I promise I’ll never lie to you again.
The days of Arbitron ratings diary carriers subverting the truth are history. With the year-old advent of "people meters" that actually track what listeners are listening to, the practice of over-reporting favorites has ended.
No more claiming WHB all day long when you only listen to Kevin Kietzman in the afternoon drive.
Left behind are the shell shocked stations and DJs that benefited from the previous practice, while advertisers and listeners alike have reawakened to far more honest, accurate, consistant ratings and rankings. Ratings that in many instances turned local radio worlds upside down.
One such beneficiary of the new metered ratings system is the classic rock radio format in general.
And in the recently released Arbitron ratings it’s little surprise that KCFX FM, The Fox, again topped the local rankings with a 6.9 share of what radio insiders refer to as total listeners.
Make no mistake, specific categories of listener demos, such as adults 25 to 54 and women 18 to 35 are still very important measures. More often than not, the most critical measures. That other media sites may downplay those numbers is based either on a lack or understanding of these important distinctions. Or lack of access to those numbers. Or, most likely, both.
Specific demographics are what radio stations live and die by.
Going forward, KC Confidential will begin reporting those numbers, beginning with the December ratings.
A few points of note about the current toal listener rankings…
For KCFX, the station’s No. 1 ranking marked the third month in a row it topped local lsitening.
For sister Cumulus station The Vibe, it was a signifcant move upwards. The Vibe moved from No. 5 to No. 2 in listeners in a single month. Maybe that (too) early Christmas music on competing stations helped, no?
Third place in the market came 98.9 The Rock (5.8) lead by heavy hitter Johnny Dare in the mornings.
In fourth was venerable urban signal KPRS FM.
Tied with KPRS was KCMO FM at 5.7. While the station has long-since dropped the "Oldies" moniker, what amounts still to an oldies format has also been a strong beneficiary of the new metered readings.
Country station Q104 FM came in fifth at 5.2 with fellow you-know-what kicker KFKF FM right behind with a 5.1
Worth noting is that what once was a ratings also-ran, Entercom’s Buzz, has blossomed into a formidable figure in seventh place at 4.9.
Enough to soar past news/talk stations, KMBZ 980 AM in 11th place with a 4.4 share and KCMO 710 AM in 19th with a 2.5. And well past even hit radio mainstay Mix 93.3 FM in 20th place.
We’ll find out more about the ratings trench warefare over key audience demographics in January.