Ratings Roundup Fall 2006: Part 5

For the last of this series of Arbitron ratings reports for liberal talk radio stations across the country, we arrive in the Northeast. This one will take a look at the upper East Coast.

In New York, WWRL finally makes an appearance in its first ratings book since becoming the new flagship for Air America. Whereas the signal-challenged station rarely appeared in the rankings prior to the September flip, they now come on with a 0.8 share, tied for 26th place. WWRL also makes a first-time showing in other regional books, garnering a 0.7 share in Long Island (market #18), where they only have a partial presence, and 0.5 in Middlesex, NJ (market #39). Meanwhile, WLIB, now airing a gospel music format, drops from a 1.0 to a 0.5 share in New York City. They did not show up in other regional market surveys, where they have done well under its previous format. All in all, considering the station switch and signal limitations, WWRL did not do too badly, as they beat a few 50,000 watt stations and are even competitive with stronger, higher-profile FM stations like WFNY, airing CBS Radio's expensive "Free FM" talk format.

Upstate, in Buffalo/Niagara Falls (#52), little WHLD maintained a mid-share figure for its last ratings book before its recent flip to gospel music. Since picking up Air America and other liberal talk programming, the station has gone from a perrenial no-show to actually making a dent in the ratings book. Its final number was a 0.5. Entercom-owned rival WWKB finished just a tenth of a point ahead, with a 0.6, down from a 1.0 in the Summer. WWKB appears to be a rather neglected station, with a neglected website and a midday show rerun in the evening hours. Perhaps with WHLD's dropping of Air America, WWKB will have some new programming options. The station does have a fairly strong signal, and could be a success if they figured out how to utilize it properly. To the east, WWKB's sister station WROC in nearby Rochester (#53) made a pretty big jump, rising from a 0.9 to a 1.3, good for 15th place overall. The Arbitron book for Ithaca (#283) has been embargoed, meaning that overall ratings are not available to the public, so there's no word on how WNYY did in that market as of yet. They flipped from oldies to progressive talk last June.

In Boston (#11), the two weak signals of WKOX and WXKS maintained a half share with their recently-dropped progressive talk format. The current ratings for Central Massachusetts' trimulcast of WHMP are unknown in the Springfield (#84) ratings, since the book is under an embargo by Arbitron. In the last available ratings, from one year ago, the station held a 1.6 share, making it the #2 talk station in the market. WAVZ in New Haven (#109), armed with a weak signal and little support from owner Clear Channel, did not register overall in the current ratings book. The station switched to ESPN Radio last week. And WLVP in Portland, ME (#167) drops slightly for the fall, down from a 0.9 to 0.6 share.

Pittsburgh (#24) is the home of two Air America Radio affiliates. The stronger, more established suburban rimshot WPTT, which carries Thom Hartmann, local liberal talker Lynn Cullen and an assortment of other talkers from various sides of the political spectrum, comes in at a 1.2 share. WPTT has recently gotten the go-ahead from the FCC to swap dial positions soon, moving from 1360AM to 910AM, which will give them a stronger daytime signal, though they will cease nighttime broadcasting as a trade-off. WURP, one of Air America's newest affiliates, is a no-show in the book, mostly due to a very tiny predominantly daytime signal that doesn't really get cover much area (at night, they power down from 1000 watts to a measly 4 watts). They have a construction permit pending that will double the daytime power and move the transmitter into the city, which will give the urban areas of Pittsburgh 12 watts at night. The station has long carried The Young Turks, and recently picked up Air America programming for weekends. During the week, they run 'hot talk' personalities such as Don and Mike and Tom Leykis, as well as G. Gordon Liddy.

And finally, this analysis consists mostly of the overall numbers, ages 12+ for all time periods 6AM-Midnight, since these are the only numbers that Arbitron officially releases to the public. Therefore, these numbers do not give any substantial information in regard to daypart, age and gender breakdowns, which are highly coveted by advertisers looking to target specific audiences. Occasionally, more specific information does seep through, such as a statement on Hartmann's website, claiming that his show enjoyed massive increases in listenership in several markets, including WPTT Pittsburgh, with a 100% increase, KPHX Phoenix up 186%, KTNF Minneapolis-St. Paul up 120%, KQKE San Francisco up 100% and his hometown of Grand Rapids, where WTKG is up 114%.



The next series of Arbitron ratings reports will be coming in late March, which will take into account the ratings for this Winter.

Liberal talk radio stations shuffle lineups

UPDATED 9/18. All times local.

In response to recent lineup changes at Air America Radio, several affiliates have announced their own schedule changes.

First, Clear Channel-owned KTLK in Los Angeles has adjusted its on-air roster, picking up Rachel Maddow's new evening show for 6-8PM and picking up WOR Radio Network's Lionel for 10PM-1AM. Cary Harrison's local show moves up the schedule to the 8-10PM slot.

Further north, after conducting an online vote on their updated lineup, KQKE in San Francisco, also owned by Clear Channel, adds Stephanie Miller to weekdays, airing an hour of her show from 6-7AM, displacing the locally-produced "The Progressive News Hour". The Quake will air the last two hours of Al Franken's midday show from 10AM-12PM followed by Ed Schultz live, add "EcoTalk" in the 6-7PM slot. Thom Hartmann's show, which has experienced great success in West Coast markets, will air delayed from 7-10PM, and Lionel comes to the station for the 10PM-2AM shift, including a repeat of one hour of the three hour show. Mark Riley's one hour show will follow at 2AM, and Bill Press is added live 3-6AM. Air America's new morning show, The Young Turks, will not be picked up by the station.

Entercom-owned KCTC in Sacramento lists Peter Werbe in the live 7-9PM slot, followed by a replay of Franken's show from 9PM-12AM. Press will air live 3-5:30AM, followed by the local morning show, "The Morning Retort", hosted by Scott & Sims.

And CBS Radio's KPTK in Seattle also shuffles it's schedule, The new weekday lineup adds The Young Turks (who had been on weekends) to weekdays live 3-6AM PT and Rachel Maddow live 3-5PM. KPTK moves Al Franken's delayed show to 5-8PM and Randi Rhodes 8-11PM.

Dave McDonald, senior vice president and market manager for CBS Radio's Seattle stations, said he's pleased to be able to add Maddow's show to the lineup. The new lineup also helps KPTK shift more of its programming to live, he added.

KPTK listeners have also expressed their disappointment over the loss of Mike Malloy, whose show was dropped by Air America, McDonald said.

In Portland, KPOJ substitutes live airings of Riley and The Young Turks for the current Air America Mornings bloc from 2-6AM. Seder's new show will air on delay around the time of the Majority Report's former shift, from 6-9PM. And following the success of Hartmann's local morning show, KPOJ adds his national show to evenings, delayed to 9PM-12AM, and taking over Malloy's former shift. Maddow follows from 12-2AM.

Meanwhile, on the opposite coast, WINZ in Miami picks up Maddow for 9-11PM and moves Sam Seder from overnights to the 11PM-2AM shift. The rest of the schedule remains unchanged, except for the shortening of Rhodes' show.

At WXXM in Madison, Maddow, "Politically Direct" with David Bender, and "EcoTalk" with Betsy Rosenberg will be added, along with a few other changes.

KTNF in Minneapolis/St. Paul adds Press for mornings, following Riley. Hartmann's show is also added, airing from 6-9PM, bumping Rhodes to 9Pm-12AM. Seder's show airs on delay from 12-2AM. The station does seem to remain open to Malloy's return, if he indeed does.

KKZN in Denver/Boulder CO adds Maddow from 7-9PM, followed by EcoTalk 9-10PM, Politically Direct 10-11PM, Werbe 11-1AM, and a replay of Franken from 1-3AM. Riley airs live from 3-4AM and The Young Turks air 4-6AM, followed by local host Jay Marvin. The rest of the schedule remains the same.

As reported earlier, KRFT in St. Louis, currently airing Franken's show, adds Randi Rhodes to the 3-6PM shift. St. Louis listeners can see Franken as he does a live broadcast from St. Louis on Tuesday 9/19.

KLSD in San Diego updated their own schedule, picking up Maddow for 6-7PM, sending Jon Elliott back to weekends and airing Werbe evenings 7-9PM. A Franken replay airs from 9-10PM, followed by The Lionel Show. Mark Riley and The Young Turks air live during the early morning hours. Seder's show will air on weekends as 'best-of' programming.

In Columbus, WTPG picks up The Young Turks for mornings. Maddow gets the 6-8 shift, followed by Politically Direct and EcoTalk. Fans of Rhodes will be disappointed, as her show moves to overnight hours (3-5AM) in a surprise move.

WXKS/WKOX in Boston adds Riley and The Young Turks for mornings and EcoTalk from 9-10PM. The 10PM-12AM shift is undetermined, but for now, Werbe will have the shift.

The WHMP trimulcast in central Massachusetts is also altering its lineup, moving Maddow to evenings. Stephanie Miller debuts on the station and picks up Maddow's previous timeslot, 10AM-12PM.

KPHX in Phoenix will air the straight Air America feed live for much of the day, outside of Mike Newcomb's morning show. Hartmann will air from 9PM-12AM in delay.

In the Buffalo/Niagara Falls area, WHLD adds Seder to mornings and will also air Franken, Rhodes and one hour of Maddow live. Democracy Now follows at 7PM, followed by various non-commercial shows, including Flashpoints, Building Bridges, Uprising Radio, Counterspin and others on a daily rotating basis.

Chicago's WCPT switches out morning shows, adding Bill Press. Jerry Springer remains in his mid-morning shift. The station is a Class D AM station, meaning it signs off the air from sunset to sunrise.

WRVC in Huntington, WV adds a second Air America show to the lineup, as they bring in The Young Turks for morning drive. The station currently carries Franken, as well as Ed Schultz. The rest of the schedule is heavy with local programming and ESPN Radio and other sports programming.

And syndicated host Lionel picks up a few new affiliates, including the aforementioned KTLK and KQKE. He also lands on WKJK in Louisville KY, WWKB in Buffalo NY, WHNZ in Tampa FL and WCRN in Worcester MA weekdays and WOND in Atlantic City NJ, KTLK-FM in Minneapolis MN on weekends. It should be noted that WKJK, WHNZ, WCRN and KTLK-FM air predominantly conservative talk shows.

And what about Jerry Springer? The bankruptcy rumors this week claimed that Air America and Springer have parted ways. It looks like the previous story about Springer being taken off the main Air America feed and shuffled to their syndication arm is actually correct, at least according to Springer's Cincinnati sales team in The Cincinnati Post, who claim that almost all their 50-some affiliates are staying with the show, while Springer will be dropped at the New York affiliate in favor of Seder. Whether Springer actually has 50 affiliates (I count twenty or so at most, and this is a very old list) is probably something that can be debated. Nonetheless, Jerry is still out there, plugging away, and will likely stay at WSAI in Cincy.
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(More) liberal talk comes to Springfield, MA

As of a few days ago, WMAS (1450) has switched to a mostly liberal talk format (though they air Neal Boortz' show). They add Ed Schultz, Stephanie Miller and Randi Rhodes.

Why the strange schedule? Why no Franken? How did they get away with airing just Randi Rhodes from the Air Ameica lineup? Well, part of this has to do with the local WHMP trimulcast, which airs several AAR shows including Franken's. Therefore, WMAS picked up some programs that were previously unheard or aired in the market.

The schedule looks something like this:

George Murphy 6am-9pm
Stephanie Miller – 9am-12noon
Neal Boortz – 12noon-3pm
Ed Shultz – 3pm-6pm
Randi Rhodes - 6pm-10pm.
The Phil Hendri Show– 10pm-1am ET

Here's the site:

http://www.947wmas.com/pages/wmas1450/index.php3

From another blog: More Good Ratings for Air America

Also posted here:

http://nuisance.blogspot.com/2004_10_01_nuisance_archive.html#109830072265748013

Much of this has been covered on this site, as it pertains to the new ratings book. A few highlights, and some personal commentary:

No summer ratings are out yet for Portland, but a Clear Channel executive who spoke before Al Franken's recent live show in San Francisco said that the trends (preliminary ratings data released only to industry insiders) showed that the summer numbers for KPOJ were likely to improve on the blockbuster spring ratings. WHAT in Philadelphia carries limited AAR programming on a weak signal, and also had no AAR for most of the summer. It still doubled the low ratings number from the spring.

Hmm... This should be interesting. Will KPOJ take the whole market? The Portland book will be released on October 29, but the book is currently under what's called an 'embargo', meaning it is only being released to subscribers and not to the general public. This happens occasionally when a non-subscribing station uses Arbitron data in it's sales presentation, a serious no-no. What then usually happens is that Arbitron freezes everyone out, except for stations that pay for the service. Whether the books is unembargoed by next week is anyone's guess, but I'll dig up any numbers I can find.

The only exception was Albuquerque where KABQ showed no ratings change at all. I have no information on whether the key demographic numbers have improved.

So far, there has been no full ratings book showing KABQ-AM. There have only been trend reports. And there is also a KABQ-FM, which airs a music format. The AM did not show up in the ratings trend report, but it could make an appearance in the new one, also out on the 29th.

It should be noted that the ratings listed here are 12+, i.e. all listeners 12 or older. These ratings are available for free on the internet because they don't really matter. What advertisers look for is specific age groups, especially the 25 - 54 grouping. Arbitron publishes these numbers for paid subscribers only, but they aren't on the net and are difficult to find out; Arbitron doesn't like having them publicized. It is known that, generally speaking, Air America has so far done much better in the 25 - 54 demo than in the published 12+. Conservative talk radio has a large 55+ audience so does better in 12+ than in 25 - 54. So if you see an article
that cites the published 12+ numbers to prove AAR is failing, know you are being
spun.

That's the thing about radio ratings. Almost anyone can claim to be a winner. But demographics are what really rule radio. As I said before, nobody buys ad time based on overall ratings. They buy based on age or gender. So if they want to target guys, they go after rock and sports stations. If they want females, they go after stations with names like 'Mix' and 'Lite'. If they want younger listeners, it's CHR and hip-hop. Listeners over 55 fill out their diaries, and AM stations airing 'adult standards' do show some decent numbers, but ad agencies don't really covet this age group, making them a somewhat tough sell. And quite a few advertisers on older stations are a bit undesirable (restaurants often stiff on the bill). Conservative talk radio is slowly heading in this direction. Their listeners are little-by-little getting older. And they don't pull in much of an under-40 audience. Could AAR and liberal talk be changing this? It seems like liberal talk is a format that is actually pulling in some younger listeners. Over time, this could give them an advantage over conservative talk.

*** Incidentally, there is one AAR-related story in yesterday's ratings release. The Arbitron book for Springfield, MA (#81) was released, and shows WHMP/WHNP hanging in there. Their schedule is a bit of a mish-mash, with the station only airing Franken (on tape delay in PM drive) and 'Unfiltered' live. The rest of the schedule consists of live shows and syndicated fare like Bill O'Reilly. I've heard from a few people that Hannity is still airing on the station, but it is not shown on the station's website. The ratings have improved significantly since spring, when the two AAR shows were added. And where else can you hear Franken directly follow O'Reilly?

*** Speaking of Franken, he'll be on Howard Stern's show next Monday (10/25). Mark your calendar.