Mark and Brian returning to KLOS

[davideduardo]

Purely hypothetically, David...how much of a ratings boost could KDAY expect if it moved to 95.5?

I don't have the population data at hand right now, but KDAY currently has a 65 dbu signal over about 1/4 of the MSA population. KDEY is in that portion between the IE and LA that has no measurement at all.

We'd have to look at the listening by ethnic group and the distribution of those populations in the market. We know that Hispanics and Aferican Americans, the two main targets of the format, are somewhat more concentrated so the existing signal may cover closer to half of the available market... still, that means that the upside could be as big as a 50% to 60% increase.

Add in the fact that Class A signals in large metros have a built in disadvantage of not covering the full in-car commute and travel routes of listeners, and there is another potential upside there.

If I were guessing, I'd say that the 2.3 in 25-54 could be increased to around a 4 share.

 

[MarkW]

KLOS fallout

I am quite sure they would not take two of the top billers in the market and change their winning formulas to replace a station that is about 20th in billing.

Which may simply mean that they have found a blend appropriate for the market and for the region and it works, revenue and ratings-wise.

KYSR is billing within 5% of what KROQ is doing. Why in the world would they change another top 10 biller for a format that is just barely in the top 20 in revenue and ratings?

Wasn't suggesting that either station adopt a Classic Rock format outright. Rather, I was pondering whether a format adjustment would be in order. WLS-FM in Chicago tweaked following 97.9 The Loop's demise, and it worked out quite well for them. KLOS + 100.3 The Sound on a combined basis commanded a healthy percentage of Male 25-54 listenership. It's not as if Classic Rock is a niche format. It generates solid numbers everywhere else along the west coast. I would contend KLOS's so-so ratings are a function of questionable programming execution.

Seems to me Entercom with just a tweak here or there could dominate that age group.

As far as iHeart goes, if Alt 98.7's ratings continue on their current course, within a couple years - I suspect they'll be nowhere near a top 10 biller. I do agree with you from the standpoint that finding ways to improve Alt 98.7's performance is probably a much better strategy than blowing up the station and starting over.

 

[hotpatrick2004]

Does alt 98.7 do better in ratings and revenue then it previous format star 98.7. I must say y does my 104.3 do better then the now defunct star 98.7? Its the same hot ac format is it not?

 

[davideduardo]

Does alt 98.7 do better in ratings and revenue then it previous format star 98.7. I must say y does my 104.3 do better then the now defunct star 98.7? Its the same hot ac format is it not?

It does significantly better than when it was Star, and is one of the few LA FMs with large revenue growth over the last five or six years.

 

[TheBigA]

I do agree with you from the standpoint that finding ways to improve Alt 98.7's performance is probably a much better strategy than blowing up the station and starting over.

Plus keep in mind that Star is the home to The Woody Show, and that is becoming a bit of a profit center on its own.

The thing people keep forgetting is radio companies are in the content business, not the music business. iHeart owns The Woody Show, not any of the music they play. For many years Mark & Brian were a mainstay. Now the names have changed, but the business is the same.