Monday January 30, 2006
Oldies Listeners Scatter
In June 2005, Infinity Radio made
a bold move by converting New York City's beloved oldies music
outlet WCBS-FM to the JACK format which had shown exceptional
early success on KCBS-FM, Los Angeles.
After years as the industry icon
for Oldies radio in many ways, over a million station listeners
were faced with a choice: stay and give JACK a chance or go elsewhere
to spend their listening hours.
Bridge Ratings which has been measuring
audience behavior in New York since 2004, began tracking WCBS-FM
listeners once the format change took place. The purpose of this
ancilliary study was to find out just how many listeners stayed
with the new format and how many had left and, if they had left,
where were they spending their radio listening time now.
Bridge Ratings developed a panel
of 3400 WCBS-FM listeners who had considered the station their
FAVORITE, the one they listened to most. The panel was formed
in order for us to question the same listeners over a period
of time and to determine consistency of listening behavior. The
information included in the charts on this page represents interviews
conducted between September 2, 2005 and January 15, 2006 after
WCBS-FM's change to the JACK format.
Chart A shows the general response
to the question "Now that some time has passed since WCBS-FM
changed its music from Oldies to the JACK format, are you a)
listening to JACK as your favorite station or b) is another station
now your favorite?"
78% of those listeners who
considered WCBS-FM their favorite station prior to the change
to JACK, now consider some other station their favorite.
Chart B represents responses from the 22% of
new JACK listeners when asked, "Are you listening to 101.1
JACK FM More, The Same or Less than you were three months ago?"
Chart C shows the results of responses
to the question "If you have a new favorite station, what
is the station's name, call letters or frequency?"
Of the stations mentioned,
WLTW-FM (AC), WAXQ-FM (Classic Rock), and WINS-FM (News) rank
as the new favorites for former WCBS-FM Oldies listeners.
So, where are New York's Oldies
fans getting their Oldies fix?
53% are not getting their oldies,
28% have found them recorded on CD's or their MP3 players.
Sample: 3400 WCBS-FM listeners
in the New York Area. Sample error = +/- 1.7%
The Bridge Ratings "Audience
Migration X Ray" study analyzes listener behavior behind
the quantitative. Panels of audience members of a single station
are tracked over time.