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Ratings suprises for February

F

FLjack2

1) I would have never guessed that urban stations would be #1 ad #2 6+ in Miami. But they are. Both Cox, too.

2) I would have NEVER guessed that the #1 Spanish language station would be owed by Clear Channel -- and not one of the heritage Spanish broadcasters. (Univision or SBS)

3) I would have never guessed that a soft AC would have skyrocketed to #6 in the market in just 2 months. (Although Lite still has the #1 cume in the market)

A few other observations.
  • WIOD hasnt had ratings this low in a long time.
  • 940 seems to have fallen off the sports map, losing over half their cume since Christmas (but all the sports stations had down cume)
    • If it wasnt over before, it's totally done now. WFTL down to a cume of 30k, also losing half it's cume since the holiday book.
 
Cox has really picked up the ball in this market...EDR and Hot are strong market performers and these results beg the question as to why couldn't CC make the format work at WMIB....Speaking of which the Hispanic HOT AC format that they implemented at the station seems to have resulted in some very average numbers...Lite's strong book was quite a surprise as they are getting hammered on all sides by Cox...Beasley got some rebound at Kiss and Power but QAM is still a mess and there middays are horrible...Also looks like Lappas took a beating at 640 Sports big time.
 
Look at what the Duv is doing on the Gulf coast.
Is that the future for 'FEZ?
 
ai4i said:
Look at what the Duv is doing on the Gulf coast.
Is that the future for 'FEZ?
Click to expand...

No, because LITE is relatively soft FEZ will not get as high as DUV. In Tampa DUV has no soft AC competitor, only mainstream AC.
 
ai4i said:
Look at what the Duv is doing on the Gulf coast.
Is that the future for 'FEZ?
Click to expand...

You mean being 15th in billing, like WDUV?
 
FLjack2 said:
2) I would have NEVER guessed that the #1 Spanish language station would be owed by Clear Channel -- and not one of the heritage Spanish broadcasters. (Univision or SBS)
Click to expand...

In 12+, there is a tie for the #1 Spanish language station between WRTO and WMGE. WRTO wins both 18-49 and 25-54, which is all that matters for sales.
 
David, I still can't get my brain wrapped around the concept that this generation does not need radio stations to play soft music. Any station playing soft music is doomed to the scrap heap of old demographics and low billing.

A few decades ago, the FM dial was filled with soft music radio stations. Some played Beautiful Music, some played Classical, some played Jazz, some played Soft AC, some played Soft Rock. Even the hardest Rock stations played Cat Stevens and Carole King. All those formats are gone. What has replaced them? When my parents were working or facing the dentist or serving dinner, they would play radio stations that could make them feel relaxed or blend into the background. It wouldn't compete with our conversation, it woundn't make us feel more edgy if we are waiting to undergo root canal, it wouldn't distract us from putting in 8 hours on the job.

Have human beings changed so much that there is no psychological need for soft, relaxing music? I'm not buying that it's generational, that my parents could only relax to Percy Faith, I could relax to Simon & Garfunkle and today's generation can relax to Pink and Nickelback. I'm pretty sure that Percy Faith knew Theme from A Summer Place was relaxing. Simon & Garfunkle knew Bridge Over Troubled Water was slow and complex but would still go to #1 on the charts. I don't think Pink or Nickelback write their music to be relaxed to. Curl up with a nice book, a glass of wine, a fire in the fireplace and listen to Pink or Nickelback, staples of today's AC stations? Get that report on your boss' desk by 5pm while Daughtry and Maroon 5 are playing on the softest station on the dial? Have an important talk about grades with your kids driving home from school while Katy Perry and Justin Timberlake are playing on the radio?

I guess I don't understand. WDUV gets nearly twice the ratings as the #2 station in Tampa, yet no one of importance is listening or can be sold to advertisers? No person under 55 cares to listen to Soft Music anymore? The human brain has been re-wired while we weren't looking?


Gregg
[email protected]
 
Gregg said:
David, I still can't get my brain wrapped around the concept that this generation does not need radio stations to play soft music. Any station playing soft music is doomed to the scrap heap of old demographics and low billing.
Click to expand...

There are two issues here.

First, while younger demos may like a soft station on occasion, they will not like a soft station that plays Brian Hyland and Cat Stevens. That variety of songs have no meaning for most people under about 60, and they don't sound contemporary and fresh.

Second, the folks who do listen will predominantly be over 55, and there is not a lot of money spent by advertisers to reach that demo. WDUV's declining billing rank is witness to that.

A few decades ago, the FM dial was filled with soft music radio stations. Some played Beautiful Music, some played Classical, some played Jazz, some played Soft AC, some played Soft Rock. Even the hardest Rock stations played Cat Stevens and Carole King. All those formats are gone. What has replaced them?
Click to expand...

Tastes change, the pace of life changes. The biggest change is that "soft" is not a format... some formats include soft songs, slow jams, ballads. But not exclusively.

Curl up with a nice book, a glass of wine, a fire in the fireplace and listen to Pink or Nickelback, staples of today's AC stations? Get that report on your boss' desk by 5pm while Daughtry and Maroon 5 are playing on the softest station on the dial? Have an important talk about grades with your kids driving home from school while Katy Perry and Justin Timberlake are playing on the radio?
Click to expand...

You are asking the wrong person... I used to tape HJED's overnight show on 820 and then play it back while doing homework in the early 60's... and that station played a kind of Latin dance music!

I guess I don't understand. WDUV gets nearly twice the ratings as the #2 station in Tampa, yet no one of importance is listening or can be sold to advertisers?
Click to expand...

The station is not high rated in 25-54 or 18-49, the core ages for all ratings driven advertising. In fact, it bills 14th in the market because that is about where it ranks in 25-54.
 
We will add this thought, currently a cab driver, whenever loading passengers, we always have something instrumental on, whether ambient, jazz, chill, or pops/classical, so as not to interfere with conversations either among the passengers or between the proverbial thee and we. If they request something else, hand them the laminated copy of this, point them to the volume control, and swing rock.
 
ai4i said:
We will add this thought, currently a cab driver, whenever loading passengers, we always have something instrumental on, whether ambient, jazz, chill, or pops/classical, so as not to interfere with conversations either among the passengers or between the proverbial thee and we. If they request something else, hand them the laminated copy of this, point them to the volume control, and swing rock.
Click to expand...


YEP!
 
Keep in mind that LITE is spending almost $500k on TV advertising in the market right now and EASY has stopped their TV campaign and I've only seen a few billboards up/down I-95. So LITE may have a bump up now b/c of the TV, but they cannot afford to do that year round. I also notice that COAST has turned up their pace a little bit, I'm not hearing the same ole stale 80s songs during the week which has been refreshing. I heard EASY LOVER yesterday on drive home and had it turned all the way up.

As for the urbans and COX vs CC, don't you remember how CC kept "adjusting" the WMIB format from hard core hip hop to R&B to a mix of the two. They couldn't decide if they were going after WEDR or HOT or what they were doing.

It's going to get interesting with the LITE vs EASY battle building up and I can't see COX letting EASY flounder around like they did when it was ROCK.
 
Re: Ratings suprises for February - Miami & West Palm-Boca Raton Data

For Miami-FTL-Hollywood: http://www.radio-info.com/markets/miami-ft-lauderdale-hollywood

Age 6+ overall publicly released data for the February 2011 period of Thu. 2/3/11 to Wed. 3/2/11.
Next report will be for March 2011 (Thu. 3/3/11 to Wed. 3/30/11) with the release date of Wed. 4/20/11.

For West Palm Beach-Boca Raton: http://www.radio-info.com/markets/west-palm-beach-boca-raton

Age 6+ overall publicly released data for the February 2011 period of Thu. 2/3/11 to Wed. 3/2/11.
Next report will be for March 2011 (Thu. 3/3/11 to Wed. 3/30/11) with the release date of Mon. 4/25/11.
 
I'm not hearing the same ole stale 80s songs during the week which has been refreshing. I heard EASY LOVER yesterday on drive home and had it turned all the way up.

Coast must have done a music test. It's always refreshing when a new Phil Collins song comes back.
 
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