Phoenix Arbitron Ratings Rewind

[michael hagerty]

Google Books has digitized thousands of back issues of Billboard magazine. And I just ran across the January 25, 1986 issue with the Fall, 1985 Arbitron ratings for Phoenix.

These were the then-current standings for the market when I arrived in town a couple of months later (all numbers are total audience 12+ Mon-Sun 6A-12M):

1. KNIX AM-FM (102.5 & 1580-Country) 12.8

2. KUPD-FM (97.9-AOR) 10.4

3. KTAR-AM (620-News/Talk) 9.3

4. KQYT-FM (95.5-Easy Listening) 7.1

5. KMEO-FM (96.9-Easy Listening) 6.7

6. KZZP-FM (104.7-CHR) 6.2

7. KOOL-FM (94.5-Oldies) 5.9

8. KOY-AM (550-Adult Contemporary) 4.8

9. KKLT-FM (98.7-Adult Contemporary) 4.6

10.KDKB-FM (93.3-AOR) 3.7

11.KOPA-FM (100.7-CHR) 3.4 (they flipped to Classic Rock as KSLX right after this book ended)

12.KLFF-AM (1360-Adult Standards) 3.3

13.KLZI-FM (99.9-Adult Contemporary) 3.2

14.KUKQ-AM (1060-Urban) 2.9

15.KSTM-FM (107.1-AOR) 2.0

16.KONC-FM (101.5-Classical) 1.9

17.KPHX-AM (1480-Spanish) 1.7

18.KOOL-AM (960-Adult Contemporary) 1.4

19.KRDS-AM (1190-Christian) 1.3

19.KVVA-AM (860-Spanish) 1.3

Billboard only listed stations with a 1.0 or better. Apparently, KFYI (910 AM), which debuted in late August or early September, according to Billboard, hadn't gotten up to that level yet, nor had their then-sister KKFR (92.3 FM).

In April 2010, 31 stations did a 1.0 or better.

 

[doublex]

Two stations playing easy listening grab more than a 13 share......shows how tastes, and this market, have changed.




Tom

 

[landtuna]

Two stations playing easy listening grab more than a 13 share......shows how tastes, and this market, have changed.
Tom

Or.....those listeners could have left a radio that didn't serve them.

 

[Legend City]

I miss KSTM so much.

I still have a T shirt from The Storm.

Music radio has sucked since then (except in a small part of Mesa/Chandler on a low power stick)

 

[michael hagerty]

What I found interesting is how the explosion of signals in the market hasn't changed the makeup of the better-rated stations much. In the April 2010 PPMs, 105.9 is the only Top 10 station that was a no-show 25 years ago.

The fall '85 Top 10 has only 3 frequencies that have fallen dramatically...1580 (which probably didn't make up much of the KNIX simulcast number then), 620, and 93.3.

 

[EricStein]

6. KZZP-FM (104.7-CHR) 6.2

I take it that this also included the simulcast on 1310?

14.KUKQ-AM (1060-Urban) 2.9

Now this was a GREAT station! I remember the day they went Country in 1987. I take it that they did so to try and put a dent into KNIX and help sister station KUPD (which might have been number three by the time the flip was made, as KZZP made some inroads between this time). That wouldn't last as a frequency that moved to a 100,000 watt South Mountain FM stick with the backing of Roy Disney (KMLE) decided to join the Country battle a year and a half later.

 

[Huff]

1580 (which probably didn't make up much of the KNIX simulcast number then)

KNIX's 12.8 saw 2.4 shares coming from 1580 and 10.4 shares from the FM in the Fall '85 book.

Apparently, KFYI (910 AM), which debuted in late August or early September, according to Billboard, hadn't gotten up to that level yet, nor had their then-sister KKFR (92.3 FM).

KFYI had a 0.5, and did not top the 1 share level until the Spring '86.
The new KKFR 92.3 registered with a 0.7.

6. KZZP-FM (104.7-CHR) 6.2
I take it that this also included the simulcast on 1310?

KZZP's 6.2 was for the FM only; KZZP AM had a 0.6 in that book.

 

[johndavis]

Two stations playing easy listening grab more than a 13 share......shows how tastes, and this market, have changed.
Tom

Or.....those listeners could have left a radio that didn't serve them.

...or those listeners are now pushing up daisies.

My mom was a big KMEO/KQYT listener back in the day. She's in her 70's now.

 

[johndavis]

KZZP's 6.2 was for the FM only; KZZP AM had a 0.6 in that book.

Wasn't this back when KZZP AM ran Satellite Music Network's AC format? That ended the day the FCC allowed 100% simulcasting. Or was this when KZZP AM simulcast part of AM & PM drive and had its own midday and night shows?

 

[michael hagerty]

KZZP's 6.2 was for the FM only; KZZP AM had a 0.6 in that book.

Wasn't this back when KZZP AM ran Satellite Music Network's AC format? That ended the day the FCC allowed 100% simulcasting. Or was this when KZZP AM simulcast part of AM & PM drive and had its own midday and night shows?

When I got here in March '86, all the IDs were "KZZP AM and FM, Mesa-Phoenix".

 

[michael hagerty]

Two stations playing easy listening grab more than a 13 share......shows how tastes, and this market, have changed.
Tom

Or.....those listeners could have left a radio that didn't serve them.

...or those listeners are now pushing up daisies.

My mom was a big KMEO/KQYT listener back in the day. She's in her 70's now.

Which would make your mom one of the younger listeners back then...in her 50s.

The format drew huge 65+ numbers...which means most of the audience in this old Arbitron would be 90+ now.

 

[johndavis]

Billboard only listed stations with a 1.0 or better. Apparently, KFYI (910 AM), which debuted in late August or early September, according to Billboard, hadn't gotten up to that level yet, nor had their then-sister KKFR (92.3 FM).

In April 2010, 31 stations did a 1.0 or better.

I don't think KKFR had moved off of Shaw Butte yet. This would have been the Oldies/CHR Hybrid called 92 Fire FM. The format and name were patterned after a station in the midwest.

The station didn't start to gain traction until it evolved into more of a Hot AC/CHR. Even then it was an also-ran until Fred hired Don Kelly to consult them. Ron Parker set the stage for Steve Smith with the station going rhythmic, but internal politics causing Y-95 and KZZP to target Anglos over 25 and both of those stations imploding didn't hurt either. Part of Fred's success in the later years of KKFR was he finally quit screwing with it right as his competitors started screwing with what had made them successful.

 

[DrAkbar]

In 15 years the listenership of Ancient Modulation© among the top 10 has gone from a 14.1 share (KT'R & KayOhWhy) to a 4.6 share (KFWhyEye). The number one station back then had a 12.8 share (KNIX), whereas today it has a 6.4 share (Mix 96~Nine). hmmmmm.... smells like even smaller pieces of the pie in the future!


© 2001 Akjeff Enterprises, all rights and lefts reserved.

 

[DrAkbar]

In 15 years the listenership of Ancient Modulation© among the top 10 has gone from a 14.1 share (KT'R & KayOhWhy) to a 4.6 share (KFWhyEye). The number one station back then had a 12.8 share (KNIX), whereas today it has a 6.4 share (Mix 96~Nine). hmmmmm.... smells like even smaller pieces of the pie in the future!


© 2001 Akjeff Enterprises, all rights and lefts reserved.

oops...triple digits are gettin' to the Nurse and me, too. Should read "..in 25 years"

 

[Bud_Wilkinson]

It's certainly not impossible for a station to once again become dominant. The formula is very simple:

1) Creative, fun morning show.

2) Live personalities in all other dayparts who have something to say and are allowed to say it in more than 10-second spit takes.

3) Music that is flavorful, not burned to a crisp.

4) Involvement in the community. Being out there among listeners and accessible.

5) Heavy promotion with loads of TV spots and billboards.

A battery shortage so that no mp3 players will work would help. A simultaneous meltdown of all satellites as well as the Internet wouldn't hurt, either.

Why was KNIX the top dog for so long? Attention to detail, a willingness to spend money to make money, and a pursuit of excellance.

The goal of radio today is something south of mediocrity, with too few employees and people spread so thin that quality is non-existent. I could ramble further, but am bidding trying to find the Buckeye media hut on my GPS.

 

[landtuna]

...or those listeners are now pushing up daisies.

My mom was a big KMEO/KQYT listener back in the day. She's in her 70's now.

Which would make your mom one of the younger listeners back then...in her 50s.

The format drew huge 65+ numbers...which means most of the audience in this old Arbitron would be 90+ now.[/quote]

I hope I don't take this too far off track but I have a serious question.....

The natural aging data suggests that we will always have a pool of *ahem* older listeners and with the Boomers coming of *ahem* age that pool will be larger than ones before and after.

If you buy that, and also believe that as a generation ages its radio listening habits change, why wouldn't Smooth Jazz/Beautiful Music be a viable format ongoing? Apparently Classical still holds on to its small cadre of listeners in perpetuity. Are the listening habits of younger generations so jaded that radio execs are not willing to bet on these formats or are the broadcasters just shooting for the moon?



[/quote]

 

[michael hagerty]

I hope I don't take this too far off track but I have a serious question.....

The natural aging data suggests that we will always have a pool of *ahem* older listeners and with the Boomers coming of *ahem* age that pool will be larger than ones before and after.

If you buy that, and also believe that as a generation ages its radio listening habits change, why wouldn't Smooth Jazz/Beautiful Music be a viable format ongoing? Apparently Classical still holds on to its small cadre of listeners in perpetuity. Are the listening habits of younger generations so jaded that radio execs are not willing to bet on these formats or are the broadcasters just shooting for the moon?

Allow me to beat David Eduardo to the punch....

Because advertisers (at least the ones that use agencies and make significant buys) don't care. They want 25-54. Which means you need to target 40 year olds. Today, that's somebody who was 17 when Smooth Jazz got started.

If it survives long-term, it'll be a niche format, with niche advertisers, they type that have kept KOY and other adult standards stations functioning, targeting their core audience.

However, all baby-boom targeted radio is heading into the same demographic dark place...and if classic rock, oldies and smooth jazz have to fight over that niche advertising, it's gonna be ugly. There may be a large and growing pool of older listeners....but the pool of dollars targeting them probably won't grow at the same pace.

 

[ykw]

It's certainly not impossible for a station to once again become dominant. The formula is very simple:

1) Creative, fun morning show.

Aside from budding local legend John Holmberg at KUPD, there is scant evidence of audience interest in a talk-heavy music-playing morning show. Even the rhythmics (long-time offenders Johnjay and Rich aren't yakking it up nearly so much in recent months) and the soccer-mom stations have figured this out. Listeners wanting talk are off to talk stations; listeners who want music are off to music-intensive morning programming (or off the radio dial entirely).

2) Live personalities in all other dayparts who have something to say and are allowed to say it in more than 10-second spit takes.

You mean, the way KDKB does? How's that working the past few years?

3) Music that is flavorful, not burned to a crisp.

Find a format where that's true. Playlists are getting tighter and tighter every year, while there is little music being made at major labels (and, honestly, no station is gonna add non-major tracks in this day and age) that can be said to be non-toasted. (The closest thing to "fresh" these days, Lady Gaga, is doing little more than satiric pastiches of gay-friendly artists of decades gone by.)

Sure, you can open up formats to include more older tracks, but that's just adding older stale to new. (Unless you go deep with older material, as KEDJ did in the mid 2000s, but that tack never survives the first visit from a consultant.)

4) Involvement in the community. Being out there among listeners and accessible.

Bingo. Creating some level of emotional involvement with a station (and its long-term personalities) is key to the sort of relationship-listening that drives long-term success.

5) Heavy promotion with loads of TV spots and billboards.

Ehhh... not so much. Advertsing new personalities or new directions or major format tweaks can have some bearing in getting listeners to at least sample a station, but putting up a picture of long-timer "Joe Schmoe and the Morning Show" or, worse, just a station logo and (maybe) frequency... no. I can't imagine anyone has ever been convinced to spin the dial by a billboard display of Word Art.

A battery shortage so that no mp3 players will work would help. A simultaneous meltdown of all satellites as well as the Internet wouldn't hurt, either.

Why was KNIX the top dog for so long? Attention to detail, a willingness to spend money to make money, and a pursuit of excellance.

KNIX was "the top dog for so long" because it was the long-term Country station in an extremely Country-friendly market during a fifteen-year Country renaissance. Everything else helped, sure, but the bulk of their success was a right-place/right-time result.

The goal of radio today is something south of mediocrity, with too few employees and people spread so thin that quality is non-existent. I could ramble further, but am bidding trying to find the Buckeye media hut on my GPS.

I'm becoming more and more convinced that music formats -- at least, formats as they are now generally thought of -- are headed for the end on terrestrial radio. More and more listeners are burning out on repetition, leading to there being fewer and fewer of them. You might be able to hang on a little longer with formats that re-imagine the whole nature of format/genre (e.g., something along the lines of pre-elevator KYOT), but even that sort of novelty is bound to fade fairly quickly.

 

[landtuna]

Because advertisers (at least the ones that use agencies and make significant buys) don't care. They want 25-54. Which means you need to target 40 year olds. Today, that's somebody who was 17 when Smooth Jazz got started.

Maybe I wasn't specific enough.....what I was trying to ask was are there stations execs that would be satisfied with having a niche station playing niche music for niche advertisers?

It seems if a station can keep its expenses in line and attract enough advertisers to earn a profit it would be successful (even if not a market leader). If you look at TV today, especially the cable outlets, there is an awful lot of senior-targeted ads. Is radio not capable of attracting the same sort of advertising? I seem to remember the times I listened to Paul Harvey's show his major sponsors were in a more "mature" category.

It seems to me that my generation may be the last one for awhile that has much discretionary income in their later years. TV seems to be aware but I don't see radio going after that pool while it is viable.

 

[michael hagerty]

Because advertisers (at least the ones that use agencies and make significant buys) don't care. They want 25-54. Which means you need to target 40 year olds. Today, that's somebody who was 17 when Smooth Jazz got started.

Maybe I wasn't specific enough.....what I was trying to ask was are there stations execs that would be satisfied with having a niche station playing niche music for niche advertisers?

It seems if a station can keep its expenses in line and attract enough advertisers to earn a profit it would be successful (even if not a market leader). If you look at TV today, especially the cable outlets, there is an awful lot of senior-targeted ads. Is radio not capable of attracting the same sort of advertising? I seem to remember the times I listened to Paul Harvey's show his major sponsors were in a more "mature" category.

Okay. Sorry I didn't get it the first time around. The answer is yes, but with qualifications. A format like that probably won't be on a 100,000 watt FM if there's a format that will deliver better revenue. In much the same way that KOY went from very nearly a statewide signal at 550 to 1kw at 1230, baby-boom formats will very likely slide off the full-signal FMs to rimshots or even AM....which, in a vicious cycle, hurts ratings and salability.

If you have a sole owner with low or no debt service, he or she might be willing to take chances with niche programming. Lou Silverstein's KAHM, Prescott is a great example. He can do what he wants and make a nice profit. Trouble is, there aren't a lot of those left.

For a group operation like Clear Channel, CBS or Bonneville, even if your expenses are in line, there's debt service, the contribution to the overall corporate financial picture and the stock price to consider. All of which argues against taking risks already proven to be less popular with ad agency buyers.

I've actually had PDs and GMs tell me that they've changed formats that were delivering good numbers because it was hard to describe what they were doing to time buyers. They literally dumbed down the station so it could fit in an easy one, two or three word description. In a couple of cases, the ratings dipped but revenues went up because time buyers suddenly "got it".