We have seen some of the new 25-54 (money demo) ratings in this first
rating book using the new PPM (portable personal meters) technology.
It ain't pretty.
Remember KIRO AM/FM and KTTH who enjoyed 1st and second (or 1st and 4th) places in all Seattle-land?
No more. Way no more. The PPMs have turned things upside down, and given them a shake.
The Bonneville talkers are truly down low on the overall rankings. The once mighty "blowtorch," news talker, now on FM, is way, way down. The 710 sports AM-er is dragging, and the KTTH home of Rush and David bone nearly off the bottom of the page.
We can't give you numbers as we did before we were as widely read as we are now -- Arbitron lawyers have been writing us terse warnings using the scary words "cease" and "desist." It's proprietary info and with the PPM's creating the new (for some humiliating) world they've created, they're on us like whites on Christ. (Besides, a certain KIRO guy at wrote 'em a letter).
It's a battle we'd lose, so we're not going there. The worst thing to a blogger is to take down a blog post; besides, we believe in intellectual property laws, so we'll stick to generalities, here.
Everyone expected the market leader KIRO to take a dive after the flip, we had gotten more than an inkling of it. but some say this is extraordinary. "It scared me, frankly, " says a KIRO guy. "I bought the hype they told the listeners that it would be better. I never thought the numbers would take a dive like this."
Not sure how KVI did, though we doubt it was great, though KOMO with their all-news format (except for John & Ken m-f, 10-2) is looking good in the (age) 35-54 demo which is the real money demo these days with radio listeners graying out as we are. The group is sizable because it's the boomers and few GenXers. KOMO will undoubtedly be helped in future books by their simulcasting in the South Sound. Nationally, the PPMs are proving the 24/7 news radio format a big winner; it's certainly "a game changer" as one radio guy calls it, in this market. KIROFM, it seems, has dried up their news and moved away from the action. Dunno if Dori Monson (KIROFM m-f 12-3p) who was spouting that he was the King of Seattle Talk Radio just 4 months ago, is king of much of anything short of his size 9's).
(photo: change gamer)
Of course, stunning as it is, this is only the beginning. KIRO FM will ripen, the Mariners, Seahawks and some lessons being earned will perk up the AM station.
The public (age) 12+ rankings will be published any day now: watch for them here, they don't matter so much in the business of radio, but they'll be fascinating to see this next time with what the PPMs have wrought.
As Billo says, "we'll have analysis."
YES!!!
Another woman on the SC! That'll get ratings.
Posted by: MsDuff | May 26, 2009 at 05:34 AM
I wonder if the ratings before PPM were accurate? Kinda like getting a digital X-Ray after years of getting the old kind..the digital picks gives you a much clearer and exact reading...
Being in the South Sound is not going to help KOMO unless they tailor some of their programming to things that interest those who live there. If it is business as usual..aka Seattle and Bellevue based content...meh.
Posted by: sparky | May 26, 2009 at 05:37 AM
Like I've said previously, KIRO will need some time to acclimate then they will continue to kick ass (as much as can be done any more in the radio industry).
Don't be so quick 'MsDuff'(boy, we just can't seem to get rid of that infatuation, can we), she has to be confirmed yet and that's not a lock.
Posted by: HoChiMinh | May 26, 2009 at 05:56 AM
Appeals court judge, woman, Hispanic, raised by a single parent in the heart of NY. She can't miss! Sorry to burst yo bubble HoDuff.
Posted by: MsDuff | May 26, 2009 at 06:07 AM
I stopped listening to KIRO when it went away. I have discovered the joys of KOMO. I simply avoid the drumbeat of right-wingers bitching about Obama and Pelosi. Republicans and conservatives need to join the conversation and the solution. We've got enough problems without constantly beating up those sincerely trying to fix things. Just gimme the news, straight.
Posted by: Minx | May 26, 2009 at 10:36 AM
Go to the Seattle discussion board at www.radio-info.com for the latest PPM information.
Posted by: casual observer | May 26, 2009 at 10:43 AM
Dear Mr. Arquette (et all @ Bonneville)
I know this is unsolicited, but Id like to offer my reasoning for not 'making the switch' with you a couple months back - in case someone (like an owner/advertiser) ever asks you for possible reasons.
I had been listening to KIRO in some form or fashion for as long as I can remember. As a life long Seattle area resident, I can even remember my mom having it on in the background everyday as she did her crossword puzzle. No more sir.
Your afternoon programming has become a wasteland of (predictable) diatribes, aired personal vendettas and demagoguery that I find offensive and counterproductive in helping build community. It's also just plain boring.
If and when you are presented with the opportunity to re-examine the wisdom behind your afternoon programming, I suggest you do so as some listeners (even me) may return.
The other option is simply sticking with what you have in hopes that things turn around soon. If you do choose this, though, don't be surprised if you're directed by Bonneville to make a switch of your own - of the professional variety.
Good luck,
Posted by: Erick | June 01, 2009 at 02:32 PM
I'm in the same camp Erick.
Posted by: M.Steele | June 01, 2009 at 02:42 PM
Dear Mr. Arquette (et all @ Bonneville)
I've been a KVI listener for as long as I can remember.
Now that you have the Mariners and Sounders and 'Hawks, plus the greatest local talk shows, I have decided to dedicate my radio listening to YOUR station(s) KIRO 710 AM AND KIRO-FM 97.3 EXCLUSIVELY.
Thank you for taking a bold step like you did. It may take a while to climb the ratings ladder but you soon will.
Keep up the good work.
Posted by: Emil | June 01, 2009 at 02:45 PM