Speaking of underperforming local AAA radio stations…
When commercial adult album alternative station Alice 102.1 FM went bye-bye in February it was pulling down a 2.0 share (versus KTBG’s 0.4 today).
That was down significantly from two years back when Alice enjoyed a 4.0 share of listeners 25-54.
So it wasn’t exactly a surprise when an Adult Contemporary listening format under the call letters “KCKC” replaced Alice at 102.1.
And in a perfect world, KCKC would be mopping up the floor with Entercom’s The Point while rescuing and harvesting format stranded former listeners of its former AC station Star 102 and the now defunct KUDL
Unfortunately, things aren’t quite working out that way. While KCKC is up slightly from Alice with a 2.5 share, it’s getting its ass handed to it by The Point, which weighed in with a 4.8 share – almost double KCKC’s ratings -for June.
Here’s the deal though…
KCKC has been drifting sideways to down since posting a minuscule ratings increase last March. That said, far more listeners have been at least tuning in to sample KCKC since it switched formats.
“The difference is more people are sampling KCKC, but with a 2.5 share, they’re not staying with the station. They obviously don’t like the radio station because they’re not keeping it on. KCKC’s retention of listeners is horrible, I mean, they’re just not keeping them.”
Which would seem to indicate a programming failure, as in the music being played and/or the station’s personalities.
Personalities that include Darren Wilhite, who according to KCKC’s website “can pinch his toes. Hard!” Former WHB sports talker Bryan Truta, who holds down the 10 am to 3 PM slot. And KCKC “brand manager,” veteran program director Thom McGinty who is on the air from 3 p.m. to 7 p.m. Monday thru Friday.
It’s not all bad news for KCKC though, because…
“If they can figure out what’s they’re doing wrong, at least they have a chance for success, because so many people are sampling the station.”