http://www.dailykos.com/story/2004/8/5/16312/48557
Air America Crushes Competitors in Portland - New Numbers
by Michael D
Thu Aug 5th, 2004 at 19:18:00 GMT
(From the diaries -- kos)
The radio ratings that are freely available on the web are called
"12+" or "top-line" ratings. They mean nothing to advertisers, and
that's why you don't need to pay to see them. 25-54 numbers,
especially 25-54 numbers for specific parts of the day, are what
really interest advertisers and more accurately determine a station's
success. But in the case of KPOJ Portland's switch to "Progressive
Talk," the 12+ numbers at least show the trend. Here's a list of all
of Portland's talk radio stations, and their 12+ ratings for winter
and spring:
12+
CALL WIN SPR CHNG
KEX 5.3 4.2 -21%
KXL 4.7 4.0 -15%
KPOJ 0.4 3.7 +825%
KPAM 2.0 1.6 -20%
KOTK 1.8 1.3 -28%
And in the ever-important 25-54 demo, KPOJ rose from a 0.3 to a 4.9,
putting them in the #3 slot overall for all Portland radio stations,
according to an industry publication, and putting them ahead of all
other talk stations in the market. (This contradicts even rosier
information I received earlier. I trust this trade pub more.)
Particularly impressive is that, in the 25-54 demo, KPOJ's 10a-3p
daypart (2 hrs Franken, 3 hrs Ed Schultz), scored a 6.4, putting KPOJ
at #1 among all Portland radio stations, which means KPOJ cleaned the
clocks of both Lars Larson and Rush Limbaugh.
Even more amazing is the month-by-month breakdown of that 10a-3p
daypart. Again in the 25-54 demo, KPOJ grew from a 0.4 in March, to a
4.9 in April, to a 5.5 in May, to an unbelievable 8.8 in June.
What's great for Air America in these numbers is not only the fact
that the format is a success and growing, but the fact that it's also
threatening the other talk radio stations. Everyone not named KPOJ
lost about a fifth of their overall listeners, and from what I can
glean, the shift in the 25-54 demo was even more dramatic. This
tells station owners that, if they have a low-performing AM station
available, Air America is a great format to switch to, not only
because of the potential growth if they have it, but also because of
the potential threat to their station if they don't.
-----
Yang
a.a. #28
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a.a. pastor #-273.15, the most frigid church of Celcius nee Kelvin
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