PPM Begins

[TakeItFromMe]

Okay cowboys the PPM begins and our world is about to change
So we have all had a year to watch and learn in other markets who will be your winners ;D and losers :'(
25-54 I am ready to predict:

#1 KZOK
#2 KIRO-AM (Sports/Mariners)
#3 THE WOLF
#4. WARM
#5. KIRO-FM

This ain't Vegas but lookin at the country sports is doin well and interest in the M's is pretty hot right now.KZOK is just strong and always has been underrated in this cowboys opinion. Young WOLF format did well in Dallas, the only real test for Country and AC looks goodin PPM mid-day listening. For 18-34 it will be a rodeo like no other as KUBE, KBKS, KISW and MOVIN battle for top prize.I say KISW wins here. Now don't go getting your stirrups stuck in your saddle cuase these are just guesses like anyone else. you think you can guess better well then have at it but at least tell us why you think what ya think ??? One thang is for sure radio is going to be real exciting in the next three months ;D

 

[LITTLEBOYBLUE]

Don't know if your predictions are on or not....but the one caution I would suggest is the HUGE difference between country in DALLAS, TEXAS and country in SEATTLE! Yes, the Wolf format has done well in most markets...but it's also a lot like saying "well, conservative talk does well in Birmingham so it would probably be awesome in Portland, OR too". I suspect the traditional format winners in this market will continue to do well, though their shares may be separated by completely different margins under PPM. The one variable that could really mess this up is if sample size on diaries was so small that two or three book changes would influence everything, then all bets are off.

(and I apologize to anyone who might be offended if I got off-topic by mentioning something on Seattle Board other than under-25 format choices of KNDD, KUBE, KISS, MOVIN).

 

[TVradioguru]

Agreed. Unless Wolfie Seattle is ready to dump about a million dollars in TV and outdoor for the next couple months, it has no shot at beating the long-time country champ in demo. Cume is everything!

Either way, the results should be very interesting as it has been in every market PPM has launched in. Then we can sit back and relax while we get the final tally over four ratings periods. THAT will determine the winners...cow..uh...poker!

 

[djdan]

Was at a sales conference this week in LA. An insightful comment was made by a researcher in the PPM sphere: "good stations are tending to win in the PPM."

If you are a station that has heritage numbers, but have trimmed staff, promotion and marketing, you will see declines. If you are a new station that has a good staff, promotes and is inventive, you will see increases.

The big winners are heritage stations that continue to keep strong morning shows, promote and market. These are the big winners in PPM.

Finally, the PPM reacts to what is going on in the world. During Christmas, stations that play Christmas music grow. The minute Christmas ends they decline. In Winter, during bad weather, news and weather stations grow, in Spring they decline. During playoffs, sports stations tend to grow, when playoffs end they decline. And guess what, in markets that have more of a minority population, minority programmed stations do better. Markets that have multiple stations in a single format find that only one station in the format gets real TSL and wins. Standalone stations in a format do better than those in markets with competitors.
Seems pretty straightforward to me. One other thing, if you are number one, expect to be challenged, since PPM shows change quicker than the diary.

Moral of the story: Do better radio and you can see results in the PPM.

 

[radioprofessor]

Well said Djdan. Comparing one market to another is like apples and oranges. It didn't make any difference in the diary and it makes no difference now. The Coleman study showing which formats grow in PPM is seriously flawed in my humble view. Sports sees a 25% increase in PPM markets, but it is an average of a 2 share to a 2.4. Big deal. Many of the top formats still remain the top formats, just with smaller numbers in a percentage basis.