The Research Director, Inc. Looks At Los Angeles: April Vs. April -- The Undercard
June 20, 2014 at 7:57 AM (PT)
The Ratings Experts from RESEARCH DIRECTOR, INC. -- with a healthy assist from the gang at XTRENDS -- return for a deeper peek at the re-released LOS ANGELES data.
Unlike the previous analysis that focused on 6+ (NET NEWS 6/19), this time we dive into 25-54, 18-34 and 18-49 to see what changes have been wrought. Of course, we cannot quote actual numbers here, but you’ll quickly catch our drift.
Los Angeles: April Vs. April The Undercard
While enquiring minds were possibly looking for chum in the water, the reality is much more serene. The top-five stations 25-54 remained unchanged both in rank and share. That put CCM+E Hot AC KBIG (MY FM) at #1 and CCM+E Top 40/M KIIS (KISS) at #2. In the original release, there was a two-way tie at #3 and that, too, did not change for both EMMIS Top 40/R KPWR (POWER) and CCM+E AC KOST. CBS RADIO Alternative KROQ rounded out the top five in the same way it did before. There was a small change at #6. CBS RADIO Top 40/M KAMP (AMP) was unchanged at #6 but this time it was joined by UNIVISION Spanish Contemporary KLVE (K-LOVE), which had a slight share increase to move up from #7. CBS RADIO Classic Hits KRTH (K-EARTH) was also up slightly in share to sit at #8 while cluster wisecracker CBS RADIO Adult Hits KCBS-F (JACK) stood still at #9 even with a slight share increase. UNIVISION Regional Mexican KSCA took a noticeable share hit and slid two spots into a tie at #12. That was good news for SBS Regional Mexican KLAX (LA RAZA), which gained share to vault from a tie at #12 into the vacated #10 position. Farther down the chart, GRUPO RADIO CENTRO Regional Mexican KXOS (RADIO CENTRO) took a healthy share cut and fell from #11 into a tie at #19.
We did see some improved shares for the market leaders 18-34. They were ever so slight and did very little to alter the order of the top 10. KPWR was up but still #1 while KIIS also had some growth at #2. KBIG was a flat #3 while KAMP inched a little closer at #4. KROQ was a little stronger at #5 while CCM+E Alternative KYSR (ALT) improved its lot while staying at #6. KRTH was up slightly and was left alone at #7 because KLVE remained flat to drop into a tie at #8 with KSCA – which was up slightly. KOST shed a little share but became the sole occupant of #10 because KXOS lost a big chunk of its share to drop nine places to #19.
There were a few noticeable changes 18-49 but not at the top. The first three stations were unchanged in both rank and share. For those keeping score at home that meant KIIS, KPWR, and KBIG at #1, #2 and #3, respectively. KAMP remained at #4 though it gained a little share, as did KROQ at #5. KOST had the same share to stay at #6 while KLVE did the same exact thing at #7. KCBS was also flat at #8 while KRTH gained some share to move up a spot to #9. KYSR remained the same as it was in a tie at #10 but its new partner was KSCA, which lost a little share as it slid from #9. As we have been seeing all along, KXOS was the biggest loser dropping from a tie at #12 into a tie at #16.
In the end, the altered numbers had minimal impact on the market as a whole. With the primary exception of KXOS, most of the players were left relatively unscathed.
We’ll be back in a couple of weeks to present our analysis of the JUNE survey. Feel free to reach out to The Ratings Experts at RESEARCH DIRECTOR, INC. if we can do any digging for your station.