THE BOOK

[Nik2.0]

The spring book is out and without quoting any actual numbers since that is not allowed, to all who yelled about Star being gone and how Mike would never fly, they've become a real competitor. Who knew?

???

 

[jane grant]

Re: THE BOOK #s for DePetro

Is it just the overall #s or can you read where Depetro stands (or sits)???

 

[Nik2.0]

Not as bad as you might imagine:

Persons 25-54 he's like 16th up from 20th, but Men 25-54 he's 10th up from 15th, so say what you will and protest whhere you will but he is going upward.

 

[raccoonradio]

as of right now (4:38 pm), radioandrecords hasn't released it yet (prob. embargoed till 5 pm). Maybe those directly in the industry have their hard copy of the ratings but otherwise, radioandrecords hasn't released info. YET...

>>Updated: Jul 20, 2006
Next Update: Aug 22, 2006

 

[redbaron]

Radio and Records has posted 12+. Surprised WBZ came in as it did. I had also hoped the new stick coupled with the so-called commercial free summer may have helped WFNX. A Worcester Station and a Manchester, NH station both beating it 12+.

 

[Nik2.0]

Well Raccoon all you'll ever get from R & R, FMQB, THe Herald, the Globe etc are the 12+ numbers which it has been debated over and over again in this forum but essentially mean nothing, they're vanity numbers since no one sells on their 12+ number no one. So you kinda have to be actually in the industry or at an ad agencyy to actually SEE or get the real breakdowns which is what people look at when tthey talk about "the numbers" , "the book" etc.

 

[sp113]

...the 12+ numbers which it has been debated over and over again in this forum but essentially mean nothing...

I'm tired of people saying 12+ numbers mean nothing.

They ARE a good barometer of how a station is doing overall.

If you don't have (or can't quote) 25-54 numbers....12+ are better than nothing.

And..."Vanity" goes a long way. ;-)

Do you think WFNX *likes* being behind a Machester station (12+ or otherwise), etc withtheir "brand new stick" in downtown Boston. ;-)

 

[content]

Agreed.

Nik 2.0 is on target in saying that the 12+ numbers are not used to sell advertising. Even more, the 12+ M-S 6a-mid numbers reflect all dayparts (sans overnight), so sometimes stations with HUGE Syndicated morning shows, but poor programming throughout the rest of the day, show better too. (or vice versa)

With that said, for the purpose of discussion on this board, 12+ numbers are the best barometer we have (even though we can't site specific numbers).

If a user of this board has information that would indicate that a specific station's M-S 6a-mid, 12+ numbers are innacurately portraying a station's success/lack of success, please share your knowlege. Otherwise, the 'vanity' numbers are the best we have.

 

[Nik2.0]

Hey Sp like it or not the truth is that 12+ really do not mean anything, and yes it's great for moral if you have a nice big 12+ number but the truth is it doesnt matter. Example being WAAf which for years had horrible 12+ numbers BUt in the male 18-34 demo they were kicking BCN's hind quarters and tehy made their money based on their strong male numbers. If you're Budweiser and you want to spend 250,000 dollars on a station you're not concerned with what their 12+ number is you want to know their men 18-34 numbers and maybe men 35-54, 12+ just does not tell the story.

 

[radiodouble]

...the 12+ numbers which it has been debated over and over again in this forum but essentially mean nothing...

I'm tired of people saying 12+ numbers mean nothing.

They ARE a good barometer of how a station is doing overall.

If you don't have (or can't quote) 25-54 numbers....12+ are better than nothing.

And..."Vanity" goes a long way. ;-)

Do you think WFNX *likes* being behind a Machester station (12+ or otherwise), etc withtheir "brand new stick" in downtown Boston. ;-)

18-24 matters and they do very well there.

 

[Nik2.0]

Ok but that's still not 12+. Their 12+ number is barely visable on the screen, YET as you say their 12-24 is respectable, so they can survive. AGain 12+ is not what theyre survival depends on.

 

[raccoonradio]

WKLB gets a slight uptick...wonder how they'll do at 102.5? Speaking of which, a respectable number
for WCRB, still on that dial position--for now. 'EEI up (Sox). In talk, 'BZ (also news) #1...'RKO and
the AAR stations slightly down, 'TKK slightly up, no sign of WTTT>

An even better book for Mr. Bittner's WJIB! 'BCN the same. WAMG (ESPN 890) actually shows up!
Mike gets higher ratings. WILD-FM slightly down, and the AM side (listed as Gospel though it does
run talk weekdays during daylight hours) slightly up.

Commercial WHRB from Hahvahd shows up!

 

[raccoonradio]

>>the 12+ numbers

Yeah I know for several ratings periods, WRKO did well in the 12 + and I was kind of surprised to hear
people talk about them having bad numbers. Then I was informed that (at least for talk) the 25-54s
are more important...numbers I'm not permitted to see...and 'RKO was something like 14th!

While I don't know actual numbers, I know awhile back it was said that 'RKO was doing good with Rush
and Howie but S.A.M. and DePetro weren't doing as well...now, come next year with the Sox games MOSTLY on 680 (Fri night and weekday aft games on WEEI), how will WRKO do?

 

[raccoonradio]

I think WKLB is getting its highest ratings ever..who says country doesn't play in Boston? In fact this Herald
article points out that the recent Kenny Chesney concert at Foxboro Stadium is _the largest single-day
country concert ever...

http://theedge.bostonherald.com/musicNews/view.bg?articleid=149267

"The singer/songwriter from Luttrell, Tenn., became one of only 16 acts to gross more than $4 million at a single concert, joining a list that includes the Rolling Stones, Bruce Springsteen, U2, Madonna and the Jackson 5...Boston is an unbelievable country music market,” Louis Messina, Chesney’s tour promoter, said yesterday. “This is our second year (at Gillette) in a row. Last year we did 48,000 people. It’s always been a huge country market"

 

[mayermike]

WBZ probably did/will continue to be strong for awhile due to all the traffic tie-ups and Big Dig crisis.

 

[Nik2.0]

A salient point MayerMike, I would even go so far as to say that as long as we're at war and Bin Laden is running around un-caught, and world war three is on the back burner in themiddle east, WBZ will be the bohemouth!

 

[ima meesatree]

Any ideas of positions outside of the 12+. I hear people talk about 12+ not meaning anything. Is this true?

 

[Eli Polonsky]

Any ideas of positions outside of the 12+.

We can't legally post ratings numbers or exact positions because they're copyrighted, even the breakdowns which are not published to the general public.

I hear people talk about 12+ not meaning anything. Is this true?

12+ ratings do mean something overall, however, most stations program and compete with each other for certain specific demographics, and how well those stations do in their target demographics is more important than how they do in the 12+.

Most advertisers target specific demographics as well depending on the nature of their product, so they are more concered about a stations performance in a certain demo rather than in the overall 12+.

 

[Eli Polonsky]

An even better book for Mr. Bittner's WJIB!

Their ratings seem to go up and down seasonally. The station does a lot better when it can stay on at full power into the evening.

And, if you go to just the target format demo (55+), I can't post the numbers, but they're pretty impressive in that age group for a small AM!

 

[Varulven]

Bob Bittner, WCRB

Raccoon, Eli -

Bob Bittner has going for him what WCRB has - consistent good product. People know they can tune in to either station and they are going to get something good and dependable (as opposed to consistent bad).

That WFNX is still 1 point away from WBCN is pretty telling. I said it 6 years ago - Stern & The Patriots, Stern & The Patriots - and with one gone and the other not in season (or as far as the winter book goes, not deep enough into the Playoffs) the station was a sitting duck. It is going to take a lot of re-building after the station put all its eggs in Stern's basket. Wellington's treading water approach doesn't work when the previous regime did so much lasting damage. Toucher & Rich, unfortunately, are not going to give Howie Carr or Chuck Nowlin any sleepless nights. It would be great to get a hot talk station in this city - and WBCN could be the outlet for it. As long as the big 6 companies are willing to take whatever pie is left, there won't be any changes.

The listener loses out...again.