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S.F./San Jose Arbitron Radio Ratings: February 2012

Wow...so much for Classic Hits not working in San Francisco. Guess the Don Bleu move is really paying off with both KOSF and KIOI going up to their highest numbers in six months. Must be a happy day at the CC building. And must be a miserable day at the Cumulus building. They not only destroyed KGO, but also seem to have tanked KSFO. Plus, KSAN and KNBR not looking too good either. Is KFOG holding up their entire cluster?
 
KSFO has tanked more than KGO... this goes down as one of the great blunders of business history..
 
I hope Jan Jefferies and Mike McVay are happy with there: no-good, awful, Dickey Brother-standard station, which is the current KGO! News and Information, how's that working' out for you?

As for KSFO, it won't get any ratings if you can hardly hear it.
 
KYLD dropped into a tie with KMVQ with a 4.2
 
MC said:
KSFO has tanked more than KGO... this goes down as one of the great blunders of business history..
Click to expand...

How do you know this? Are you a KGO insider? KGO had an audience they had a tough time selling. What advantage did they have in that? That's like having a warehouse full of Pet Rocks. You'd rather take the Pet Rocks to the dumps and use the warehouse for something else. Same with unwanted audience.

KGO has cut expenses and they've kept some kind of audience. I don't have the demographic breakdown of what audience they've managed to keep, but maybe it's an audience they want. Do YOU know? Are YOU privy to this information? If not then you can't possibly say it's one of the "great blunders of business history."
 
Getting pretty defensive there, OK I'm wrong, you're right, they want the stations to have low ratings and fewer people listening.

It makes for a better sales pitch:

"Hey Mr/Ms Advertiser, why don't you take out an ad on our low rated station that no-one listens to. Buy the way, we got rid of a lot of people and our costs are low."
 
KGO had an audience they had a tough time selling. What advantage did they have in that?
[/quote]

Well, rumors in the market from a reliable source inside the Cumulus builiding are that revenue at KGO has dropped nearly 50% in the first couple months of the year. Apparently they had a lot more advantage than they realized in that audience they THOUGHT they had a tough time selling. I'd agree this will go down as one of the biggest business blunders of all time.

One other ratings reality for Cumulus...KKSF now has a higher cume than KSFO. Who would have ever thought that even a few months ago?
 
At this point, given its continuing strengths in San Jose (and even in Monterey), I think KGO might find more ratings and advertiser success in aiming more of its content at San Jose and South Bay listeners. They might consinder having a studio presence down there at some visible location, if there is such a thing as street traffic that doesn't involve crime in San Jose (sorry, couldn't resist that one), instead of all of it originating from Front Street in SF (or "the bird"). Or some regularly scheduled remotes that aren't just sales pitches for used cars. Especially since San Jose is probably one of the larger markets in the country lacking any real live, local talk radio. But they'll have try to make it interesting enough for the rest of the Bay Area listeners, too, if that's possible.
 
robman said:
Well, rumors in the market from a reliable source inside the Cumulus builiding are that revenue at KGO has dropped nearly 50% in the first couple months of the year. Apparently they had a lot more advantage than they realized in that audience they THOUGHT they had a tough time selling. I'd agree this will go down as one of the biggest business blunders of all time.
Click to expand...

If I had a 50 pound sack of dirt and a 20 pound sack of iPhones, which would command the higher price? Which would be easier to sell? THAT is what it's all about. The HARDEST thing to get through to people is that the raw number (ages 6+) do not mean ANYTHING to radio stations except for bragging rights. That's why those numbers are made available for free. Arbitron charges a boatload of money for the demographic breakouts, which is what stations need to make money.

David Eduardo has said here many times (and remember that he was a VP of one of the most successful radio groups in the country) that KGO couldn't get ad agencies to pay attention to them. They had to work hella hard to sell what they had.


One other ratings reality for Cumulus...KKSF now has a higher cume than KSFO. Who would have ever thought that even a few months ago?
Click to expand...

Doesn't surprise me. Rightwingers tend to have more TSL than liberals.
 
I get my breaking news on my cheap cellphone, what I want when I want, I don't need KGO or KCBS I can get traffic on the GPS and cellphone as well. All those high end buyers are listening to "round the clock news radio?"

Gene Burns and his high end wine swillers and foodies probably were better buyers, floating up to Sonoma and dumping money.
 
MC said:
I get my breaking news on my cheap cellphone, what I want when I want, I don't need KGO or KCBS I can get traffic on the GPS and cellphone as well. All those high end buyers are listening to "round the clock news radio?"

Gene Burns and his high end wine swillers and foodies probably were better buyers, floating up to Sonoma and dumping money.
Click to expand...

On the road, I tune to local radio for news and traffic info. I don't use my cell phone when driving. ;)

You don't have to be a gazillionaire to enjoy the wine country. I'm just a working stiff, and I really like wine. I don't swirl it much though. I just know if it's good or bad. I prefer the Sonoma wine country to Napa. My wife and I have had great experiences at wineries. It only takes a couple wineries for me, then she has to drive. She is a much better drunk driver. 8)
 
e-dawg said:
Wow....95.7 THE GAME a 0.7 in the ratings?
Click to expand...

11 months old station still not gaining anything NO PROGRESSION.
opinion: it's better to flip to all news (to compete with KCBS) or play some music.
 
Some of the KGO ads seemed to be a "personal" endorsement of a store or restaurant by the host. Most of those ads are gone, except for Ronn Owens. Do people care that a "no-name" newsman endorses a product or business.

What is being advertised might make a difference. I think the Sonoma wine drinkers are listening to KQED now.

If the new mode was about something other than saving money, they would have bought out Ronn's contract and put in more "news."
 
emprex said:
e-dawg said:
Wow....95.7 THE GAME a 0.7 in the ratings?
Click to expand...

11 months old station still not gaining anything NO PROGRESSION.
opinion: it's better to flip to all news (to compete with KCBS) or play some music.
Click to expand...

95.7 should not go all news thats a dead end for them. This ain't NYC man in San Francisco we don't have an equivalent of 1010 WINS or a Bay Area version of the NY Daily News or the NY post.
 
1069_KIFR said:
We have 'The Examiner' and KRON4!!!!
Click to expand...

I know you're joking, but we also have the Chronicle - not a BAD paper considering what has happened to newspapers, not to mention SFGate, where you can get 95% of the Chronicle's content for free. Bay Citizen is a decent website for local news.

I agree that a second commercial all news station would be ridiculous considering we now have KCBS on 106.9 - not to mention NPR sucking up most of the oxygen. 95.7 may be low rated, but I assume it's mostly syndicated sports shows, so at least it's cheap to run.

Not being a sports fan, I don't know much about sports radio, but it seems to me that what 95.7 needs is live play-by-play with one local team...to give people a reason to tune-in.
 
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