Listening up in LA & Chicago
But analysis of Arbitron 12+ numbers from the Fall book by Victor Miller and his team of analysts at Bear Stearns shows the good news is far from universal. Radio One suffered a 54% drop in audience share in LA, as KKBT-FM failed in its first attempt to re-launch as an Urban AC (attempt #2 now underway with new calls), while total radio listening rose 1%. The gain in Chicago was also 1%. Univision was a big gainer in both markets - up 19% in LA and an even stronger 29% in Chicago. The Bear Stearns analysts believe the Hispanic radio giant may have benefited from Arbitron implementing language usage as a factor in its diary placement. However, not all Spanish stations were up, so it appears Univision was successful in taking share from others, with SBS down in both markets. While CBS Radio took a hit in New York (1/11/06 RBR #7) from the loss of Howard Stern, it got a boost in LA from Emmis exiting the Country format. Although KFRG-FM is outside the market in San Bernardino, it jumped to a 1.1 share in LA as the only Country alternative for former KZLA listeners, at least where its signal can be received. The Bear Stearns analysis notes that a single share point can be worth 10 million bucks in ad revenues in the billion bucks LA radio market. Will CBS be able to monetize those new listeners to "K-Frog?"
View the LA and Chicago charts
Los Angeles:
Radio Share of Listening Up 1% in LA; Radio listening share among person 12+ increased by 1% in the Fall 2006 ratings book to an 85.7 share from an 85.1 share in the Fall 2005 rating book.
Chicago:
Radio Share of Listening Up 1% in Chicago. Radio listening share among person 12+ increased by 1% in the Fall 2006 ratings book to an 85.7 share from an 85.2 share in the Fall 2005 rating book. Univision and Salem posted the largest listening share increases.
