KGOW-1560 scores ratings victory
KGOW-1560 (The Game), which only recently began encoding its signal to register with Arbitron, scored a nice victory in the latest ratings book. The Chronicle's David Barron posts the details:
John Granato and Lance Zierlein, the onetime leaders in Houston morning drive radio sports talk, begin the new year on top once again.
KGOW (1560 AM), which reunited Granato and Zierlien in November 2007 after both left longtime sports talk market leader KILT (610 AM), topped the December Arbitron ratings among men 25-54 with a 1.7 audience share in morning drive.
KFNC (97.5 FM) was second at 1.5, KILT was third at 1.0 and KBME (790 AM) brought up the rear with a 0.5 share.
[snip]
KILT, bolstered by its Texans and Rockets game broadcasts, remains the market leader in the weeklong numbers among men 25-54, the key demographic for sports radio advertising. KILT has a 1.8 share to 0.9 for each of the other three stations in the 6 a.m. to midnight weekly numbers for December.
KILT also retains a substantial lead in cumulative listeners. The station had 152,200 weekly listeners in December to 94,800 for KBME, 59,200 for KFNC and 31,200 for KGOW, according to Arbitron. KILT also had the highest weekly cume in morning drive with 42,400 weekly listeners in men 25-54 to 40,600 for KFNC, 23,600 for KGOW and 17,400 for KBME.
KGOW, however, had the highest average quarter-hour share because even though it has fewer total listeners than KILT, its listeners spend more time tuned in than do KILT’s.
“You want both, more listeners and more time spent listening,” Topper said. “But if I had my druthers, I’d rather have a small group of people who are passionate about the station.”
KGOW seems to be having some early success building an independent radio station with a popular, personality-driven show and an intensely loyal listenership. That model is the one followed in the beginning by The Ticket, which is a Dallas sports talk monster and now has all sorts of great shows and personalities in addition to the venerable Hard Line and Dunham & Miller programs. So here's hoping KGOW follows that buildout model and is able to improve its weaker shows over time.
One thing that is striking about the Houston radio numbers is just how weak they are overall. Either there aren't that many radio listeners interested in sports talk in Houston, or many people find some of the hosts and programs unlistenable. I'm inclined towards the latter. What do you think?
Posted by Kevin Whited @ 01/06/09 08:00 AM | Print | Comments (13)
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