What Next Format Flip?

[nmoore6676]

Why would CC want to put KFI on FM in Los Angeles? Goodness, this isn't Idaho! Plus, all the CC FM's seem to be doing well ratings wise.

Maybe the "why?" question can be answered by looking at the KFI performance in the core sales demographic of 25-54. They are running between 15th and 19th in the market in this demo.

Successful news / talk stations that have moved to AM/FM simulcasts or simply moved to FM have generally seen the sales demo performance improve, often significantly.

AM's, on the other hand, have increasing troubles in attracting under-55 listeners, and they can't sell the 55+ numbers.

I think I've finally figured out why 25-54 with emphasis on the 25 end is the cherished demographic. These are the people that will buy the latest piece of bogus cutting edge technology from Apple and then have egg on their face when it turns out to be not as good as advertised. If you are going to sell snake oil you need people who can be conned into perceiving a benefit from it. I used to have trouble understanding why advertisers tend to ignore those with the most wealth and disposable income which tend to be older people, now I get it. It remains to be seen how this will fall out if credit gets tighter. In any event the revenue levels for KFI are not too shabby I should think.

In the end I don't think KFI would benefit much from going to FM. While the younger audience might like John and Ken to some extent, I can't see 20 somethings getting into Rush or Handel. So in the end they probably get what they want with AM it being as powerful and easy to tune in over most of the region. This might explain why KABC will never get back to the glory days of yesteryear, no matter who is at the helm since the electronic noise levels make them a difficult catch in a lot of Los Angeles.

 

[michael hagerty]

It's not about 20-somethings.

Radio demos are like archery...aim for the center of the target to score the most points. For 25-54, that's 39 and a half...so round up to 40.

The average 40 year old has a mortgage, two car payments and a couple of kids rushing toward their teens. He or she is a perfect talk listener....but they're not using AM.

And to KFI, 40 year olds are a major demogrphic improvement.

 

[only1moore]

What is KHHTs Format? Sorry, I know most of the LA stations but not all of them. I think that KFI has some shows that could appeal to a younger demo, but the younger people just don't want to listen to AM

KHHT is Rhythmic AC, albeit favoring Adult R&B and Old-School songs.