A looksee at Feb 27 - Mar 25 ratings
Apr 19, 2020 5:04:27 GMT -6
Post by CAwasinNJ on Apr 19, 2020 5:04:27 GMT -6
We're starting to see the effects of the Stay at Home orders in this ratings period. Of particular note is a noticeable uptick in most of the news/talk stations. KSL, KUER, KUMT/KBYUHD2, and KCPW were all up. KNRS (mostly syndicated) and KKAT (all syndicated) were flat. This period didn't even include the remote participation edition of General Conference, so watching what happens to KSL, KBYU and KUMT/KBYUHD2 next month will be interesting. I don't think it's too much of a surprise that at a time when a lot of people were trying to get a handle on what COVID-19 meant to us all that the stations where that information can be found would get a higher share of listeners.
It's important to remember that ratings numbers are a percentage of radios in use. What we don't see are the total listeners (average quarter hour or AQH.) I haven't seen any reporting yet on how much of a change there's been in total radio usage. (If you have, please point me to it.) Given that there's a lot of radio listening in cars during commutes and those commutes are often now down to 30 seconds, that could be significant. There's also a problem in that regardless of ratings the numbers that really matter are revenue. KSL's numbers (for example) were up, but if they can't sell the commercial inventory or have to discount it it doesn't help them. That's happening nationwide with very bad results.
It's too bad none of the sports stations report anymore. I'd be interested to see where they're going.
It's important to remember that ratings numbers are a percentage of radios in use. What we don't see are the total listeners (average quarter hour or AQH.) I haven't seen any reporting yet on how much of a change there's been in total radio usage. (If you have, please point me to it.) Given that there's a lot of radio listening in cars during commutes and those commutes are often now down to 30 seconds, that could be significant. There's also a problem in that regardless of ratings the numbers that really matter are revenue. KSL's numbers (for example) were up, but if they can't sell the commercial inventory or have to discount it it doesn't help them. That's happening nationwide with very bad results.
It's too bad none of the sports stations report anymore. I'd be interested to see where they're going.
