Air America Crushes Competitors in Portland - New Numbers

[Oilwellian]

The radio ratings that are freely available on the web are called "12+" or "top-line" ratings. They mean nothing to advertisers, and that's why you don't need to pay to see them. 25-54 numbers, especially 25-54 numbers for specific parts of the day, are what really interest advertisers and more accurately determine a station's success. But in the case of KPOJ Portland's switch to "Progressive Talk," the 12+ numbers at least show the trend. Here's a list of all of Portland's talk radio stations, and their 12+ ratings for winter and spring:



12+
CALL WIN SPR CHNG
KEX 5.3 4.2 -21%
KXL 4.7 4.0 -15%
KPOJ 0.4 3.7 +825%
KPAM 2.0 1.6 -20%
KOTK 1.8 1.3 -28%


And in the ever-important 25-54 demo, KPOJ rose from a 0.3 to a 4.9, putting them in the #3 slot overall for all Portland radio stations, according to an industry publication, and putting them ahead of all other talk stations in the market. (This contradicts even rosier information I received earlier. I trust this trade pub more.)
Particularly impressive is that, in the 25-54 demo, KPOJ's 10a-3p daypart (2 hrs Franken, 3 hrs Ed Schultz), scored a 6.4, putting KPOJ at #1 among all Portland radio stations, which means KPOJ cleaned the clocks of both Lars Larson and Rush Limbaugh.

Even more amazing is the month-by-month breakdown of that 10a-3p daypart. Again in the 25-54 demo, KPOJ grew from a 0.4 in March, to a 4.9 in April, to a 5.5 in May, to an unbelievable 8.8 in June.

What's great for Air America in these numbers is not only the fact that the format is a success and growing, but the fact that it's also threatening the other talk radio stations. Everyone not named KPOJ lost about a fifth of their overall listeners, and from what I can glean, the shift in the 25-54 demo was even more dramatic. This tells station owners that, if they have a low-performing AM station available, Air America is a great format to switch to, not only because of the potential growth if they have it, but also because of the potential threat to their station if they don't.

http://www.dailykos.com/

[proud patriot]

1. Randi Rhodes was on Majority Report tonight

she was talking about the numbers .

It sounds like they are doing awesome
across the board .

[Spiffarino]

2. Love the line...

..but also because of the potential threat to their station if they don't.

The right-wing screaming heads better be scared as hell. In fact, I can picture Limbaugh right now, hiding under his blanky, thumb in his mouth, rocking slowly back and forth, nervously humming.

I'll sleep well tonight.

[Democat]

3. Great news for Air America and our friends in Oregon

Thanks for the story!

[otohara]

4. I Bet They Are Still Celebrating

these numbers are HUGE -

When the numbers come out - everybody at the station hovers around the fax machine as they come sputtering out. I bet they were yelling and jumping up and down.

Congratulations KPOJ - good move

[AgadorSparticus]

5. WOW!!!! and the repukes kept saying there is no market for AAR....ha ha

ha ha ha i don't think there is enough oxycontin in the world to help rush get through this....