• Get involved.
    We want your input!
    Apply for Membership and join the conversations about everything related to broadcasting.

    After we receive your registration, a moderator will review it. After your registration is approved, you will be permitted to post.
    If you use a disposable or false email address, your registration will be rejected.

    After your membership is approved, please take a minute to tell us a little bit about yourself.
    https://www.radiodiscussions.com/forums/introduce-yourself.1088/

    Thanks in advance and have fun!
    RadioDiscussions Administrators

Top Seattle Stations: In Sales

D

djdan

Every year I like to see which stations did well, from the sales point of view.
Here are your top ten stations: KMPS, KIRO, KZOK, KUBE, KRWM, KMTT, KPLZ, KOMO, KBSG, WOLF, KISW. (order is fairly close, many are tied or very tight, there may be change or two when the final numbers come out.)

Going into February it is always interesting from an agency point of view to see who is sold out and driving rate. Hardest stations to clear, right now, in order are:

KUBE
KMTT
KPLZ
KZOK
KRWM

Pretty good indicator that these stations have demos that are key. February is driven by Television advertising which leans female. That also explains the sold out situation on the above stations. Everyone else can still be cleared. KMPS rate is way down compared to last year. Typically advertisers will only buy one country, so the inventory of country has doubled dropping rate.

12+ ratings are interesting, 25-54 ratings more important, selling out: priceless.
 
Radio Sales

MOVIN' 92.5 did pretty good also...

...lest we either want, or want NOT - to forget...
:)

When BUSH gets out of office in '09 (OHHHH HAPPY DAY!)
....THEN - we will see radio sales figures get even BETTER in time for most of these stations...

The addage: figures don't lie....but liars FIGURE!
 
way off on wolf, 6 mill tops, you missed KBKS @ 10 mil.
my order is:
KMPS
KZOK
KWRM
KIRO
KUBE
KMTT
KISW
KOMO
KBKS

movin: 5.5 mil.
 
Close. KBKS slipped to a virtual tie for tenth. KIRO still is number two with KUBE and KZOK closing in. KPLZ is also in the top ten, in the middle somewhere. The list I am quoting is national and local sales. Local only is a different list altogether. Other than that you are pretty close. WOLF picked up some national combo business to push it up, but it depends on how you look at it. KOMO is tops with Mariners business included, but most reports seperate it out. Bottom line is that none of these stations on your list or mine is changing format any time soon and they are all winners in revenue.
 
WOLF is most definitely in the top ten! According to the Sales Manager in our shop KBKS has slipped from number 4 two years ago to out of the top 10. OUCH! KMPS is still number one, which boggles my mind. KPLZ is number 7, which I really don't get. KIRO rocks in local business and remains number two in the market overall, but number one in local direct. Stations that are SOLD OUT: KUBE, KRWM, KPLZ and KZOK are sold out and their spots are moving to other stations.

My question? Why will media buyers only pick one country? If both do well why not buy both. This makes no sense to me. How can a station like KMPS or KIRO top the market, when neither finished the Fall book in the top five? How does KPLZ keep bringing in this kind of money? Are female buys that important?

If I were buying Seattle the sold out stations would be: KZOK, KRWM, WOLF, KUBE.
KZOK owns men, KRWM women, WOLF adults and KUBE younger demos. Guess that is why I am not in sales.
 
KMPS has been an automatic buy, with a sales staff that really hasn't had to hustle for years. That has changed somewhat with the Wolf.

KMPS is not sold out, can't continue to move its rates up, and I think we'll see after the next trend and book, the Wolf will become more of a buy.

Brenner is a fraud, doesn't know what to do, and thinks matching the Wolf's song count per hour will make a dif. That's her plan for success. It is a formula that will help the Wolf beat KMPS in the next few months.
 
Your comments about Brenner are a bit harsh, but clearly the station is beaten. The WOLF is on with a full campaign and KMPS is doing nothing. Have they given up?

Still don't understand why media buyers won't buy more than one Country station in a market? KMPS still is a top five player, so is the WOLF. So why not buy both?
KRWM and KPLZ are the top two players in female numbers on a four book and they both are sold out. What's the difference? Media buyers will purchase two AC's, but not two Country stations.
 
At least this is question on this board I can shed some light on. Major advertisers will buy deep into a demo in a market to get the points they need. The typical pattern is to buy one country station because in a market where two countries do well there is significant cume sharing so buying one is more efficient. Same applies to AM. Most will just by one AM (KOMO or KIRO...KTTH or KVI) because they share so much cume. KUBE and KISW both get bought on an 18-34 buy because each has different cume in the same demo. Same applies to KRWM and KPLZ. KRWM has bigger numbers, but they lean older 40+. KPLZ leans 30-44. They actual share suprisingly little cume with each other. Run a cume duplication report and you will see 40% cume share with the Countries or the news AM stations (80% in specific target cume) Run the same cume report for KUBE/KISW or KRWM/KPLZ. You might see 17% sharing, 30% in specific target. Long answer, but it comes down to hitting different unique people. An advertiser could buy both countries and achieve market points in demo, but they would be hitting a lot of a same people. Better instead to buy one Country, a couple AC's to get points on a female buy. You reach more people that way. That's the theory anyway.
 
That brings up a question then DJDan...why flip to Country when there is one competitor? Didn't they(BUZZ now WOLF) already have a 3 share prior and now they SHARE a 3 share? KMPS couldn't possibly ever fold and I'm no stat's gal but now that you mention..it seems a big waste of money to flip and do the whole dog and pony show to split a 3 share...
 
The typical pattern is to buy one country station because in a market where two countries do well there is significant cume sharing so buying one is more efficient...

I meant to post this on my prior message-it looks like what you are saying is that they share so much...

do I make any sense whatsoever?
 
You make complete sense. The answer to the question is pretty simple. My guess is WOLF plans to beat KMPS. If they can successfully become the number one Country station by a significant margin, they will make a lot of money. KMPS owns that position right now and is the number billing station in Seattle. If you are going to flip format, you might as well knock off the winner.

The Buzz had good afternoon numbers, but trailed many stations in male demographics. In addition, there are not that many male 18-34 buys. If you flip, go after number one. KIRO used to be number one and KOMO is going after them.
KMPS was number one, now WOLF is going after them. KUBE and KRWM now battle for number one. Look for stations that aren't winning in money demographics to change. My bet is when 104.5 hits the air we will have a new Soft AC or Rhythmic CHR competitor for KUBE. If you put on a new format, go after the top billers, or why flip?
 
Status
This thread has been closed due to inactivity. You can create a new thread to discuss this topic.


Back
Top Bottom