Team Awesome’s Ratings For Their Final Month On KXNT
Posted by Casey
Unfortunately, there have been some slanderous and untrue rumors over the ratings Heather and I had while on the radio. The fact of the matter is that we were the number one news/talk show in our time slot. I’ve addressed that point a few times already. However, I was going by the April ratings … not May. We were let go on May 24. This means that May’s ratings are the true ratings of our show at the very end, and as good as April’s ratings were … May’s were much better.
Before I give you the ratings I want to give you some inside information first.
Heather and I were consistently at the head of the pack in ratings for the last several years. Even in the ratings periods we weren’t number one … we were a close number two before reclaiming our spot.
Not too long ago a new ratings system was implemented by our industry to better track ratings with greater detail, and accuracy. This new system is called PPM. Talk radio and AM stations all across the country took a nose dive when the new ratings system was rolled out. Naturally, this caused some panic in the industry.
Shortly after this disturbing development Talkers Magazine published an article explaining the reason behind talk radio’s ratings slip nation-wide. The new PPM devices that register ratings were not distributed to the primary demographic who listens to talk radio. In other words, people who listen to talk radio weren’t given this new ratings device. Hence, talk radio was getting smaller ratings because their audience wasn’t participating in the gathering of ratings data.
The reason for this was simple … you don’t give a new piece of technology (which may encounter problems) to an older audience which may have difficulty accepting and using the new device. It was a problem that was promised to be rectified as the kinks were worked out with the new device.
A couple of years ago there was a meeting at our work with the sales staff in which there was a very interesting statement made. One of the sales people said “we’ve never seen a talk radio audience this young before.”
Heather and I had succeeded in building the most diverse talk radio audience in Las Vegas. Young and old alike were tuning in to our program. Having so many younger people in a talk radio audience is rare, and we’d succeeded in adding a ton of young men.
People outside of radio will sometimes think they understand or know the ratings of specific shows or stations. This usually isn’t the case because not all of the data is freely available to the public without some paid service. As a result, the radio listener often falls victim to a station’s own self-promotion efforts rather than true ratings.
All of that is important for what I’m about to share with you.
Talk radio’s target demographic is men who are 35 years old to 64 years old. Sometimes you’ll hear a demographic of 35 plus as our target, and that would be accurate as well. When measuring ratings, you only care about your target demographic being solid; anything extra is icing on the cake. I’m not concerned with my ratings for girls 10-18 years old, but I’ll take it if the ratings are good … catch my drift?
Without further adieu … our final month’s ratings.
Just news/talk ratings:
- Men 18 plus – #1 … nearest competitor two ratings slots lower.
- Men 25-54 – #1 … nearest competitor ten slots lower.
- Persons 25-54 – #1 … tied with KNPR.
- Persons 35-64 – #1
- Men 35-64 (target demo) – #1 … nearest competitor ten slots lower.
- Persons 35 plus – #1
- Men 35 plus – #1 … nearest competitor eight slots lower.
Now the extra goodies.
Our overall ratings (AM, FM, Music, Spanish, News/Talk, Sports, Etc.):
- Men 18 plus – #8 overall
- Men 35-64 (target demo) – #8 overall
- Men 35 plus – #8 overall
That’s right … our show was the 8th most listened to show by men in Las Vegas. That is a major success … especially in Las Vegas.
It gets better though.
From April to May our ratings share went from 2.7 to 3.7 (very good). This means that our show’s audience significantly grew in May. So much so, in fact, that our show was the fastest growing talk show in Las Vegas at any time slot. While every other talk show in May stayed relatively stagnant … we were adding droves of new listeners, and a lot of them were young men (18 plus).
We have all of you to thank for that.
So let’s recap.
In our last month on the radio we were:
- The #1 news/talk show in our time slot.
- The fastest growing talk show in Las Vegas.
- The only local talk show (any time slot) making significant ratings gains.
- The #8 most listened to radio program by men.
There has been some questions since we got cancelled about our ratings. Then there was some false rumors that got spread around that we weren’t performing well. I’m glad we got the chance to set the record straight, and thank all of you for making our program the success that it was.