Exclusive Ratings Analysis: Adult Hits In PPM
July 1, 2009 at 11:56 AM (PT)
On the eve of KJKK (JACK-FM)/ DALLAS 's 5th birthday (see story above), RADIOCRUNCH principals KEVIN MCCABE and ANTHONY ACAMPORA checked in with data and found that the format is stronger than ever. Many pundits predicted the format would have a short shelf life. However, five years later Adult Hits outlets from "JACK" to "BOB" and many others continue to thrive.
The RADIOCRUNCH duo have put together a quick look at the 25-54 PPM rankings for Adult Hits in MAY:
KCBS/LOS ANGELES (#4)
Musically, the format is right at the center of the 25-54 demo. However, it is not a 'one size fits all' phenomenon; analyzing your local marketplace is key in its success
In addition, sources tell ALL ACCESS that pre-currency results for Adult Hits stations in SAN DIEGO, MINNEAPOLIS, PHOENIX and SEATTLE have been as good (or better) than the aforementioned markets.
"As a huge fan of the format, we are excited to see that it continues to have longevity," ACAMPORA said. "As the Oldies format core transitions to 45-54, the Adult Hits format is serving as the de facto Oldies format for 35-44, but still serves 45-54 and some 25-34 very well. In addition, as Mainstream AC continues to age, Adult Hits can also serve in that capacity in some markets."
"The '80s aren't going anywhere anytime soon," MCCABE added. "As someone in the demo, a huge chunk of the music doesn't burn. Certainly, JACK/L.A., which I listen to every day, is one of the most timely and topical stations in the market. Musically, the format is right at the center of the 25-54 demo. However, the format must be nurtured and localized for each market. It is not a 'one size fits all' phenomenon; analyzing your local marketplace is key in its success."