Inquiring minds want to know…
Why did Funny 102.5 FM have to be the one to buy the farm in order to make way for Cumulus’ new local sports signal The Fan?
When Cumulus launched its HD2 station on what’s called a translator two years ago this Valentine’s Day it took off like a ratings rocket and was an instant hit.
“Kansas City’s Most Successful Radio Launch in Almost a Decade!” shouted a Cumulus promotional piece touting its ratings rise. Speaking of which, check out some of those early returns.
In adults 25 to 54 making $75,000, Monday through Sunday, 6 a.m to midnight Funny racked a 6.1 share. But not quite as huge as that same demo, Monday through Friday 6 a.m. to 10 a.m. – morning drive – where it notched a 6.3 share.
That made Funny third and fourth (respectively) in the marketplace for its first three months of existence.
“I give it until St. Patrick’s Day,” commented the Rainbow Man.
Some commenters crowed about Funny, others wondered aloud as to whether it had “legs.”
Well, guess what? Funny did. As recently as late this fall it was still pulling down a 2.5 share of listeners 6 and older with an audience cume of around 200,000 listeners.
Compare that to KCUR FM with 150,100 listeners, sports radio WHB with 179,000 listeners, 610 Sports with 148,100 listeners and talk radio KCMO (AM&FM) with 126,800 listeners.
So where did Funny go wrong?
Cumulus corporate made a 45 station sweeping deal with the CBS Sports Network which launched January 2nd, sources say.
“The local guys really had no say in in the move and are halfheartedly airing it,” says one industry source. “They didn’t even pick up the press conference with new Chiefs coach Andy Reid.”
As for why funny had to bite the dust instead of say, Cumulus’ weak-as-a-kitten translator signal at 103.7 FM for AM talk station KCMO, eh, who knows? Maybe they didn’t want to have to renegotiate all their advertising deals and plummet the station even lower in the ratings.
“The comedy channel did well because they were exclusive…period,” says one local radio insider. “There was nowhere else here to get that format.”
In any case, Funny’s gone. Comedy lovers will have to turn to the Internet or satellite radio for their yuks.
Say what you will, Funny made its mark these past two years and for many, will be missed.