Radio AM to FM: July 30, 2004
Spring Arbitrons
Usually the ratings reports are little more than repeats from the past. And
while there is some of that repetition in the Spring Arbitrons released last
week -- Power 106 came in first place once again, for example -- there are enough
"wows" to make this a very interesting book. Some of the surprises:
• KLAX had a HUGE jump to 4.7 from 3.0 -- almost unheard
of in Los Angeles, or at least not seen since the 1980s when KIIS-FM
was actually a good station and did much the same thing. With that jump, KLAX
moves up to a strong number two overall and the dominant Spanish music station.
• Competitor simulcast KBUE/KBUA, didn't give up anything
to KLAX and increased as well, to 3.5 from 2.9.
• KLSX, perennially stuck in the low to mid two shares
suddenly found a lot more listeners, it seems, with a half share increase to
3.0.
• Conservative talker KRLA doubled its share of the pie,
coming in at 1.4 ... the highest in years, possibly ever.
Not to take away from the successes of the high achievers this quarter, but
in a city where ratings change about as fast as glaciers move, the number of
surprises makes me wonder if this book isn't a bit of an anomaly. Ratings calculations
are not perfect, and rely on accurate and timely diary returns from a vast cross-section
of the rated area. This is appears to be either a methodology blip, or the start
of something big.
In any event, KFI still led the talk wars with a 4.5 share
third-place finish. KLSX tied for tenth, while KABC came in
13th with a 2.9 share. KRLA was 27th.
All news KNX held steady at 2.1 to tie at 19th place overall,
while sister station KFWB declined ever so slightly to 1.3
and a tie for 28th. It is interesting to note that while the all-news stations
were essentially flat, every general talk station was up. Both KNX and KFWB
are going to have to find a way to make listeners tune in, either by going into
more depth or more entertainment. Quick headline stories surrounded by commercials
doesn't cut it any more.
Each rating is an estimate of the percentage of listeners, age 12 and over,
tuned to a station between the hours of 6 AM and 12 midnight. The first number
is the Winter rating, followed by Spring.
KPWR (Power 106): 5.0 - 5.0, KLAX: 3.0 - 4.7, KFI: 3.9 - 4.5, KROQ: 4.1 - 4.4,
KOST: 3.3 - 3.7, KBUE/KBUA: 2.9 - 3.5, KIIS-FM: 3.8 - 3.3, KTWV: 3.8 - 3.3,
KLVE: 3.6 - 3.1, KKBT (The Beat): 3.1 - 3.0.
KLSX: 2.5 - 3.0, KRTH: 3.1 - 3.0, KABC: 2.4 - 2.9, KHHT (Hot 92.3): 2.6 - 2.7,
KRCD/KRCV: 2.3 - 2.4, KZLA: 2.2 - 2.4, KSSE: 2.2 - 2.3, KBIG 2.0 - 2.2, KLOS:
2.4 - 2.1, KNX: 2.1 - 2.1.
KYSR (Star 98.7): 1.9 - 2.1, KCBS-FM (Arrow 93): 2.3 - 1.9, KJLH: 2.1 - 1.9,
KSCA: 2.9 - 1.9, KXOL: 1.7 - 1.6, KMZT (K-Mozart): 2.0 - 1.5, KRLA: 0.7 - 1.4,
KFWB: 1.4 - 1.3, KLYY: 1.5 - 1.3, KLAC: 1.0 - 1.2.
KFSH: 0.8 - 1.0, KHJ: 1.2 - 1.0, KZAB/KZBA: 1.3 - 1.0, KDLD/KDLE: 0.7 - 0.8,
KLTX: 0.7 - 0.7, KWVE: 0.5 - 0.6, KKLA: 0.5 - 0.5, KMXE: 0.2 - 0.5, KSPN: 0.3
- 0.5, KSUR (K-Surf): 0.6 - 0.5.
KWKW: 0.4 - 0.5, KXTA/XTRA (X-TRA Sports): 0.6 - 0.5, KGGI: 0.4 - 0.4, KWIZ:
0.5 - 0.3.
Ratings are ©2004, The Arbitron Company. May not be quoted
or reproduced without prior written permission from Arbitron.
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Copyright © 2004 Richard Wagoner and The Copley Press.
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