Smooth Jazz in DFW

[jeffdfw]

My doctor had The Oasis playing throughout the office - they did not switch to KVIL. They now play XM Watercolors.

 

[Mediafrog+]

However, I tuned in to the Wave in Houston this week online and what I heard was not so smooth jazz. Sure there was a mixture of Dave Koz, Kenny G, Mini Abair etc... BUT, I also heard Santana w/ Michelle Branch, Janet Jackson, Marvin Gaye, Celine Dion, Mariah Carey and Earth, Wind & Fire. While these are some fine artists... they are not smooth jazz.

Rumors are starting to heat up that CBS is going to axe SJ on KHJZ and go with something else. The non-SJ stuff on KHJZ is tiresome and is dragging down the format, IMHO.

 

[little1]

I may not know what I am talking about but it would seem to me that TSL would be high with the SJ format. Seems like it is an "at work" format and also background music at gatherings etc...

But does that at work listening translate to ratings? If you get that nurse in your doctors office with a diary in her hand, and she's forced to listen to it 8-9 hours a day, great. But if you're just exposed to it for half an hour during your rectal exam, where's your TSL there?

And I wonder how overrated the 'at work' thing is. I know a LOT of people who have no chance to listen to ANY radio station while they're at work. I remember once being told how much total persons listening dropped in the middle of the day, but for the life of me I can't remember even a rough percentage of what it is...

But I seem to remember it's a pretty healthy drop- there's a reason that 10a-3p daypart is seperated out...

 

[jeffdfw]

But I seem to remember it's a pretty healthy drop- there's a reason that 10a-3p daypart is seperated out...

Pugs & Kelly? ;D

 

[jeffdfw]

But if you're just exposed to it for half an hour during your rectal exam, where's your TSL there?

Let's not jump the gun here... that's two years away still...

 

[jd]

But if you're just exposed to it for half an hour during your rectal exam, where's your TSL there?

Let's not jump the gun here... that's two years away still...

What, the exam? Oh, I get it...PPM.

 

[salemjedi54]

So using your logic, KHVN, KGGR, KSOC or KKDA should not be on the air either. Why are 40+ black folks not wanted by advertisers? They have money. They need to know about goods and services. If I had a product that I wanted to market to older black folk, why would I spend money on KVIL, WBAP or KZPS. Im going to stations that appeal to black folks. That's common sense.

I know that the NUD's are out there and I support the theory. Why would Carl Sewel advertise on K104? Is that the type of clientel he wants at his dealership. Probably not, but if a man goes into the dealership with his britches hanging off his butt, and he has the money to buy a Coupe De Ville then I'm sure Carl is not turning down that money.

Okay, maybe I phrased that poorly. It's not that they are not wanted, they're not as wanted as a more mass appeal station's audience might be. I think part of it has to do with the total % of blacks in DFW- they're only around 10% of the total market- so if you're trying to advertise a product to A LOT of "older folk", not just black, why go to a station whose main appeal is in a limited demo?

Because if you have identified as your target market black adults over the age of 35, they you should spend your marketing dollars on media that delivers that audience. KKDA, KHVN, KSOC 9 times out of 10 will deliver that audience better than KVIL or Mix 102.9

 

[little1]

Because if you have identified as your target market black adults over the age of 35, they you should spend your marketing dollars on media that delivers that audience. KKDA, KHVN, KSOC 9 times out of 10 will deliver that audience better than KVIL or Mix 102.9

Can you name off the top of your head any products that appeal JUST to the black adults over 35. I'm sure there are some, but not being black, I can't think of any exclusively black products that would be aimed at that group. And that is the point I was trying to make- yeah KKDA or KHVN will deliver more black adults than KVIL or KDMX. IF I'm trying to get black adults. If I'm just trying to get adults, and don't care about the color, there's a nunber of older skewing stations that have much higher cumes, better reach, etc than KKDA< KHVn, etc...

Again, it comes down to numbers- let's say 15% of teh market is black. Divide that into 1/3rd under 25, 1/3rd 25-45,, 1/3rd 45+. What you're talking about there is 5% of the total market. Divide that between the 3 stations you mention, and you're talking less than 2% a piece, correct?

compare that to KRLD, WBAP, KSCS, etc. Which have bigger audiences, therefore higher %'s of teh total market. Just to illustrate- using teh same formula, 50% of the market is "caucasian". Divide that into age groups and we're looking at 17-17-16. Divide that by the same 3 stations, and we're talking 6% or so. So 6% or less than 2%, which way would you go if you were buying that? Assuming you have a mass appeal, not an 'ethnic' product?

 

[salemjedi54]

Because if you have identified as your target market black adults over the age of 35, they you should spend your marketing dollars on media that delivers that audience. KKDA, KHVN, KSOC 9 times out of 10 will deliver that audience better than KVIL or Mix 102.9

Can you name off the top of your head any products that appeal JUST to the black adults over 35. I'm sure there are some, but not being black, I can't think of any exclusively black products that would be aimed at that group. And that is the point I was trying to make- yeah KKDA or KHVN will deliver more black adults than KVIL or KDMX. IF I'm trying to get black adults. If I'm just trying to get adults, and don't care about the color, there's a nunber of older skewing stations that have much higher cumes, better reach, etc than KKDA< KHVn, etc...

Again, it comes down to numbers- let's say 15% of teh market is black. Divide that into 1/3rd under 25, 1/3rd 25-45,, 1/3rd 45+. What you're talking about there is 5% of the total market. Divide that between the 3 stations you mention, and you're talking less than 2% a piece, correct?

compare that to KRLD, WBAP, KSCS, etc. Which have bigger audiences, therefore higher %'s of teh total market. Just to illustrate- using teh same formula, 50% of the market is "caucasian". Divide that into age groups and we're looking at 17-17-16. Divide that by the same 3 stations, and we're talking 6% or so. So 6% or less than 2%, which way would you go if you were buying that? Assuming you have a mass appeal, not an 'ethnic' product?

Of course mass appeal stations would do better, but when you get down to it, if you are a beauty salon that specializes in dreadlocs, cornrows and microbrading for black women, your money would be better spent on KHVN and KSOC than KLUV and KVIL.