Bridge Ratings Industry Survey: LA Morning Radio without Stern

 

For Immediate Release

Thursday January 26, 2006

Ouch!

In Bridge Ratings' first release of audience measurement of the Los Angeles market since Howard Stern's departure from KLSX-FM, morning radio audience appears to be "up for grabs" among the 25-54 year old listener.

KLSX-FM's new morning show with Adam Carolla has moved from a 4.1* share 25-54 Adults in December 2005 to a 1.9 share during the month of January. Similar significant audience attrition has been measured previously by Bridge Ratings for KCBS-FM in 2004 when Jonathan Brandmeir was added to the station and in 2005 when KRTH-FM brought in the Hollywood Hamilton morning show.

*Bridge Ratings measures audience in two ways: 1) Weekly Cume and 2) Favoriteness. The shares quoted in this study are Favoriteness shares, i.e. listeners were asked "What is your favorite radio station to listen to Monday through Friday between 6 and 10 am - the station you listen to most?"

Weekly tune-ins to the stations overall 6am - midnight have also been impacted by Stern's departure:

KLSX weekly cume 12+ M-S 6a-midnight was measured at 732,000 persons in October 2005. During the month of January 12+ cume dropped to 524,900 - a 28% difference.

This data confirms that large percentages of station audience will flee for greener pastures very quickly.

The following graph shows listening trends for former Stern station KLSX-FM as well as several Los Angeles stations which are benefiting from all of this audience movement.

The following table shows 25-54 audience trending for the above stations:

25-54 Adult Favoriteness Trends - Los Angeles 6 - 10 AM
Jan 06 Dec 05 Nov 05 Oct 05
KLSX-FM
1.9
4.1
6.3
5.0
KROQ-FM
5.8
5.3
5.9
4.4
KIIS-FM
3.6
3.1
3.9
4.3
KFI-AM
3.9
3.6
4.0
3.5
KLOS-FM
4.9
4.5
4.1
3.8
KCBS-FM
3.8
3.3
3.5
3.2

Bridge Ratings reminder: these trends represent morning radio listening for 25-54 year old adults in Los Angeles for the period shown. These trends may not represent audience movement in other markets. Bridge Ratings is conducting on-going audience measurement in many markets where Howard Stern was previously heard and will publish audience data on those over the coming weeks.

*Sample = 3300 listeners 25-54. Sample error = +/-1.7%

Bridge Ratings is a ratings and research company based in Glendale, California. We are dedicated to providing on-going, immediate, reliable, useable and affordable audience measurement services for the radio industry. Our methodolgy is based on sound consumer research principles. We are in the business of tracking listeners - not listening. Because we are a true research company we offer flexibility.

 


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