Phoenix Arbitron Ratings: April 2013

[pjc1961]

Phoenix: http://ratings.****************/cgi-bin/rol.exe/arb057

This is the overall age 6+ publicly released data for subscribing stations covering the April 2013 survey period of Thu. 3/28/13 to Wed. 4/24/13.
The next survey period will be May 2013 covering Thu. 4/25/13 to Wed. 5/22/13 with the data release date being Tue. 6/11/13.

 

[radioresearcher]

Numbers that are sold

18-34

1 KKFR (first time ever for a #1 monthly since it moved to 98.3)
2 KUPD, KZON and KHOT (tie)
5 KNIX
6 KZZP
7 Mix
8 KLNZ
9 KMLE
10 KSLX

18-49

1 KUPD
2 KESZ and KZZP (tie)
4 Mix
5 KNIX and KHOT (tie)
7 KZON
8 KLNZ
9 KNAI
10 KKFR and Peak (tie)

25-54

1 KESZ
2 Mix
3 KTAR-FM
4 KNIX and KDKB (tie)
6 KSLX, Peak, KLNZ KHOT and KOOL (tie)

 

[DrAkbar]

Numbers that are sold

18-34

1 KKFR (first time ever for a #1 monthly since it moved to 98.3)

Don't make the Nurse and me grovel before the Old Gringo's Hut...just tell us if this is the first time a rimshot has made #1 in a key demo?

 

[justthenumbers]

18-34
7 Mix

18-49
4 Mix

25-54
2 Mix

So what has happened to Mix in recent books? Weren't they #1 in virtually every sales-friendly demo not that long ago? Have My 103.9 and/or Hot 97.5 collectively stolen the younger audience?

Being #4 and #2 in the latter two demos above isn't bad...but it's just strange to see after their relatively long run at #1.

 

[radioresearcher]

18-34
7 Mix

18-49
4 Mix

25-54
2 Mix

So what has happened to Mix in recent books? Weren't they #1 in virtually every sales-friendly demo not that long ago? Have My 103.9 and/or Hot 97.5 collectively stolen the younger audience?

Being #4 and #2 in the latter two demos above isn't bad...but it's just strange to see after their relatively long run at #1.

Yes, My has grown nicely W 18-49 and KMVA is pretty steady there too.

Country also is way up year-to-year and shares a lot with Hot AC

Those rankers are misleading too.

Not only was Mix #1 - they were by a mile last year

Their adult women numbers are off nearly 30-40% from a year ago - but again - as you said it's still an enormous brand.

Akbar is right... we believe this is the first Towers/Wildflower station ever to be #1 in a major demo in PHX in diary or PPM.

I'm sure everyone who isn't CC would love to have that wall of women with KESZ, Mix, Kiss, KNIX, and Eva

 

[MC]

Does all this mean the average age of a kfyi listener is 78 years old?

 

[DrAkbar]

Akbar is right... we believe this is the first Towers/Wildflower station ever to be #1 in a major demo in PHX in diary or PPM.

I'm sure everyone who isn't CC would love to have that wall of women with KESZ, Mix, Kiss, KNIX, and Eva

Stick values for all rimshots just shot up. And a Wall of Women trumps a Mountain of Men any day!

 

[justthenumbers]

Akbar is right... we believe this is the first Towers/Wildflower station ever to be #1 in a major demo in PHX in diary or PPM.

And this is a perfect example of signal penetration not necessarily being linked directly to listening. If you have what the audience/demo perceives to be a superior product...the listeners will find you.

This concept still seems to be such a struggle for many media buyers (across radio, broadcast TV and cable TV) to comprehend. Stations/networks with less than full market coverage are often left off buys because they "don't reach everybody".

Newsflash: no station/network has a 100% share.

And on the flip side...just because a media outlet claims that it "can" supposedly reach "everybody" doesn't mean it actually does.

 

[Billkex]

Jeeez KOOL 94.5 sure took a fall. Gotta be the worst numbers they've seen in a long time.
I wonder what happened?

 

[davideduardo]

Jeeez KOOL 94.5 sure took a fall. Gotta be the worst numbers they've seen in a long time.
I wonder what happened?

Huh? They just had the best 25-54 showing in the last 9 months or so. They look terrific!

And in that format, 25-54 is all that matters.

 

[EricStein]

Akbar is right... we believe this is the first Towers/Wildflower station ever to be #1 in a major demo in PHX in diary or PPM.

And this is a perfect example of signal penetration not necessarily being linked directly to listening. If you have what the audience/demo perceives to be a superior product...the listeners will find you.

It helps for a station having 16 years of format consistency and brand recognition, especially after what is considered to be a "signal downgrade" that happened nearly seven years ago.

As for stations winning with inferior signals (compared to similar stations), look at 105.9. I also feel that if 104.3 had a substantial marketing budget, Eva wouldn't be where it is today (I'm not saying Mega is perfect, but 95.5's product isn't substantially superior either).