Why do Rumba Jamn' and The Bull perform so poorly? How long with iHeart allow -2.0 share stations? In the basement....
Look past the 6+ ratings that have no real meaning. Rumba adds a revenue stream by having the only Spanish-language FM on a (mostly) full-powered stick, Jam’n has actually done fairly well in target demos recently, and The Bull exists to clear Bobby Bones and for sales purposes.Why do Rumba Jamn' and The Bull perform so poorly? How long with iHeart allow -2.0 share stations? In the basement....
WZRM is 2.05kW @ 173 meters, which is full power for a Class A 6KW FM. So there is no "mostly" about it.Look past the 6+ ratings that have no real meaning. Rumba adds a revenue stream by having the only Spanish-language FM on a (mostly) full-powered stick, Jam’n has actually done fairly well in target demos recently, and The Bull exists to clear Bobby Bones and for sales purposes.
Rumba’s not on a 250-watt limited translator, is what I was trying to get at. Plus, being on that signal, even if it isn’t on the Pru or off 128, looks good for ad buyers. People clamor about why Z in Atlanta should flip - there are reasons why neither will happen.WZRM is 2.05kW @ 173 meters, which is full power for a Class A 6KW FM. So there is no "mostly" about it.
I wonder about this very question a lot, and it seems I have no idea how the "industry" is run in today's environment. The answers that I see (when others like yourself ask) which supposedly explain the why never quite compute. Also, I'm an outsider, so my right to ask this question would be called into question.It's hard for someone not in the industry to understand that a station like WBWL is considered useful just because it airs a national morning show. I understand that advertisers want to see as many major markets as possible when they buy time on a show like Bobby Bones'. But honestly, if the show is being drubbed by the local morning show on the dominant country station in the market, why would an advertiser want to be on the Bull in the first place?
It's hard for someone not in the industry to understand that a station like WBWL is considered useful just because it airs a national morning show. I understand that advertisers want to see as many major markets as possible when they buy time on a show like Bobby Bones'. But honestly, if the show is being drubbed by the local morning show on the dominant country station in the market, why would an advertiser want to be on the Bull in the first place?
I can see the professionals' blood pressure shooting way up at the sight of that opinion!Because media buying is predicated upon emotion instead of intelligence.
I can see the professionals' blood pressure shooting way up at the sight of that opinion!
Maybe I'm reading you wrong. Are you saying that advertisers/agencies make radio buys based on emotion rather than empirical data, or that emotion drives the radio industry's methodology?As a professional, I can assure you that it is.
Maybe I'm reading you wrong. Are you saying that advertisers/agencies make radio buys based on emotion rather than empirical data, or that emotion drives the radio industry's methodology?
It is not. Been there, done that, and it was cold, hard numbers.As a professional, I can assure you that it is.
It is not. Been there, done that, and it was cold, hard numbers.
Been there, done that too. The AC I programmed held back on a buy because the station "wasn't involved in the community." I didn't get the idea that the ratings (which weren't in the shitter) ever came up in the conversation.