KXNG - Is it working?
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Thread: KXNG - Is it working?

  1. #1

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    KXNG - Is it working?

    New ratings released today. While we only have the 6+ 6a to 12M overall, it appears KXNG needs a potential retooling.

    The February PPM Topline showed a .3 with 1,600 for the average quarter hour but a time spent listening way down to 1:15 a week. That is a miserable TSL. KSBJ is 4:15 by comparison.

    The March ratings show KXNG sliding from a .3 to a .2.

  2. #2
    It's obviously working better than classical.

  3. #3

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    I'm not sure classical performed that poorly. It seems KUHF figured 91.7 for fulltime classical but when the first fundraiser didn't hit its goal, they got rid of air staff and hooked up to Classical 24. I recall a 1.0 or better as classical with longer TSLs. KSBJ purchased the frequency to bring their 'youth oriented Christian format' that had been online for quite a long time to a Houston over the air signal. Given the format was online only a few years, then available on a translator and online, it is rather surprising to me that the on air product has nor performed better.

  4. #4
    Quote Originally Posted by b-turner View Post
    I'm not sure classical performed that poorly.
    It did poor enough for them to sell it at a loss. I'm betting these guys won't do that, regardless of the ratings.

    They're not motivated by ratings. They're motivated by hellfire and damnation. That's a whole lot scarier than Nielsen.

    The difference here is that if this station loses money, they've got a cash cow down the hall.

  5. #5
    Quote Originally Posted by TheBigA View Post
    It's obviously working better than classical.
    It's actually not. The station had a 0.9 share P6+ at this time last year with classical.

    It's not even working with P12-24 or P18-34, one of which I'm guessing is the target demo.

    Meanwhile, KHJK is performing much better with a far inferior signal, aiming for the same audience.

    I'm not sure what it is, but KSBJ is doing something very wrong with NGEN.

    My shot in the dark wild guess is they're going too extreme, too fringe with NGEN to protect KSBJ, while KHJK plays much of KSBJ's uptempo mainstream tracks.

    In other words, KSBJ is Christian Hot AC, KHJK is Christian CHR and NGEN is whatever KSBJ thinks might be attractive to youth but won't cannibalize KSBJ.

  6. #6
    Quote Originally Posted by 2Speakers View Post
    It's actually not. The station had a 0.9 share P6+ at this time last year with classical.
    Read what I said in Post #4.

  7. #7
    We will see. Their fund drive is at the beginning of May. I notice they are adding quite a bit to the playlist.

  8. #8

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    That will be interesting. Looking at the numbers, about 145,000 is the weekly cume but the time spent listening is only 75 minutes a week. While the touted average of one in ten listeners donating, it seems that is much lower when TSLs are low. In other words, the more a listener spends with the station weekly, the more likely they are to become a donor.

    Adding to the playlist seems good. Some complained a song in a certain 'current' rotation was still there months later. From what I can gather, Contemporary Christian seems to be more 'recurrent' based than most formats from my sporadic listening.

  9. #9
    Quote Originally Posted by TheBigA View Post
    Read what I said in Post #4.
    It's not going to save anyone if nobody is listening.

    I have to guess every youth pastor at every church in Houston knows about NGEN. The kids just aren't listening.

    AIR1 is doing well with younger demos.

  10. #10

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    Generally most Christian Radio is catering to the 'saved' versus the unsaved. It's all about the numbers because every station has to pay the bills.

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