Exclusive Chicago And S.F. PPM Analysis
May 1, 2009 at 5:14 AM (PT)
RADIOCRUNCH/MUSICRUNCH principals KEVIN McCABE and ANTHONY ACAMPORA examine the demo results for CHICAGO and SAN FRANCISCO TODAY. The duo will continue to to analyze stations by cluster.
Chicago: Bonneville Surges With A One-Two Punch 25-54; Univision Widens 18-34 Lead; Clear Channel Outlets Steady
Strong MARCH 2009 PPM performances for the BONNEVILLE/CHICAGO portfolio as Classic Rock WDRV (THE DRIVE) climbs to #1 in the 25-54 cell. Since the PPM became currency in OCTOBER of last year, WDRV had been a solid, consistent perfomer 25-54, but was #1 in the MARCH monthly. WDRV has been reaping the PPM benefits of a very hit-driven Classic Rock approach, similar to the strong results generated by CLEAR CHANNEL Classic Rock WAXQ (Q104.3)/NEW YORK. WDRV jumped to 5th 18-49 in a tie with CLEAR CHANNEL Top 40 WKSC (KISS) from last month's 7th place ranking. WDRV fell from 10th in FEBRUARY to 17th in MARCH in the 18-34 cell.
Another big story out of BONNEVILLE/CHICAGO was the #1 finish at the top of 18-49 adults by Hot AC WTMX (THE MIX). WTMX improved its position 18-49 by moving from #2 in FEBRUARY to the top spot in the demo in MARCH. WTMX posted a stellar performance 25-54 as it moved from 5th to 2nd, giving BONNEVILLE the #1 and #2 stations 25-54 in the MARCH PPM results. WTMX pulled ahead 18-34, moving from a 6th place tie in FEBRUARY with CBS Rhythmic WBBM-FM (B96) to 3rd.
For good measure, '80s-based AC WILV (the former LOVE-FM) shot to its best PPM numbers yet, moving into 9th place 25-54, and beating rivals from CLEAR CHANNEL (WLIT) and CBS (WCFS). Ironically, this format is not too dissimilar era-wise to what EMMIS was doing in LOS ANGELES with KMVN before the plug was pulled.
Regional Mexican WOJO continued its winning streak at the top of the 18-34 demo as the outlet not only hung onto #1 -- but widened its lead at the top. The station slipped to #2 18-49 as WTMX surged. WOJO held its top-five position in MARCH but slipped to #5 from its 4th place ranking in FEBRUARY.
Spanish Contemporary WPPN was steady 18-34 and held #4 18-34 in a tie with CRAWFORD Urban WPWX. Between WOJO and WPPN, UNIVISION continued its dominance of the CHICAGO Spanish-Language radio market.
WKSC was steady at #2 18-34 -- a position the station has held for three consecutive months in the CHICAGO PPM results. WKSC moved from 6th in FEBRUARY to a 5th place tie with WDRV in MARCH. Interestingly, unlike CLEAR CHANNEL Top 40 outlets WHTZ (Z100)/New York and KIIS/Los Angeles, WKSC did not pull big 25-54s. It ranked 16th in the demo for March. WKSC still held a very healthy lead over CBS rival WBBM-F (B96), beating it by 45% 18-49 and 41% 18-34.
Urban AC WVAZ was steady in 3rd place 25-54 in MARCH while Urban WGCI slipped from a 10th place tie in FEBRUARY with WILV to 15th in MARCH. WGCI moved to #7 from 3rd 18-34 and slipped from 8th in FEBRUARY to a 9th place tie in MARCH.
AC WLIT slipped from #8 in FEBRUARY to a tie at #10 with CITADEL Talk WLS-A and CBS AAA outlet WXRT, losing the AC race to WILV for the first time.
While Smooth AC has been troubled in PPM (with really the exception of KTWV/LOS ANGELES for the most part), it is seeing some growth in CHICAGO, It moved into the top 20 25-54 for the first time in PPM (ranking 19th) and was up 71% since DECEMBER.
News outlet WBBM-A slid from two consecutive monthly #1 performances in JANUARY and FEBRUARY to 4th place in MARCH 25-54. Perhaps the news wasn't quite as hot in MARCH as the ROD BLAGOJEVICH story cooled.
Rhythmic WBBM-F (B96) slipped from a 6th place tie with WTMX to 8th in MARCH. Similar to what was playing out in other PPM markets, B96 was locked in a fierce battle with Top 40 WKSC for 18-34s who mostly prefer Rhythmic music. However, MEDIABASE music analysis showed the two stations with very similar playlists despite reporting to different panels.
Country WUSN (US-99) held its #6 ranking 25-54 and its #3 position 18-49 -- this month in a tie with WVAZ. WUSN slid from a 4th place tie with WPPN in FEBRUARY to a 9th place tie in MARCH with ESPN Sports outlet WMVP-A. The 18-34 slide was not indicative of anything WUSN changed; rather it was perhaps inflated in FEBRUARY as 18-34 is not WUSN's target.
Adult Hits WJMK (JACK-FM) held steady in 13th place 25-54, but slipped from a four-way tie at 11th in FEBRUARY to 13th in FEBRUARY tied with WPPN. JACK-FM has seen an overall nice increase since shifting more to a '70s and '80s rock hits focus and dropping STEVE DAHL from AM drive.
AC WCFS (FRESH) was not the PPM performer that sister WWFS (FRESH)/NEW YORK was. The CHICAGO FRESH was off 25-54 in MARCH to 21st, from a tie at 19th in FEBRUARY with WMVP-A. FRESH competitors WLIT and and WILV were both top 10 25-54, leaving FRESH with quite a bit of PPM ground to catch up in the vital 25-54 demo.
AAA WXRT saw a nice lift to 10th 25-54 in a tie with WLIT and WLS-A. One of the most heritage AAA stations in the format, WXRT climbed from a 13th place tie in FEBRUARY with WJMK and WLEY.
Classic Hits WLS-FM (TRUE OLDIES) moved from a 6th place tie with WUSN in FEBRUARY to #7 25-54 in MARCH and remained one of the shining stars of the format.
Talk WLS-A slipped into a three-way tie for 10th with WLIT and WXRT, off from FEBURARY's #9 ranking.
A nice month for Classic Rock WLUP (THE LOOP) in the 25-54 cell, as the station climbed from #12 in FEBRUARY to an 8th place finish in MARCH. Between the surge of WDRV and the growth for WLUP, it was a good PPM monthly for Classic Rock -- at least in the CHICAGO market.
Alternative WKQX (Q101) posted a slight improvement 18-34 by moving from a tie at 17th last month to 16th in MARCH. WKQX continues to try and find its niche in the PPM world,
Regional Mexican WLEY ranked 6th -- up from #8 in FEBRUARY 18-34 -- but was still some distance from dominant WOJO.
Urban WPWX surged from 23rd last month to 15th in a tie with WBBM-F 18-49 in MARCH.
San Francisco: Non-Commerical KQED Takes 25-54 Crown
NORTHERN CALIFORNIA PUBLIC RADIO Non-commercial News/Talk KQED was the top-rated station in the BAY AREA for a third straight month 25-54. Meanwhile, the Hot AC race saw a major shift as CBS outlet KLLC (ALICE) beat longtime CLEAR CHANNEL market leader KIOI (STAR 101-3).
The cluster only landed one station in the top 10 25-54 -- Hot AC KIOI (STAR 101-3). STAR has seen a steady decline since it ranked 3rd in DECEMBER. It was then 4th during the Holiday and JANUARY books, fell to 6th in FEBRUARY, and 9th in MARCH. STAR also slid from 7th to 12th 18-49, while CBS rival KLLC (ALICE) has seen steady growth (more on that later).
Rhythmic AC KISQ fellout of the top 10 25-54 (slipping to 11th) but held steady in share for several months, while Smooth AC KKSF ranked 19th.
The best success for the CC cluster came from Urban KMEL and Rhythmic KYLD (WILD 94-9) with 18-34 and 18-49 adults. KMEL has been #1 18-34 every single book since the meter started and scored its second highest share to date. KMEL was also 2nd 18-49 for a 4th straight month.
Meanwhile, WILD remained 2nd 18-34 and 3rd 18-49, continuing to be one of the Rhythmic format's best PPM performers.
This has always been a challenging market for CBS, but after several years of tough times, they are seeing some growth.
All-News simulcast KCBS-A & KFRC-F ranked 3rd 25-54 and 7th 18-49 this book. The addition of the 106.9 FM frequency has propelled the station into the top 5 in the 25-54 cell.
The big story was the victory by Hot AC KLLC (ALICE) in this format battle. ALICE beat STAR for the first time 25-54 in MARCH. When PPM began in JULY, STAR beat ALICE by 124% 25-54. In MARCH, ALICE turned the tables. This also shows the quick shift that can happen when programming changes are implemented, as ALICE has become more broad-based under MICHAEL MARTIN.
After starting out strong, and then slipping a bit, Alternative KITS (LIVE 105) soared this book, moving 18th to 12th 25-54, 15th to 10th 18-49, but held in 8th place 18-34.
Rhythmic AC-turned-Top 40 convert KMVQ (MOVIN') is currently in a transition period and the station shifted younger. MOVIN' slides from 16th to 17th 25-54. However, it busts back inside the Top 10 18-49 and scores its highest 18-34 shares to date. With the huge success of Top 40 in PPM, and MOVIN' being the closest thing, it will be interesting to watch how this plays out. With very few 18-34-targeted stations in such a large market, there seems to be a major opportunity for MOVIN' here.
No one has more stations inside the Top 10 25-54 that CUMULUS. AAA KFOG remained a market leader, ranking 3rd in the cell. It's also 9th 18-49.
Rock KSAN came in 6th 25-54 and Sports KNBR is 9th in the demo.
AC KOIT remained a very strong market leader, ranking 2nd 25-54 (and the #1 commercial station), and it also ranked 6th 18-49.
Country KBWF (THE WOLF) was actually performing better than quite a few Country outlets in PPM. THE WOLF ranked 12th 25-54 for a second straight month (and the third time in four months) after getting off to a slow start.
The only ratings-challenged station for ENTERCOM was Classical KDFC, which ranked 26th 25-54.
The heated Regional Mexican battle between SBS's KRZZ (LA RAZA) and UNIVISION's KSOL (LA NUEVA) continued to be won by SBS. Take a look:
25-54: KRZZ (#5), KSOL (#8)
18-49: KRZZ (#1), KSOL (#4)
18-34: KRZZ (#2-tie), KSOL (#4)
KSOL beat KRZZ soundly in the diary, but KRZZ took control in the meter as afternoon star EL MANDRIL delivered numbers that pushed it past KSOL and morning host EDDIE "PIOLIN" SOTELO. This is very similar to the change in leadership in LOS ANGELES with SBS's KLAX beating UNIVISION's KSCA. Note that LA RAZA has been #1 18-49 in SAN FRANCISCO the last three months,
CITADEL Talk KGO was 12th 25-54, while INNER CITY Urban AC KBLX was 17th. CITADEL Talk KSFO was 23rd.