Radio Direct Response: Direct Response Radio Advertising Agency | Blog Zone

Here’s Part Two of our look at the latest (June 2010) Arbitron PPM radio ratings for America’s Top 10 radio markets. Today, we feature America’s #6 through #10 radio markets, as defined by Arbitron.

HOUSTON
Five music stations comprise the Top 5 in Houston (Persons 12+, Total Week), led by KODA-FM (Soft Adult) at #1, followed by KMJQ-FM (Urban AC), KBXX-FM (Rhythmic CHR), KTBZ-FM (Modern Rock) and KTBZ-FM (Regional Mexican).

With its #1 rating Mornings in Houston, KLTN-FM holds the distinction of being the only #1 Spanish language morning show in America’s Top 10 markets. Workplace favorite KODA-FM takes over in the top spot Middays and PM Drive, with KBXX-FM dancing into the #1 slot at Night.

KBXX-FM is Houston’s top station with Young Adults 18-34, earning the Total Week title on the strength of daypart victories in PM Drive and Nights. KLTN-FM wins Morning Drive and KTBZ-FM is the favorite during Midday.

Adults 25-54 choose KTBZ-FM as their Total Week favorite, the only Modern Rock station to earn that honor in America’s Top 10 markets. By daypart, the winners are KLTN Mornings, KODA Midday and PM Drive and KBXX at Night.

ATLANTA
Urban station WVEE-FM dominates the overall market (Persons 12+, Total Week). Black Gospel station WPZE-FM finishes second, making WPZE-FM the only Black Gospel station to crack the Top 5 in America’s Top 10 radio markets. News/Talk powerhouse WSB-AM comes in 3rd, followed by WABE-FM (Public Broadcasting) and WKHX-FM (Country).

WVEE-FM wins the market across every weekday daypart, with WSB placing second in Drive Times and Midday. After dark, Urban and Black Gospel formats account for 4 of the top 5 slots.

With Young Adults (18-34) and Adults 25-54, WVEE-FM also rules the marketplace. Rocker WKLS-FM places 2nd with Adults 18-34, while WPZE-FM claims 2nd place with Adults 25-54.

Biggest surprise? WSB’s #8 ranking for Total Persons 12+ cume (weekly) audience Monday-Friday from 7 PM to Midnight. As the flagship station for the Atlanta Braves, it’s worth noting that the station isn’t generating a larger audience, given the Braves’ current First Place position in the NL East.

PHILADELPHIA
Adult Contemporary WBEB-FM is Philly’s favorite station (Total Week, Persons 12+) driven by long listening shares in the work place. WOGL-FM (Oldies) ranks second, followed by WDAS-FM (Urban AC), KYW-AM (News) and WMGK-FM (Classic Rock).

By daypart, KYW wins the Morning, with WBEB winning the workday (Midday and PM Drive). After dark, Phillies’ baseball helps WPHT-AM (Talk) to its market-leading audience share.

Despite its failure to win a single weekday daypart, WUSL-FM (Urban) wins the Total Week amongst Adults 18-34. WMMR-FM (Rock) wins Mornings and Middays, while Rhythmic CHR WRDW-FM takes top honors in PM Drive and at Night.

Philly’s preference for music holds true with Adults 25-54, as the Top Five consist of WBEB, WDAS-FM, WMMR, WMGK and WIOQ-FM (CHR). According to Arbitron’s format designations, Philly’s Top 10 favorite stations amongst Adults 25-54 broadcast 10 different music formats.

WASHINGTON
News rules the nation’s capitol, as WTOP-FM (News) earns “Hail to the Chief” honors at the #1 station in Washington, Total Week, Persons 12+. WTOP is the only Top 10 market station to not only win the week, but every individual weekday daypart: AM Drive to Midday to PM Drive to Nights.

WIHT-FM (CHR) places second overall in the market, followed by WMMJ-FM (Urban AC), WHUR-FM (Urban AC) and WASH-FM (AC).

Music stations rules the Adults 18-34 demographic, paced by WIHT, WKYS-FM (Urban), WWDC-FM (Rock), WPGC-FM (Urban) and WLZL-FM (Tropical). Mornings are ruled by WIHT with more than a 2:1 audience share lead over 2nd place finisher WKYS.

Adults 25-54 favor news and a different mix of music, led by WTOP, WHUR, WASH, WIHT and WMMJ. WTOP leads each daypart, apart from Middays, where WASH rules the workplace.

BOSTON
Boston plays the hits! The total week, Total Persons 12+ winner in the latest survey is CHR station WXKS-FM, followed by WBZ-AM (News/Talk), WMJX-FM (AC), WROR-FM (Classic Hits) and WJMN-FM (Rhythmic CHR).

WBZ rules Morning Drive, with WMJX playing Midday favorites and WXKS emerging as market favorite in PM Drive and Nights.

WXKS (CHR) is the #1 winner across the board with Adults 18-34, winning Mornings, Middays, Afternoon and Nights.

WXKS also wins the Adults 25-54 race Total Week and across all weekday dayparts, with the exception of a slight Midday edge to WMJX.

The June 2010 radio ratings for America’s Top 10 radio markets have been released, signaling the end of the spring season, perennially revered as radio’s most important ratings period. Here’s a quick snapshot of the results in Radio Markets 1-5 (with Markets 6-10 scheduled to post in Part Two).

NEW YORK
Adult music stations rank 1-2 in The Big Apple, where Adult Contemporary WLTW-FM edged out Classic Hits WCBS-FM by 1/10 of a share point to rank first with Persons 12+, Total Week. CHR-formatted WHTZ-FM finished third, followed by News Station WCBS-AM and Classic Rocker WAXQ-FM.

New Yorkers turn to radio for their morning news, evidenced by WCBS-AM #1 rank in AM Drive and All News WINS-AM posting a 3rd place finish. WLTW-FM takes over the top slot in Middays and PM Drive, with WCBS-AM back on top at Night, fueled by coverage of Yankees’ Baseball.

Adults 18-34 favor the hits of WHTZ-FM, making Z-100 the #1 station in the Young Adults demo, Total Week as well as in Morning Drive, Middays and PM Drive. Rhythmic CHR WQHT-FM squeaks out a nighttime victory over WHTZ-FM.

Strong at-work listenership places WLTW-FM atop the market with Adults 25-54, Total Week. The winners by daypart: WHTZ-FM in AM Drive, WLTW-FM Middays, WCBS-FM in PM Drive and WQHT-FM at Night.

Baseball favorite? Yankees fans (on WCBS-FM) beat the Mets (on WFAN-AM), judging by the nighttime numbers on the two MLB flagship stations.

LOS ANGELES
Contemporary Hits stations KIIS-FM is L.A.’s favorite, both with average quarter hour audience and total week listenership. Classic Hits station KRTH-FM ranks #2, followed by KFI-AM (Talk), KOST-FM (Adult Contemporary) and KYSR-FM (Modern AC). Information station KFI ranks first in Morning Drive, with KRTH-FM tops in Midday, before KIIS-FM takes over in PM Drive and Evenings.

Young Adults (18-34) choose a different station as their favorite in dayparts throughout the day. Modern Rockers KROQ-FM wins the Morning, with Modern AC KYSR-FM tops in Midday and Rhythmic CHR KPWR-FM #1 in both PM Drive and Evenings. Despite these rotating favorites, KIIS-FM is the overall winner with Young Adults, Monday-Sunday 6AM-Midnight.

KIIS-FM and KROQ-FM trade off the top spot by daypart measuring listenership amongst Adults 25-54.

Worthy of note? In one of America’s biggest Spanish language markets, only one daypart – AM Drive – reflects their listening preference among Adults 25-54, when during Morning Drive, three Spanish language stations (KBUE-FM, KLVE-FM and KLYY-FM) populate the Top 10 list, a feat unmatched in any other daypart.)

CHICAGO
Chicago takes its information seriously, as the only Top 10 market to rank News and Talk stations 1-2-3 amongst Person 12+, Total Week. WGN-AM (Talk) takes top honors, followed by WBBM-AM (News) and WLS-AM (Talk). Urban AC WVAZ-FM and Hot AC WTMX-FM round out the Top 5.

The News/Talk trend continues by daypart as WGN wins the Morning, WBBM takes Middays and PM Drive, while WGN reclaims the Night with some help from the Chicago Cubs.

Music stations drive the top five for Young Adults, with CHR station WKSC-FM finishing first. In fact, ALL of the Top 10 stations 18-34, Total Week, are music driven, representing everything from Modern Rock and Urban to Regional Mexican and Country.

WTMX is the Total Week favorite amongst Adults 25-54, with daypart victories in Morning and Afternoon Drive. Classic Hits WDRV-FM takes the top spot Middays, while WGN edges out Urban station WGCI-FM at Night.

No other market exemplifies such a distinct split by demographic in its preference of News/Talk versus Music programming. Adults 35+ spend long listening spans tuned to AM information stations, rivaled only by the younger extreme preference for music.

SAN FRANCISCO
San Francisco News outlet KCBS-AM is the Bay Area’s #1 radio station. KOIT-FM (AC) ranks second, followed by PBS station KQED-FM, KGO-AM (News/Talk) and KYLD-FM (Rhythmic CHR) amongst Total Persons 12+. By daypart, KCBS-AM leads the way in AM Drive and Nighttime. KGO-AM leaps into 1st place Midday, with KQED-FM tops in Afternoon Drive.

Regional Mexican station KSOL-FM is SF’s top-rated station among Adults 18-34, followed by KYLD-FM (Rhythmic CHR), KMVQ-FM (Rhythmic AC), KMEL-FM (Urban) and KRZZ-FM (Regional Mexican).

Public broadcasting station KQED-FM is the market leader among Adults 25-54, followed by KOIT-FM (AC), KYLD-FM (Rhythmic CHR), KMVQ-FM (Rhythmic CHR) and KSAN-FM (Classic Rock).

With KSOL and KRZZ’s performance among Young Adults, San Francisco is the only Top 5 radio market with two Spanish language radio stations ranked in the Top 5 with Adults 18-34.

DALLAS/FORT WORTH
Music rules The Metroplex with all five of the Top 5 radio stations (Persons 12+, Total Week) playing The Big D’s favorite tunes. KHKS-FM (CHR) ranks 1st, followed by KLUV-FM (Oldies), KLNO-FM (Spanish Adult Hits), KVIL-FM (AC) and KPLX-FM (Country). By daypart, KLUV-FM is tops Mornings and Middays, with KHKS-FM taking over the top slot in PM Drive and at Night.

Young Adults 18-34 made Spanish Adult Hits station KLNO-FM #1 Total Week and across the Morning, Midday and PM Drive dayparts. KHKS-FM is the top station of choice with Adults 25-54, powered by the #1 rated morning show in this key demo.

Dallas/Fort Worth is the only Top 5 radio market without an information station (News/Talk) ranked amongst its top five rated stations.

Not too long ago, before PPM (portable people meters) changed the way Arbitron measures radio listenership in America’s top markets, radio ratings were published on a quarterly basis.

The “Summer Book” (July/August/September) was often dismissed as the least important survey. Agencies and media buyers argued that summer vacations and atypical consumer behavior made the data less reliable, creating a “no win” situation for radio. Stations that performed well had their good numbers “dismissed” by buyers as an aberration of quirky summer listening patterns. But those same buyers often smacked stations that performed poorly in summer, seeking lower rates to match the lower summer numbers.

This made the “Spring Book” the most important book of the year. Not only did it reflect the audience measurement of three “normal” months (April/May/June), it was often the guideline by which stations and buyers planned and placed buys through the end of the year – as the Summer Book’s value was discounted, leaving everyone to wait for the results of the “Fall Book” release in January.

In most of Arbitron’s 291 radio markets, this is quarterly method of measurement is still in practice. But in the top-rated markets (Arbitron adds more PPM markets each year), ratings are released on a monthly basis. The electronic measurement system of PPM enables a much quicker processing of data compared to the old school method of deciphering and inputting data based on handwritten diaries kept by randomly-chosen listeners across the country, whose listening habits are then weighted to given an accurate reflection of the actual population in their respective markets.

So today, in a PPM market, instead of a station jumping from a 3.5 market share to a 5.0 in a single quarter (from book-to-book), we’ll witness a more gradual transition, from a 3.5 to 3.8 to 4.4 to 5.0 as Month One evolves into Month Four.

Conversely, a radical format change (for example, from Classical to Hip-Hop) would show a dramatic one-month drop, as a station purges its old audience practically overnight, before building a new audience base through marketing and word-of-mouth.

The latest (June) PPM radio ratings are being released this week. Next week, our two entries in The RDR Blog Zone will feature a quick overview of America’s Top 10 radio markets. You’ll find out who’s on top, who rules the mornings and who’s delivering the prime audience demo of Adults 25-54. Tune in and log on!

Mark Lipsky, President & CEO

We asked friends, family, even strangers to tell us what they like best about radio. Here are this month’s comments….

“What I love about radio is that I can enjoy a rich experience while also doing something else, e.g. working, cleaning, fixing my bike, gardening, etc. You can’t do that with television or written material because it assumes you’re visually engaged. Radio provides a rich experience without the visual engagement.”
- Ron, late 40s

“It keeps me company in the car. In today’s world, everywhere you want to go is a distance away. It makes the trip go faster. I also enjoy music & UPBEAT personalities.”
- Renee late 60s

“All I listen to is Talk Radio now. Music radio has become garbage.”
- Mike, 32

“The best thing about radio is the fact that it can be primary entertainment or fade into the background. In other words, the radio can be on in the background while you are having a conversation with another person. When you hear something that sounds interesting, you can turn your attention to it, but otherwise, it just provides background entertainment and laughs.”
- Jeffrey, 21

“I love radio because you can create your own special visuals when you listen to songs, then keep those memories…and pull them back out every time you hear that song. Radio pushes my buttons — hearing certain songs can make me smile, laugh and of course, cry.”
- Ann, late 40s

“What I love about radio is satellite radio. With Sirius at home and in my car, I very rarely listen to terrestrial radio. First and foremost, there is no (Howard) Stern on regular radio. For music, there are too many commercials and too much talking between the music on broadcast stations. Satellite offers a wide range of music without commercials and with a minimum of talk between. I generally listen to radio over four hours a day.
- Nate, 50

We spoke with Tim Gratzer, General Sales Manager from KRBE in Houston for his views on radio, technology and the advertising marketplace in 2010.

What account categories are driving your revenue resurgence in 2010?
It really is not any one category on KRBE. We have more advertisers than we have had on the air in several years thanks to a renewed focus on diversifying our accounts. We don’t want what happened last year to ever repeat itself. Right now, we definitely see more Automotive coming back, but there is also a lot of retail, especially Furniture.

Do you think the move to put FM and FM HD in mobile phones will help radio?
I think anytime technology embraces our medium it is definitely to our advantage. When that technology actually extends our reach that is tremendous.

Where does HD stand?
I’m surprised HD has not taken off more by now, but until there is more accessibility to the product for listeners, broadcasters probably will limit its consideration.

How can HD Radio change things?
Eventually, I think it can give advertisers another access point to a station’s target or possibly hyper-target an audience within an audience. For example, KRBE could decide that in honor of Lady Gaga coming to Houston, we air 48 hours of Lady Gaga on our KRBE-HD2 station. The programming and sponsorship possibilities are endless, though you would have to make sure you extend your audience rather than cannibalize it.

How can radio best sell its online inventory?
KRBE is one of the first online radio stations to be rated by Arbitron’s PPM. We sell it similarly to our on-air inventory, by the commercial. It’s an entry-level access point for clients who still want a KRBE audience but cannot afford the big rates. Selling online has been traditionally most effective when sold in conjunction with an on-air schedule.

What is your perception of radio accountability?
I think we are more accountable than ever, especially with PPM data. While radio can do a great job with direct response, it is branding that product or service for long-term success where radio really excels, yet there is no immediate measurement for branding success. Our Account Executives are trained to know as much about our clients as possible by asking sometimes difficult, investigative questions. If a radio campaign fails, we are as much to blame as anyone for not managing that client’s expectations – whether it be allowing them to air non-effective copy, not advising them to bulk up a schedule without enough frequency or even expecting immediate results from an inconsistent, short-term campaign. Unfortunately, each time these expectations are mismanaged, the entire radio industry loses because the client thinks, “radio doesn’t work.” In all reality, it may just be that their particular Account Executive didn’t work.

Vince Raimondo, Vice President of Marketing

If it’s been more than a year since you visited the Arbitron Radio Ratings web site, it’s time to return. The site is a valuable, FREE resource for radio marketers to help understand the medium and plan campaign strategies and tactics.

The U.S. Market rankings (Radio Market List) show the DMA populations as well as methods and frequency of audience measurement from local market #1 (New York, NY) to #291 (Casper, WY).

Click the Free Studies & Reports tab and get White Paper reports on General Consumer Listening, Black Consumer Listening, Radio Listening by Age/Sex, Hispanic Consumer Listening, Custom Studies, International, Commuter Information, Radio Programming, Crisis Response, Radio Format-Specific Studies, Portable People Meter (PPM), Internet Streaming/Digital Radio, Television, Radio as an Investment, Managing Radio Personnel, Advertising Effectiveness and Outdoor.

You can also get a detailed overview of Arbitron’s PPM measurement system (PPM) including an explanation of its methodology and planning tools for advertising time buyers. There may not be complete, industry-wide support or acceptance of Arbitron’s policies and practices, but for now, they’re the industry standard by which the medium is measured.

Admittedly, I’m a focus group of one; a middle-aged, white collar male with a history of buying silver-colored sedans and then driving them for a decade.

I hadn’t planned to blog about the experience of buying a new car in 2010, but the difference in branding styles and presentation merits mention and carries lessons for all marketers about the way we wish to be perceived and the tools, tactics and personnel we employ to deliver that message.

Eight vehicles began on my new car buyer wish list. The field whittled down to four after the first round of showroom visits and test drives. Most sales consultants were professional, observing my reactions and offering help when needed.

Two salesmen missed the mark and blew the sale. Both lost points for bashing the competition. In fact, a Mercedes-Benz rep took on such an arrogant and superior tone that I didn’t even bother to take a test drive.

Mainstream dealer brands were all fronted by helpful sales reps who deftly answered my questions and didn’t pressure me for a decision. I couldn’t help but notice a similarity to my own style of presenting our ad agency, listening closely for a prospect’s areas of interest and then relating only that information which is relevant to his or her needs.

Comically, one rep actually said, “So, what will it take to get you to leave here today in a brand new car?” I laughed and motioned with my hands for him to tone it down a bit.

As a new car buyer – a role I play roughly one month each decade – I’m noticing many more car commercials on the radio; a testament to the adage that your ad needs to run on the day a consumer needs what you’re selling. I find I relate to branding commercials that present key benefits, but am bored by the recitation of car prices that, I know, won’t match the precise make, model and add-ons I’ll choose for my new car.

Some dealer ads scream prices and then mumble gibberish in a legal disclaimer to support that price. Others paint a lifestyle picture of how their vehicles will change my life – or at minimum – enhance it through their driving experience.

I guess it all comes back to what we think the buyer wants to hear. And as a focus group of one, I default to a preference for intelligent and compelling reasons to buy, rather than a high-pitch screaming ultimatum. With any luck, I’ll be behind the wheel of a new car by the weekend.

Mark Lipsky, President & CEO

September has many dates and anniversaries around which you can promote your brand, if you spin it the right way.

Back-to-school means filling lunch boxes and searching for healthy, yet quick and convenient options for the whole family. If your brand thinks they can help busy parents ease into the school year, showcase how, using radio promotions on stations targeting your consumer and include your retail partners (we’ll even help you sell it in). Listeners can get or give advice via call-ins and station web sites on subjects such as healthy snacks, beverages and lunch combinations that save time, provide energy or save money. Award listeners with participating retailer gift cards to buy your product all year so they can see, firsthand, the benefits you claim!

Just about any radio station format is a fit for a promotion to celebrate Reunion-Planning Month. Whether it be a family reunion, or one involving friends that used to wreak havoc whenever they got together, radio stations can award listeners who call or write in with a limo and some spending cash or even airline tickets courtesy of your brand.

September 27th is Family Day. It’s all about gathering around the dinner table, at the same time, and enjoying a family meal. Whether you are a brand that can be used in meal preparation or table setting (kitchen gadgets, appliances, plates, eating utensils, etc.) or you market an ingredient in the meal itself, this is a feel-good promotion that stations will love. Have radio stations ask listeners to post pictures of family dinners or call in with their favorite family recipe to win prizes that will enhance “family time,” such as a new 3D TV, gift cards to their favorite supermarket or a new family room full of furniture.

Additional dates that are promotion-friendly:

• September 12 – Video Games Day
• September 24 – Love Note Day
• September 29 – National Women’s Health & Fitness Day

Call us for more ways we can create turnkey radio promotions that generate in-programming exposure and a great ROI!

Barbra Tabnick, Senior Account Manager

Roll down the windows. Step on the gas. You’ve got nowhere to go and all day to get there. Here are some old and new favorites from members of the RDR Staff to keep you company on the open road.

YOU WIN AGAIN (Van Morrison with Linda Gail Lewis) – I was just turned on to this record and now it is a mainstay in my car, especially when I need a “Shot of Rhythm and Blues” (track 8).

VAN HALEN (Van Halen) – No bad songs here. Loud and loaded with fun songs from perhaps the best new band to come out of 1978.

EVIL URGES (My Morning Jacket) – This album came out in the summer of 2008 and didn’t leave my CD player for months. It’s the perfect blend of rock and folk.

A LOVE SUPREME (John Coltrane) – Spiritual, manic and rhythmic music that will make you want to go fast. It’s not your father’s jazz.

THE FRAY (The Fray) – Upbeat energetic music to keep you going.

LOVE (The Beatles) – Put 200 Beatles’ songs in a blender and let George and Giles Martin masterfully reassemble two dozen tracks. Sure, you’ve heard these songs a million times before. Just never like this.

GREATEST HITS (The Cars) – Pure synth-pop, sing-along fun. Great road trip CD for fans of the 70s and 80s.

SOMETHING LIKE THIS (Bob Newhart) – If you pass me on the highway and I’m alone in the car, but laughing hysterically, don’t worry, it’s not a nervous breakdown. I’m probably listening to this Bob Newhart CD for the 100th time. I know all the punch lines by heart, but it makes for very relaxing driving and seriously lowers my threshold for road rage.

Roll down the windows. Step on the gas. You’ve got nowhere to go and all day to get there. Here are some old and new favorites from members of the RDR Staff to keep you company on the open road.

LIVE AT THE FILLMORE (The Allman Brothers) – This recording is one of the best driving records ever. You will be singing along and pounding on the steering wheel.

DECADES (Lil’ Kimmie) – A compilation by my childhood friend and former Napster addict who randomly selected great songs from the last 40 years.

FACES (Earth, Wind & Fire) – The EWF double LP with no hit singles but 15 killer tracks. It’s filled with the energetic funk you’d expect, veering right and left for an occasional ballad or slice of jazz fusion.

GREATEST HITS VOL. 1 (Queen) – Not a bad song on the list. I know every word to every track. I don’t have a great voice and the car is the only place I can sing out loud and believe me, when this CD is playing on a long drive I am singing. I’ll be appearing on the NJ Turnpike, Exit 11, next week.

TIDAL (Fiona Apple) – The songs are very deep; very blues-ish; very easy to relax to.

RESERVOIR (Fanfarlo) – The instruments are the standout stars on this album. They will simply stop you in your tracks.

EVERYTHING OF ALL TIME (Band of Horses) – The first time I heard this CD was driving around the island of Hawaii, so it has stuck with me as a CD I like to listen to in my car with the windows down.

BORN TO RUN (Bruce Springsteen) – The Masterpiece, start to finish, ‘cause you can’t go down any road without some Bruce Juice.