Spring Ratings 2016

[TheBigA]

Let me ask you this: Why weren't talk radio programmers making changes and tweaks to their format years, if not decades, ago?

Depends on the station. Lots of changes, lots of tweaks, lots of attempts to try different hosts, different types of talk. All have been tried. Be specific.

Of course ten years ago, the current talk format was incredibly popular. No one was thinking about changing it then because it was successful. However, a lot of new hosts were trying to break in and cash in on the talk boom.

 

[TheBigA]

How would one know if there were a big audience for some other form of talk if that form of talk isn't being programmed?

Everything has been done at some point. It either attracts an audience, or it doesn't. But lots of things have been tried. You might not know because either it wasn't done where you live, or it failed.

Here's an idea: There's plenty of celebrity-oriented talk on TV, satellite radio and on numerous websites.

The celebrity-oriented thing appeals mainly to younger women. You hear it being done in morning CHR and Hot AC shows. Not so much in talk, because the format primarily attracts older men who absolutely are revolted by celebrity talk. NPR will often have celebrity guests, although not the specific example you give.

 

[dand5780]

Of course ten years ago, the current talk format was incredibly popular. No one was thinking about changing it then because it was successful.

Well let me investigate this. Let's look at seven years ago. That's as far back as I can go. The only Talk station reporting Spring 2016 is WBEN at 9.5.

In Spring 2009, WBEN was 9.6.

 

[davideduardo]

Well let me investigate this. Let's look at seven years ago. That's as far back as I can go. The only Talk station reporting Spring 2016 is WBEN at 9.5.

In Spring 2009, WBEN was 9.6.

It's the same people, but they are nearly a decade older an a large percentage have moved out of 25-54.

 

[ckg279]

It's the same people, but they are nearly a decade older an a large percentage have moved out of 25-54.

And moved into the "55 to death" demo.

 

[SirRoxalot]

More likely the 65 to death demo.

 

[tbolt909]

More likely the 65 to death demo.

That's accurate. 20 years ago, the average listener was 45.
The math is correct. That's why WBEN and its counterparts are doomed...

 

[flybynight]

Well let me investigate this. Let's look at seven years ago. That's as far back as I can go. The only Talk station reporting Spring 2016 is WBEN at 9.5.

In Spring 2009, WBEN was 9.6.

On the whole, the format nationally is a shell of it's former self.

MOST talk stations, especially in the large and major markets, have only a fraction of the audience they had just 10 years ago---and what they DO have left is getting less and less advertising dollar friendly as they age.

 

[SirRoxalot]

According to the ratings, WBEN is #2 12+. That will still get you some ad dollars. Considering that Entercom is #1 in earnings, they must be getting substantial ad dollars on WBEN. I'm sure that the lower demos suck, but they're still getting enough angry old white men to do OK.

 

[tbolt909]

It's sad that any local business continues to support the vitriol that
WBEN puts out. It's also an embarrassment that clowns like Carl Paladino have
local followers. They want to turn the clock back to 1955...

 

[dand5780]

It's sad that any local business continues to support the vitriol that
WBEN puts out. It's also an embarrassment that clowns like Carl Paladino have
local followers. They want to turn the clock back to 1955...

They get a lot of sales from listeners, I'm sure. It's an embarrassment to hear clowns like Pridgen on the station, however.

 

[davideduardo]

According to the ratings, WBEN is #2 12+. That will still get you some ad dollars. Considering that Entercom is #1 in earnings, they must be getting substantial ad dollars on WBEN. I'm sure that the lower demos suck, but they're still getting enough angry old white men to do OK.

Radio is not a sporting even where there is only one winner. In very large markets like LA and New York City, there can be twenty to twenty five in the money winners (along with a lot of niche stations with low or no ratings but which make very nice money). In middle markets, anywhere from eight to twelve stations can be big winners.

Rank is important in whatever demo or target an advertiser wants to reach, but the cost for reaching that demo is just as important. WBEN does well in billing because it may sell at lower average rates but it has more units per hour than music stations do. It is, after all, the second highest biller in the market.

 

[Buddy Shula]

WGR went down a bit, as there is no sports in spring.

 

[Buddy Shula]

Entercom would never sell KB

 

[tbolt909]

Entercom would never sell KB

You meant COULD never sell KB.
It's 2016, not 1986. Not much interest in useless antiques...