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Insideradio.Com 800.275.2840 MORE NEWS» insideradio.com THE MOST TRUSTED NEWS IN RADIO FRIDAY, DECEMBER 5, 2014 Coming off 4-book downtrend, Christmas poses new ratings challenge for country. Christmas may be the most wonderful time of the year for AC stations that trade Sam Smith for sleigh bells. But the holiday format is more like Mr. Grinch to country radio. No format takes a bigger ratings hit from the seasonal format than country. Nielsen analysis shows the average country station’s 6+ share declined by 13% from the November survey to the Holiday book in each of the last two years. This year the holiday audience churn comes as country is coming off a four-month ratings slide. In what Nielsen says is unprecedented for the format under PPM measurement, country’s shares have been trending down since August. Despite the erosion, country still has enviable ratings: No. 3 in 6+ (8.0), No. 2 in 18-34 (9.2) and No. 2 in 25-54 (7.8). Based on historical trends, those shares are expected to sag in the next two surveys. How big will the Christmas ratings kiss be for AC? Last year, the average soft AC’s ratings surged 83% from the November survey to the Holiday book while AC shot up 61%. Track the fast-growing number of stations converting to all Christmas programming, continually updated at InsideRadio.com. Bucking trend, a country station owns Christmas in Kansas City. In a market with three strong country stations, one of them has boosted its ratings by commandeering the Christmas position for a fourth consecutive year. Opportunity knocked for “Country 94.1” KFKF-FM in 2011 when two Kansas City stations bailed on AC, leaving the holiday music format up for grabs. KFKF, which already played a lot of seasonal tunes around the holidays, jumped in to fill the void. When Christmas music by country acts didn’t pan out, it switched to traditional holiday fare with a few country Christmas songs tossed in for flavor. Last year that throttled up its 6+ share from an 8.6 in November to a 9.1 in December and an 11.4 in the Holiday book. Some listeners complained for the first two years. “A lot of them now understand that this is part of what we do and that we return to country after the holidays,” PD/morning man Dale Carter says. Going all-Christmas hasn’t hurt the station’s year-round performance he adds, noting that many country fans love Christmas music. “We’ve done very well with ratings and revenue,” he says. When Tim McGraw and Keith Urban return on December 26, things pretty much settle back to where they were. This past January, KFKF’s 25-54 numbers returned to their November levels. And from February to April they rose higher than during any non-holiday month this year. Plus the station’s 35-64 audience trended higher in January and February than in November. But Entercom’s country “106.5 The Wolf” WDAF went up a share in 25-54 in the December and Holiday books, suggesting some KFKF listeners moved up the dial to get their country fix. A cautionary Christmas tale for country stations. In many ways, the circumstances that made Christmas a winner for “Country 94.1” KFKF-FM are unique. Steel City Media owns two country stations in Kansas City. While there’s plenty of musical overlap, “New Country 104.3” KBEQ skews young with a harder edge while KFKF appeals to an older audience. Christmas fit better with the family-oriented KFKF, which has played country since 1963 and has a sizable 55+ audience. “We are more of the red, white and blue, God-family-country station,” PD/morning man Dale Carter says. But consultants caution against country stations in other markets blindly following KFKF’s lead, noting that all-Christmas works best on a [email protected] | 800.275.2840 PG 1 NEWS insideradio.com FRIDAY, DECEMBER 5, 2014 country station if it has the position all to itself. “There might be an instance where a third or fourth country signal in a market might take the plunge to get some attention,” consultant Joel Raab says. “However, that’s not a great proposition if there is already an established all-Christmas station.” Consultant Mike O’Malley notes that studies of country listeners from Edison Research in 2005-2006 found less than 20% said they’d be very interested in having their country station play all Christmas music while half said they wouldn’t be interested at all. Partner Jaye Albright says unless a company has a second country station that can absorb listeners disenfranchised by Christmas music, it’s a bad idea. “Going all Christmas in a two-country station market with two separate owners isn’t going to work,” Albright says. IHeartMedia streamlines national programming structure. Being big can have its advantages, and iHeartMedia will look to leverage those as it revamps the structure of its National Programming Platforms team. NPP president Tom Poleman tells employees that the changes being instituted to the four-year old team are designed to put more resources into improving ratings at the local market level. By leveraging iHeartMedia’s size and scale, he writes in a memo, the company will be able to make it possible for stations to do things that no single market could secure on its own. The move will roll iHeartMedia’s executive and senior vice presidents of programming into NPP, a change that is designed to streamline communication between executives and station programmers. “This is in an effort to place more control in the hands of markets,” Poleman tells staff. Two executives will also get expanded roles. SVP Maynard Cohen will head up its programming strategic review team. And VP Marc Chase will oversee NPP’s brand management team, which Poleman says will be expanded to bring in more programmers from around the country to help take a fresh look at how to do things. Chase will also oversee Critical Mass Media, the company’s research organization. It’s part of what Poleman says has been a several-month review process. Piolin begins broadcast radio comeback. Self-syndication is the avenue that Eddie “Piolin” Sotelo is taking as the veteran Spanish radio personality makes his return to the broadcast radio dial. His new “El Show de Piolin” will launch in January, four months after a short-lived stint at Sirius XM Radio came to an abrupt and still unexplained end. That’s when two American General Media regional Mexican stations — “Radio Lobo 97.7/94.7” KLVO, Albuquerque and “96.9 La Caliente” KEBT, Bakersfield, CA — will begin airing Sotelo’s program. Both were longtime affiliates of his previous show, syndicated by Univision Radio, until he split with the company in July 2013. “I am extremely excited about the return of Piolin to our family of stations,” AGM president Rogers Brandon says. When Sotelo left Univision his program cleared on more than 50 affiliates, and most stations have found new shows to fill the timeslot. An Inside Radio analysis in October 2013 showed stations saw their 25-54 shares decline between 11% and 50% or more in the three months after he signed-off for the last time. Station managers will now need to decide if they want to revert back to a show that drew ratings — or continue building up an audience for their replacement shows. Spotify sets sights on national spot market. A year after targeting network radio advertisers, streaming music service Spotify is now looking to build a national spot business. It has enlisted Triton Digital to supply ratings in the top 15 metros as it goes to market armed with new systems that will allow the webcaster to geo-target listeners in those cities. “We’re not looking to replace any radio stations on a plan,” VP Brian Benedik says. “If anything, Spotify is looking to be complementary to radio stations and other webcasters.” But with national radio budgets showing little growth Benedik concedes it’s likely to put Spotify into competition for those dollars. “Some will come out of terrestrial radio budgets, some will come out of Pandora, but we’re not looking to knock anybody off a buy sheet — we’re just looking to bring an audience to the table that today they’re not seeing on their plans,” he says. Spotify currently airs 2.5 minutes of audio ads per hour on its free service. The announcement comes as major ad agencies craft annual budgets and Benedik says there have been buyers clamoring for a national spot option. He didn’t release any client names, but says Millennial-focused categories such as telecom, automotive, gaming, and even some package goods advertisers are showing interest. What Benedik describes as “brisk” network sales have allowed the company to double its ad revenue in 2014. It hasn’t released results, although it’s likely to make Spotify more attractive with an IPO expected to be filed in 2015. With a 55-person sales team, Benedik expects the digital audio platform will eventually expand to selling national spot in the top 50 metros, but says moving into local, similar to what Pandora has done, is unlikely. “We have no designs to hire hundreds of salespeople across the U.S.,” he says. [email protected] | 800.275.2840 PG 2 NEWS insideradio.com FRIDAY, DECEMBER 5, 2014 AGs slap Sirius XM for strong-arming customers to keep service. Sirius XM Radio has agreed to a $3.8 million settlement with the attorneys general of 46 states to close an investigation into the satellite radio company.
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