The Winter numbers are posted...

[Tennessee Cowboy]

Two big surprises. WIVK loses about a third of its shares (19.3 down to 13.3) and Hot 104.5, with one of the less spectacular signals in town, posts about a 50% increase (from 5.7 to 8.6.) Country formats took a bit of a hit, with shares down from about a 25 last book to a 17 now. WCYQ lost a third of its shares and WMYL lost about 12%.

The Sports Animal didn't do too badly this time around. They posted gains, even considering basketball isn't so strong in Knoxville.

 

[radio30]

The frog's lilly pad is sinking slowly. Myself, I prefer Merle.

 

[BRH]

This is several times that Hot has beaten sister Star's numbers. Always makes me laugh. Journal has always kept Star on the adult end of the CHR format, even though it's obvious the 18-34 audience prefers a more edgy, current based format. Guess they figure the slightly older demo is more valuable with revenue. Anyway, how did 95.7 do? They may have hurt Star, but haven't really affected Hot.
Also, Journal needs to quit dragging their feet and go ahead and get Q93 on 100.3. Looks like the Frog is certainly vulnerable!

 

[knoxside]

95.7 didn't do that much except possibly disrupt Star's TSL. Not much to show yet. However, B 97.5 just became the #1 station in adults 25-54. There must be a great deal of cheering on the hill. No radio station has done that in several decades. Anyone know how long?

 

[Tibbs4]

Why would anyone call WIVKs lower ratings a "surprise?" It's not a surprise. It's a guarantee. Congrats to Crums. The plan is working perfectly. Since 1979, WIVK has shined. Now WJXB has eclipsed WIVK in the important demo numbers. Things will only get better for Crums. Before long you will have shares under double digits and you be right in line with the other markets success.

 

[the marv]

If Cumulus's Nash FM becomes a national format like Clear Channel's Premium Choice, Country on 100.3 might do a better job on that frequency the 2nd time around.

 

[secondchoice]

IIRC Country on 100.3 did well enough that the frog LMAed 100.3 at a ridiculous amount of money to not have to compete against country on 100.3.

 

[BRH]

IIRC Country on 100.3 did well enough that the frog LMAed 100.3 at a ridiculous amount of money to not have to compete against country on 100.3.

Yeah, seems like it usually pulled between a 6 & 7 share at that time (and that was when 'IVK was much stronger). Now, with a younger country base, less listener loyalty, a gutted 'IVK, and M. Hammond now at 100.3, it could be a lot more interesting this time around. Hammond has the connections and pull inside the industry and has already shown this with a boatload of promotions and concerts at Q93. Also, Journal has corporate experience in the format at other stations in its cluster (like KVOO Tulsa and others). I don't know if we'll immediately see 'IVK beaten by Q, but I think it'll sure bring the Frog down to an even playing field (9 to 10 share range). South Central should be happy too because my guess is you'll see B97.5 atop the ratings as 107.7 and 100.3 split the country pie.

 

[Enigma]

IIRC Country on 100.3 did well enough that the frog LMAed 100.3 at a ridiculous amount of money to not have to compete against country on 100.3.

Yeah, seems like it usually pulled between a 6 & 7 share at that time (and that was when 'IVK was much stronger). Now, with a younger country base, less listener loyalty, a gutted 'IVK, and M. Hammond now at 100.3, it could be a lot more interesting this time around. Hammond has the connections and pull inside the industry and has already shown this with a boatload of promotions and concerts at Q93. Also, Journal has corporate experience in the format at other stations in its cluster (like KVOO Tulsa and others). I don't know if we'll immediately see 'IVK beaten by Q, but I think it'll sure bring the Frog down to an even playing field (9 to 10 share range). South Central should be happy too because my guess is you'll see B97.5 atop the ratings as 107.7 and 100.3 split the country pie.

This ^^^^^

Unlike DBC and Citadel, Cumulus won't spend any money to defend WIVK either. Also, WIVK is a sitting duck from 7p-5am because they are syndicated. Let a serious event in Knoxville occur that needs coverage, and then the party is over.

 

[Kent]

Country's audience is negligible from 6 PM to 6 AM. While I agree cutting those positions wasn't good for the people of Knoxville and East Tennessee, it will have minimal impact on the ratings.

Journal will have a better chance at knocking off WIVK with a 100,000 watt signal, but WCYQ isn't losing the battle solely because it has a bad signal. Most of its shares don't appear to have come at WIVK's expense. It has a chance if it steps up its game. If it doesn't, WIVK still wins.

 

[frombus149]

Country's audience is negligible from 6 PM to 6 AM. While I agree cutting those positions wasn't good for the people of Knoxville and East Tennessee, it will have minimal impact on the ratings.

Journal will have a better chance at knocking off WIVK with a 100,000 watt signal, but WCYQ isn't losing the battle solely because it has a bad signal. Most of its shares don't appear to have come at WIVK's expense. It has a chance if it steps up its game. If it doesn't, WIVK still wins.

I tend to agree with this analysis. But what do the overall numbers say for the country format in the market as all country stations showed a decrease in share. As Clint Black sung back in the day..."summer's coming"

 

[Tennessee Cowboy]

One book can be chalked up as a fluke. Two books makes it a trend. If I was WJXB I'd be raising my rates.

 

[frombus149]

One book can be chalked up as a fluke. Two books makes it a trend. If I was WJXB I'd be raising my rates.

i can remember when 97.5 as WEZK had better numbers than WIVK, of course that was over 3 decades ago. What would we see if Knoxville was a metered market?