Ratings

[ronkaram]

I haven't been on the board for a while so I'm hope I"m not asking something already discussed. This is one I know David would have the answer for.

KAMP has a pretty good rating and is considered a competitor to KIIS. Yet KIIS is still the #1 rated station just as before KAMP came along. Where did KAMP get its listeners? Are they people who didn't listen to radio before because they didn't like what was available or did they pull from other stations which are not considered direct competitors.

 

[jasonharper2013]

i'm Guessing KPWR,KXOL,And KIIS

 

[musicfan101]

Employees who work at CBS?

 

[jasonharper2013]

They Took Some Listeners From KIIS At The Earlier Stage In 2009 And then KIIS Added More Pop And Then KIIS StartedHave Some Listeners From KBIG

 

[davideduardo]

Where did KAMP get its listeners? Are they people who didn't listen to radio before because they didn't like what was available or did they pull from other stations which are not considered direct competitors.

Since the total market PUR (Persons Using Radio) and market cume did not change, there was, statistically, no Amp listening that came from non-radio-listeners.

And, with minimal exceptions, radio listeners in the PPM era have been seen to listen to 6 to 8 different stations over a 2-week period. And the "most listened to station" in one period of a panelist's participation may not be the most used later on.

So, in general, Amp stole time from other stations, but did not necessarily take listeners away from other stations. The best way to look at this is to see who Amp has shared with when it began... KIIS (over half of Amp's listeners also use KIIS) followed by Power, KOST, KBIG, KXOL, KLVE, KYSR, KROQ, Hot, KRTH, KCBS, KSCA, KLAX all being used by aboput 20% or more of the Amp listeners.

When you look at it from the other side, that means that over 40% of KLVE listeners are using Amp... 50% of KSSE listeners, over 40% of KSCA listeners... are also tuning in to Amp...keeping in mind that a station that cumes around 2.5 million will have chunks of sharing with many, many stations.

So the answer is that Amp built a coalition of listeners who added it to their choices by taking some amount of listening time away from those other choices.

Someone with access to the most recent numbers might be able to give today's percentages, but what we are looking at to answer your question is what stations were sharing with Amp when it ramped up.

 

[radioresearcher]

As David stated, AMP is really a cume monster. Because PPM shows usage of more stations, a new competitor doesn't necessarily take from one station.