November ratings are here

[Mediafrog+]

Latest numbers for November: https://ratings.****************/content/arb033

The Eagle and The spot slide back a bit.

The Bull slips past 93Q.

What is behind KSBJ's recent drops? Too bad we can't see Air1's numbers.

Maybe I hadn't noticed in past months, but I see KOVE and KQQK are now labeled as "Adult Hits." I get it for KOVE, but does Norteña fit that category? Of course you can have Adult Hits in all sorts of music genres, I suppose.

610 and 790 each double the number of 97.5.

Country Legends is still the top streamer. However with the Apollo takeover of Cox Radio imminent, I wonder if a change is on the way to fix revenue issues.

And our favorite dumpster fire, KROI, remains in the zeroes. Only a few weeks left for the "three year project."

While looking at the KSBJ drop, I checked DFW numbers. Similarly formatted KLTY pulling a 5.6 (second overall) and the rimshot Air1 signal (KYDA) grabbing a 3.4. Even KCBI and KAWA (WAY-FM) combine for a 1.4. Perhaps CCM resonates better up there?

 

[davideduardo]

Maybe I hadn't noticed in past months, but I see KOVE and KQQK are now labeled as "Adult Hits." I get it for KOVE, but does Norteña fit that category? Of course you can have Adult Hits in all sorts of music genres, I suppose.

Remember, it's the website that puts the format names on the stations, not Nielsen. I guess they just don't know too much about Spanish language formats.

 

[Ryan Williams]

Latest numbers for November: https://ratings.****************/content/arb033

While looking at the KSBJ drop, I checked DFW numbers. Similarly formatted KLTY pulling a 5.6 (second overall) and the rimshot Air1 signal (KYDA) grabbing a 3.4. Even KCBI and KAWA (WAY-FM) combine for a 1.4. Perhaps CCM resonates better up there?

A couple of thoughts on why that might be. First, the DFW market as a whole is about 4% more evangelical than the Houston market. This amounts to hundreds of thousands more sets of ears. DFW is also somewhat less catholic in religious adherence. (For sure, though, there are a lot of catholic listeners of CCM formats.)

Also, I don't have the numbers right in front of me, but Houston is more spanish-dominant. Obviously, if you do not primarily speak English, you might have less use for CCM, even if you like the message.

Lastly, DFW just has more Christian music options and those stations cover more of the markets population. Those signals also happen to be more favorable to CCM demographics. For example compare the signals of KYDA and KJKK.

 

[ThatVoice22]

The **************** ratings contain the freely available numbers for Ages 6+ and have been described as worthless to the advertising world, as compared to the key economic ratings for Ages 25-54 (or 25-45) which are not publicly released. What's the point of ratings that essentially don't count for anything? Other than Nielsen getting some brief news attention, who else benefits from publishing Ages 6+ ratings that may differ significantly from the "real" ratings?

 

[davideduardo]

The **************** ratings contain the freely available numbers for Ages 6+ and have been described as worthless to the advertising world, as compared to the key economic ratings for Ages 25-54 (or 25-45) which are not publicly released. What's the point of ratings that essentially don't count for anything? Other than Nielsen getting some brief news attention, who else benefits from publishing Ages 6+ ratings that may differ significantly from the "real" ratings?

That's like asking how the Miss Universe competition affects the work of the United Nations.

One Nielsen list is show, and that is why it is often called a "beauty contest". It does, though, promote radio to the general public and gets some needed attention for our medium.

The other is intended to be proprietary data used by subscribers to sell advertising to those clients that use a quantitative approach to media buying.

Advertisers, mostly agencies, get software and data uploads that allow them to pick each client's target... which could be as diverse as "Hispanic Spanish dominant women 25-44" and "Men between 35 and 54 with incomes above $75 k annually".

Among the more commonly used wide buying demos are 25-54, 18-49 and 18-34. Then there are distinctions by ethnicity, gender and even county of residence in a metro... an infinite list of possible targets that will be able to match an advertiser's consumer profile.

 

[davideduardo]

Also, I don't have the numbers right in front of me, but Houston is more spanish-dominant. Obviously, if you do not primarily speak English, you might have less use for CCM, even if you like the message.

Houston has about 5 more shares of AQH listening in 18-49 than Dallas does. This, of course, means less shares for the English stations. So your point is both valid and supported by fact.

 

[DJboutit3]

KBXX last 3 moths was 7 now at 10 S M H might be time to tweak the format some not a whole new format time to add 90s rap and rnb

 

[davideduardo]

KBXX last 3 moths was 7 now at 10 S M H might be time to tweak the format some not a whole new format time to add 90s rap and rnb

The difference between those top positions is so small that it's often within the margin of error of the PPM process.

In any case, 12+ is about as useful to a radio station as a bicycle is to a fish.

In 18-49, KBXX is #3, just a couple of tenths behind KTBZ and about 1.4 behind KLTN. Since each station likely shares very little audience, they are all going to be billing very high.

In 18-34, KBXX is #1. There is nothing better than that.

They are not going to tweak the format; there is absolutely no reason to. Their actual numbers are very well within their normal range.

 

[DJboutit3]

18-24 demo is the worst for ads 25 to 45 is the best demo for ads. The format on KBXX is stale time to tweak it some.

 

[davideduardo]

18-24 demo is the worst for ads 25 to 45 is the best demo for ads. The format on KBXX is stale time to tweak it some.

The biggest sales demo is 25-54, but many products have more specific age, gender and ethnic targets.

Most Black and Hispanic buys target 18-49 because both communities have lower median ages and generally form families at a younger age, also.

The ethnic secondary target is 18-34 for some products.

18-24 is a key part of both 18-49 and 18-34. So for ethnic buys, it is a very important demo.

The Box and Magic are complimentary. They cover African American audiences from 18 to at least 54, and form a combo buy that is really effective. Both are in what is nearly a 4-way tie for fourth in market billing in Houston.

Back to sales demos: there are buys targeting groups as specific as "Spanish dominant Hispanic women 25-44" or "men 25-54" and the like. Stations have to deliver a CPP for each buy that is within an advertiser's goal or target or they won't get on the buy.

 

[Mediafrog+]

The Box and Magic are complimentary. They cover African American audiences from 18 to at least 54, and form a combo buy that is really effective. Both are in what is nearly a 4-way tie for fourth in market billing in Houston.

Which makes you wonder where sibling KROI fits in. The CHR format is almost three years old, but has horrible overall numbers. When actual target demographics are considered, does KROI add any value to the Houston Urban One cluster? Or is it indeed a turkey that UO hasn't figured out what to do with, and is seeking a sale of the station?

KROI is a deficient signal, but I would think it might achieve a reasonable degree of value under a different owner, perhaps within an existing cluster or paired as a simulcast.

 

[Fieldtech1]

The new signal has not helped KSBJ and has seemed to even hurt them some. The lower antenna height seems to hamper the signal in many of the areas of Houston with taller buildings causing shadows in their signal and horrible multipath issues.

 

[johndavis]

Which makes you wonder where sibling KROI fits in. The CHR format is almost three years old, but has horrible overall numbers. When actual target demographics are considered, does KROI add any value to the Houston Urban One cluster? Or is it indeed a turkey that UO hasn't figured out what to do with, and is seeking a sale of the station?

I used to run an Urban AC AM in a market that was 2% African-American, earning about a 1 share back in the day. Most of the spots on our log were bonuses added to buys with our sister Adult Contemporary FM. They'd sell us in combo to juice the CPP (Cost Per Point) and beat other stations on the buy.

Most of the spots I hear on 92.1 sound like they're combo buys with the Box, so I would assume they're following the same playbook.