latest Seattle numbers...
from RadioandRecords.com
http://www.radioandrecords.com.....D=3/31/2006&CE=0March 06, 2006
It's the money demo: KIRO, KTTH peeking over the edge...
As we've reported, the midterm ratings known as 'trends' are out and the news ain't rosy for the Seattle Entercom talkers, KIRO, and KTTH. We reported Friday that the ages 12+ numbers were poor, but now we've seen the important-to-advertisers 25-54 surveys and they're devastating.
Overall (6 a.m. to midnight), the station slipped, even with the Seahawks' playoff run. Because of easy possibilities of sampling error, monthly ratings aren't usually that important to advertisers, but KIRO's terrible January is a blow.
That's because, as a source so poetically put it, KIRO was "counting on the Seahawks for a killer January, but instead, they got killed." (Sports talker KJR AM, on the other hand got a nice Seahawks bump).
KIRO ranked 12th; KVI 13th, Air America's KPTK 14th, and KOMO 18th. (If KIRO's February is even half as bad as its January, they're saying, KVI will easily beat it in the next trend.).
KIRO's morning drive, (5-9a) the news bloc with Jane Shannon and Gregg Hersholt used to rank consistently in the top 3, if not number one in the 25-54 demo. It sank to 8th place over the three-month trend. (January numbers were especially bad; ranking 11th, behind Stephanie Miller at Air America.
In the midday (10a-3p), a time slot where Dave Ross and Dori Monson used to kick Rush's ample fundament, John Procaccino and Dori have now pulled it down to 15th. Thom Hartmann and Eddie Shultz at Air America's KPTK beat them in 8th place. In January, KIRO midday performance ranked behind KDDS, a Spanish-language FM station out of Olympia! (and would have been even worse were it not for a relatively good December).
Dave Ross (m-f, 3-6) is wasting away in the afternoon drive (3-7p); and the numbers prove it- he was 18th in the three month trend. Al Franken and John Carlson beat him coming in at 11th. Ross's mere 19 minutes per hour of programming floating like scraps of meat in an off-putting ragout of traffic and ads has driven off many dedicated listeners such as BlatherWatch, and just about everyone else we know. (KOMO came in at 14th;-back when KIRO did news in this slot, it was usually in the top 10 in this demo.)
Sad, sad, KTTH, KIRO's abused and neglected stepsister; home of Rush Limbaugh and modestly self-described as "The Truth," is down, down down with an overall of 22nd in the market (24 is the bottom).
Our friends Boze & Sytman (m-f, 5-9a) were put into the morning drive slot in December when KIRO defenestrated the intensely unpopular Mike Siegel. But in the mornings daypart (6-10a) which even includes an hour of Big Pants, they're 23rd. In terms of of share, they're down about 1/3 from Siegel's last book.
Big Pants and Michael Medved rank 12th in the market which is no change, but these numbers have been very volatile. We're told, however, that if you average them over the past six months, they're essentially flat.
It does our ample hearts good to tell you that the pencil-dicked, homophobic, xenophobe Michael Savage (KTTH m-f, 3-6p) is ranked at 24th behind a Centralia country music station and everyone else in the market for that matter.
What's next for KIRO and KTTH? Hear what we heard from a veteran local radio pro:
I think panic time is just around the corner. A lot of ad agencies don't even pay attention to individual books. They decide which stations they're going to buy based on the average ratings over the past 12 months, so they're just now going to start feeling the effects from their bone-headed decisions a year ago. I'd be surprised if Clendening and Pridemore are going to be able to hang onto their jobs for much longer. I think David Field has been sidetracked with his efforts to buy ABC Radio. Now that that has failed, one can only assume he will now start trying to figure out why his Seattle operations are so screwed up. I'm not sure what the exact number is -- you'll find it in Entercom's annual report -- but it used to be that more than 25 percent of Entercom's total sales came from the Seattle cluster. And most of that money came from KIRO and KBSG (which isn't doing very well either).
Posted by michael hood on March 06, 2006 at 12:56 AM in Al Franken, Arbitron ratings , Dave Ross, KIRO 710 am, KPTK 1090 am & Air America, KTTH 770 am , KVI 570 am, Michael Medved, Mike Siegel , Rush Limbaugh, talk radio | Permalink
Courtesy of blatherWatch
http://blatherwatch.blogs.com/talk_radio/2006/03/its_the_money_d.html
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