The adult, album, alternative radio station whose call letters are KTBG 90.9 FM improved its signal and moved here late last year after operating for years out of nearby Warrenburg, Mo. That after being acquired for beaucoup bucks by KCPT Channel 19.
On top of all that, it received a potential ratings gift of sorts when local Triple A station Alice 102.1 FM flipped to an adult contemporary format in February.
However The Bridge’s early ratings returns were unkind…really unkind.
And yet after three months there was still no measurable sign of KTBG in the March ratings book among listeners 12 and older. Raising the question of how the station fared with adults in its key demos.
Word on the street is radio/concert marketing guru Bob Garrett has been telling promoters to expect a ratings surge for The Bridge when the April numbers are released.
So exactly how did KTBG do in March?
In adults ages 25-54 from 6 a.m. to 7 p.m. the station registered a meager .1 share for a 35th place finish. And in adults 18 to 49, that number grew to a .2 share, good for a 31st place finish.
That said, area concert promoters are hopeful and have granted The Bridge a number of “presents” for shows like The Avett Brothers at Sandstone – and shows that don’t necessarily require large outlays of advertising cash on established stations like The Buzz.
We’ll see how the station fares in April come late next month.