Airwaves: November 11, 2011
KFI grabs the top spot
In the not so distant past, Arbitron -- the Big Kahuna of radio ratings companies,
released the ratings “book” every three months. There were monthly
reports, called trends, which were releases of “rolling averages” not
necessarily fully processed, but those were released to stations themselves
and not to the general public.
Under Arbitron’s new electronic system, ratings are processed almost instantly
and released to stations and the public (through newspapers and online sites)
monthly. Not quarterly, monthly. Which means if I so desired, between the local
markets and the various demographics that are rated, I could write about ratings
almost continually.
Of course that would be a little crazy. So I tend to stick with the quarter
system even though it doesn’t really fit with modern ratings methodology.
Unless something amazing happens, though, it seems to work.
This month, something amazing happened.
KFI (640 AM) was number one, for all of Los Angeles. Not the top AM station,
but the top station. And an AM station grabbing the top position has
not happened since the Spring Book of 2006 when KFI tied with KLVE (107.5 FM)
at a 4.8 share of the audience. This time they did it alone with a whopping
5.6 share of the listening audience. Prior to that it was Spring of 1986 -- twenty
years before when an AM station led the pack. At that time it was KABC
(790 AM) earning an amazing 7 share.
How does KFI do it it? Solid programming. From a topnotch morning program led
by Bill Handel though former Canadian-turned dedicated American Bill Carroll,
the amazing afternoon duo of John Kobylt and Ken Chiampou, and one of the most
entertaining evening shows in town starring Tim Conway, Jr., KFI is a juggernaut
that is seemingly unstoppable. It has been described as a top-40 station that
happens to play talk, and that in my opinion sums it up perfectly. Even the
weekends are strong, with such stars as Jesus Christ and Leo Laporte giving
advice.
Interestingly, John and Ken -- whom I branded as burnt a while back due to
their one-trick-pony show that got horrendously stale with continuing attacks
on the same people over and over -- teachers and government employees -- finally
got out of their rut by noticing other issues were important also ... and their
ratings rose. The show is actually fun again, and their rise certainly helped
KFI do so well overall.
Consistency is key. Programmer Robin Bertolucci seems to have a knack for finding
talent, and letting them grow. Carroll is a case in point. When he first arrived
his show bordered on dull, as if it were a rehash of every other show on the
station. Soon, though, he found his way. Television networks could learn a
lot from Bertolucci. Likewise, some thought Conway would never fit into the
AM world, yet his ratings are far above what he ever had on FM.
Can they be stopped? Not likely. The programming, the promotions, the on-air
sound are so well done that it would take a competitor years to catch up. Of
course some said that of KABC, and look what happened there. But I think KFI
has a lot of life left, and those who think they can overtake them by talking
on FM have another thing coming.
No Static at All
Speaking of FM talk, KOGO/San Diego (600 AM) is now simulcasting on an FM sister
station 95.7 FM. What is curious about this move is that 95.7’s old country
music format was doing OK, coming in 15th place with a 2.8 audience share according
to the latest Arbitrons ... and KOGO itself was only five places higher in
10th and with a 3.9 share.
Why move to FM when your AM is doing OK, your FM is doing OK and your sister
AM station to the North -- KFI -- is dominating? Does Clear Channel truly not
believe in the future of AM -- at least in San Diego -- or are they just cheap?
Or will KOGO’s AM frequency be sold off as they continue to try get out
of staggering debt related to their expansion years ago?
Christmas in November
Just heard from legendary radio and television personality Wink Martindale.
He’s been working with Gary Theroux in developing a 10-hour “100
Greatest Christmas Hits of All Time.”
Don’t know Theroux? He’s one of the writers and producers of the
Bill Drake version of The History of Rock and Roll run nationwide in
the 1970s. The two obviously have the credentials, and they set out not to
just play the music but to tell the story, including interviews of the artists
who recorded the songs.
No affiliates have been announced to carry the program yet, but I’ll let
you know if a local one comes up.
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Copyright © 2011 Richard Wagoner and Los Angeles Newspaper Group.
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