All Access Exclusive: Inside The L.A. Preview PPM Data
July 29, 2008 at 3:07 PM (PT)
ALL ACCESS has seen the preview data for LOS ANGELES and asked L.A. native and ratings guru RADIOCRUNCH Pres. ANTHONY ACAMPORA to look inside the numbers for us. Here's what he found comparing PPM data from JUNE 2008 to SPRING 2008 diary results. Keep in mind to do a fair assessment, we incorporated non-commercial data from both so the rankers you see from the diary included non-comm.
Some good news across for the CC cluster. Top 40 KIIS was the winner across the board -- Adults 18-34, 18-49 and 25-54. KIIS ranked 3rd 18-34 and 18-49 in the diary and 5th 25-54 -- but leaped to #1 in all three demos in the meter. AC KOST had some slight growth -- going from 7th in the diary to 6th 25-54 in PPM. 18-49, they leaped from 10th to 7th.
Last year, CLEAR CHANNEL relaunched Rhythmic AC KBIG as Hot AC "104-3 MY FM" and shifted Modern AC KYSR to Alternative in preparation for PPM. Neither station really showed much growth in the diary, but PPM shows solid growth for both. KBIG goes from 16th to 11th 25-54 and 13th to 7th 18-49. Meanwhile, KYSR 17th to 12th 18-49 and 20th to 14th.
Rhythmic AC KHHT was off slightly in the meter - sliding from 9th to 14th 25-54 and 8th to 14th 18-49. For the most part, L.A. was not kind to stations with large African American cumes - and KHHT may have been a partial victim of that. However, their numbers are still competitive.
Two of the three CLEAR CHANNEL AM stations were essentially flat in PPM to the diary as Talk KFI ranked 12th 25-54 in both. Sports KLAC was off from 24th to 25th, and Talk KTLK dipped from 30th to 36th.
Mixed results for the CBS cluster (although more good than bad). There was great news for Alternative KROQ, Adult Hits KCBS (JACK) and Classic Hits KRTH. However, FM Talker KLSX and Smooth AC KTWV struggled a bit while AM News outlets KFWB and KNX were relatively steady.
KROQ leaps from 4th to 3rd 18-34, 6th to 2nd 18-49, and a huge leap from 8th to 2nd in the 25-54 demo -- really showing how well the station performs on the upper end. KRTH saw one of the larger leaps with PPM, moving from 15th in the diary to 7th 25-54 in the meter. They also went from 19th to 12th 18-49.
Adult Hits KCBS (JACK) is the first full signal "JACK" station to be metered. WJMK/CHICAGO has a talk morning show and KHJK/HOUSTON has signal challenges. JACK/L.A. lived up to expectations. It ranked 3rd 25-54 in the meter and 5th 18-49. It usually performed as the #1 or #2 English language station 25-54 in the diary -- so it held its own very well.
The news was not as good for Smooth AC KTWV. The format has already gone away in HOUSTON. It went away in PHILADELPHIA (and has come back with little or no success). NEW YORK also bailed, and now the format mothership takes a major hit. KTWV was 10th 25-54 in the diary, and slides all the way to 17th in the meter.
KLSX, which has been waning in the diary since the departure of HOWARD STERN continues to decline. The station, 17th 25-54 in the diary, falls all the way to 23rd. It takes a dip 18-49 from 20th to 24th. FM Talk is definitely a bubble format so far in the meter.
There was a lot of concern in the shift to the meter that Spanish-language stations would take a major hit. UNIVISION, while seeing some slight share decline, still performed extremely well. With Adults 25-54, Spanish Contemporary KLVE ranks 3rd, Regional Mexican KSCA 5th, and Spanish Adult Hits KRCD (Recuerdo) was 10th -- so they wind up with three of the top 10 25-54. Said stations ranked #1, #2, and #6 diary -- so these results are still impressive.
KSCA and KLVE were #3 and #4 respectively 18-49.
Other Spanish Outlets
LIBERMAN Regional Mexican KBUE also held up well (5th in diary to 6th in meter 18-49,and 3rd to 7th 25-54). SBS Regional Mexican went from 4th in diary to 9th meter 25-54 (and 7th to 9th 18-34), but Spanish stations still held five of the top 10 positions 25-54 just as they did in diary. Their rankings were slightly lower, but they definitely remained among the market leaders. ENTRAVISION Spanish Contemporary KSSE was off slightly. They went from 13th to 19th 18-49 from diary to meter and 10th to 14th 18-34. However, they did hold steady 25-54 -- as the station has skewed a bit older of late.
A mixed bag for EMMIS as heritage Rhythmic KPWR (POWER 106) has lost some steam in the meter. As we mentioned, many of the stations with heavy African American cume lost share (KTWV, KHHT, and KPWR all have respectable audience there). KPWR dipped from 1st to 3rd 18-34, 4th to 10th 18-49, and 10th to 14th 25-54.
Across the hall though -- and while certainly not huge numbers -- EMMIS saw KMVN (MOVIN' 93.9) head north -- the most positive news since the sign on nearly two years ago. KMVN moves from 36th to 24th 25-54 and 34th to 22nd 18-49. Again, KMVN is still fairly new (less than two years) -- so it seems as if there may be more audience than the diary showed.
SOUND And INDIE
BONNEVILLE AAA KSWD (THE SOUND) and ENTRAVISION Alternative KDLD (INDIE 103.1) did not see good results in the meter at all. KSWD ranked 32nd 25-54 and 30th 18-49 in its third month on the air. Meanwhile, industry darling KDLD ranks 38th 18-49 and 42nd 25-54.
MT. WILSON Country KKGO dipped slightly 25-54 in the meter (moving from 17th to 20th) but still respectable for the one time Classical station ... CITADEL Classic Rock KLOS was steady in 12th place 25-54 ... The markets two Urban stations are challenged in the meter. MAGIC Urban KDAY ranks 32nd 25-54, 30th 18-49 and 30th 18-34 (although KDAY took a hit in the diary recently). And things were not good for TAXI Urban AC KJLH. They may have taken the biggest drop of any station in the market falling from 24th to 42nd 25-54.
SALEM Christian AC KFSH also saw a nice jump. They ranked 39th in diary 25-54 and leaped all the way to 26th in the meter. The outlet also went 34th to 25th 18-49.
You can reach ANTHONY at firstname.lastname@example.org.