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Posted: 12:27 p.m. Thursday, April 25, 2013
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By Rodney Ho
More than six months have passed since Atlanta radio went through a cataclysm of format changes, the likes the market has never seen in such a short period of time.
In a span of two months, three rock stations disappeared. In their places: a top 40 station, a sports talk station and another rock station. An oldies pop station was replaced by a Q100 spinoff. A news/talk station went away in favor of Hispanic sports talk (and is now coming back.).
So how are the new stations doing in the ratings? It's a mixed bag.
Let's start with the big one, Power 96.1, which replaced active rock Project 9-6-1. Last fall, Power stormed Atlanta with billboards and TV ads featuring Katy Perry, Adam Levine, Nicki Minaj and Usher. The station, with New York syndicated morning host Elvis Duran as host, held a massive Christmas concert at Philips Arena with Justin Bieber, Ke$ha and Enrique Iglesias. The station immediately jumped into the top 10 in the fourth quarter.
If the goal was to make an impact, Power succeeded. But it failed to break the three stations closest to its style of pop music: Q100, Star 94 and B98.5.
In fact, its ratings slipped ever so slightly in the first quarter, falling to 11th overall and 25-54. It still beat Star and B98.5 among 18 to 34 year olds, clearly its target audience given its young-skewing sound.
For more than six months, ClearChannel kept its similar sounding rhythmic top 40 Wild 105.7/96.7 around, which seemed to make little sense if they wanted Power to gain its largest audience. (Management finally came to its senses and turned Wild into an alternative rock station Radio 105.7 to fill the gaps left by the departures of 99X and Dave FM.)
Wild had been pulling in nearly a 2 rating. Those listeners will likely scatter to Streetz 94.5, Hot 107.9, Q100 and Power.
B98.5, in the meantime, continued its powerful upward trajectory the past year. (Dropping a full holiday format flip between Thanksgiving and Christmas did not hurt one iota.)
The pop station - the only one that also plays cuts from the 1980s as well current hits - ranked 10th a year ago and is now third in the entire city. Ratings have leapt about 50% compared to early 2012. During mid-days, when the station positions itself as the "at work" station, it's the No. 2 station among 25 to 54 year olds, behind only V-103.
Q100 - which has the closest sound to that of Power - took a hit, mostly among 18 to 34 year olds, down about 20 percent from a year ago. But overall, ratings only fell about 10 percent. Given the circumstances, that's pretty modest. And the Bert Show has barely been touched, ranking third among 25 to 54 year olds and second with 18 to 34 year olds. The station ranked 9th, down from 6th a year ago.
Star 94, which is sandwiched between B98.5 and Q100 and targets suburban stay-at-home moms, only lost about 10 percent of its overall listeners year over year but shed about a third of its 18 to 34 year old listeners. Its overall ratings are virtually the same as Q100.
And how about that Q100 at 97.9 spinoff? It pulls in about a 0.4 rating, down 50 percent from what its predecessor Journey 97.9 (hits from the 80s and 90s) was getting.
***
Now let's look at 92.9/The Game, the other newcomer on a full-city signal. It replaced Dave FM and ratings, at least through March, have not shown much progress. The stations' rating of 0.9 in January was a tie for 23rd, followed by two months at a mere 0.6.
Dave FM was pulling in a 1.7 a year ago in comparison. CBS appears committed to the station long term.
"It's a marathon, not a sprint," said the Game PD Terry Foxx. "I feel good about what we're doing. I'm not concerned at all. We're only going to get bigger and better."
The Game's arrival has naturally hurt both existing sports stations 680/The Fan and 790/The Zone. The Fan's rating has slipped a third from a year ago to 1.4 this past winter. The Zone slipped from to a 0.7 from a 0.9 rating.
The Zone's 10 a.m. to 3 p.m. mix is beating both the Game and the Fan. From 3 to 7 p.m., the Fan (with Chuck Oliver and Matt Chernoff) is beating the Zone's Mike Bell and Dave Archer. The Game's "Game Time" lineup is third.
That Hispanic sports talk format (ESPN Desportes) at 640, which debuted last fall, was pulling in almost no listeners, which is why Clear Channel is bringing back news/talk 640/WGST-AM June 3.
***
98.9/The Bone, which was trying to draw Project fans via a very weak signal, was garnering a 0.7 rating until Cumulus decided to switch to a Christian/country format called The Walk in early February. With minimal marketing and a signal that hardly reaches the areas where the Christian/country market is, it's pulling in very few listeners (as in a 0.1 rating.)
But the Bone's departure instantly bolstered Rock 100.5, which rejiggered its format to play more Bone music in March. Rock 100.5 hit a historic high in ratings in March with a 2.8, up from 1.9 in January. The station jumped into the top 10 among 18 to 34 year olds for the first time in March as well.
97.1/The River has benefited even more from the relative absence of rock in town: its ratings are up 60 percent year over year. It ranked 12th first quarter 2012 and is now sixth in the market. Among 25 to 54 year olds, it's in fourth.
***
Nationwide talk radio has seen challenges the past year.
95.5FM and AM750 News/Talk WSB, which transitioned its late morning show from Neal Boortz to Herman Cain in January, ranked No. 2 during first quarter 2012. This past quarter, it slipped to fourth.
90.1/WABE, which plays both news/talk and classical, is at about the same spot as where it was a year ago, ranking 15th both quarters, though its 25 to 54 yeare old demo ratings are slightly higher this year.
All News 106.7 didn't exist a year ago. It doesn't pull in the ratings of what it replaced; Atlanta's Greatest Hits, an oldies station which had a 2.1 rating first quarter 2012. All News pulled in a 1.5 the first quarter of this year. But its March rating of 1.6 is its best since its launch in late May of 2012.
***
V-103 remains the dominant force in town, No. 1 in all major demographic breakdowns, as it has been for many years. The change in mornings (Ryan Cameron) and afternoons (Big Tigger) has caused barely a ripple. Cameron's ratings are comparable to what Frank & Wanda were doing a year ago, despite increased competition from hip-hop Streetz 94.5, which arrived last spring and now pulls in a viable 2.8 rating (ranked 16th) among 18 to 34 year olds.
Streetz's arrival has put a modest dent in Hot 107.9's numbers, which are down about 10 percent from last year overall but the station is still a solid eighth in the market overall and a formidable second among 18 to 34 year olds, behind only V-103.
R&B station Kiss 104.1 remains a powerhouse, though its numbers are down slightly from a year ago. It's in fifth place vs. third a year ago.
And Majic, like B98.5, has jumped leaps and bounds the past year, fueled by the growing popularity of Steve Harvey. (The sudden departure of afternoon host Michael Baisden last month is not reflected in the numbers.) The station is now breathing down V-103's neck, a solid No. 2 vs. No. 6 a year ago. Harvey's morning numbers among 25-54 year olds is up 60% year over year.
***
The country race is still very tight. Kicks 101.5 was barely beating the Bull a year ago. Kicks ranked No. 11 while the Bull was at No. 12. Kicks' numbers are comparable to what they were a year ago but the Bull edged up into a virtual tie in overall listeners and 18 to 34 year olds and has snuck ahead among 25 to 54 year olds.
In the meantime, country station South 107, which upped its power out of Rome to a maximum 100,000 watts a year ago, has seen its Atlanta ratings double from a 0.5 to a 1.0.
***
El Patron, the FM regional Mexican music station at 105.3, slumped badly in 2012 but has picked up steam the first quarter of 2013, ranking fifth among 18 to 34 and third in mornings. A year ago, the station was a mere 16th 18 to 34.
***
Among the two Christian oriented market-wide stations, pop station 104.7/The Fish is up slightly year over year, averaging a 4.7 rating vs. a 4.5 rating. It now ranks 10th in the market.
Gospel station Praise 102.5 has lost a quarter of its audience in a year, which is hard to explain given its unique position in the marketplace. It has slipped from 7th to 12th place in Atlanta over the past year.
***
The Comedy Channel at 92.3, a syndicated channel which started in late October, is going away in favor of... ESPN Desportes, which is leaving 640 in favor of WGST. It drew a 0.4 in March.
The top 27 stations in the market overall in March, 2013 (March 1 to March 28)
1. V-103
2. Majic
3. B98.5
4. Kiss
5. WSB
6. The River
7. Hot
8. Q100
9. Star 94
10. Fish
11. Power
12. (tie) Kicks, Bull
14. Praise
15. WABE
16. Rock 100.5
17. El Patron
18. Wild (in its final month in existence before becoming Radio 105.7)
19. tie, 680/The Fan, All News 106.7
21. Streetz 94.5
22. South 107
23. WAOK-AM
25. (tie) The Zone/ 92./The Game
26. (tie) J93.3, Jazz 91.9/Clark Atlanta
Top 15 25-54
1. V-103
2. Majic
3. B98.5
4. River
5. Hot
6. Kiss
7. Q100
8. Star
9. WSB
10. Bull
11. Power
12. Kicks
13. Praise
14. Fish
15. (tie) Rock, El Patron
Top 10 25-54 mornings (6 a.m. to 10 a.m.)
1. Ryan Cameron, V-103
2. Steve Harvey, Majic
3. Bert Show, Q100
4. Scott Slade/Herman Cain, WSB
5. Vikki & Kelly, B98.5
6. Rickey Smiley, Hot
7. Kaedy Kiely, River
8. Morning Edition, WABE
9. Tom Joyner, Kiss
10. Cindy & Jimmy, Star
Top 10, mid-day 25-54 (10 a.m. to 3 p.m.)
1. Egypt Sherrod/Big Tigger, V-103
2.Jordan Graye, B98.5
3. The River (jockless)
4. Carol Blackmon, Majic
5. Jeff Miles, Q100
6. Ryan Seacrest, Power 96.1
7 (tie) Cynthia Young, Kiss; Heather Branch, Star
9. Madison Reeves, The Bull
10 (tie) Maria More, Hot; Herman Cain/Rush Limbaugh, WSB
Top 10, afternoons, 25-54 (3 p.m. to 7 p.m.)
1. Big Tigger/Greg Street, V-103
2. Michael Baisden (no longer), Majic
3. Madison James, B98.5
4. Dave Clapper, River
5. Emperor Searcy, Hot
6. Art Terrell, Kiss
7. Johnny O, Q100
8. Sean Hannity/ Erick Erickson, WSB
9. Chase Daniels, Star
10. All Things Considered, WABE
Top 15 stations, 18-34
1. V-103
2. Hot
3. Q100
4. El Patron
5. (tie) Majic, B98.5
7. Kiss
8. (tie) River, Rock 100.5
10. (tie ) Wild, Star
12. Power
13. Praise
14. (tie) Bull, Kicks
Top 10 morning shows, 18-34
1. Ryan Cameron, V-103
2. Patrones De La Manana, El Patron
3. Rickey Smiley, Hot
4. Bert Show, Q100
5. Steve Harvey, Majic
6.The Regular Guys, Rock 100.5
7. Elvis Duran, Power
8. Kaedy Kiely, River.
9. Cindy & Jimmy, Star
10. (tie) Vikki & Kelly, B98.5; Morning Edition, WABE
Top 10, middays (10 a.m. to 3 p.m)
1. Egypt Sherrod/Big Tigger, V-103
2. Maria More, Hot
3. Arnulfo Ramirez, El Patron
4. Jeff Miles, Q100
5. Jordan Graye, B98.5
6.(tie) The River (jockless); Wild (now gone)
8. Lyndsey Marie, Rock 100.5
9. Carol Blackmon, Majic
10. Madison Reeves, The Bull
Top 10, afternoons (3 p.m. to 7 p.m.)
1. Big Tigger/Greg Street, V-103
2. Emperor Searcy, Hot
3. Johnny O, Q100
4. El Patron
5. Axel Lowe, Rock 1005.
6. Art Terrell, Kiss
7. Dave Clapper, River
8 (tie) Jordan Graye/Madison James, B98.5; Michael Baisden (since replaced), Majic
10. Wild (now gone)
Kiss 104.1, WSB, B98.5 and the River are part of Cox Media Group, which also operates The Atlanta Journal-Constitution.
I cover local radio and TV for both the print and online editions. I write a blog on the same topics.
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