WHAM Drops to 3rd Place in Spring Book

[Mark_Giardina]

For the first time in a very very long time, WHAM dropped to third place behind WBEE and WDKX in the latest spring book.
Granted the figures are 12+ and do not reflect certain demographics. But this latest book means WHAM has lost some of its audience. Not a good sign.

 

[ThePickleReport]

I wish we could see WBEN's numbers to see if they are down as well. I have to wonder if bad news domestic and abroad might turn people off to listening to some of the talk shows.

 

[Mark_Giardina]

I wish we could see WBEN's numbers to see if they are down as well. I have to wonder if bad news domestic and abroad might turn people off to listening to some of the talk shows.

There could be a number of reasons that news-talk is losing audience. Younger listeners are not tuning to AM radio. Older listeners are dying off. And the rest of us either are not interested in having someone tell us what to think, or we are trying satellite radio as an alternative.

Here in Rochester WDKX’s audience has been growing steadily over the years so their rise to second place does not come as a surprise to those of us that have been following the ratings.

One has to wonder where WHAM’s audience went? Again these are 12+ overall figures. But they show a loss of almost 2 points. So where did that audience go? Could they have gone to WXXI, or maybe WYSL, which once again (I’m shocked and amazed) didn’t register in the book?

:-\

 

[JohnGalt]

Younger listeners are not tuning to AM radio.

Younger listeners are not tuning to radio, period. Can you blame them?

 

[Mark_Giardina]

Younger listeners are not tuning to AM radio.

Younger listeners are not tuning to radio, period. Can you blame them?

And there my friend is the reason why serious changes need to be made in radio...now!
If the upcoming generation, my children’s generation, is not listening to radio, then what future does radio have?

And no I can't blame them for not listening. As my son told me while we were driving in his car, what's the sense of listening to a radio station that plays the same music constantly, then bombards you with several minutes of commercials in a row, when one can purchase a satellite radio or CD player and get the music you want without the commercials and hype?

He's right. Terrestrial radio is playing right into the hands of satellite. But then again look who has a vested interest in XM and Sirius. Clear Channel and CBS.

:

 

[Bob1370]

"One has to wonder where WHAM’s audience went? Again these are 12+ overall figures. But they show a loss of almost 2 points. So where did that audience go? Could they have gone to WXXI, or maybe WYSL, which once again (I’m shocked and amazed) didn’t register in the book?"

If they all went to WXXI, I guarantee you the champagne would be flowing all up and down State St. From your mouth to God's ears, Mark. ;-)

But in all likelihood, some of it probably went to WXXI, some of it went to a station running younger-oriented talk in a key daypart like WCMF, a little went to WROC, a little to Legends 990, and some of it probably spread all over the dial. I'm sure WDKX's gains have little or nothing to do with it--and everything to do with the fact that they're presenting more currently popular hit music than anyone else, and offering a healthy helping of personality and public service along with it. Good radio stations usually generate good numbers, and DKX's 12-34 success is no exceptiion.

 

[Ima_Talent]

Younger audiences are not listening to radio much if at all anymore and the older audience is dying off or retiring to warmer clients. The older demographic of this generation has more options than the previous generation did so the mature audiences are being spread out more among WXXI, WLGZ, WYSL, etc...

I would not be surprised to see cheap channel tweak it's lineup a little to bring more of it's syndicated programing live so that it sounds fresh. Sean Hannity at 12:10 AM talking about what's coming up on the Hannity & Colmes show that aired 3 hours earlier isn't exactly a fresh product.

Perhaps:
Lonsberry to 9 - 12
Limbaugh 12 - 3
Sean Hannity 3 - 6

I could see cheap channel cutting costs and eliminating the "5 O'Clock News Hour" and instead simulcasting 13 WHAM News from 6:00 - 6:30, followed by Bob Matthews 6:30 - 8:00 followed by Savage (Or something better in it's place...)

Or maybe not....

 

[SpareChange]

I wish we could see WBEN's numbers to see if they are down as well. I have to wonder if bad news domestic and abroad might turn people off to listening to some of the talk shows. There could be a number of reasons that news-talk is losing audience. Younger listeners are not tuning to AM radio. Older listeners are dying off. And the rest of us either are not interested in having someone tell us what to think, or we are trying satellite radio as an alternative.

It's likely you won't find much different with WBEN, Buffalo: Big 55+ demos and respectable yet top-heavy 12+ numbers prevail. WBEN has a strong morning news block and although it commendably features live local talent before and after el Rushbo, these local performers often parrot the same talking points as Mr. Oxycontin-Viagra. WBEN strangles its lib-talk competitors, WHLD and co-owned WWKB, which barely raise a blip on the radar. Yet it's small consolation as the FM stations dominate after 9 a.m.

Here in Rochester WDKX’s audience has been growing steadily over the years so their rise to second place does not come as a surprise to those of us that have been following the ratings. One has to wonder where WHAM’s audience went? Again these are 12+ overall figures. But they show a loss of almost 2 points. So where did that audience go? Could they have gone to WXXI, or maybe WYSL, which once again (I’m shocked and amazed) didn’t register in the book?

Giving every station the benefit of the doubt (including WYSL), the numbers could have gone nowhere... that's right, nowhere. It's the "Arbitron Wobble" which hits every radio station in every market from time to time... kind of like a summer flu. "Some days you eat the bear, some days the bear eats you."

Look at the bottom of the columns and check the market numbers horizonatally against previous books... this tells as much of the story as any of the numbers associated with individual stations.

And just for the record, with all due respect to the parties and stations involved, could we give the "why WYSL doesn't show in the ratings" theme a rest? WYSL makes money. Savage is happy. Life is good. Enjoy it and consider the answer to the question "a mystery."