Boston Arbitron Ratings: May 2013

[leegart]

Corporate America and Madison Avenue want younger, younger, younger. AMP's cume full of 20-somethings is worth many times more in advertising cashflow than Oldies 103.3's much bigger cume full of 50-somethings. No radio station is going to abandon a format that hits the advertisers' sweet spot for one that will cause advertisers to head for the exits, no matter how many new ears the station stands to add by doing so.

If that were universally true, CBS-FM in New York wouldn't have flipped back to classic hits after the failed Jack format. If a station broadcasts in the woods and nobody is listening...

 

[aaronread]

Corporate America and Madison Avenue want younger, younger, younger.

Then why are the agencies screaming at Arbitron to redefine the prime demo from 25-54 to 35-64?

 

[fmradio1]

Look at the other "Amps" that CBS has signed on around the country. They were designed to take a chunk out of the big Clear Channel CHR in that market. None of them have beaten them yet, but it takes time to establish an audience. Amp in LA after initially faltering is now becoming more competitive with KIIS-FM and is a top 10 station. Amp in Detroit is still plugging away against WKQI. Even Now in New York continues to battle against Z100 and they're not anywhere close to beating them. The reason? It's easier to sell a top 40 station in the big markets than an older skewing format. It's better to be the third or 4th choice 18-34 than number one 35-64.

CBS has been very patient with these other Amps, and they have a long term strategy here too. It's similar to the one Hot has. They are both preparing for Life After Matty. Eventually he will hang up the cans...and when he does it will be like shaking the radio snow globe. Kiss will undoubtedly take a big hit, and it opens the door for all of these other stations. CBS & GM are willing to wait it out, and let the chips fall where they may. Once they do there could be a few format adjustments among the pop stations, but I don't see 103.3 returning to classic hits. Like the sports radio battle, this scrum will be a protracted one.

 

[leegart]

Look at the other "Amps" that CBS has signed on around the country. They were designed to take a chunk out of the big Clear Channel CHR in that market. None of them have beaten them yet, but it takes time to establish an audience. Amp in LA after initially faltering is now becoming more competitive with KIIS-FM and is a top 10 station. Amp in Detroit is still plugging away against WKQI. Even Now in New York continues to battle against Z100 and they're not anywhere close to beating them. The reason? It's easier to sell a top 40 station in the big markets than an older skewing format. It's better to be the third or 4th choice 18-34 than number one 35-64.

CBS has been very patient with these other Amps, and they have a long term strategy here too. It's similar to the one Hot has. They are both preparing for Life After Matty. Eventually he will hang up the cans...and when he does it will be like shaking the radio snow globe. Kiss will undoubtedly take a big hit, and it opens the door for all of these other stations. CBS & GM are willing to wait it out, and let the chips fall where they may. Once they do there could be a few format adjustments among the pop stations, but I don't see 103.3 returning to classic hits. Like the sports radio battle, this scrum will be a protracted one.

I assume CBS was expecting the ratings for Amp to at least be on an upward path. The fact that they are at best, treading water and at worst, sliding, may test their patience. People on this Board keep talking about how "it's easier to sell a top 40 station in the big markets than an older skewing format" (see above) but 103.3 gave up frequently finishing near the top to instead be one station among many with a similar format that may be trending downward. If the 18-34's are listening it's one thing. If not, do they keep it up?

 

[KarsonWithaK]

Look at the other "Amps" that CBS has signed on around the country. They were designed to take a chunk out of the big Clear Channel CHR in that market. None of them have beaten them yet, but it takes time to establish an audience. Amp in LA after initially faltering is now becoming more competitive with KIIS-FM and is a top 10 station. Amp in Detroit is still plugging away against WKQI. Even Now in New York continues to battle against Z100 and they're not anywhere close to beating them. The reason? It's easier to sell a top 40 station in the big markets than an older skewing format. It's better to be the third or 4th choice 18-34 than number one 35-64.

CBS has been very patient with these other Amps, and they have a long term strategy here too. It's similar to the one Hot has. They are both preparing for Life After Matty. Eventually he will hang up the cans...and when he does it will be like shaking the radio snow globe. Kiss will undoubtedly take a big hit, and it opens the door for all of these other stations. CBS & GM are willing to wait it out, and let the chips fall where they may. Once they do there could be a few format adjustments among the pop stations, but I don't see 103.3 returning to classic hits. Like the sports radio battle, this scrum will be a protracted one.

Great post. Also, Amp LA is now 4th in the market (12+) not just Top 10. http://ratings.radio-online.com/cgi-bin/rol.exe/arb003