You Stay Classy, Kansas City – A 610 Sports Victory Lap?
As has been widely reported, the Kansas City Radio Wars are real and they are starting to amass shrapnel. I received a copy of an internal Entercom e-mail that seems to indicate 610 Sports is taking a victory lap. After one good ratings period.
While it’s true that if you want to be the best, you’ve got to beat the best, a communication of this nature can only stand to piss off the competition. So, without further adieu, here’s our friends at 610 taking their victory lap (image):
"Less shillin', Less grillin'"
A couple of key facts from this image according to Entercom:
- Entercom 610 Sports is reaching more 18+ listeners than WHB ever has.
- March and April of 2011 610 Sports made a significant increase over the same months the year before.
Still, I think it’s just a little early to take your victory lap. But time will tell I guess.
Ok I’m no ratings expert but it seems to me like 610′s higher ratings directly coincide with baseball season (or at least till the Royals fall on their face). Seems a little silly to be making a big deal about people tuning in to listen to the game instead of their regular programing.
I have to agree with the Pyro. That chart says nothing about when in the day those numbers occur. You would think that if “the football station” was really the most-listened to station in KC, then they might see higher numbers in ANY of the non-Royals months.
From another market…but it’s my understanding that KC has just started using the PPM ratings…there is quite a debate about them, if you feel like looking them up. They’re either alot more accurate, or woefully inaccurate…especially when gauging men.
Face it – most guys don’t want to carry a pager looking thing around on their belt. Most people would think they either can’t move on from the 90′s, or “special”. So – the sample size is typically very small. Thus – it is weighted…so, if you only have 10 guys who listen to 810 and 610 (not saying it’s that small), and 2 of them start listening to KCSP more during a given month…it can wildly swing ratings.
It used to be a 3-month sampling you would see, so KCSP may want to be careful on celebrating for just 2 months.
Additionally – ratings only matter to Agencies…not local businesses. Unless KCSP is killing WHB in Men 25-54…this isn’t that big of a deal. That’s pretty much the only demo agencies care about when they look at Sports Talk Radio.
Okay – I’m a massive nerd…I’d probably carry a pager if they asked me. Thanks for letting me ramble.
I should clarify – if you only have 10 guys who listen to those stations, and ALSO carry a PPM pager…obviously, they have alot more listeners.
Many would even argue that most Sports Talk stations are vastly under-reported in cume, becuase you could survey 10 men 18+ in any major sports market, and 5 of them would list a Sports Talk station as their favorite Yet – most struggle to crack the top 10 in their towns.
I will look forward to reading more of your work.