All Access Exclusive: Top 40 PPM Battles In New York, Los Angeles Heat Up
April 22, 2009 at 4:00 PM (PT)
With radio going through the most prolific methodological change in its history, two high-profile major markets became home to Top 40 battles once again. Results for the first full month of KLSX (AMP RADIO)/LOS ANGELES and the first three weeks of WXRK (92-3 NOW-FM)/NEW YORK arrived TODAY.
MUSICRUNCH/RADIOCRUNCH principals KEVIN MCCABE and ANTHONY ACAMPORA examined the two battles and how they've affected their markets.
KLSX (97.1 AMP) has now been in the for the format for six full ratings weeks, which has already created a much more significant impact. Here are the rankers for the major contemporary music players in LOS ANGELES: KLSX, CLEAR CHANNEL Top 40 KIIS, and EMMIS Rhythmic KPWR (POWER 106). We've compared the final full month of KLSX as a Talk station (JANUARY) versus the first full month as Top 40 (MARCH) and the rank and percentage share change.
12+: KIIS held at #1, but is off about 11%. KPWR held in 7th place, but is off just 3%. KLSX saw a huge 68% increase to rise to 13th place.
18-34: KIIS lost 16% of its audience, but retained the #1 position. KPWR remained a solid #2, inching up 2% and closer to share in 18-34 vs. KIIS since the advent of PPM. KLSX debuted in the top 5 in its first full month -- and saw increases throughout the month of MARCH.
18-49: KIIS stayed #1 -- off 11% -- but still held a fairly commanding lead over CBS Alternative KROQ (which ranked 2nd). KPWR moved up to 3rd place and increased 2%. KLSX vaulted inside the top 10 overall, improving 65% over its final month as a Talk station.
25-54: KIIS saw its biggest slide among adults 25-54, where it slipped 17%. However, it still claimed the top spot in LOS ANGELES in MARCH. KPWR ranked 15th here, with KLSX 17th and just a few tenths back.
In the weeklies, KLSX beat KIIS in teens in MARCH Week 4 for the first time ever.
Other notes: KLSX shared its most cume with KIIS, followed by POWER 106 and then SBS Latin Urban KXOL.
KLSX has already become the #2 cume sharer with POWER 106 after KIIS.
KLSX tied for the second largest sharing station with KIIS (with CC Hot AC KBIG) -- after POWER 106.
Breaking down ethnic, one of the main keys to AMP's early success was that it excelled in attracting L.A.'s dominant Hispanic population. KLSX had a larger Hispanic comp than both KIIS and POWER 106.
WXRK (92-3 NOW-FM) is still in its infancy at only three full weeks old. It has already experienced some cume increases. While CLEAR CHANNEL Top 40 WHTZ (Z100) did have an off month, because NOW wasn't on the air the full month, it's still hard to gauge how much of Z100's erosion could be linked to NOW.
As is stood at the end of MARCH, over half of NOW's cume listened to Z100. Again, that can be misleading because Z100 is the cume monster in the marketplace. Z100 did slip to its lowest PPM results to date in share and also fell to 4th place among adults 25-54, so we'll have to wait and see APRIL's numbers before drawing and definitive conclusions about NEW YORK.
Tomorrow, a full NEW YORK and LOS ANGELES analysis.