Let's take two recently-released numbers that actually have no "real" relationship to one another and try to coorelate them to see what we can learn with some quick back-of-my-napkin-at-lunch calculations:
WTOP ranks #1 nationally in total revenues from market #8 DC with a 7.5 audience share and is in the top tier of three stations virtually tied in share of audience between a 7.0 and 7.5: $8.5 million per share.
KIIS ranks #2 in revenues from market #2 LA, but is only ranked #3 6+ with a 4.4. Still, KIIS is in that first tier of four Southland stations which have between a 4.2 to a 4.9. Almost $13 million for every share of total audience in the latest monthly.
KFI is #3 nationally in revenue rank, in spite of being #1 in share of total audience with a 4.9 in the latest monthly PPM data. $9.8 million for each of those 4.9 audience shares.
Also in LA, KROQ ranks 7th in national revenues with a 2.7 share of audience 6+ according to the latest month, amidst a group of seven other stations with between that 2.7 and 3.1 in the third tier of PPM-rated stations (the second tier is four with between a 3.6 and a 3.8), with a 2.7. K-Rock, for example, ranks behind Go Country, but out bills the Los Angeles country station, thanks to a big morning show, which is a magnet for young males, managing to bill an incredible $15.6 million per rating share.
WBBM FM & AM ranks behind Chicago's #1 radio station 6+, WGN (5.4) and is tied for #2-#3 with a 4.7, followed by two stations at 4.5. $10.2 million per share.
In New York, the nation's most populous market the top rated 6+ radio station with a 7.3 share is WLTW, but they are actually being out billed by WCBS-AM which has a 2.8 share and also WINS-AM with its 3.5 share. 3.0-share WFAN is only $1.5 million behind. The 6th highest revenues in the USA belong to WHTZ, which notched a 5.2 6+ share last month. Per their latest ARB 6+ share: WLTW = $5,753,424. WCBS = $16,964,285. WINS = $12,000,000. WFAN = $13,500,000. WHTZ = $8.8 million.
Rank by $$ for each 6+ rating share in the latest monthly
- WCBS = $16,964,285
- KROQ = $15.6 million
- WFAN = $13,500,000
- KIIS = $13 million
- WINS = $12,000,000
- WBBM FM & AM = $10.2 million
- KFI = $9.8 million
- WTOP = $8.5 million
- WHTZ = $8.8 million
- WLTW = $5,753,424
- Sell and position aggressively, command the best rates
- More commercial units per hour (news, talk and sports can carry about 30% more spots)
- BIG morning show which targets the most-desired demo
- Men matter; if you can hold onto them, you get the gold
- Making maximum use of all possible digital assets
- Be in a high revenue major market
- Have a very high cume (CHR and AC)
- Don't target over 55; the younger the better.
Do you have a plan to grab more than your share of your market's dollars in the next year?