Anybody can access and look at at Arbitron’s 6-plus radio ratings online…
Do a Google search – they’re all right there.
And they’re the only ratings widely available to the general public for a reason. To provide a broad, generalized view of local radio rankings, generate media attention and chit-chat and help keep Arbitron’s name in the game.
That said, everybody in the biz knows that the 6-plus numbers are the least important of all the ratings.
To that end, Arbitron requires radio stations to pay big bucks to access to the critically important ratings that provide the far more specific listener information that advertisers require.
It’s really that simple.
Now let’s take a look at the rivalry between sports radio powerhouse WHB and up-and-comer 610 Sports
Starting with May’s Top 10 stations in male listeners, 25 to 54, Monday thru Sunday, 6 a.m. to midnight.
1) KCFX FM with a 10.2 share
2) The Rock at a 9.3 share
3) WHB with a 6.8 share
4) 610 Sports at a 6.6 share
5) The Buzz with a 6.3 share
6) Funny 102.5 FM with a 5.3 share
7) Q104 FM at a 5.1 share
8) The Vibe with a 4.7 share
9) KMBZ AM & FM with a 4.5 share
10) Mix 93.3 FM with a 3.6 share
While the above demo is important to stations like WHB, 610 Sports and KMBZ, for example, it’s of far less importance to Mix 93.3 FM which targets and kicks butt in women listeners.
Now let’s take a closer look, at WHB’s Kevin Kietzman versus 610’s Nick Wright.
In adults 25 to 54, 2 p.m. to 6 p.m. weekdays, Kietzman’s 5.9 share ranked him No. 5 to Wright’s 4.5 share at No. 9.
And in men 25 to 54 Kietzman was No. 2 with a 10.2 share to Wright’s 7.1 share at No. 4.
However, three afternoon baseball games and four night games that started early in May – adding 16 hours of Royals to Wright’s timeslot – likely explains in part his ratings climb to the 7.1 share.
In other words, forget the chirping about 610 passing WHB because it runs too many ads.
In fact, 90 percent of the WHB”s revenues are generated Monday through Friday from 6 a.m. to 7 p.m. And because WHB doesn‘t carry Royals games at night and on weekends, the 6-plus, seven day ratings present a skewed picture.
Kietzman is still beating Wright in the key audience demos and WHB’s morning show and Soren Petro‘s midday show are nearly double that of 610’s shows when measured head-to-head.
All that said, clearly the ressurgence of the Royals – however mild that’s been to date – is driving 610’s broader ratings. For example, 70 percent of WHB’s listeners also listen to 610. Whereas only 50 percent of 610’s listeners listen to WHB.
Further evidencing that the Royals are having an impact. Albeit mostly at night and on weekends. But not in the critical weekday timeslots and money demos.