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PHILLY NUMBERS ARE IN!
- Thread starter d21ofnj
- Start date
I
imhomerjay
Guest
One month? A tad bit soon for a final verdict. That said, there may also be a cost savings associated with turning two operations into one, so ratings alone are hardly the sole indicator of a wise strategy.
S
SilverTonicFree
Guest
imhomerjay said:
WPEN-FM pulled a 2.0
WPEN-AM pulled a 0.8
2.8 is a good start so far.
SilverTonicFree said:
Ah, so I was reading it wrong. Radio-Info lists simulcasted stations separately even though Arbitron lists their ratings together.
2.8 is much better than the 2.0 I thought it was, but it's (very slightly) down from the 2.9 the prior combination had. It should be up, even if just a little bit. Especially with the Phillies in the World Series during this book. (The "November" book started on October 15).
Question: Did Now 97.5 ever crack a 2.0?
Answer: You forgot last Christmas. The month leading up to the holiday, the Philadelphia ratings were B101.5 #1, WOGL #2, Now 97.5 #3.
All three stations were playing all-Christmas music. I'm not sure this was duplicated in any other market, with three stations going all-Christmas and all of them finishing in the Top 3. But as soon as the holiday was over and 97.5 was doing its regular format, the station dropped like a rock.
Is there room for another Soft AC in Philadelphia? With B101.5 in the 7's, absolutely. Now tried to battle B101.5 by going more contemporary and more uptempo. But B101.5 has already taken numerous steps over the last couple of years to be more uptempo and more contemporary.
Soft AC isn't rocket science. Most offices and stores will put the station on the radio or over the PA system that is the softest, playing well-known hits with a good signal. Being more uptempo than B101.5 doesn't help. Now 97.5 got its best ratings at Christmas when it was playing virtually the same songs as B101.5. And when the ratings suffered, Now went MORE uptempo, not less, and the ratings went DOWN, not up.
If you want to be competitive with B101.5, don't be more uptempo. Instead, sound like B101.5 sounded like a couple of years ago, and play some songs and artists that B101.5 has deleted over the last couple of years. Yeah, you're average listener might then be a couple of years older than WBEB's, but that's OK. If B101.5 is overwhelmingly the top station in Philly 25-54, being slightly older in your music and presentation would still put most of your audience well within the 25-54 demo.
In these PPM days, you have to use logic. The boss or office manager is likely to be in control of the radio dial in most workplaces. They'd probably prefer a slightly older music mix. But all the 20-something and 30-something employees will have to listen anyway, not to mention the more youthful shoppers or office visitors. And their People Meters will record tons of listening.
Sounding today like B101.5 did 2-3 years ago might not be the way to beat WBEB, but it will certainly put you in the top 5 25-54. And that's a great place to be.
Gregg
[email protected]
Answer: You forgot last Christmas. The month leading up to the holiday, the Philadelphia ratings were B101.5 #1, WOGL #2, Now 97.5 #3.
All three stations were playing all-Christmas music. I'm not sure this was duplicated in any other market, with three stations going all-Christmas and all of them finishing in the Top 3. But as soon as the holiday was over and 97.5 was doing its regular format, the station dropped like a rock.
Is there room for another Soft AC in Philadelphia? With B101.5 in the 7's, absolutely. Now tried to battle B101.5 by going more contemporary and more uptempo. But B101.5 has already taken numerous steps over the last couple of years to be more uptempo and more contemporary.
Soft AC isn't rocket science. Most offices and stores will put the station on the radio or over the PA system that is the softest, playing well-known hits with a good signal. Being more uptempo than B101.5 doesn't help. Now 97.5 got its best ratings at Christmas when it was playing virtually the same songs as B101.5. And when the ratings suffered, Now went MORE uptempo, not less, and the ratings went DOWN, not up.
If you want to be competitive with B101.5, don't be more uptempo. Instead, sound like B101.5 sounded like a couple of years ago, and play some songs and artists that B101.5 has deleted over the last couple of years. Yeah, you're average listener might then be a couple of years older than WBEB's, but that's OK. If B101.5 is overwhelmingly the top station in Philly 25-54, being slightly older in your music and presentation would still put most of your audience well within the 25-54 demo.
In these PPM days, you have to use logic. The boss or office manager is likely to be in control of the radio dial in most workplaces. They'd probably prefer a slightly older music mix. But all the 20-something and 30-something employees will have to listen anyway, not to mention the more youthful shoppers or office visitors. And their People Meters will record tons of listening.
Sounding today like B101.5 did 2-3 years ago might not be the way to beat WBEB, but it will certainly put you in the top 5 25-54. And that's a great place to be.
Gregg
[email protected]
I
imhomerjay
Guest
Maybe they merged with WKXW. 
WPEN's ratings were solid at the start because the Phillies were in the World Series. Now 97.5 flipped during the NLDS. 97.5 was the only place on FM to hear the Phillies. The fact that it was Phillies vs Yankees also helped the ratings since there are Yankees fans in the northeastern part of the coverage area.
I think 97.5 should have just flipped to all-Christmas music in the middle of October, and then sports in January. It would get a lot of attention by playing Christmas music in October, and would duplicate its success it had last year. And if the Phillies won again, they could have reused last year's imaging. Might as well cash in on the holiday season.
B101 is 101.1, not 101.5.
I think 97.5 should have just flipped to all-Christmas music in the middle of October, and then sports in January. It would get a lot of attention by playing Christmas music in October, and would duplicate its success it had last year. And if the Phillies won again, they could have reused last year's imaging. Might as well cash in on the holiday season.
B101 is 101.1, not 101.5.
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