWR are nearly neck and neck.

Which one is talked about losing its relevance? Which one do advertisers prefer and pay more for?

But which one has audience with the higher average disposable income per listener?

KPWR has about 110% more 18-49 than KRTH does. It bills about 20% more than KRTH, too.

Except for big ticket items, income level is not a primary point of evaluation of radio buys. Younger people have less brand loyalty and are less resistant to advertising messages, so the stations with younger demos often get more of the buy.

KIIS is by far the highest LA biller. But why, then, is KRTH second? It's because it has nearly twice the avails of a music station. But then stations like KROQ and KOST and KPWR and KLVE are close behind... it's not about income, it is about reach in the target demos.

I think that "younger people have less brand loyalty" is one of the biggest exaggerations in marketing today. Not to say it isn't true, it is - younger people simply have not had a long enough period in the marketplace to develop loyalties. True enough. BUT, the meme that old people are so loyal to their chosen products that it is simply not efficient to market to them is a big myth. I hang around old people all the time, and they absolutely WILL respond to marketing, so long as they consider the product to be good. In fact, they want to be marketed to and persuaded. I am not talking about the 80 year-old Depends crowd, I am talking people who are in their fifties, sixties, and early seventies who are still working and leading very active lifestyles.

After a lot of thought on this, I have concluded that it is not that old people are so loyal that they can't be persuaded (marketed to), it's that the marketing and advertising communities have set the bar at the lowest possible notch to make their own metrics look as good as possible. That is, they tell their clients that to advertise to old people, who demand a good product, is a waste on a per person basis.  Rather, they should only look to the low-hanging fruit of the younger crowd, who can be more easily persuaded (because as a group they are more naive).

But that thinking must, and therefore, will soon be changing. Why? Demographics and disposable income. With the current reduction in birthrates and the reduced amount of disposable income Generation Y and Millenials have (not to mention reduced immigration) due to the consistently poor economy, they simply will not make up the same proportion of the market place buying power that they once did. So many advertisers will be forced to go where the buying power actually is - the workforce that is aging and cannot retire, and thus are still active participants in the marketplace at older ages than has been seen in previous generations, while the opportunities for upward mobility of the younger generation will be stifled. When that happens, you will start to see some changes in how advertising platforms are bought and sold. Old people will rule (at least more than they have in the past).

 

[justpassingthough]

On average, there still is an existing 3 to 1 cost ratio (in terms of ad dollars) for selling something to a 50 year old versus an 18 year old. As long as that disparity exists, selling to older demos will remain less desirable, especially if its for products that are low cost items where profit margins are thin.

All of the personal anecdotes aside, its hard to overcome this basic marketing principle.

 

[Mediafrog+]

So many advertisers will be forced to go where the buying power actually is - the workforce that is aging and cannot retire, and thus are still active participants in the marketplace at older ages than has been seen in previous generations, while the opportunities for upward mobility of the younger generation will be stifled. When that happens, you will start to see some changes in how advertising platforms are bought and sold. Old people will rule (at least more than they have in the past).

You are inadvertently undermining your own argument. You point out that aging demographics cannot retire and are working into their 70's. Why? Because they are BROKE. They have little or no savings, no pensions, and Social Security is inadequate. And health care costs for the older generation are through the roof. These are not the attributes of people with money to spend. If they were doing well financially they'd be long gone from the work force.

Article after article in the financial media points out that boomers are woefully unprepared for their senior years. Do you really think they have tons of money to spend?

 

[Goldilocks94941]

Damn, all of these broad brush strokes of people, ahem, potential consumers, just based on their birthdays sure sounds like excuses for lazy marketing. If you only try to reach one part of the market, you're probably selling yourself short. Not the "old timers" that some of you seem to detest.

 

[ercjncpr]

This is why that at my age (57) I have and will continue to refuse to buy any product or service advertised on radio or TV. Besides, it won't hurt 'em...all the sales bean counters don't think I buy any thing anyway. To put it another way: attention radio sales people of Los Angeles...since I do not fit into your demo, guess what, you and your advertisers don't fit into mine either.

 

[davideduardo]

This is why that at my age (57) I have and will continue to refuse to buy any product or service advertised on radio or TV. Besides, it won't hurt 'em...all the sales bean counters don't think I buy any thing anyway. To put it another way: attention radio sales people of Los Angeles...since I do not fit into your demo, guess what, you and your advertisers don't fit into mine either.

Why would you think that radio sales people have anything to do with whether advertisers choose to spend money to reach persons over 55?

 

[davideduardo]

Damn, all of these broad brush strokes of people, ahem, potential consumers, just based on their birthdays sure sounds like excuses for lazy marketing. If you only try to reach one part of the market, you're probably selling yourself short. Not the "old timers" that some of you seem to detest.

Marketers look at the cost of each sale. The data shows them that advertising to persons over 50 (TV's sales demo and, increasingly, radio's) or 55 produces a very low profit, if any. That's because, in the simplest terms, older consumers both have more ingrained brand preferences and also take more ad messages to register any impact. So it takes more ads at more expense to make the sale... sometimes with the cost greater than the profit.

 

[michael hagerty]

This is why that at my age (57) I have and will continue to refuse to buy any product or service advertised on radio or TV. Besides, it won't hurt 'em...all the sales bean counters don't think I buy any thing anyway. To put it another way: attention radio sales people of Los Angeles...since I do not fit into your demo, guess what, you and your advertisers don't fit into mine either.

It occurs to me that you must have to go to quite a bit of trouble to avoid products and brands that are advertised on radio and TV.

 

[LKellerIII]

This is why that at my age (57) I have and will continue to refuse to buy any product or service advertised on radio or TV. Besides, it won't hurt 'em...all the sales bean counters don't think I buy any thing anyway. To put it another way: attention radio sales people of Los Angeles...since I do not fit into your demo, guess what, you and your advertisers don't fit into mine either.

It occurs to me that you must have to go to quite a bit of trouble to avoid products and brands that are advertised on radio and TV.

Ercjncpr: Do you drive a car? I doubt there's any brand that doesn't advertise on TV. LA Metro probably advertises a bit too in the LA market. Must be tough to get around.

 

[chrocket87]

This is why that at my age (57) I have and will continue to refuse to buy any product or service advertised on radio or TV. Besides, it won't hurt 'em...all the sales bean counters don't think I buy any thing anyway. To put it another way: attention radio sales people of Los Angeles...since I do not fit into your demo, guess what, you and your advertisers don't fit into mine either.

Well, if you wont buy ads, you better not complain when tour favorite stations get flipped.

 

[Thomps2525]

He owns no clothing and he doesn't have a car. He eats only what he can grow in his backyard and he spends all day sitting in an unfurnished house and posting comments here with the TRS-80 computer that he bought at Radio Shack in 1977.

 

[oldies76]

and posting comments here with the TRS-80 computer that he bought at Radio Shack in 1977.

In basic format!

10 PRINT "MARCH PPM"
20 GOTO 10
RUN