Radioresearcher said:
There are some formats that are way too fragmented and others that aren't being served or are underserved.
I was addressing the KOOL issue specifically. It's not unlike country in San Diego... there is room for one station, but sales-wise, not for two. The big failure of the CC country in SD, programming aside, was that reach and frequency buy analysis would always knock the second country station out due to the minimal contribution to reach that it added to a buy that already had KSON on it.
With classic hits, there is another reason why two such stations won't work: not only would the lower one fail on reach and frequency criteria, it would also fail by making any broad buy to heavy on the older demo side.
I need to understand why there is a need for two Spanish Adult Hits stations. KOMR has a superior signal when it comes to Spanish dominant to KVVA and is now losing to it.
That's a specific-to-the stations matter, and not quite relevant to stations with real signals. KOMR only puts a 65 dbu over 15% of the metro. It is up against a competitor with a 65 dbu that covers three times as many people, and a station which has a morning show that does very well in other markets like the IE, Las Vegas and Fresno, to name a couple.
But again, the issue here is a bad signal against a very bad signal. That is not the same as looking at how KOOL has a format to itself, while some other formats or close-proximity formats are highly fragmented.
You may say no one needs to compete head to head with KOOL, but I'd argue their isn't room for another station in that demo somewhere.
KOOL's issues are still its fight to stay relevant in 25-54, and that challenge keeps other stations out of the demo with the same or formats after the same demo. This is not unlike the issues WFEZ in Miami went through... on the first iteration of the soft AC format, they made poor impact in 25-54 but did really well in 65+ so they did a major facelift and moved on younger demos.
I bet Jose and Recuerdo combined don't bill half of KOOL or Peak.
Not a fair comparison... even Jose reaches only about 40% of the market's population. So the billing is going to be low because the ratings potential is low, and because low-tier stations don't even compete for most agency buys... even in Spanish.
Univision has the top morning show talent in Spanish language radio and a great signal and is now neck and neck with Entravision's KLNZ.
But neither, despite being quite close to KOOL in 25-54 (and many times better in the past) bill significantly less than KOOL... as much as 40% less.
La Kalle added a second signal, but still barely shakes a 1.0 share.
The two signals, combined, essentially cover very little of the market. It is a miracle that it gets what it gets.
You can't make me believe a second AC in Phoenix couldn't generate more revenue than Recuerdo or La Kalle does...
Neither could compete based on signal. Again, even if either could get, let's say, a third of KESZ's numbers, it would rank so low as to not be considered for an "x-deep" buy and it would be eliminated on cume duplication, anyway, after r&f calculations were done.
