Earlier
this week we posted the Nielsen Audio top-line data for Oklahoma City. There was a mistake in the chart. I double-checked with the RRC whether
listening to KROU, a repeater of KGOU, was separate or included in the KGOU
total. Turns out I had it wrong in the
earlier post – KROU’s listening was included with KGOU. Here is the correct
Spring 2015 data for Oklahoma City (“OKC”):
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These data are provided for use by Nielsen subscribers ONLY,
in accordance with RRC's limited license with Nielsen Inc.
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Monday-Sunday 6AM-Midnight Persons 12+
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Data Copyright Nielsen Inc.
It
looks like a close contest between KGOU and KOSU for the NPR News
crown. As I’m sure you know, the University of
Oklahoma and Oklahoma
State University, compete on many platforms. While the
football battle
between the Sooners and the Cowboys is big news. Less well known is
the battle for news
listeners in the state’s largest city and capitol:
Oklahoma City.
I
decided to dig deeper to learn who has the advantage in three key areas:
Basic
operations, Coverage and Programming.
1.
STATION BASICS
*
According to KOSU audit, the licensee made a one-time allocation of $1,500,000.
If the allocation is not included, KOSU’s 2014 operating loss would have been
around
$283,000.
Norman
is three times closer to downtown OKC than Stillwater, according
to Google
Maps. This should give KGOU the advantage. In many ways
Norman is an exurb of
OKC.
Revenue
and expenses for the two stations are similar. Both stations had an
operating
loss in FY 2014 if you don’t count OSU’s one-time grant of
$1,500,000 to KOSU.
Sources for the financial data comes from 2014 audits
as posted on each
station’s website.
2. COVERAGE OF OKC METRO
Here
are the coverage maps for KGOU and repeater KROU:
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For
our comparison, let’s call the two stations even in their coverage of OKC.
3. PROGRAMMING
Here is a comparison of the
programming on each station during the dayparts when the most people listen to
radio:
MONDAY – FRIDAY 6am -7pm
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KGOU
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KOSU
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6am-7am
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Morning Edition
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Morning Edition
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7am-8am
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Morning Edition
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Morning Edition
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8am-9am
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Morning Edition
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Morning Edition
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9am-10am
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Diane Rehm
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On Point
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10am-11am
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Diane Rehm
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On Point
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11am-Noon
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Various Weekly Programs
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Here & Now
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Noon-1pm
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Here & Now
Science Friday
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Fresh Air
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1pm – 2pm
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Here & Now
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The Takeaway
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2pm – 3pm
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To the Point
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The World
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3pm – 4pm
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BBC Newshour
3:30pm Friday
World Views
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ATC
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4pm – 5pm
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ATC
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ATC
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5pm – 6pm
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ATC
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ATC
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6pm – 7pm
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ATC
6:30pm Friday
World Views
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6pm Marketplace
6:30pm ATC
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SATURDAY 6am – 7pm
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KGOU
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KOSU
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6am-7am
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6am World Views
6:30am Left, Right &
Center
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Weekend Edition
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7am-8am
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Weekend Edition
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Weekend Edition
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8am-9am
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Weekend Edition
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Weekend Edition
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9am-10am
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RadioLab
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Best of Car Talk
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10am-11am
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Whad’Ya Know
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Wait, Wait…
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11am-Noon
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Whad’Ya Know
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This American Life
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Noon-1pm
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This American Life
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Moth Radio Hour
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1pm – 2pm
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Weekend Blues
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Wits
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2pm – 3pm
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Weekend Blues
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The Dinner Party
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KOSU
has a big schedule advantage over KGOU.
Notice how the news happens first at KOSU. Starting ATC as 3:00pm local means lots of tune-in for KOSU. KGOU has a listener DEAD ZONE between 11:00am
to Noon when each day there is different weekly program.
Another
questionable choice on KGOU’s daytime schedule is To the Point. This isn’t the
show from WBUR, it is a talk show that airs on KCRW. Warren Olney is a good host but I can’t
understand the value of an LA-centric program in the middle of the day in OKC. I’d rather listen to the first feed of The World on KOSU.
It
is the same pattern on Saturday morning and early afternoon. KOSU gets the jump
on KGOU with the first play of TAL. KOSU wisely follows TAL with Best of Car Talk
and Wait, Wait…, proven audience and
pledge drive winners.
No
wonder KOSU has been closing in on KGOU.
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