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May Ratings

S

SirRoxalot

The May ratings are out and deserve their own thread:

https://ratings.****************/content/arb037

WBLK continues a downward trend, WYRK levels off, Star continued to outperform Kiss, WGR is in the summer doldrums, WBFO gains on WBEN, WECK nears that 4-share, WBUF and WLKK show signs of life, and WBFO-HD2's AAA maintains its 0.1.

Everybody else is pretty much within the margin of error for book. Considering that the book is a three-month average, it seems that there were a few significant shifts in listening in April. We'll have to see what next month brings to see if there's real change in habits.
 
TheBigA said:
The Wolf is at an all-time high:

www.countryinsider.com

Nielsen: In Buffalo, WYRK Stays No. 1, WLKK Sees A New High.

Townsquare Media “Country 106.5” WYRK Buffalo, NY, maintains its No. 1 spot for a third consecutive survey in day two of Nielsen Audio’s May 2022 results, pulling a 9.6 12+
www.countryinsider.com www.countryinsider.com

The format change at WBUF came in June, so it didn't affect the ratings.
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An all time high at 1.9. That's called failure.
I doubt the champagne is being popped at Corporate Parkway...
 
TheBigA said:
It's only been a year.
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Yes, and if it gets into the 2s it will do what WBWL is doing in Boston, siphoning country advertising dollars away from the market's top station. I'm sure iHeart is very pleased with the 2.3-2.9s that The Bull is putting up, and the demos are probably more focused on younger females than WKLB's because The Bull doesn't play anywhere near as much gold.
 
tbolt909 said:
An all time high at 1.9. That's called failure.
I doubt the champagne is being popped at Corporate Parkway...
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If they generate some revenue and use the station to complete agency GRP goals for some buys that help the cluster, then it is a win. Lower ratings on a lower power station don't indicate a failure.

For about the 5th time this month I'll mention that for several decades there was a station in New York City that never got above 15th in 12+ ratings. But it was #1 in billings the whole time.
 
TheBigA said:
Buddy says they're making more money with country than with any other format.
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No, he said HE would make more money if he owned it running a Classic Country format. That's speculation. Audacy Buffalo has lost much of its veteran sales staff in recent years.
They wouldn't be fleeing if the money was rolling in. You can be a shill for Country formats if you want, but The Wolf is not relevant at all...
 
tbolt909 said:
The Wolf is getting neither. The revenue is no better than what Alternative generated. Ask your pal Buddy...
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Your wrong. They are making more revenue with the country format. More direct $ . That is what I said from the start. It's a cheaper alternative to YRK. Although they could make a lot more money if I owned it.

The Wolf is relevant. It won't be in ratings, but it will be from an individual station standpoint. I know it already is.

Country advertisers wanted a cheaper choice. Now they have one. The ARE making more money now than they did with Alternative. They also have more of a geography area now to take direct money from. Advertisers in the outer counties have money. The Wolf pounds that area. Whether the sales staff is exciting about it, who knows. I would be.

The 2 kingfish are WBEN and WGR for Aud. Hands down, not even close.
 
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Buddy Shula said:
Your wrong. They are making more revenue with the country format. More direct $ . That is what I said from the start. It's a cheaper alternative to YRK. Although they could make a lot more money if I owned it.

The Wolf is relevant. It won't be in ratings, but it will be from an individual station standpoint. I know it already is.

Country advertisers wanted a cheaper choice. Now they have one. The ARE making more money now than they did with Alternative. They also have more of a geography area now to take direct money from. Advertisers in the outer counties have money. The Wolf pounds that area. Whether the sales staff is exciting about it, who knows. I would be.
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Sounds like BS and spin to me. Advertisers want results. If nobody is listening, who cares how cheap the spots are. Not buying this bill of goods. Tell us more when Audacy dumps this format in a year or two...
 
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tbolt909 said:
Sounds like BS and spin to me. Advertisers want results. If nobody is listening, who cares how cheap the spots are. Not buying this bill of goods...
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You keep using this word "nobody," and it's not true. People are listening, and the spots are priced accordingly.

Advertisers know what they're buying. They can read the ratings too. They're the ones paying. Not you.
 
tbolt909 said:
Sounds like BS and spin to me. Advertisers want results. If nobody is listening, who cares how cheap the spots are. Not buying this bill of goods...
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Advertisers will take a 1.9 full of spending-happy 25-44 females over a 1.9 full of cynical slacker males living in their mothers' basements 7 days a week and twice on Sundays. Country>alt.
 
tbolt909 said:
Sounds like BS and spin to me. Advertisers want results. If nobody is listening, who cares how cheap the spots are.
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That is not true. The listening is simply less than that of 'YRK. And so are the rates. Many advertisers know they sell by frequency, so they can get lots of spots affordably there and they pay appropriately if you measure CPM or CPP.
tbolt909 said:
Not buying this bill of goods. Tell us more when Audacy dumps this format in a year or two...
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If they are getting added revenue and it complements package sales on the cluster, it is not going away. This is not a horse race or an election.

There can be a dozen or more winners in that size market.... and in LA, for example, down to about 25th stations can be profitable (ask Stevie Wonder why he has kept his station for many decades with well under a 2 share). And below that, there are 12 to 15 specialty stations that make nice money with no ratings at all.

You are looking at a rainbow and trying to find which is the best color. The fact is that there are no absolute winners and losers. And numbers are only part of the equation.
 
tbolt909 said:
Sounds like BS and spin to me. Advertisers want results. If nobody is listening, who cares how cheap the spots are. Not buying this bill of goods. Tell us more when Audacy dumps this format in a year or two...
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Wrong again. My clients with my Media One ad agency buy spots on the Wolf. Our clients, like Cellino Law, get great results.

The latest cume on 107.7 is about 55k per week. WECK is 80,000, about 90% of that in Erie County only, WBEN is 110,000. I purchase for advertisers on Wolf because the cost per point , and cost per impression is very efficient.

If I owned the station, it would be a gold based country format, but I don’t, so it is what it is. Basically an advertising alternative to YRK.
 
tbolt909 said:
Sounds like BS and spin to me. Advertisers want results. If nobody is listening, who cares how cheap the spots are. Not buying this bill of goods. Tell us more when Audacy dumps this format in a year or two...
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What you missed is that 107.7 covers a wide swath of territory outside of the Buffalo metro that has a lot of small businesses who can't afford WYRK. The country format actually serves the listeners the station was designed to serve better than any other format. There's money to be made in Batavia, Attica, Warsaw, Castile, Springville, Arcade, Holland, Orchard Park, Hamburg, East Aurora, and other communities on major routes between Buffalo and the southtowns if somebody's willing to go out there and sell the station. If you can buy 10 spots for the price of 1 you can get your name out there at an affordable price. The simple truth is that WLKK will never be more than a rimshot in Buffalo, but it can be a big player in the rural communities east of here.

The only other format that makes sense for that station would be a simulcast with WGR to improve the coverage of sports talk in WNY at night and to reduce interference in cars. Would there be a net ratings gain for WGR? Likely negligible. It would also impact their syndication of Bills and Sabres games to smaller stations in surrounding areas, so it likely wouldn't help revenue.

In short, it seems to me that they've finally stumbled onto the format that will most efficiently bring in revenue from its listening area.
 
SirRoxalot said:
Would there be a net ratings gain for WGR? Likely negligible.
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Based on the experience of the WBEN simulcast, no. But also looking nationally, when an AM station is simulcast on FM, there is no real ratings gain, because the programming stays the same. Just the transition of the audience from AM to FM. That's what Audacy is seeing in LA with the simulcast of KNX.
 
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