Summer Trend Phase I: CBS FM

[davideduardo]

In the extrapolated 25-54 for July, CBS-FM got exactly the same number that it has in May and June as Jack; I would think that management would consider "no loss" to be a win with a format shift.

Both WLTW and Fresh were off, too.

 

[Boss Radio]

I would take it as a bad sign, considering all the publicity the switch got. The demos probably rose significantly, too. So now you have the same share, except they're older and the overhead increased with the hiring of jocks. Ouch.

 

[davideduardo]

I would take it as a bad sign, considering all the publicity the switch got. The demos probably rose significantly, too. So now you have the same share, except they're older and the overhead increased with the hiring of jocks. Ouch.

Down to 17th 18-34, most is in 35+, although they are 15th in that demo, too. The publicity did not seem to help, although they did keep a decent salable 25-54, at the same level as they had with Jack.

 

[RADIOGM]

Anybody who judges these numbers after 30 days is an idiot! No advertising agency wouldn't even attempt to read a 30 day trend. At least give CBS FM 60 days to improve!

Don't even watch 18-34. Look at the cume growth which will be a future indicator of how CBS FM will do in the New York People Meter ratings.

RGM

 

[wgliradio]

These numbers are way too early, considering the first 12 days of the month were Jack.

I wouldn't look at anything until the fall book is out.

 

[davideduardo]

Anybody who judges these numbers after 30 days is an idiot! No advertising agency wouldn't even attempt to read a 30 day trend. At least give CBS FM 60 days to improve!

Don't even watch 18-34. Look at the cume growth which will be a future indicator of how CBS FM will do in the New York People Meter ratings.

Considering the incredible amount of publicity, one would expect a significant if not dramatic result. The cume for July was at the high end of what Jack was getting 12+, but it was nowhere as impressive in 25-54. While the PPM results may show greater cume, the TSL is not a happy thing to behold in July; down significantly from Jack in 25-54.

A highly promoted launch should show well in its first month... this was hardly a soft launch or a slipstream format adjustment.

 

[surfdude]

Looks like CBS-FM may have made a quicker impact in the Long Island book.

What's up there, David?

 

[davideduardo]

Looks like CBS-FM may have made a quicker impact in the Long Island book.

What's up there, David?

Good observation. Middlesex ebedded market was up, too. I don't have the breaks by demo there, so can't say much more. Since both are part of the NY book, it would follow that they dipped in Manhattan and the Boroughs.

 

[RADIOGM]

Yep - CBS FM will start and probably always do better in the NJ suburbs and LI suburbs than the city ratings. Even the Jack numbers were always much better in suburbia than in NYC. Most of the CBS FM visibility (boards and subways) will be associated more with the next monthly trend. aMany of their billboards and subway cards did not show up until aound the 1st of August.

It probably won't be a Z-100 situation of worst to first in 71 days, but I'm sure CBS FM will do just fine in a few short trends. There seems to be a big buzz out there with the listeners.


RGM

 

[Danfm]

Someone on on the other board said that for 80% of this trend that was posted today WCBS-FM was still Jack.

 

[wgliradio]

Even more disturbing is how far off WLTW is. I think the rebranding and music changes have hurt the station. I didn't understand why Ryan tinkered, I don't know what it looks like it the key demos, but if the 12+ numbers are any indication, a drop from 7.1 in the Fall of '06 to 4.9 in this trend is a problem.

Fresh has also leveled off.

 

[chuckydoll]

Even the Jack numbers were always much better in suburbia than in NYC.

When the old CBS-FM became Jack in '05 the 101.1 spot took a big drop in Middlesex/Somerset/Union. A lot of those who listened to the old CBS-FM listened to nothing else.

As much as the Industry Snobs won't admit it, the new CBS-FM sounds a lot like the old CBS-FM -- mostly burnt-to-a-crisp oldies.

 

[davideduardo]

Fresh has also leveled off.

No, Fresh is down again in July. It is higher in the rolling average because May was better than June and June was better than July. Bot ACs are off, in fact, in July. This sometimes, although not always, happens in Summer books. On the other hand, Three of the four ACs in LA were up and one was flat in July... so this may or may not be the reason.

 

[Boss Radio]

Anybody who judges these numbers after 30 days is an idiot! No advertising agency wouldn't even attempt to read a 30 day trend. At least give CBS FM 60 days to improve!

Don't even watch 18-34. Look at the cume growth which will be a future indicator of how CBS FM will do in the New York People Meter ratings.

RGM

Better yet, let's wait two years until the format is dead and buried again. Then we can do a post mortem.

 

[wgliradio]

Bot (sic) ACs are off, in fact, in July. This sometimes, although not always, happens in Summer books. On the other hand, Three of the four ACs in LA were up and one was flat in July... so this may or may not be the reason.

LTW has been off for awhile, since Ryan has tinkered with the imaging and music in reaction to the 7th format on 102.7 in as many years. The station sounds nothing like it did a year ago.

 

[JockFan]

Sounds like the same thing that Darren Davis is doing to WLIT in Chicago. Re-acting to WILV (Love FM). 'LIT is ranked 15th 12+ when only a few years ago it was a top 4 station. Nothing like what it was. What a shame.

 

[OldiesCat]

Too early to tell, boys & girls. In fact, I think you'll find the biggest early impact of the return of CBS-FM is among industry wags and boards, not actual listening. And, I'd be careful not to get too goo-goo over Nassau or Middlesex numbers. Since the Sales Dept. at CBS-FM isn't out doing direct selling in those surrounding areas, the ratings impact is moot at this point.

As far as WLTW goes, sure their numbers will soften- they have a well-positioned competitor for the first time in years (DUH!). "Fresh" is the first somewhat decent thing on 102.7 in about a decade.

 

[wgliradio]

As far as WLTW goes, sure their numbers will soften- they have a well-positioned competitor for the first time in years (DUH!). "Fresh" is the first somewhat decent thing on 102.7 in about a decade.

I think the downfall has been exasporated by the fact that LTW started to make too many changes to its image and music in reaction to a new format. The number one station should not be rebranded because an upstart is attacking the "lite" name. Let's be real.

 

[OldiesCat]

Oldies stations got hammered because they refused to evolve and roll with the changes. WLTW (and others) are doing the same and I doubt less Imaging has had near the effect that "Fresh" has had. It's pretty good cause and effect: as WLTW has slipped a bit, Fresh has come into the Top 10. Very obvious.

 

[wgliradio]

But now Fresh is down and LTW continues to drop at an alarming rate. Remember, WNEW did an AC format against WLTW from Sept 2003-March 2004 and Lite didn't budge (as Mix 102.7). Alot of the fallout can be attributed to the poor choice of changes at 106.7 at a time when the station needed to stand on its merits as the heritage AC in the market, the one that has outlasted WYNY, Mix 105, previous attempts at 102.7 etc.

I just feel blowing up you image with what has worked for 23 years when you are #1 in NY and #1 in billing in the US at a time when you are getting a competitor is a mistake. LTW played into their hand and pushed the panic button. The station has been a bed of instability for almost two years now. You can't blame the first year, because they were still LITE FM with a 7.1 as late as Fall 06. But Fresh, AND the changes in music and imaging at WLTW (from Lite FM to New York's 106.7) virtually sent the station in a different direction and has sent listeners elsewhere. Some, not all, have gone to Fresh (which has, as I said, cooled its heels).