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AdMan17
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Any updates? 1 year ago it was all Kmle.
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Dr. Akbar said:
Of course, the position of the gas pedal on the Old Gremlin doesn't much matter since it goes pretty much the same <slow> speed.
And that, of course, means the brakes have <almost> never been used. Not sure whether they work or not (there's always been another car in front of us).
The Levi Special be stylin' though. ;D
Dr. Akbar said:
In a very broad generalization, stations that had the longest TSL in the diary method were less well treated in the PPM.
In many cases, stations with lower cumes but high TSL suffered simply because the diary encouraged rounding... which was nearly always upwards.
And stations that did not have a lot of secondary listening did poorly in the PPM.
The classic case might be a smooth jazz station. Limited cume in the diary, but really high TSL. In the PPM, not a lot of secondary listening was uncovered, unlike broader formats like CHR and AC that grew cume by more than double in many cases. Thus, the cume did not increase, and the TSL went down due to precise measurement of listening times.
If you can say that the potential appeal of a format is limited, then you are describing a format that may have lost rank in the PPM.
On the other hand, some stations were able to modify their format to adapt to the PPM. Take KOOL FM, which moved more mainstream from it's niche upper demo appeal. KOOL obviously saw that they could pay more attention to the secondary listeners, who in the PPM contribute almost as much TSL as the primaries, the ones we call P1. By looking at the P2's and maybe even P3's, KOOL became the secondary station to AC, Country, Smooth Jazz, news/talk and even Classic Rock. They formed a coalition by being "everyone's second favorite." And they made the sound more appealing to 25-54 and took mornings in a more sales-demo friendly direction. While they may annoy some oldies purists by not playing every tune in Whitburn, they did become a top 5 (and occasionally #1) station in 25-54 in the PPM, due to a very smart strategy.
Country is a self-limiting format. Either you are in the lifestyle or you are not. There is not a heck of a lot of crossover. Phoenix has not been infused with country lifestyle inbound migration as much as might have been the case back when KNIX had double digit shares. So the country stations pretty much share with each other all the same listeners. And the format has not been at its peak (remember the shares back in the late 80's and early 90's?) of late... so in the PPM there was TSL compression, no format growth and not as much ability to see secondary listening as in some other formats.
A word about secondary listening: the diary measured, mostly, the memory of the diarykeeper. So "big" stations with lots of promotion overwhelmed the listener, who often listened to more stations, but did not remember to write them down or did not give them the listening time they had received. The PPM measures hearing, and does not care who is giving away the new "Heard of Squirrels" album at 7:20 this morning. So "big" stations suffered, too, and secondary ones gained... as did stations on in public places and workplaces.
Great insight and analysis, David - thank you for sharing.
johndavis said:
Well, that would be the result. But the fact is that the PPM proves that no station stays "favorite" in actual usage all the time, and that is because there is not a great difference between listening levels for the most used (which would be "favorite") and the second most and even third most among many listeners. So you get nearly as much listening from second most and third most listeners, so being "favorite" is no longer as important as getting into the P1-P2-P3 circle. In fact, in many formats, being the favorite may not matter.
In fact, the whole "favorite" issue is almost irrelevent in the PPM. "Favorite" is desirable in the diary, as it is easier to remember favorites than lesser perceived stations. But PPM does not measure memorability, it measures usage. So the whole issue of perception is less important than actual usage.
The other way of looking at this is that some formats had less reported diary listening than the reality of PPM shows, so there is realignment.
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AdMan17
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How is knix v kmle battle going?
AdMan - I don't know the exact numbers, but KNIX is killing KMLE. Budget cuts and really stupid programming decisions has done nothing but hurt KMLE and help KNIX. CBS had a guy running KMLE that shouldn't have even been in the building.
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AdMan17
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"CBS had a guy"? who's the guy they had and who do they have now and is it getting better?
It was Kris Abrams I believe. He has since been stripped of his programming duties for KMLE. I think the new guy is Bruce St. James. It's interesting because from what I hear, St. James has no country experience either.
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AdMan17
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well, how did the new guy do today?
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