Questions About the Phoenix 25-54 Demo

[Gregg]

I've got a few questions to ask about the Phoenix 25-54 demo ratings. Here are the latest P1 25-54 rankings, thanks to Mr. Eduardo in another post...

>>>KHOT, KESZ, KMXP, KLNZ, KUPD, KFYI, KDKB, KNIX, KPKX, KQMR, KSLX, KYOT, KMLE, KOOL, KZZP, KTAR-FM, KZON, KEDJ, KKFR<<<

1) So my first question is, why don't more stations switch to AC? The Soft AC (KESZ) finishes first among English language stations, the Hot AC (KMXP) finishes second. If 25-54 is your goal, why are there only two AC stations in Phoenix?

2) Why do 25-54 rock fans like harder edged rock (KUPD) more than Classic Rock (KSLX) or Adult Rock (KDKB... although not far behind KUPD)? Shouldn't KUPD be strong with younger rock fans but KSLX be the choice among 25-54 rockers?

3) Why is KPKX dropping? They used to be consistantly in the top 5 25-54. I happen to like them a lot.

4) Didn't Phoenix used to be a Country market? For a while there were three Country stations. Nowadays, Country finishes at #8 and #13 in the 25-54 race?

5) How did KFYI do so well in this demo? Usually AM News-Talk stations do okay 12+ but don't really have many listeners under 50. And I guess switching to FM hasn't lowered the demos for KTAR's talk format much.

6) Shouldn't the Diamondbacks' flagship, KTAR 620, be in here someplace? So the 25-54 crowd wants to hear Rush Limbaugh and his clones on KFYI tell us how wonderful the Bush administration and Conservatives are doing but don't care about hearing their local baseball team?

7) So I guess this proves that Oldies (KOOL) and Smooth Jazz (KYOT) are having a hard time with their audiences aging out of the 25-54 demo.




Gregg
[email protected]

 

[The Beave]

6) Shouldn't the Diamondbacks' flagship, KTAR 620, be in here someplace? So the 25-54 crowd wants to hear Rush Limbaugh and his clones on KFYI tell us how wonderful the Bush administration and Conservatives are doing but don't care about hearing their local baseball team.

Good Question...my thoughts exactly.

 

[Ford]

My answers (for what it's worth):

First off, remember that this was just a trend. A one month slice of an incredibly inconsistent pie baked up each quarter by Arbitron.

Now on to the questions...

If 25-54 is your goal, why are there only two AC stations in Phoenix?

Because third-wheel stations tend not to do well in any format in Phoenix. Some genius over at CBS figured a third rhythmic station would work, and look what happened there. There's a gaggle of third news/talk stations that barely register, and we'll talk about country in a moment. Swimming upstream against KEZ and Mix would be a costly risk that probably wouldn't pay off.

Shouldn't KUPD be strong with younger rock fans but KSLX be the choice among 25-54 rockers?

Again, it's just a trend, but I'd point out that KSLX, while targeted at the 25-54 demo, is the red-headed step child of the Sandusky cluster. If they put more than an afterthought into that station (marketing, talent, etc.) it might do better.

Why is KPKX dropping? They used to be consistantly in the top 5 25-54. I happen to like them a lot.

The Peak is the Fiero of Valley radio stations. Remember the Pontiac Fiero? It looked really cool when it came out, and everybody wanted one. Then after a couple years people figured out that while it looked cool, it wasn't real sports car. Had GM dropped a V8 into the thing and kept constantly improving the performance, it might have turned into something great. The Peak is the same way. Clever when it debuted, but they've done nothing since.

Didn't Phoenix used to be a Country market? For a while there were three Country stations. Nowadays, Country finishes at #8 and #13 in the 25-54 race?

Phoenix still is a country market, though nothing like it was in the past. You've still got two pretty hefty country players here, while a lot of big markets are down to just one. There were three country stations on occasion, but the third stations (anybody remember Young Buck or Wild Country?) were never a threat to the big two.

How did KFYI do so well in this demo? Usually AM News-Talk stations do okay 12+ but don't really have many listeners under 50.

Since when? AM News-Talk stations...or more to the point, TALK stations do very well with listeners under 50. KFYI is consistent, focused, and in an election cycle. That's money to news-talk.

Shouldn't the Diamondbacks' flagship, KTAR 620, be in here someplace?

No, because listening to baseball games on the radio went out decades ago.

So I guess this proves that Oldies (KOOL) and Smooth Jazz (KYOT) are having a hard time with their audiences aging out of the 25-54 demo.

No, it just proves that diaries didn't find their way to businesses this time around.

 

[oldiesfan6479]

Again, it's just a trend, but I'd point out that KSLX, while targeted at the 25-54 demo, is the red-headed step child of the Sandusky cluster. If they put more than an afterthought into that station (marketing, talent, etc.) it might do better.

Good observation--cruising the freeway on a Saturday afternoon is a
perfect time to dial in K-Slacks for some classic rock. But beyond the
music, the station is boring and listless. And they still can't get their
legal ID right (last time I noticed). It's KSLX-FM Scottsdale
(...Phoenix, Wikieup, Ogdensburg, Massena, whatever).

However, since we here like to take things to extremes, Gumpdusky's
real red-headed step child is Lumberyard 1440--talk about an afterthought.
You know the drill--cut and run sign-offs with no ID, drifting lamptimer
(which tonight dropped Ron Dante in mid-song at 7:42:55), etc.

 

[Legend City]

If you are 25-54 and you don't like Herb Alpert and the Tijuana Brass, then I disown you.

 

[michael hagerty]

If you are 25-54 and you don't like Herb Alpert and the Tijuana Brass, then I disown you.

Cool! I'm in somebody's will!

---Michael "Zazuiera" Hagerty

 

[KeithE4]

Shouldn't the Diamondbacks' flagship, KTAR 620, be in here someplace?

No, because listening to baseball games on the radio went out decades ago.

??? ??? ??? ??? ???

Which of course is the reason why all Major League, and most if not all Minor League teams, continue to broadcast their games on radio, both the old-fashioned way on Ancient Modulation (and a few FMs as well), and via XM satellite and MLB.com Gameday Audio. They do so because nobody listens. :

And I'll bet they're making at least some money at it, too.

 

[Ford]

Point taken. But the question was about why KTAR 620 wasn't in the top ranks of the 25-54 demo. I'll revise my hasty answer then...

Not enough people listen to baseball on the radio anymore to score a 25-54 win, place, or show.

 

[dudeguy]

I think you could make the argument that Phoenix has a couple of additional AC's, not just KEZ and The Mix. The AC pie has become fragmented, much like the rock market has. Movin' is a rhythmic AC. Not a successful one, but still a brand of AC. KYOT's format is now being designated "Smooth AC" rather than smooth jazz. And when you look at their playlist, that certainly is a better descriptor than the 'jazz' label.

And maybe it's a stretch, but The Peak is sort of an AC as well. Adult hits is kind of another brand of AC programming.

And on another subject.....am I the only one who's surprised that Clear Channel's move to get rid of Tim and Willy was a good move? It's almost 6 months down the road and KNIX is strong as ever.

 

[KeithE4]

Point taken. But the question was about why KTAR 620 wasn't in the top ranks of the 25-54 demo. I'll revise my hasty answer then...

Not enough people listen to baseball on the radio anymore to score a 25-54 win, place, or show.

Maybe the raw numbers aren't there, but sports does bill well, both play-by-play and talk. Maybe even Gumpdusky makes at least some money on KDUS.

In the end, the only thing that counts is $$$$$$$$$. ;D

 

[davideduardo]

Point taken. But the question was about why KTAR 620 wasn't in the top ranks of the 25-54 demo.

Most sports stations are not in the top tier of 25-54 persons, although a number are strong in 21-44 men, which is pretty much the target. Since the demo is narrow, there is not a big 12+ or even persons 25-54 showing, but they deliver pure men very efficiently... and make tons of money.

 

[Ford]

Okay, I get it already! Sports radio is the best thing ever invented! Can I please have a job at one of the sports radio outlets in town so I can buy a nice home at the Biltmore? : Sheesh!