New York City needs a Lite radio station

[davideduardo]

Would a station getting a 1.0 rating that's heavily 25-44 female outbill a station getting, say, a 4.0 with most of its listeners 55+ male? Is the ad agency bias against older listeners that strong?

Since the leading station in NY has, usually, a 0.6 rating, getting a 1.0 rating would be a ticket in first class all the way.

I think you mean "share" and not rating, though. And the answer is, "yes, while neither would do terribly well, the one with under-55 demos, if properly priced, would bill more."

And... big and here... it's not "agency bias." Agencies as a rule don't establish marketing goals for their clients. The client is the one who has their servant, the agency, prepare and place advertising for them in accordance with their marketing goals. In TV, advertisers buy within 18-49 predominantly and in radio it's 25-54 and 18-59... because that is where the return on investment on radio advertising is rewarding.

 

[nd2023]

I wish we could at least get a soft AC on HD radio, like Classic Lite or 103.3 The Cove.

 

[wffm78]

New York City needs a 1) alt rock station 2) country station, 3) local talk station...much more than a Lite Radio station...or 2 competing sports stations, 4 talk stations, 6 urban stations, or 3 hot AC's.

 

[CTListener]

New York City needs a 1) alt rock station 2) country station, 3) local talk station...much more than a Lite Radio station...or 2 competing sports stations, 4 talk stations, 6 urban stations, or 3 hot AC's.

Agree on #3, but alt rock is a splintered, dying genre and country just isn't going to get the support of advertisers given NYC's demographics.

 

[atlantaboy]

alt rock is a splintered, dying genre

That's a very New York-centered statement

There are plenty of markets (including large ones) where Alt/Rock stations are doing extremely well - as well as markets like L. A., Boston, San Diego, and Seattle with two Alt/Rock stations

Just cause New York doesn't like Alt/Rock for some reason doesn't mean the rest of the country doesn't...

 

[CTListener]

alt rock is a splintered, dying genre

That's a very New York-centered statement

There are plenty of markets (including large ones) where Alt/Rock stations are doing extremely well - as well as markets like L. A., Boston, San Diego, and Seattle with two Alt/Rock stations

Just cause New York doesn't like Alt/Rock for some reason doesn't mean the rest of the country doesn't...

Well, this thread is about New York. And NY isn't the only market losing alt rock stations. The two stations in Boston you write of are, presumably, WXRV and WFNX, ratings bottom-dwellers owned by small-time operators who can afford to run a minimally profitable format. And neither has a competitive signal over the entire Boston metro. Sooner or later, unless the pendulum of youth taste swings back from rhythmic/rap/AutoTuned pop to rock, even Seattle -- still on the cutting edge of the '90s, bless its heart --is likely to lose its alt rockers.