Ratings: Missing in action
Don Day | August 15, 2008Several stations did not register in the publicly released Arbitron numbers: KFXD, KTMB and KQTA.
All Talk 63 has a popular morning duo in place, so its absence is puzzling. KTMB and KQTA don’t have much to brag about – not to mention that KTMB/99.1 The Man… doesn’t even exit anymore.
I don’t understand it. According to Peak management there was a vast untapped liberal talk radio audience out there in the Treasure Valley wasteland just waitiing for the right kind of programming. This insight based on the huge [and partially from out of state] attendence at one of the Obama testimonials that was held at Boise State earlier this year. I must say though, I am mystified why John and Chris did not cause KFXD-AM to at least make a showing. KFXD not on the 12+ list may just be a book anomoly; or maybe not. With that sort of definitive thinking maybe I should jump on the Obama wagon.
Jon & Chris probably did get some ratings. But, because of the big call-letter change blunder of a few years ago, the rating points probably went to KIDO, which seemed to get a higher rating than I would have suspected. When Jon & Chris were on the air previously it was on KIDO. So, with that fact, and the fact that KIDO used to be on 630 where it belongs, they lost the book this year. Confuse your audience, and it takes years to fix it. Funny how something as blatantly dumb as changing those call letters can bite you later on ………
Just my biased opinion. No actual facts to back it up.
Although the three stations did not appear on the publicly released Arbitron numbers available via All Access, they did appear on the publicly released Arbitron numbers at Arbitron.com. Unfortunately, all were listed as “*” meaning they scored less than a .5.
I was also surprised that Jon and Chris did not have more of an effect on KFXD’s numbers. Of course, as others have pointed out, when anyone who’s been around for any length of time thinks KFXD, they automatically think 580. It may well be true that KIDO reaped some unearned points as a result of folks telling Arbitron they listen to Jon and Chris on KIDO.
It’s not too late to re-assign the call letters to their proper frequencies but I would not expect to see it happen — especially with the advent of the Bronco contract. It would (1) have to be done with a LOT of hoopla and promotion and (2) would cost a considerable amount of money.
Confusion may well continue to reign and I fear Jon and Chris may pay the price.