WMJX, WROR, WODS... Audiences Are Too Old?

[Gregg]

I was looking over the 25-54 ratings from an All Access article and noticed WMJX and WROR were NOT in the top 5...

http://www.allaccess.com/arbitron-p.../june-ppm-analysis-for-houston-washington-d-c

Here's the 25-54 breakdown:

1) Kiss
2) WKLB
3) WBZ-FM
4) WZLX
5) WBMX

Now maybe WMJX and WROR are just outside the top 5. And maybe WMJX does better with Women 25-54 and WROR does better with Men 25-54. And it is unusual for WBZ-FM to be rated so high. They got a big boost from the Bruins going to the Stanley Cup finals, a contest that went seven games. So maybe they squeezed WMJX or WROR out of the top 5?

But how did a Hot AC, WBMX, beat a more traditional AC, WMJX, in the 25-54 contest? And Country is #2 while WMJX is not in the Top 5? Where's WROR, especially now that it no longer competes with WODS. I guess we now know why CBS dropped Oldies/Classic Hits on 103.3. Even if its 6+ numbers were OK, it clearly couldn't cut it in this youthful environment.

In the 18-49 numbers...

1) Kiss
2) WBZ-FM
3) WKLB
4) Jammin'
5) WBOS

The article mentions WMJX is #8 in this demo. Meanwhile in NYC, the 25-54 numbers include Lite-FM at #1 and Oldies/Classic Hits WCBS-FM at #3. Older New Yorkers obviously like AC and Oldies/Classic Hits more than in Boston. I guess Boston radio listeners like more youthful formats, even if they're not young themselves?

 

[NHRadio]

That could explain why Kiss's 25-54 numbers are so high.

 

[CTListener]

That could explain why Kiss's 25-54 numbers are so high.

Having a familiar 55+ voice doing the morning show doesn't hurt. It sets Kiss apart from CC's smaller-market CHRs with their generic young morning show hosts or young voices piped in from elsewhere. Matty is playing music for teens and 20s, but his approach and personality are easy to take for listeners in much older demos, who find themselves liking at least some of the music after a while and sticking around for the rest of the day.

 

[inorm99]

My Take:

1. The Money demos Are what they Are.

2. The quality of the teen oriented stations are what they are

 

[thirdendorsed]

That could explain why Kiss's 25-54 numbers are so high.

Having a familiar 55+ voice doing the morning show doesn't hurt. It sets Kiss apart from CC's smaller-market CHRs with their generic young morning show hosts or young voices piped in from elsewhere. Matty is playing music for teens and 20s, but his approach and personality are easy to take for listeners in much older demos, who find themselves liking at least some of the music after a while and sticking around for the rest of the day.

I was never a Siegel fan until I drove my kids to schoool. They'd change it to XKS and we'd hear that mid-morning right now feature and the incredible thing is the kids could relate to the questions and i could relate to the answer. He's out of the demo, both direct and extended, but he's got the relatables nailed; the kids will listen and laugh at what the parents think of their antics; the parents will endure it on the ride to school because he relates to the ordeal of having teens.

Best talent in the market, ever.

 

[pjc1961]

I've heard it said in many quarters that Boston is a college town - could that be one factor as to why the ACs perform lower in the money demos? Feel free to shoot down that theory, not knowing the exact age demographics of the market offhand.

Another factor to consider for college students only: how many students could be issued PPMs (being as they could be transient/not full-time residents)? It's likely that Arbitron would find out if a student would be a year-round resident before making the commitment. Feel free to clarify that possibility as well.

 

[reelyreal]

dfj

The median age in Boston is younger than the national average. The median age in the U.S. is 37, in NYC it's 35, and in Boston it's 30.

Transient college kids aren't really an effect on ratings. How many of them have landlines? Even if Arbitron started calling cells, how many of their cell phones have local Boston numbers?