Sadly, I’ve had little time to attend to my duties here on NevadaBrad. I had an interesting comment this morning, which required that I spend a little bit of time composing a proper reply. Since there has been a dearth of posts I am re-posting the comment and the reply. The comment required that I look at my radio information a little differently than I have in the past, so I figured it was worth sharing. The original comment and response can be found in my State of the Stations entry.
eric boyer wrote:
Funny every ratings book KOH’s margin of change, up or down, unsually up, is bigger that KKFT’s entire audience, sometimes twice as big. Who’s slipping and who is on the rise? You’re clueless.
Hi eric – thanks for the comment! You sound like you know what you’re talking about so I’m not sure I have anything useful to add. I’m going to have to be a stickler about the facts, though. Sorry. Unfortunately, the facts probably won’t be very interesting to you so I’ll try to get through them as quickly as possible.
First, over the past 7 ratings periods KOH has averaged a share of 10.83. With the market current defined at 400,800 in the 12+ category that would give KOH an average of 43,407 listeners. That would also give KKFT an average share of 1.67, which is 6,693 listeners. If the share differences are averaged for KOH then they have an average share change of 1.26 or 5,050 listeners. This is not close enough to 6,693 to say the change is “bigger that[sic] KKFT’s entire audience, sometimes twice as big”. It’s just not true.
Next, let’s tackle the claim that “KOH’s margin of change” is “usually up”. I have 7 periods available to me currently. That gives me one starting point and 6 changes. For KOH, three have been up and three have been down. So, again, you’re claim is untrue.
KKFT, on the other hand, has had 5 ups and only 1 down; however, their ups have only averaged a gain of .5 while the downs have averaged a change of .9. KOH averaged up 1.4 and down 1.5. Still, KKFT is at their highest point since I’ve been tracking them, while KOH is at their lowest. So, who is slipping and who is on the rise? I’m clueless, so I’m not going to speculate.
And have you also considered that KOH is a 50,000 watt AM powerhouse that is capable of reaching a lot more people than KKFT? The most powerful transmitter listed for KKFT is 3,250 watts on FM. On top of that, KOH has been around for more than 80 years, while KKFT is registered as first going on the air about 25 years ago. I don’t know for sure, but I think they’re current format is younger than that.
I’m not sure what your agenda is and I don’t know why you have a problem with KKFT. The station is run locally and is a good competitor for KKOH. I can’t agree with your comment, but I sincerely appreciate that you took the time to read my stuff and comment. Thanks!