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Inside the Houston PPM Results
July 23, 2007
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All Access Exclusive
The first PPM currency for the HOUSTON market was released last week by ARBITRON -- and it delivered some very telling stories. The resurgence of Rock radio has now been confirmed in both the PHILADELPHIA and HOUSTON markets -- with CLEAR CHANNEL's KTBZ/HOUSTON the 12+ and adults 18-34 leader, along with a stellar No. 2 ranking 25-54.
ALL ACCESS asked RADIOCRUNCH President ANTHONY ACAMPORA (RadioCrunch@aol.com) to review the results of the JUNE 2007 PPM currency and compare it to the WINTER 2007 diary data. What follows is a look at the top stations in the popular 18-34 and 25-54 cells. We also have insight on listening location and audience composition - as well as the dramatic changes in cume and TSL.
Adults 18-34
While we saw a lot of shifting in the 12+ arena, the 18-34 was relatively steady. As we had seen during the trials, older-skewing formats such as Classic Hits performed better in the first PPM months - especially COX's KHTC and UNIVISION's Spanish Adult Hits KOVE. Other than that, there wasn't a dramatic shift among 18-34's.
Win Jun Calls Format 3 1 KTBZ Alternative 2 2 KLTN Regional Mexican 1 3 KBXX Urban 4 4 KRBE Top 40 5 5 KLOL Latin Urban 9 6t KHMX Hot AC 11 6t KOVE Spanish Adult Hits 7 8 KPTY Rhythmic 10 9 KODA AC 15 10 KILT-FM Country 8 11 KMJQ AC 6 12 KTJM Regional Mexican 12 13 KQQK Spanish Contemporary 25 14t KHTC Classic Hits 13 14t KKBQ Country 16 16 KHPT 80's 14 17 KKRW Classic Rock 16 18 KROI Gospel 22 19 KTHT Country 18 20t KHJZ Smooth Jazz 24 20t KIOL Rock Adults 25-54
The clear dramatic shift was in the 25-54 cell. While KTBZ was a bit of a surprise as the 12+ and 18-34 leader, the station was also just 0.1 out of the top spot 25-54, beat only by sister Classic Rock KKRW. CLEAR CHANNEL actually grabbed three of the top four spots in the cell, with heritage KODA slipping from first to fourth. While COX didn't place any stations in the top eight spots among adults 25-54, they did see growth all around, with KKBQ (13-9), KHPT (17-10), and KHTC (16-11) all scoring decent moves.
The decreases for Urban-formatted stations, which were noted in the PHILDELPHIA results, continued with HOUSTON'S Urban AC KMJQ (2-6), Urban KBXX (6-13), and Gospel KROI (11-19).
Win Jun Calls Format 7 1 KKRW Classic Rock 5 2 KTBZ Regional Mexican 1 4 KODA AC 8 5 KRBE Top 40 2 6 KMJQ Urban AC 4 7 KOVE Spanish Adult Hits 12t 8 KHMX Hot AC 13 9 KKBQ Country 17 10 KHPT 80's 16 11t KHTC Classic Hits 12t 11t KILT-FM Country 6 13 KBXX Urban 15 14 KLOL Latin Urban 8 15 KTRH News/Talk 13 16 KTJM Regional Mexican 22 16t KPTY Rhythmic 18 18 KHJZ Smooth Jazz 8 19t KQBU Regional Mexican 11 19t KROI Gospel LISTENING LOCATION HOME OUT OF HOME DIARY 36% 64% PPM 30% 70% The PPM shows about 6% more listening being done outside of the home. Not a dramatic difference - but noticeable.
CUME
As we have seen, cume has increased across the board. For the cume comparison, we used 12+ only.
Call Letters Format Win Diary June PPM Change KODA AC 648,500 1,479,600 +128% KRBE Top 40 698,900 1,248,300 +79% KHMX Hot AC 493,000 1,205,800 +145% KTBZ Alternative 505,500 1,042,400 +106% KBXX Urban 472,200 919,500 +95%
KHPT 80's 324,900 888,900 +174% KHTC Classic Hits 318,700 874,400 +174% KILT-FM Country 422,900 862,300 +104% KKRW Classic Rock 400,100 830,500 +108% KKBQ Country 415,100 829,000 +100% KLOL Latin Urban 409,000 760,200 +86% KLTN Regional Mexican 454,100 699,000 +54% KTRH News/Talk 583,500 686,700 +18% KMJQ Urban AC 466,000 679,900 +46% KOVE Spanish Adult Hits 386,500 649,900 +68% KHJZ Smooth Jazz 318,700 569,900 +79% KTHT Country 264,200 534,700 +102% KTJM Regional Mexican 265,700 453,700 +71% KQQK Spanish Cont. 179,900 407,900 +127% KIOL Rock 167,300 381,800 +128% KPRC Talk 252,900 293,100 +16% KROI Gospel 252,600 254,300 +1% KILT-AM Sports 198,700 248,500 +25% TIME SPENT LISTENING
The one consistency we've seen with early PPM results is the large cume growth, but a TSL decline. While this tends to even out for a lot of stations in the AQH share categories, this may be the new paradigm for radio from here on out, and their sales departments will have to react accordingly.
One of the bigger surprises we saw was the low TSL by female-argeted stations -- especially those that tend to generate solid office listening. TSL declines ranged from 43% to 73% so it doesn't seem to be a quirk in the methodology. Time will tell.
Call Letters Format Win Diary June PPM Change KLTN Regional Mexican 9:00 4:00 -56% KROI Gospel 10:30 3:45 -66% KOVE Spanish Adult Hits 8:30 3:30 -59% KMJQ Urban AC 10:30 3:15 -69% KKRW Classic Rock 6:00 3:00 -50% KTBZ Alternative 6:45 3:00 -56% KTHT Country 6:30 3:00 -54% KTRH News/Talk 6:00 3:00 -50% KILT-FM Country 6:30 2:45 -58% KKBQ Country 5:15 2:45 -48% KTJM Regional Mexican 8:00 2:45 -66% KHTC Classic Hits 6:15 2:30 -60% KILT-AM Sports 6:00 2:30 -58% KLAT Spanish News/Talk 8:00 2:30 -69% KLOL Latin Urban 6:30 2:30 -62% KPRC Talk 5:45 2:30 -62% KBXX Urban 7:15 2:15 -70% KHJZ Smooth Jazz 6:30 2:15 -65% KQQK Spanish Cont. 5:45 2:15 -60% KHMX Hot AC 4:30 2:00 -56% KHPT 80's 3:30 2:00 -43% KODA AC 7:30 2:00 -73% KRBE Top 40 4:45 2:00 -58% KIOL Rock 5:45 1:45 -70% KPTY Rhythmic 4:30 1:45 -62% AUDIENCE COMPOSITION
The PPM has shown some major shifts in audience composition. While AC formats have traditionally skewed heavily female, we're seeing quite a bit more male listening to these formats. We've heard over the years that women control the radio and a lot of men listen along. That theory has truly been put to the test here and may be correct. Hot AC KHMX, '80s KHPT and Urban AC KMJQ -- which were decidedly female -- now skew slightly more male, as does Rhythmic KPTY. Even Top 40 KRBE, which skewed almost 2-1 female with adults, is now just slightly more female. Meanwhile, the Rock formats are skewing more male as well. This also could be a function of better return rates from male respondents. These comparisons aren't exact, because we now have children 6-11 to include, but as we can see, the male-to-female ratio has changed dramatically in some areas:
DIARY PPM CALLS MALE FEMALE TEENS MALE FEMALE 6-17 KBXX 42% 31% 27% 42% 33% 25% KHJZ 47% 50% 2% 53% 40% 7% KHMX 35% 55% 10% 41% 38% 21% KHPT 42% 54% 4% 48% 39% 13% KHTC 45% 51% 3% 48% 44% 8% KILT-AM 92% 6% 1% 88% 11% 1% KILT-FM 42% 55% 4% 42% 49% 9% KIOL 83% 14% 3% 76% 17% 7% KLTN 57% 39% 4% 60% 24% 16% KMJQ 42% 52% 6% 46% 42% 8% KODA 28% 70% 2% 40% 50% 10% KOVE 43% 55% 12% 53% 36% 11% KPTY 30% 38% 32% 38% 32% 30% KQBU 63% 35% 2% 59% 30% 11% KRBE 28% 51% 21% 33% 39% 28% KROI 33% 65% 2% 26% 65% 9% KTBZ 58% 27% 15% 71% 19% 10% KTHT 45% 53% 2% 51% 43% 6% KTJM 63% 30% 7% 58% 32% 10% KTRH 66% 34% 0% 53% 41% 6% What does this mean to the bottom line? Judging by data from just two test markets, it would be unwise to make definitive statements. What this data does suggest is that radio stations will have to judge their audience composition with more of an open mind and being more responsive to future data. While early numbers suggest that some of the preconceived notions about radio listenership are correct, not all of them seem to be. Stay tuned.