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September PPM

D

djdan

PPM monthly releases these days are almost a non-event. The top stations order of rank moves around from month to month but the leaders are still at the top. In Adults it remains KJAQ, KRWM, KJR-F, KZOK, KPLZ, KMTT and KKWF at the top. Women 25-54 go to KRWM, KPLZ and KCMS as usual. Men 25-54 saw one change this month with KISW back into the top three along with KJAQ and KJR-FM. That was a little different, but other than that it was pretty much the same old thing.

Mornings had KUOW, KJAQ, KPLZ and KJR-FM in the top group 25-54 same as always. 18-34 belonged to KBKS as usual. KBKS had a very strong summer.

PPM remains very stable, though 50% of the panelists have now changed. Advertisers are now buying it with confidence in most markets. Classic Hits is having a very strong September topping the 25-54 numbers in many markets.(KJAQ and KJR-FM did very well) KUOW is the spoken word station and KJR-AM remains the top station on the AM dial with the morning show number one 25-54 men.
 
Ancedotal...but it seems to me that in most markets we are seeing the aging of radio's audience right before our eyes.
 
I may be able to shed some light on this. In my humble view the radio audience is younger than once believed. In the diary the median listener was aged 44 on a national parameter. In the PPM the median age is 36, which is closer to the national median age. To digress farther. In the diary the top stations 25-54 tended to be News stations or News/talk. The PPM has revealed these stations to be primarily 55+. Seattle proves the point. KOMO-AM now ranks 25th 25-54 but the station is top three 55+. Same thing is happening to KGO, KMOX, KFI and others In the diary that was not the case. KOMO and KIRO ranked near the top 12+ and KIRO ranked number one 25-54 for years, number three in the final diary. In PPM they manage only 16th. In the PPM it is the middle boomer and younger stations that are doing well. Classic Hits and CHR top the ratings in most markets in the 25-54 demo. In the PPM nearly double the 18-34 year old's listen to radio than in the diary. The PPM reflects the market listening and strata much better than the diary. Whether that parameter is accurate or not is anyone's guess. Not matter how you slice it the PPM reveals radio listeners are in fact younger and listen much more to a mix of music and personality compared to all talk whether it be on AM or FM. The notable exception in Seattle is NPR.
 
I'd be curious to see how KUOW, KPLU, and KEXP do in the weekly this week where they are all in pledge drive mode.

Do people listen to hear if they meet their goal or do they tune out?

Personally this is the week where I tune out. Even though I do occasionally support my public station of choice.

KEXP has been the worst this week with some announcers practically sounding like Billy Mayes (while he was alive and jacked on cola.)

If I wanted to hear an infomercial and begging i certainly would not be listening to a non com station.
 
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