After another month of radio ratings so low that KCPT’s new Triple A format radio baby KTBG (The Bridge) isn’t even showing up in the Nielsen numbers, some folks are scratching their heads – others are making excuses.
One local media buyer put it this way to a client:
“KTBG is not showing up because i think it takes one more month to spool up the numbers.”
Um – “spool up the numbers?” – really?
“That’s a crock,” says a top level local radio exec who asked not to be named. “It doesn’t take that long to get ratings. Not in the world of PPMs (portable people meters). In the world of diaries it used to take six months, but in the PPM world, you know in 60 days if you have something going – whether or not you’ve got a hit or a flop.
“In the PPM world, the meters don’t lie. If people were listening to The Bridge, we’d know it because the ratings would show it.”
That same media buyer claimed that there was a “big potential war showing up with WDAF-FM providing strong competition to both KFKF and KBEQ.”
“Like there hasn’t been a war between those stations for the last 5 to 10 years? the source quips. “Come on. It’s been a war since WDAF FM signed on like 11 years ago. How do you declare war when you’re in the middle of a war already?”
First the good:
Three months after the fact, classic rocker KCFX FM has leapt from a 5.8 share of listeners 6 and older to a 7.3 share, mere inches away from toppling KFKF FM for top spot honors.
That’s better than a 25 percent increase.
Now the bad:
The ratings for Mix 93.3 FM and The Point have both dropped and The Buzz has been down to flat, an indication that none of the three stations has been able to capitalize on Alice’s demise.
And meaning maybe – just maybe – it was The Fox that benefited best from Alice’s dirt nap.
“Why did KCFX have a good book,” says the source. “Because Alice played a lot of 70s hard rock and now as KCKC they’re playing more soft rock.”
As for The Buzz, “The Buzz should have gone up,” says the source. But guess what? It didn’t and that’s a problem. Because Alice was an alternative station – not a true alternative station – it was a rock alternative station. And that’s why KCFX saw the improvement, not The Buzz.
“The Buzz isn’t up ticking, it’s flatlining. I mean, it’s been as high as a 4 share and now it’s doing 3 shares and a 3.5 shares. I mean, there’s more people listening to Contemporary Christian than there are to The Buzz – and that doesn’t even include K-Love.”