Barron examines latest sports talk radio ratings
The first Arbitron ratings are out since KBME-790's flip to its current sports talk format, and the station appears to be doing well.
The Chronicle's David Barron examines the numbers:
The broadest audience measurement, persons age 12-plus from 6 a.m. to midnight Monday through Sunday, doesn't look too good. KILT slipped from 21st place in the fall book to 23rd for winter 2005 (January-March), and KBME came in 31st, or next to last.
KILT, however, is pleased that its morning and afternoon drive numbers combined are in the top 10 among men age 25 through 54 with a 3.7 rating, and KBME is happy that it showed significant growth in that same demographic in its first full ratings period since making the move from music to sports.
For adults 25-54 from 6 a.m. to midnight, KBME went from a rating of .1 to .5, and for men 25-54 it increased from .2 to .9. KILT's numbers went from 1.6 to 1.8 for persons 25-54 and from 2.9 to 3.0 for the men 25-54 demo.
"That shows me we brought new people to the party, which is important for us as we try to grow the format," said Ken Charles of Clear Channel Radio, which owns KBME. "If I just take audience from them, it's not a win for anybody."
In afternoon drive time (3-7 p.m. weekdays), where Marc Vandermeer and Rich Lord on KILT face off against Charlie Pallilo on KBME, KILT's persons 25-54 rating went from 2.2 to 1.9 while KBME went from .1 to .9. For men 25-54, KILT dropped from a 4.1 rating to 3.0, and KBME went from .1 to 1.5.
One suspects Pallilo's numbers will only continue to improve.
Posted by Kevin Whited @ 05/23/05 09:07 PM | Print |
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