Ken’s Analysis:
The size of a radio station’s audience is tied to the
population in the metro area: The bigger the metro, the bigger the audience.
Sometimes stations far exceed (or lag behind) their
potential metro size. I’ve chosen five
examples of winners and losers:
STATIONS THAT OUT-PERFORM THEIR MARKET SIZE
PPM
Rank
|
Station
|
NIELSEN AUDIO MARKET
|
METRO
RANK
|
METR0 AQH
SHARE
|
FORMAT
|
WEEKLY CUME
PERSONS
|
9
|
KNOW
|
Minneapolis/St. Paul
|
16
|
5.1
|
NPR News
|
351,600
|
12
|
KOPB
|
Portland OR
|
23
|
7.2
|
NPR News
|
322,900
|
23
|
WUNC
|
Raleigh/Durham
|
42
|
6.5
|
NPR News
|
196,800
|
24
|
KUT
|
Austin
|
35
|
4.3
|
NPR News
|
190,900
|
40
|
WNPR
|
Hartford
|
52
|
3.2
|
NPR News
|
93,000
|
All five of these stations are in markets where the
percentage of adults with a college degree surpasses the national average of
around 27%. Plus, they are all great radio stations.
STATIONS THAT UNDER-PERFORM THEIR MARKET SIZE
PPM
Rank
|
Station
|
NIELSEN AUDIO MARKET
|
METRO
RANK
|
METR0 AQH
SHARE
|
FORMAT
|
WEEKLY CUME
PERSONS
|
30
|
WUSF
|
Tampa/St. Petersburg
|
18
|
2.2
|
NPR News
|
146,900
|
39
|
WESA
|
Pittsburgh
|
25
|
2.3
|
NPR News
|
99,400
|
41
|
KALW
|
San Francisco
|
4
|
0.2
|
NPR News
|
89,100
|
49
|
WRAS
|
Atlanta
(Georgia Public Broadcasting)
|
9
|
0.4
|
NPR News
& College Rock
|
69,100
|
62
|
KQEI
|
Sacramento
(Repeats KQED San Francisco)
|
27
|
0.1
|
NPR News
|
16,700
|
WUSF under-performs its market because of the same factor we
noted above: In Tampa a smaller percentage of people have college degrees
(24%).
WESA eludes me. Pittsburgh has around the national average
of college graduates. WESA is the only
NPR News signal in town.
KALW is no mystery – it FAR under-performs its potential. True, it competes with the awesome KQED. But there is plenty of audience to share in
the Bay Area. I don’t know the situation on the ground there. Maybe the folks at KALW like it this way.
WRAS is the new Atlanta metro voice of Georgia Public
Broadcasting. It is a 50/50 time split between NPR News and some very tasty college rock. News has the days; students have the nights.
KQEI’s sparse showing might demonstrate the power of local
voices. When KQED announced they were putting a repeater into Sacramento there
was concern KQEI would hurt listening to hometown KXJZ. But, it didn’t work out
that way: KXJZ has that Sacramento sense-of-place and KQED doesn't.
NPR
NEWS STATIONS: NIELSEN AUDIO PPM RANKED BY WEEKLY AUDIENCE SIZE
NIELSEN AUDIO PPM NOVEMBER 2014
Survey Period: 10/09/14 – 11/05/14
Top-Line Estimates as of 12/11/14
Monday – Sunday 6am – Midnight, Persons
6+
Station
|
NIELSEN
AUDIO MARKET
|
METRO RANK
|
METR0 AQH
SHARE
|
FORMAT
|
WEEKLY CUME
PERSONS
|
|
1
|
WNYC-FM
|
New York
|
1
|
2.8
|
NPR News
|
801,600
|
2
|
KQED
|
San Francisco
|
4
|
5.2
|
NPR News
|
749,500
|
3
|
KPCC
|
Los Angeles
|
2
|
1.9
|
NPR News
|
616,100
|
4
|
WAMU
|
Washington DC
|
7
|
6.0
|
NPR News
|
571,800
|
5
|
WBEZ
|
Chicago
|
3
|
1.9
|
NPR News
|
484,300
|
6
|
KCRW
|
Los Angeles
|
2
|
1.4
|
NPR News
& Triple A
|
470,900
|
7
|
WBUR
|
Boston
|
10
|
5.1
|
NPR News
|
464,800
|
8
|
WABE
|
Atlanta
|
9
|
3.3
|
NPR News
& Classical
|
389,900
|
9
|
KNOW
|
Minneapolis/St. Paul
|
16
|
5.1
|
NPR News
|
351,600
|
10
|
KUHF
|
Houston
|
6
|
2.4
|
NPR News
|
336,200
|
11
|
KERA
|
Dallas
|
5
|
1.9
|
NPR News
|
326,400
|
12
|
KOPB
|
Portland OR
|
23
|
7.2
|
NPR News
|
322,900
|
13
|
WHYY
|
Philadelphia
|
8
|
3.0
|
NPR News
|
321,300
|
14
|
WLRN
|
Miami
|
11
|
2.6
|
NPR News
|
313,900
|
15
|
WGBH
|
Boston
|
10
|
2.7
|
NPR News
|
308,100
|
16
|
KPLU
|
Seattle/Tacoma
|
13
|
3.4
|
NPR News
& Jazz
|
298,200
|
17
|
KUOW
|
Seattle/Tacoma
|
13
|
4.0
|
NPR News
|
290,100
|
18
|
KPBS
|
San Diego
|
17
|
5.0
|
NPR News
|
286,400
|
19
|
KCFR
|
Denver
|
20
|
4.7
|
NPR News
|
276,500
|
20
|
WNYC-AM
|
New York
|
1
|
0.5
|
NPR News
|
265,000
|
21
|
KWMU
|
St. Louis
|
22
|
5.3
|
NPR News
|
219,900
|
22
|
KJZZ
|
Phoenix
|
14
|
2.1
|
NPR News
|
212,500
|
23
|
WUNC
|
Raleigh/Durham
|
42
|
6.5
|
NPR News
|
196,800
|
24
|
KUT
|
Austin
|
35
|
4.3
|
NPR News
|
190,900
|
25
|
WYPR
|
Baltimore
|
21
|
2.2
|
NPR News
|
157,700
|
26
|
WPLN
|
Nashville
|
45
|
3.1
|
NPR News
|
155,800
|
27
|
KXJZ
|
Sacramento
|
27
|
3.0
|
NPR News
|
155,800
|
28
|
KSTX
|
San Antonio
|
28
|
3.1
|
NPR News
|
149,700
|
29
|
WFAE
|
Charlotte
|
24
|
2.4
|
NPR News
|
148,100
|
30
|
WUSF
|
Tampa/St. Petersburg
|
18
|
2.2
|
NPR News
|
146,900
|
31
|
KUER
|
Salt Lake City
|
29
|
3.1
|
NPR News
|
146,200
|
32
|
WOSU
|
Columbus
|
37
|
3.1
|
NPR News
|
144,900
|
33
|
WVXU
|
Cincinnati
|
30
|
3.1
|
NPR News
|
143,100
|
34
|
KCUR
|
Kansas City
|
34
|
2.7
|
NPR News
|
140,200
|
35
|
WDET
|
Detroit
|
12
|
0.8
|
NPR News
|
139,300
|
36
|
WCPN
|
Cleveland
|
31
|
2.0
|
NPR News
|
128,500
|
37
|
WMFE
|
Orlando
|
33
|
3.2
|
NPR News
|
119,000
|
38
|
WFYI
|
Indianapolis
|
40
|
2,600
|
NPR News
|
113,700
|
39
|
WESA
|
Pittsburgh
|
25
|
2.3
|
NPR News
|
99,400
|
40
|
WNPR
|
Hartford
|
52
|
3.2
|
NPR News
|
93,000
|
41
|
KALW
|
San Francisco
|
4
|
0.2
|
NPR News
|
89,100
|
42
|
WJCT
|
Jacksonville
|
50
|
2.7
|
NPR News
|
86,200
|
43
|
WCBE
|
Columbus
|
37
|
1.3
|
NPR News
& Triple A
|
85,800
|
44
|
WUWM
|
Milwaukee/Racine
|
38
|
2.1
|
NPR News
|
84,500
|
45
|
WHAD
|
Milwaukee/Racine (Wisconsin Public Radio)
|
38
|
1.6
|
News/Talk
|
78,200
|
46
|
KUNC
|
Denver
(Ft. Collins metro station)
|
20
|
0.5
|
NPR News
& Triple A
|
77,000
|
47
|
WGBH
|
Providence
(Boston metro station)
|
44
|
1.7
|
NPR News
|
76,100
|
48
|
WAMU
|
Baltimore
(DC metro station)
|
21
|
0.8
|
NPR News
|
73,600
|
49
|
WRAS
|
Atlanta
(Georgia Public Broadcasting)
|
9
|
0.4
|
NPR News
& College Rock
|
69,100
|
50
|
WLRN
|
West Palm Beach
(Miami metro station)
|
48
|
1.6
|
NPR News
|
64,700
|
51
|
WFDD
|
Greensboro/WS/HP
|
46
|
1.9
|
NPR News
|
63,300
|
52
|
KNPR
|
Las Vegas
|
32
|
1.3
|
NPR News
|
60,700
|
53
|
WUNC
|
Greensboro/WS/HP (Raleigh metro station)
|
46
|
1.6
|
NPR News
|
57,800
|
54
|
WKNO
|
Memphis
|
51
|
1.7
|
NPR News
& Classical
|
55,800
|
55
|
WKSU
|
Cleveland
(Akron metro station)
|
31
|
1.0
|
NPR News
|
55,400
|
56
|
KVCR
|
Riverside/San Bernardino
|
26
|
0.7
|
NPR News
|
34,100
|
57
|
WELF
|
Providence
|
44
|
0.6
|
NPR News
|
30,600
|
58
|
WFCR
|
Hartford
(Springfield MA metro station)
|
52
|
1.3
|
NPR News
& Classical
|
28,000
|
59
|
WPBI HD2
|
West Palm Beach
|
48
|
1.0
|
NPR News
|
27,900
|
60
|
KNOW stream
|
Minneapolis/St. Paul
|
16
|
0.1
|
NPR News
|
18,000
|
61
|
KUOR
|
Riverside/San Bernardino
(Repeats KPCC Pasadena)
|
26
|
0.2
|
NPR News
|
16,700
|
62
|
KQEI
|
Sacramento
(Repeats KQED San Francisco)
|
27
|
0.1
|
NPR News
|
16,700
|
DATA © NIELSON AUDIO
Provided by RRC, Inc. for use by
subscribers only
© Radio Research Consortium, Inc. //
www.RRConline.org // RRC@RRConline.org
Format designations are the sole responsibility of
Ken Mills Agency, LLC. Contact us publicradio@hotmail.com.
Definition of “Weekly Cume Persons” –
“Cume” means cumulative listening – a measure of the total number of different persons in the designated metro area exposed to an encoded
station for at least five minutes in a quarter-hour during an average week in a
survey period.
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