Nah, I'm not in sales WJ. Just doin the math.
You didn't mention Ipods, streaming etc in your earlier post, just satellite. There are plenty of competitors. Satellite is a minor player. Just like Pandora has 40 million registered users, but probably has less listeners at any given time than the top 5 stations in a major market have.
Radio in Knoxville has the same total cume it's had for years plus or a minus a thousand or two. The time spent listening and thus the quarter hours are down some, particularly with 12-34.
As for WIVK's declining ratings, sure the days of having four stations in double digits and WIVK with 30's are long gone here as they are everywhere else. There one helluva lot more little radio stations gobbling up a point here and a point there. KMOX used to have a 20 share, and now is happy with a 6 or 7.
Plus, as a media mogul like you would know, that 16.4 represents not how many people are listening to WIVK, but what percentage of those that are listening to the radio are listening to that particular station. The "shares" of the top five stations could all be cut in half and there still could be more actual people listening than before.
Total up the Merles, the WCYQ's, the WFIV's, the WJRV's, the WDVX's, WYLV, 88.3, 96.3, 95.7, and pretty soon you got a bunch of shares that used to belong to 107.7, 97.5, 103.5 and 102.1.
Radio has competition as it did when TV came along. Hopefully, we can get unshackled from the corporate BS that that doesn't allow for the bad quarter or two that would come from re-inventing ourselves again.