We often see on this board, the argument that "W---'s" ratings are dropping (or are low), so a format flip must be in the works. While ratings often influence rate cards and ultimately the income being generated, I'd suggest it has more to do with actual revenue, than ratings.
As an example. If we look at just the ratings, WHNZ has been a format-flip candidate for a LONG time. But 1250 is probably a cash cow for Clear Channel. Certainly, there seems to be no shortage of brokered programming. Why should CC change the format, if the station is making money?
Likewise, what about WSJT? Even on the smaller stick, the station is marketed as reaching a more affluent market. This is attractive to companies, wanting to reach a (theoretically) more recession-proof client. In other words, WSJT listeners presumably still have expendable income. The point being, if WSJT is making money, the format won't be flipped.
Here's another example. WTIS rarely ever shows in the ratings. But from what I know of the station, they've always made a profit with the brokered religious programming. If they are making money, it doesn't matter whether they show in 'The Book.'
I think the end result is, the ratings count for almost nothing if the station is still making money.
Having said all of this, I seem to remember that national (agency) buyers generally look at the top ten stations. So, in that case, ratings would be an issue. (I would be curious to know if agencies still go "ten deep" or just how many stations benefit from national buys.)
As an example. If we look at just the ratings, WHNZ has been a format-flip candidate for a LONG time. But 1250 is probably a cash cow for Clear Channel. Certainly, there seems to be no shortage of brokered programming. Why should CC change the format, if the station is making money?
Likewise, what about WSJT? Even on the smaller stick, the station is marketed as reaching a more affluent market. This is attractive to companies, wanting to reach a (theoretically) more recession-proof client. In other words, WSJT listeners presumably still have expendable income. The point being, if WSJT is making money, the format won't be flipped.
Here's another example. WTIS rarely ever shows in the ratings. But from what I know of the station, they've always made a profit with the brokered religious programming. If they are making money, it doesn't matter whether they show in 'The Book.'
I think the end result is, the ratings count for almost nothing if the station is still making money.
Having said all of this, I seem to remember that national (agency) buyers generally look at the top ten stations. So, in that case, ratings would be an issue. (I would be curious to know if agencies still go "ten deep" or just how many stations benefit from national buys.)