The March ratings are and as of yesterday local alternative station 96.5 The Buzz is fading fast. Really fast.
The Buzz sank to 14th place with a 2.9 share of listeners 12 and older, Monday through Sunday, 6 a.m. to midnight.
That’s down more than 20 percent from the holidays.
Granted, advertisers generally look at more specific demos and insiders say that while The Buzz has slipped in women listeners (a highly sought after demographic), it’s holding its own among men.
Still, no matter how you slice it or dice it, a 20 percent ratings drop is not a good thing. And if you factor in that The Buzz was in the mid-4s a year and a half or so ago, that’s more than a 30 percent free fall.
Which may account for the recent one day Save the Buzz talk that may have been hushed up for the time being by management.
But you know what? The way things have been trending, The Buzz may actually need saving.
The question being, for how long?
“Media buyers use the most current data they have,” says a source. “However, they place their advertising buys for three months, six months or 12 months at a time, using the most current data.
“So if a media buyer bought The Buzz six months ago when it was at a 3.7 share and now it’s at 2.9, that media buyer will demand that the cost go down by 20 percent. They do it by ratings points, and 80 percent of the radio advertising buys in Kansas City are made by advertising agencies who base those buys on the ratings from Arbitron.”
Meaning that while The Buzz may still be going strong now, its ratings plummet could cost it dearly down the road. And not very far down the road, either.
“Radio ratings go up and radio ratings go down,” the source says, “but it doesn’t make an immediate impact.”
So what the heck is happening at The Buzz?
Some say it could be to an extent the luck of the draw in the “panels” of ratings meter carriers. In the days when Arbitron diaries were kept, the turnover was far faster among the diary carriers than it is with today’s meter carriers.
The panels today change very slowly, so it could take a while before The Buzz can garner some fresh ears and mount a come back.
And with 610 in the shitter and The Buzz well on its way to joining it, a strong case could be made to…well, you get the picture.
Anybody up for saving The Buzz?