Guess who didn’t fare so well in the April radio ratings…
News Radio KMBZ, that’s who.
It was the station’s first month of simulcasting on both 980 AM and sister station KUDL FM’s former signal at 98.1 FM.
The game plan: lure lots of new, news-talk listeners on the FM dial. Boost ratings. Attract younger, more affluent listeners. Pass those ratings wins on to advertisers via higher ad rates. Make lotsa money with less out-of-pocket.
However, here’s how things shook out in adult listeners ages 25 to 54, Monday through Sunday, 6 a.m. until midnight:
1) The Rock 98.9 FM with a 10.2 share of the listening audience.
2) The Fox KCFX FM with a 7.3 share
3) The Buzz with a 6.6 share
4) Mix 93.3 FM with a 5.7 share
5) Q104 FM with a 5.3 share
6) KCMO-FM with a 5.2 share
7) Funny 102.5 FM with a 4.8 share
8) KPRS FM with a 4.6 share
9) The Vibe with a 4.4 share
10) Sports Radio WHB with a 4.0 share
So where did News Radio KMBZ land?
Back in the No. 19 slot with a 2.6 share.
Not only did KMBZ fail take off like a rocket broadcasting on two frequencies, it fell well short of last April’s 4.0 share.
All of this during a month loaded with reasonably sexy and major breaking news stories both local and national.
Prompting some to wonder aloud about the station’s talent and programming.
“You gotta think about programming changes,” says one radio insider. “Because sooner or later sales are going to follow.”