AM1500 takes a hit in November Arbitrons

I’ll have some calls to make tomorrow, but thought I would post the newly released November Arbitron numbers.

These are for the broadest audience measure (ages 6 and over), 6a-midnight, and cover Oct. 15-Nov. 11. (The reason the dates are so goofy is Arbitron has created a 13th “holiday” month to weed out Christmas-season goofiness.)

The big story looks to be KSTP-AM’s post-Twins plunge from a robust 4.5 share in October to just 1.9 in November. That’s AM1500’s lowest share of the Personal People Meter era, just a tenth of a share point above women-talker FM107. KFAN, helped by the Vikings, posted a 3.9, off from 4.8 a “month” earlier, but still higher than recent average.

[Update: KSTP host Matt Thomas just tweeted that he’s leaving for Houston’s KTRH/KBME. His 5:30-8 p.m. sports-oriented show followed Joe Soucheray’s. Just as KSTP is the Twins’ radio home, KTRH is the Houston Astros’ rights-holder. KSTP’s Twins deal ends after the 2010 season and I doubt it will be extended. More on Matt’s deal here.]

All MPR stations (KNOW, The Current, Classical) were down. One reason: the Oct. 22-30 “member drive” was going on during the ratings period. In the past, I’ve been told public-radio numbers slide by 20 percent while employees are pitching.

Anyway, here are the pretty pics — with a new graph I might be trying for the last time!

First, each station’s share. As always, blue is talk format, green is MPR:

Here are the numbers in graph form, which visualizes station trends, though the low end looks like colorful spaghetti. This one must be read big, so click on the image:

Finally, the corporate ownership scorecard. Not great for Hubbard Broadcasting, AM1500’s owner, of course:

Comments (3)

  1. Submitted by Bob Collins on 12/04/2009 - 07:03 am.

    One of the things I’ve never understood about radio ratings: Do people really only listen to one radio station? And/or do they really shift around from one favorite station to another favorite station over the course of a month?

  2. Submitted by Dean Carlson on 12/04/2009 - 07:43 am.

    Bob, I typically listen to three stations: MPR 91.1, the Current, and KFAN with a little KOUM thrown in there when from time to time. Those three stations take 99% of my radio listening. Cities 97, FKAI, and 93X may show up if all those others have something stupid on.

  3. Submitted by sean mckenna on 12/04/2009 - 09:03 am.

    Part of the problem for KSTP-1500 is that their meal ticket is Joe Soucheray, who for some perplexing reason, seems to be gone from the air as much as he is on the air. Each time I tune in and find a substitute for Joe, I turn to the radio to KFAN.

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