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A Test For Free FM Replacing Howard Stern: Pushing the Snooze Button Instead of the Ratings Button
New morning DJ (and former Van Halen splitman) David Lee Roth is on holiday this week (after less than 2 months on the job). Interestingly, it's also the week his first ratings are being released for markets across the country. Sounds like a Bush strategery.
Keep in mind, these are just monthlies and not full quarterly ratings...but they are indicators, especially considering it spotlights Howard Stern's replacements.
On many East Coast CBS Radio station, DLR got Stern's gig while LA-based Man Shower Adam Corolla got Stern's slot for much of the West Coast.
The first batch of Winter 2006 Phase One Arbitrend ratings were released Monday by Arbitron, and, based on the results, New York's 92.3 Free FM (Roth) and LA's 97.1 Free FM (Corolla) both reflect what the public already knows: a sharp decline in ratings post-Stern combined with a relative ho-hum yawn and pressing of the snooze button.
According to radio industry trade newspaper Radio & Records, in New York, Hot Talk WFNY (formerly alternative WXRK) dropped as an entire station to one-third its previous ratings for the month of January among all listeners 12 and older. While Stern was #1 in New York before he left, Roth was only 18th in his first month, despite a huge amount of media curiousity and New York Post gossip about his chances. Among the prime sales demo of 25-54 year olds, Roth's ratings are one-third Stern's. Among 18-34 year olds, ratings are 10% Stern's numbers last year. Again, these numbers are just for one-month, not the more stable full quarterlies, which don't come out till April.
Across the country in Los Angeles, Adam Carolla's show attracted a paltry 0.7 share in January, making KLSX the lowest-rated full-signal commercial FM in the market during the month. Not much Man Show testosterone in those ratings at all.
Keeping some perspective, though, ANYONE replacing Stern more than likely see a drop in ratings. CBS Radio executives think it could take up to two years, and they say they are committed to letting Stern's replacement shows develop and slowly gain listeners.
Of course, the bigger question as the iPodization of America continues, what will morning radio look like in 2 years?
By the way, in my opinion, Free FM/NYC's JV + Elvis (who do middays after Roth in New York, but were historically successful -- and funny -- morning show DJs prior to now) are filling in this week in mornings for Roth while he's away...and they sound so much better, in my opinion. Ironically, despite the big ratings drop, Free FM actually is a better station overall than its preceeding alt rock format K-Rock these last few years in New York, especially with JV + Elvis middays and with the Radio Chick for afternoons. Maybe Roth will study those shows for inspiration.
related story here
posted by Unknown @ Monday, February 27, 2006,
