10-19-2009
BLC EXCLUSIVE
KC SPORTS TALK RIVALRY IS NOW REAL RIVALRY...
When Ryan Maguire was brought in from Milwaukee to take the Program Director's job at Entercom's KCSP-610 AM last January he knew he had his work cut out for himself.
The sports talk station had been routinely bashed in the ratings by rival WHB. Many insiders wondered why 610 didn't go back to its traditional successful country music format.
Right away, Maguire let folks know there was a new sheriff in town by proclaiming: "We are going to beat WHB. That's not a prediction. That's not a mission statement, but a fact and everyone needs to believe that."
In less than 10 months on the job folks just might be believing Maguire's bold prediction. In fact, rival WHB owner/talker Kevin Kietzman was even red-flagged over trying to influence an earlier Arbitron ratings book.
In fact, in the demographic of 12-plus listeners (above) KCSP just finished the recently released Summer Book less than a point away from WHB. Radio is all about trends and KCSP is definitely trending upwards, while WHB seems to be heading in the other direction.
In the key 25-54 demographic for advertisers WHB still holds down the 7th spot with a 2.9 rating while KCSP is a distant 18th at 2.0.
Things should get very interesting because the next radio ratings book for Kansas City radio stations will be done by sophisticated Portable People Meters (PPMs) which will give a much more accurate assessment of listeners than traditional Arbitron books that have been completed by selected individuals.
Maguire recently provided his candid views of how his station in doing in head-to-head matchups versus WHB (WHB would not comment).
Maguire's comments involved the key 25-54 demographic:
"The Summer book showed us some nice growth, overall. It’s gratifying because this new lineup has been on for 6 months now …and once you get to that point to can get a good feel if people are warming up to what you’re doing.
"Roger Twibell (with new co-host Josh Klingler) posted his highest numbers ever, Nick (Wright) put up the highest numbers we’ve seen in mid-days in over 2 years, Rome continues to be strong and Chris and Cowboy are giving us more in PM Drive then we were getting a year ago. It’s progress.
"PPM is going to make things interesting. The technology involved will give us a more accurate measurement of how many people are really listening. But at the end of the day, whomever has the best content wins. We are a stronger brand now then we were when I arrived here. We have room to get better and we’re determined to get there.
610 Morning Rush with Roger Twibell and Josh Klingler (Weekdays 6a-9a)
Highlights
Roger set a new high mark for share in his nearly 2 years here. He trended up during the book, posting a 7.3 share in September.
Overall share up 13% from last book and 57% from last year; Cume up 15% from last year.
Average Quarter Hour Persons up 4% from last book and 38% from last year
Time Spent Listening up 25% from last book and last year
What’s Wright with Nick Wright (Weekdays 9a-11a)
Highlights
Nick, in just his second overall book in doing mid days, moved to 5th in Share and AQH Persons in KC
It was the highest share we’ve had in this time slot since Spring of 2007
Nick trended up during the book, posting an 8.2 share in September
Share up 39% from last book and 179% from a year ago; Cume up 123% from a year ago
Average Quarter Hour Persons up 40% from last book and 133% from a year ago
Time Spent Listening up 57% from last book
Jim Rome (Weekdays 11a-2p)
Highlights
Rome trended up during the book, posting an 8.9 share in September
Share up 32% from last year
Average Quarter Hour Persons up 14% from last year
Time Spent Listening up 20% from last book and last year
Chris and Cowboy (Weekdays 2p-6p)
Highlights
Chris and Cowboy trended up during the book, posting a 5.6 share in September
5th overall in Cume in their time slot
Share up 68% over last year
Cume up 25% over last year
Average Quarter Hour Persons up 63% from last year
Time Spent Listening up 14% from last year
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