Friday, September 11, 2015

COMPETITIVE NEWS BATTLES: WGBH CLOSING IN ON WBUR


From time to time we have been profiling markets where two stations featuring NPR News compete for listeners.  The data below is from the August 2015 Nielsen Audio PPM ratings.

FEATURED MARKETS: BOSTON & MILWAUKEE

BOSTON
Nielsen Audio Market #10

STATION
FORMAT
AQH
SHARE %
WEEKLY CUME
WBUR
NPR News
3.2
354,700
WGBH
NPR News
2.3
274,000

We last reported on August 20 [link] that WBGH is beating WBUR during middays. In the August report WBUR dropped from a 3.4 AQH Share to a 3.2. During the same period, WGBH’s AQH grew from 2.1 to 2.3.

MILWAUKEE
Nielsen Audio Market #38

STATION
FORMAT
AQH
SHARE %
WEEKLY CUME
WHAD
Talk
1.6
67,700
WUWM
NPR News
1.6
83,900

As we reported in June [link] WHAD, Wisconsin Public Radio’s outlet in Milwaukee has a 24/7 talk format of mostly local programs.  Folks in Milwaukee clearly like what they are hearing. WHAD pulled even with heritage NPR News station WUWM.

CHANGING DYNAMICS: ATLANTA, DETROIT, BALTIMORE & PROVIDENCE

ATLANTA
Nielsen Audio Market #9

STATION
FORMAT
AQH
SHARE %
WEEKLY CUME
WABE
NPR News & Classical
3.5
360,200
WRAS
NPR News & College Rock
0.6
98,800

Georgia Public Radio’s part time Atlanta station WRAS continues to grow its NPR News audience.  Meanwhile WABE added a bit more news and remains king of hill.  For now.

DETROIT
Nielsen Audio Market #12

STATION
FORMAT
AQH
SHARE %
WEEKLY CUME
WDET
NPR News
0.5
101,100
WUOM
NPR News
1.0
157,500

WDET continues to slide. In addition to leading in Detroit, WUOM has many, many listeners across the state, particularly in Grand Rapids.

BALTIMORE
Nielsen Audio Market #21

STATION
FORMAT
AQH
SHARE %
WEEKLY CUME
WAMU
NPR News
0.8
66,500
WYPR
NPR News
1.7
112,300

Baltimore and Washington DC are almost one media market.  Signals bleed over and WAMU has a significant presence in Baltimore.

PROVIDENCE
Nielsen Audio Market #44

STATION
FORMAT
AQH
SHARE %
WEEKLY CUME
WGBH
NPR News
1.5
69,600
WLEH & WRNI
NPR News
0.4
30,700

This is one to watch. Torey Malatia was just named GM at Rhode Island Public Radio. WGBH is an out of market signal – this is an opportunity for RIPR to shine.  

 Best wishes to Torey Malatia for success in his new gig in Providence. I've known Torey since the 80s when I was in grad school at ASU.  He was a host at KONC-FM a commercial classical station in Phoenix, and we crossed paths.  Torey will succeed at RIPR because he is all-about the task at hand.

DOING THEIR OWN THING: LA & SEATTLE

LOS ANGELES
Nielsen Audio Market #2

STATION
FORMAT
AQH
SHARE %
WEEKLY CUME
KCRW
NPR News & Triple A
1.6
543,000
KPCC
NPR News
1.9
687,900

SEATTLE
Nielsen Audio Market #13

STATION
FORMAT
AQH
SHARE %
WEEKLY CUME
KPLU
NPR News
& Jazz
2.3
298,600
KUOW
NPR News
3.7
288,600

BARELY COMPETING: SAN FRANCISCO & SACRAMENTO

SAN FRANCISCO
Nielsen Audio Market #4

STATION
FORMAT
AQH
SHARE %
WEEKLY CUME
KALW
NPR News
0.5
82,300
KQED
NPR News
4.8
663,300

SACRAMENTO
Nielsen Audio Market #27

STATION
FORMAT
AQH
SHARE %
WEEKLY CUME
KXJZ
NPR News
3.6
187,400
KQEI
NPR News
0.2
22,400

KQEI is a fulltime repeater of KQED, San Francisco.

These data are provided for use by Nielsen subscribers ONLY,
in accordance with RRC's limited license with Nielsen Inc.
Monday-Sunday 6AM-Midnight Persons 6+

Data Copyright Nielsen Inc. Format distinctions are the sole responsibility of
Ken Mills Agency, LCC, the publisher of SPARK!







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