(c & p from Blatherwatch, a pro-liberal Seattle radio blog that traditionally slams KIRO KVI & KTTH.
You may find interesting this analysis of the 25-54 demo in talk radio.)
ARBITRON WINTER RATINGS: AIR AMERICA, KPTK(AM 1090) IS TIED WITH KIRO
Our cursory glances at the new Arbitron ages 25 to 54 rating book for last Winter, shows local Air America station KPTK statistically tied with former news talk leader, KIRO.
(The 25-54 is the all-important "money demo" used by advertisers. Radio (and TV) lives or dies by this survey. It's stupid, really- how many 25-year olds do you know who listen to the same stuff on the radio as a 54-year old? I come up with the same number- zero to none. Yet the listening habits of both ages are bunched up together, crunched in a million different ways, and the broadcast world hinges on the results. This isn't the only reason it's called the Arbitrary-tron rating by snide insiders).
"Time spent listening"- (TSL) numbers show that KIRO's average listener between the ages of 25 and 54, spends less than 5 hours a week tuned to the station during the day, 6a-7p.
That means they spend less than an hour a day listening to the morning news, Dave and Dori.
People are sampling KIRO, tuning in for a traffic report or hourly newscast, and then fleeing. KIRO's TSL is only marginally better than KOMO's, but KOMO's product is designed to offer elements at predictable times so listeners know exactly when to tune in for traffic or sports.
KIRO's abysmal TSL has allowed KPTK catch up. Between 6a and 7p, KIRO ranked 11th among people 25-54. KPTK ranked 12th, but ITAL it was behind by only 200 listeners. Statistically, that's a tie.
KIRO has three times as many unique listeners as KPTK, but KPTK keeps its listeners for more than 2 1/2 hours a day.
Based on TSL, KPTK has the most loyal audience of any Seattle station, which is why it might be tough for Dave Ross to win back many of the people who left for Thom Hartmann. The 9 to noon breakouts show that Hartmann's listeners stay with his show for about an hour and a half.
We love it when KPTK does well. Just think what they could do if they had some local jocks cementing them to the community!
more at:
http://blatherwatch.blogs.com/talk_radio/2006/05/arbitron_winter.html#more
Home
Calendar
Search
Register
Login
Logged
