KRQ, Vibe big radio winners, KIIM’s tumble continues
The KIIM FM ratings downturn may not have been a blip after all. For the better part of 20 years, the market’s country music juggernaut dominated quarterly ratings. While its overall 12-plus numbers placed the station second in the market, KIIM’s 6.8 share for the spring 2015 ratings period was down from its bad winter book of 2015, and the country format took some significant key hits in major demo categories.
Among adults 25-54, an important focus demo for advertisers, the Cumulus-owned signal tied for fourth alongside sister station KHYT 107.5 FM. The Max and Shannon morning show placed fifth in the market in that same demo, down overall from the last book. Further, while it placed third among women in the same demo, overall numbers tumbled from 8.6 to 6.4. Numbers for men in the same demo were down as well.
Meanwhile, iHeartRadio top-40 station KRQ 93.7 FM controlled the market again. Its 12-plus rating was an 8.4 while it easily won among adults 25-54. However, Scripps station KMXZ Mix 94.9 FM led the way among women in that demo during morning drive while classic rocker KLPX 96.1 FM nailed its target demo of men 25-54 to lead the way in that category. KRQ won overall because it had better balance among both. Mix and KLPX were second and third among 25-54 listeners, respectively. Those are some of the best numbers the Lotus-owned classic rocker has delivered in quite some time.
Among other market standouts, Cumulus’ decision to flip formats on 97.5 from top 40 to hip-hop has paid immediate dividends. The classic hip-hop format doubled its numbers after just one month included in the ratings period. Whether The Vibe, which has gotten significant social media word of mouth, ever moves any higher remains to be seen, but it’s much better to have a station that consistently delivers 3 shares than one mired below 2.
The Vibe’s initial success is indicative of a paradoxical situation within the Cumulus building. That cluster’s local philosophy has always been about protecting KIIM’s brand recognition and dominance, often at the expense of the overall progress of other stations in the building. Now, however, Cumulus Tucson is lucky other stations are performing well during a period where KIIM is clearly struggling. In addition to The Vibe’s significant improvement, classic hits format KHYT 107.5 FM continues to deliver good numbers and sports talker KCUB 1290 AM remains the market’s top-rated station in that category.
Lotus had a strong book across the board. In addition to KLPX, new-rock format KFMA 102.1 FM jumped from an overall 12-plus of 2.4 to a 3.7 in the latest book. KCMT FM 92.1 remains the market’s Spanish language music leader while sister station KTKT 990 AM/94.3 FM continued its significant upward trend in its second book as a classic Spanish language music format. Further, KTKT’s syndicated morning show bested KCMT by a tenth of a point.
Scripps music stations did well. Mix was No. 2 overall in the market and ranked in the top five in numerous important demos, including top spots among women. KTGV FM 106.3 continues to gain traction as well. At this pace, The Groove will crack the top 10 by the next book.
But Scripps talk stations continue to struggle. Even though talk numbers dipped significantly, most notably at KNST AM 790 when compared to the previous book, it still far outpaced KQTH 104.1 FM. ESPN sports talker KFFN 1490 AM/104.9 FM remains stalled. On the surface it might seem losing half the format’s syndicated lineup as part of last week’s ESPN upheaval could be problematic, but really, 1490 can’t decline much further as it is.
LPFM wants your help
After nearly four-and-a-half arduous years, Jason LeValley’s dream of launching a low power FM signal in downtown Tucson is about to become a reality.
But one more significant step looms. LeValley and his Downtown Radio mates are hoping to raise $4,045 to finalize payment on the transmitter.
The effort is off to a good start. Eleven days into their 30-day indiegogo.com fundraising drive (https://www.indiegogo.com/projects/help-launch-downtown-radio-in-tucson#/story), the organization has already received more than $2,000 in pledges.
“Corporate radio stinks,” proclaims LeValley in his indiegogo mission statement. “They play the same songs over and over again and don’t care about anything but making money. Our DJs care about the music and the community. We want to give exposure to great artists, including local ones, that many people have not yet heard.”
LeValley also wants to use the LPFM platform (the station, located at 99.1 FM, will have a limited broadcast radius, but cover downtown, the UA and points slightly beyond) to enhance awareness efforts related to mental health.
“We want to reduce the stigma associated with getting treatment for emotional and mental health issues,” LeValley says in the indiegogo mission statement. “Everyone has physical ailments from time to time and most people will go to the doctor or seek some type of medical treatment. Well, everyone has emotional or mental health issues from time to time, too. So why should people be ashamed to talk about or seek help for these types of issues? We want to help!”
Downtown Radio is offering a variety of perks depending on contribution level, from stickers and download cards to a plaque with the donor’s name in the studio to the chance to have a local band play at the contributor’s home.
This article appears in Jul 30 – Aug 5, 2015.
The article fails to mention that, just like local TV, overall numbers of listeners is dropping like a rock. The stations are battling for an every shrinking audience.
There are alternatives taking radios (and tv’s) place.
There will always be local radio, just fewer stations.
Does the drop of 99.5 and the Max and Shannon show have anything to do with an increase on 97.1’s Country morning show with the Bobby Bones show from iHeart?
As an old white guy, I am enjoying the new format at 97.5, the Vibe. Some of that early classic rap was pretty good, and the only other station playing it was Hot 98.3 during the lunch hour, and sometimes 106.3 The Groove.
“The Max and Shannon morning show placed fifth in the market”
Where does the morning show on 97.1 (Bobby Bones) rank?
You cant tell how a station ranks from the meaningless overall ratings of 6+. Thats why they are givin away free. You need to see the breakdown of 18-34, and 25 to 54 age demo to see how it’s affecting KIIM FM. And where the listening audience is going. I highly doubt WILD Country with its limited signal range is affecting KIIM FM greatly.
I listen to ESPN while working because of the repetition of music on KFMA. What bothers me the most and what may be hurting KQTH is the obscene amount of commercials they play vs the actual content of the show. I understand the need to pay the bills but it’s out of hand. You hear commentary for a few minutes and they again have to break for commercials. Also, some of their content is due to lack of on air presence and personality. Take for instance, Soccer Talk on Saturdays. The host talks in monotone with no inflection in his voice. I like soccer and FC Tucson but this show may as well be talking about the finer points of embalming. He is killing the show and the listeners by not having any on-air personality. Radio in Tucson is in trouble for sure.