Incertonia
06-08-2004, 02:36
The numbers are out, and Air America's audience in Portland is impressive. From The Daily Kos: (http://www.dailykos.com/story/2004/8/5/16312/48557)
Air America Crushes Competitors in Portland - New Numbers
by Michael D
Thu Aug 5th, 2004 at 19:18:00 GMT
(From the diaries -- kos)
The radio ratings that are freely available on the web are called "12+" or "top-line" ratings. They mean nothing to advertisers, and that's why you don't need to pay to see them. 25-54 numbers, especially 25-54 numbers for specific parts of the day, are what really interest advertisers and more accurately determine a station's success. But in the case of KPOJ Portland's switch to "Progressive Talk," the 12+ numbers at least show the trend. Here's a list of all of Portland's talk radio stations, and their 12+ ratings for winter and spring:
12+
CALL WIN SPR CHNG
KEX 5.3 4.2 -21%
KXL 4.7 4.0 -15%
KPOJ 0.4 3.7 +825%
KPAM 2.0 1.6 -20%
KOTK 1.8 1.3 -28%
And in the ever-important 25-54 demo, KPOJ rose from a 0.3 to a 4.9, putting them in the #3 slot overall for all Portland radio stations, according to an industry publication, and putting them ahead of all other talk stations in the market. (This contradicts even rosier information I received earlier. I trust this trade pub more.)
Particularly impressive is that, in the 25-54 demo, KPOJ's 10a-3p daypart (2 hrs Franken, 3 hrs Ed Schultz), scored a 6.4, putting KPOJ at #1 among all Portland radio stations, which means KPOJ cleaned the clocks of both Lars Larson and Rush Limbaugh.
Even more amazing is the month-by-month breakdown of that 10a-3p daypart. Again in the 25-54 demo, KPOJ grew from a 0.4 in March, to a 4.9 in April, to a 5.5 in May, to an unbelievable 8.8 in June.
What's great for Air America in these numbers is not only the fact that the format is a success and growing, but the fact that it's also threatening the other talk radio stations. Everyone not named KPOJ lost about a fifth of their overall listeners, and from what I can glean, the shift in the 25-54 demo was even more dramatic. This tells station owners that, if they have a low-performing AM station available, Air America is a great format to switch to, not only because of the potential growth if they have it, but also because of the potential threat to their station if they don't.
So much for Air America dying on the vine--if KPOJ gets those kinds of ratings, the RNC will advertise on the station.
Air America Crushes Competitors in Portland - New Numbers
by Michael D
Thu Aug 5th, 2004 at 19:18:00 GMT
(From the diaries -- kos)
The radio ratings that are freely available on the web are called "12+" or "top-line" ratings. They mean nothing to advertisers, and that's why you don't need to pay to see them. 25-54 numbers, especially 25-54 numbers for specific parts of the day, are what really interest advertisers and more accurately determine a station's success. But in the case of KPOJ Portland's switch to "Progressive Talk," the 12+ numbers at least show the trend. Here's a list of all of Portland's talk radio stations, and their 12+ ratings for winter and spring:
12+
CALL WIN SPR CHNG
KEX 5.3 4.2 -21%
KXL 4.7 4.0 -15%
KPOJ 0.4 3.7 +825%
KPAM 2.0 1.6 -20%
KOTK 1.8 1.3 -28%
And in the ever-important 25-54 demo, KPOJ rose from a 0.3 to a 4.9, putting them in the #3 slot overall for all Portland radio stations, according to an industry publication, and putting them ahead of all other talk stations in the market. (This contradicts even rosier information I received earlier. I trust this trade pub more.)
Particularly impressive is that, in the 25-54 demo, KPOJ's 10a-3p daypart (2 hrs Franken, 3 hrs Ed Schultz), scored a 6.4, putting KPOJ at #1 among all Portland radio stations, which means KPOJ cleaned the clocks of both Lars Larson and Rush Limbaugh.
Even more amazing is the month-by-month breakdown of that 10a-3p daypart. Again in the 25-54 demo, KPOJ grew from a 0.4 in March, to a 4.9 in April, to a 5.5 in May, to an unbelievable 8.8 in June.
What's great for Air America in these numbers is not only the fact that the format is a success and growing, but the fact that it's also threatening the other talk radio stations. Everyone not named KPOJ lost about a fifth of their overall listeners, and from what I can glean, the shift in the 25-54 demo was even more dramatic. This tells station owners that, if they have a low-performing AM station available, Air America is a great format to switch to, not only because of the potential growth if they have it, but also because of the potential threat to their station if they don't.
So much for Air America dying on the vine--if KPOJ gets those kinds of ratings, the RNC will advertise on the station.