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WPLJ and WRXP

B

Barry

WPLJ's 6+ ratings have been dropping, to the point where they are only .2 higher than the much critiqued WRXP.
Why is their billing consistently high, while we discuss how poorly WRXP has been doing? Perhaps 'PLJ does a better job of reaching their target female demo than RXP does with young men?
 
I've sampled 101.9 a few times this week, and every time, I've heard commercial breaks no less than four minutes. So I guess they must be doing well...
 
RXP is at a dead end but can't even back up from it. At this point, they may jyst be trying to get attention. As for PLJ dropping, they could be losing listeners to Lite or Fresh.
 
Barry said:
WPLJ's 6+ ratings have been dropping, to the point where they are only .2 higher than the much critiqued WRXP.
Why is their billing consistently high, while we discuss how poorly WRXP has been doing?
Click to expand...

I think WPLJ does really well in the suburban markets, but gets lost in the ratings when you add in the millions of people that live in NYC - there are tons of advertisers though that want to target suburban listeners, so I'm pretty sure that's what keeps PLJ's billing so high
 
I have seen more billboards/advertisements for WRXP around NJ than any other NY radio station. They must really be desperate to try and drum up publicity.
 
ansky212 said:
I have seen more billboards/advertisements for WRXP around NJ than any other NY radio station. They must really be desperate to try and drum up publicity.
Click to expand...

Yes, it's in shear desperation that a station would market itself.
 
For what it's worth, the station's ratings in the Middlesex-Somerset-Union market were rising a bit during the late summer/early fall, but now have come back down to Earth. Even now though, the station is getting a 2.5 share - a little higher than it gets in NYC. And it's beating another rock station that comes in clear in the area, WDHA. So there may be some validity to what atlantaboy is saying. Maybe this is indeed a case of a station billing pretty well in spite of below-average ratings.
 
In Middlesex, NJ (Market #40), WPLJ has a 4.7, and comes in fourth - and in the Morristown, NJ market (#116), it has a 5.9, and comes in fourth, ahead of Z100 - so basically WPLJ is the station to advertise on if you want to target the Northern half of New Jersey, and that's gotta bring it A LOT of money

NYC is a pretty unique market in that most of its suburbs are treated as separate markets, which I think artificially pulls down Hot AC ratings when you single out just the people in and around the city
 
Interesting. Several of the posts indicate that WPLJ is a New York station that gains a large part of its revenue from suburban areas, particularly in NJ.
Perhaps WRXP is trying to do the same thing, with a young male suburban audience?
Since WPLJ is doing so well in northern NJ, would it make sense for a station in that part of the state to switch to Hot A/C, and make a play for some of their listeners?
 
atlantaboy said:
NYC is a pretty unique market in that most of its suburbs are treated as separate markets, which I think artificially pulls down Hot AC ratings when you single out just the people in and around the city
Click to expand...

Actually, the markets you mention are inside the NY MSA... they are also separate reports, just as Nassau/Suffolk is a separately reported market but both counties are also part of the New York radio metro.

The New York MSA consists of 20 counties, including Manhattan and the boroughs.

A comprable situation is Santa Clara Counnty, CA which is by itself the San Jose rated market and is also part of the San Francisco rated market.
 
Barry said:
WPLJ's 6+ ratings have been dropping, to the point where they are only .2 higher than the much critiqued WRXP.
Click to expand...

PLJ has averaged this year about 7th in 25-54 women and even higher on 35-44 women. This is a strong demo for advertisers, who don't look at 6+ numbers.

This is a similar case to that of WFAN, whose male numbers and efficiency of delivery are superb.
 
David, since you have the numbers, how is WRXP doing in reaching the young male demo? What about its revenues? Perhaps it is not the basket case that it is often portrayed to be, on this and other boards.
 
WRXP definitely doesn't have the strong suburban support that PLJ does - it's 18th in Middlesex NJ, 17th in Morristown NJ, and 15th in Nassau NY

It does well in Westchester (where it's 7th with a 3.6), but that's market #310, which IMO isn't a big enough market to gather massive advertising revenues like New Jersey does for PLJ

The thing is, though, although it only has a 2.1 in the NYC metro, that's about the same as most Triple A's around the country - only Denver and Atlanta have AAAs with ratings higher than 3.0 (pretty sure about that), so I don't think WRXP is worse off than the AAAs in most other medium-large markets - the format tends to have very wealthy listeners, so billing tends to be pretty solid I think
 
atlantaboy said:
It does well in Westchester (where it's 7th with a 3.6), but that's market #310, which IMO isn't a big enough market to gather massive advertising revenues like New Jersey does for PLJ
Click to expand...

If I'm correct in stating that the ratings report you're referencing is from the allaccess.com ratings pages, note that the date on that report is October 18, 2004 for the 3-month Summer 2004 ratings book when the station was still WQCD-FM (Smooth Jazz/Chill?). After breaking out Westchester, NY for a short time in the early 2000s & releasing the data publicly, Arbitron ceased doing this (apparently after this last report was released). The numbers are available (privately) to Arbitron subscribers and I believe they can be broken out from the New York book.
 
pjc1961 said:
atlantaboy said:
It does well in Westchester (where it's 7th with a 3.6), but that's market #310, which IMO isn't a big enough market to gather massive advertising revenues like New Jersey does for PLJ
Click to expand...

If I'm correct in stating that the ratings report you're referencing is from the allaccess.com ratings pages, note that the date on that report is October 18, 2004 for the 3-month Summer 2004 ratings book when the station was still WQCD-FM (Smooth Jazz/Chill?). After breaking out Westchester, NY for a short time in the early 2000s & releasing the data publicly, Arbitron ceased doing this (apparently after this last report was released). The numbers are available (privately) to Arbitron subscribers and I believe they can be broken out from the New York book.
Click to expand...

Lol that's ridiculous that they left up a ratings report from 2004 ;D
 
I don't think one can call WRXP a AAA anymore. AAA's don't play Ozzy, Evanesence, Guns 'n' Roses, and Puddle of Mud just to name a few off their most recent playlist.

Perhaps an Alt Rock station? But not AAA. Let's stop the charade of them being a AAA.
 
RXP is torture on the relaxed ear. AC/DC and Coldplay do not belong on the same station; much less one that also plays the Ramones, New Order, several out-of-place "new" indie tracks, and an overload of grunge and post-grunge.
 
The station doesn't really fit into any of the established rock formats. If they removed a certain 10 or so artists from their playlist, they'd qualify as an alternative/modern rock station (albeit a very safe, conservative one). But as it stands, it seems like they're trying to be a sort of classic rock station for generation Y.
 
Or Gen X.

The song repetition is painful also. This past Friday, "Highway to Hell" by AC/DC and "Father Of Mine" by Everclear were both played in the afternoon, and then were played back-to-back after midnight as well.
 
Why doesn't RXP just look at 107.1 out of Westchester. That station does it right.
 
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