January Extraps Don't Look Good For Stern Subs
February 28, 2006 at 6:30 AM (PT)
While the numbers were also affected by ARBITRON's new Spanish language household measurement methodology, the extrapolated monthly ratings for HOWARD STERN's replacements in NEW YORK, LOS ANGELES, and CHICAGO were bad news for CBS RADIO.
At WFNY-F (92.3 FREE FM)/NEW YORK, DAVID LEE ROTH's extrapolated 1.8 share and 63,000 cume 12+ for JANUARY paled against STERN's DECEMBER 7.9 share and 277,000 cume (ROTH pulled a 3.4 in 25-54 and 2.7 in Men 18+, both well behind STERN, and fell 13.8 to 1.3 in 18-34). ROTH surprised listeners and industry observers by taking a vacation in just his eighth week on the job, with middayers JV AND ELVIS taking his slot in NEW YORK, afternooner KIDD CHRIS filling in at WYSP (94.1 FREE FM WYSP)/PHILADELPHIA, and several former local radio personalities taking one day each this week at WNCX/CLEVELAND.
But ROTH looked better compared to ADAM CAROLLA, who went from STERN's 12+ 3.0 in DECEMBER to a 0.7 for JANUARY at KLSX (97.1 FREE FM)/LOS ANGELES, and ROVER, who took STERN's DECEMBER 2.7 and dropped it to a 0.4 in JANUARY at CHICAGO's WCKG (105.9 FREE FM) (2.5 to 0.3 18-34, 4.6 to 0.2 25-54).
The change in methodology, in which ARBITRON changed its screening process for Hispanic households, went into effect in JANUARY.