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Chicago Radio Ratings: October 2023

P

pjc1961

Covering the survey period from Thu. 9/14/2023 thru Wed. 10/11/2023, age 6+ overall:

radioinsight.com

Chicago - RadioInsight

Nielsen Audio PPM Monthly Ratings Chicago (Market #3) Population: 8,028,600 Black: 1,347,600 - Hispanic: 1,773,100 Average Quarter Hour Share for Persons 6+, Mon-Sun 6AM-Mid 9/14-10/1110/12-11/811/9-12/612/7-1/31/4-1/312/1-2/28 OCT 23NOV 23DEC 23HOL 23JAN 24FEB 24STATIONNAMEFORMATOWNERCUME...
radioinsight.com radioinsight.com
OR Radio Industry News, Radio Show Prep, Radio Promotions, Radio Station Data, Podcast News
OR https://www.urbaninsite.com/wp-content/uploads/2023/10/CHICAGO-1.htm

Top 5+ demo rankings analysis from Research Director Inc.:

Radio Ratings Roundup, October 2023, Part I | Research Director, Inc.

Welcome back for more ratings tomfoolery. Or is it folderol? Perhaps brouhaha. The Ratings Experts from RESEARCH DIRECTOR, INC. – along with our co
researchdirectorinc.com researchdirectorinc.com

25-54: 1. WOJO 2. WLIT 3. WTMX 4. WBMX 5. WUSN 6. WVAZ (up from #12) 7T. WDRV 7T. WXRT (down from #3)
18-34: 1. WOJO 2. WLIT 3. WKSC 4. WXRT 5. WDRV 7. WUSN (down from #3)
18-49: 1. WOJO 2. WLIT 3. WBMX 4. WXRT 5T. WDRV 5T. WUSN
 
Oddity: WFMT’s OTA and streaming numbers had been identical the previous three books. Now their OTA number has doubled, while streaming is a no-show. Almost as if OTA and streaming are now a combined number for the station…?
 
Mediafrog+ said:
Oddity: WFMT’s OTA and streaming numbers had been identical the previous three books. Now their OTA number has doubled, while streaming is a no-show. Almost as if OTA and streaming are now a combined number for the station…?
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It could be just a glitch in the software, however I have seen instances where the numbers are in fact combined so it can make it somewhat difficult. I would tend to lean in the direction of maybe an error in this instance.
 
Hubbard seems to have a certain range they want for WSHE, normally a 2-3 range. If it does too well or too poorly, they’ll adjust or rebrand. That’s gone on for 20 years or more. They want it to do well enough to keep WTMX safe, but not to take too many listeners from WTMX.
 
JackindaBox said:
Seems like WSHE has a 1.8 share which isn't the best for the market. WBBM has a 1.7 share which is behind KISS which has a 2.7 share.
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Again, you are looking at the valueless 6+ numbers. Advertisers who use ratings buy against specific demos, and almost entirely within the 18 to 54 age range.
 
Alex_44 said:
Must be very inexpensive to keep these stations running regardless how underperforming they are and vice versa.
Click to expand...
That used to be the attraction to station ownership. Even if you are a "live and local" music station you only need less than 6 fulltime and a couple of part-times. Voice tracking can reduce this number. Sales people should "pay for themselves" several times over. Tower rent is a factor but unlike New York City (Empire State Building seems to work the best) there are a couple of tall antenna sites that will work so tower rental shouldn't be as bad as NY.
Just be high enough in the ratings to attract agency buys in one of the "money demos" and your station should have positive cash flow. We do not see the money demos: male / female, under 55 years old, AM or PM drive times etc. A station might not have dynamic 6+ numbers but if it's top 3 (for example females 18 to 55 years old 6AM to 10 AM) some agency will buy commercials for that group. Factor in race and zip codes for income and it gets to where 6+ numbers are useless and posted for free.
 
secondchoice said:
That used to be the attraction to station ownership. Even if you are a "live and local" music station you only need less than 6 fulltime and a couple of part-times. Voice tracking can reduce this number. Sales people should "pay for themselves" several times over. Tower rent is a factor but unlike New York City (Empire State Building seems to work the best) there are a couple of tall antenna sites that will work so tower rental shouldn't be as bad as NY.
Just be high enough in the ratings to attract agency buys in one of the "money demos" and your station should have positive cash flow. We do not see the money demos: male / female, under 55 years old, AM or PM drive times etc. A station might not have dynamic 6+ numbers but if it's top 3 (for example females 18 to 55 years old 6AM to 10 AM) some agency will buy commercials for that group. Factor in race and zip codes for income and it gets to where 6+ numbers are useless and posted for free.
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It's even cheaper to run a station in Peru, come check it out. LaSalle, Princeton, and vincinity.
 
I wonder if iHeart is pleased with how Rock 95.5/WCHI is performing? It’s tied / beat Q101, SHE, and B96.3 in the 6+. Playlist is sort of everywhere though. It’s not a great performance, but considering nothing has really done well on the signal since dropping smooth jazz (which was just an illusion of doing well pre-PPM), I see iHeart sticking with it.
 
secondchoice said:
That used to be the attraction to station ownership. Even if you are a "live and local" music station you only need less than 6 fulltime and a couple of part-times. Voice tracking can reduce this number. Sales people should "pay for themselves" several times over. Tower rent is a factor but unlike New York City (Empire State Building seems to work the best) there are a couple of tall antenna sites that will work so tower rental shouldn't be as bad as NY.
Just be high enough in the ratings to attract agency buys in one of the "money demos" and your station should have positive cash flow. We do not see the money demos: male / female, under 55 years old, AM or PM drive times etc. A station might not have dynamic 6+ numbers but if it's top 3 (for example females 18 to 55 years old 6AM to 10 AM) some agency will buy commercials for that group. Factor in race and zip codes for income and it gets to where 6+ numbers are useless and posted for free.
Click to expand...
I've never seen a Women 18-54 buy. 18-34? 25-44? 35-54? Spanish dominant 25-44? 18-49 for ethnic? Yes. But not the whole pie.

And chances are you will not get bought if all you have is a morning show unless the show itself, like Seacrest of Bones or Charlamagne is being bought as a package, nationally. In that case, the money goes to a different profit center or division.

You are forgetting lots of expenses, like insurance (property and liability and business interruption), utilities, connectivity, engineering expense and salaries, traffic, accounting, production, music licensing, artist royalties for the stream, FCC fees, legal, building maintenance (service or staff), office supplies, AC and heating, business and property taxes, city and state business licenses and fees, computers (both maintenance, annual software fees and hardware) for business, traffic and programming, etc., etc.
 
If you "win" any female sub 55 money demo you should be good. Yes I sorta simplified the expenses but IMHO any top 10 "market covering" FM commercial station should have positive cash flow. If they can play their purchase debt that is another story.
 
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