When I disgorged the October radio ratings a couple of weeks ago, I promised a closer look at the demographics programmers focus on when trying to make money. So let’s look at the two highest-listening parts of the day (6-9 a.m. and 3-6 p.m.) and the advertiser-coveted 25-to-54-year-old age group.
Although KQRS has been knocked off its top spot as the all-day, all-ages (6+) ratings champ, Tom Barnard and his crew still kill in their time slot. Arbitron rules won’t let me talk about specific ratings, but KQ still racks up twice as many 25-to-54s as second-place Country K102; among men, KQ more than doubles runner-up 93X. Still, 18 months ago, KQ trebled 93X’s number.
Among men 25-54, here’s the a.m. top 10:
3. KFAN (Mike Morris and his crew)
4. JACK-FM (really)
6. MPR News (Cathy Wurzer and Morning Edition)
7. WCCO (yes, people under 55 listen to Dave Lee)
8. KOOL108 (really)
9. KTLK (pretty potent for a right-wing station competing with Barnard)
This is the talk-radio demo, and KFAN is within shouting distance of 93X. The newest all-sports entrant, 1500 ESPN, is a relatively miserable 12th, but that’s because they run ESPN’s syndicated Mike & Mike in the Morning.
Women 25-54, mornings:
1. KDWB (hugely female-skewing)
2. K102 (the smallest skew among the top music stations)
3. KS95 (similar to KDWB)
4. KQ (a good-sized cohort here)
5. WCCO (high share among women than men)
6. WLTE (the robo-DJ alternative to JACK, apparently)
7. KTIS-FM (the Christian station captures a much higher share of women)
8. KHTC (the former B96)
10. MPR News (male-skewing, but only a small difference)
Hubbard Broadcasting’s female talker, MyTalk 107, is 11th, by the way.
In evening drive, no one really dominates among adults 25-54. However, K102 is the champ, followed by KQ, KDWB, KS95, and JACK. They’re all within three share points of each other.
On the talk side, 3-6 p.m. picks up most of KFAN’s Dan Barreiro (3-6:30 p.m.), 1500’s Joe Soucheray (4-6 plus a 3-4 p.m. hour with Pat Reusse), MPR’s “All Things Considered” (3-6:30 p.m.), WCCO’s Michele Tafoya, and two hours of KTLK’s Sean Hannity plus the first hour of Jason Lewis.
Overall, Barriero is the champ, finishing 6th among 25-54 adults. Soucheray ranks 9th, MPR 11th, KTLK 12th and Tafoya 16th.
(Note: I chose October for this comparison because both KFAN’s Vikings and 1500’s Twins are playing, though that may hurt non-sports stations, relatively.)
If you just look at 25-54-year-old guys, it’s KQ 1st, Barreiro 2nd, then JACK and 93X, with Soucheray 5th. KTLK is 7th, MPR 10th and Tafoya 12th.
Interestingly, WCCO’s pro-women morning tilt doesn’t show up for Tafoya in the afternoons. She’s 15th among women, while MyTalk107’s Lori & Julia finish 5th behind KDWB, K102, KS95 and Cities97. Among all 25-54s, those two talk shows are tied — which has to be satisfying for MyTalk and sobering for ‘CCO.
A few other random observations
Although MPR News mornings are stronger than afternoons, the afternoon 25-54 number improves on the 6+ number, while the reverse is true in the mornings.
Among 25-54s, the Current ranks only 16th in the a.m. and 18th in the p.m. Both drive-time numbers are better than the station’s 6+ rating, as you’d expect. In the morning, the Current’s 18-34-year-old share is actually lower than the 25-to-54 share.
Lower-rated talkers The Patriot (conservative) and AM950 (liberal) have almost no 25-to-54-year-old female listeners. The skew is no surprise, but the demographic one-sidededness is nearly absolute.