THE NEW KUSP FACES VERY LITTLE COMPETITION

Yesterday we reported that KUSP-FM, Santa Cruz is switching formats to 24/7 Triple A/Progressive Rock in November. Critics of the new Triple A format argue that there is plenty of similar music already on radio in the market.  Our analysis finds that this is not true.

First the basics of the Monterey-Salinas-Santa Cruz market:

Nielsen Audio Market Rank: #84

12+ Population: 592,300

Hispanic Share of Population: 44%

Median Home Cost: $645,000 (US average: $167,000)

Percentage of Persons With a College Degree: 31% (US average: 27%)

STATIONS WITH ANY SIMILARITY TO THE NEW KUSP

KPIG-FM [link] 

Format: Americana and Classic Rock

Type of Station: Commercial

Most Recent Nielsen Audio Ratings: Not Available

KPIG is a one-of-kind commercial station that combines alternative country, old hippie tunes and Americana into a musical stew that no doubt has many long-time listeners.  They have a distinct brand – all things pig – that they celebrate every day.

Discussion on KPIG’s social media pages indicates that the station is relying on more and more voice tracking.  Listeners are complaining about this development.

Playlist Sample:

How much of a competitive factor for KUSP?

Some. KPIG will provide a bit of competition for the new KUSP. But it is known factor. Without seeing KPIG’s ratings it is hard to tell much about their listeners. Chances are they serve lots of older hippies who have listened to them for years.  I expect they will share some listening with KUSP.

KRML AM/FM [link] 

Format: Classic Rock

Type of Station: Commercial

Most Recent Nielsen Audio Ratings: Not Available

KRML’s greatest claim to fame is that it was the location for Clint Eastwood’s directorial debut Play Misty For Me, in 1971. [This film still creeps me out…]

In 2012 KRML dropped its jazz format and began playing a home brew of older AOR hits and occasional lounge acts who are appearing at local bars (seriously)!  KRML bills itself as “the station for locals.”

Playlist Sample:

The Stray Cats - Stray Cat Strut

CALEXICO – Two Silver Trees

Dawes - Things Happen

Wall of Voodoo - Mexican Radio

Jimi Hendrix - Voodoo Child (Slight Return)

How much of a competitive factor for KUSP?

Not much.  KRML has no ratings footprint but it is hard to imagine that a substantial number of people tune it in. This is hand-to-mouth commercial radio where the station staff likely eats meals made possible by advertising trade outs. KRML-FM only covers about half of the market.

KZSC-FM [link]

Format: Student Favorites

Type of Station: Noncommercial

Most Recent Nielsen Audio Ratings: Not Available

Here is how KZSC describes itself:

The station’s responsibility to the UC Regents is to serve as a training ground for UC Santa Cruz students wishing to pursue a professional career or a vocational activity in the broadcast industry. The station is also obligated by the FCC to operate as a public service to Santa Cruz, San Benito, and Monterey county audiences, offering programming in “the public interest.”

How much of a competitive factor for KUSP?

None.

KKUP-FM [link]

 Format: Eclectic Music & Advocacy Talk Shows

Type of Station: Noncommercial

Most Recent Nielsen Audio Ratings: Not Available

Here is how KKUP describes itself:

KKUP FM is a non-commercial radio station broadcasting at 91.5 MHz. Staffed completely by volunteers and supported 100% by our listeners, we have provided an alternate source for music and information not readily available on other stations for nearly 40 years.

How much of a competitive factor for KUSP?

None. KKUP is literally a different radio station every hour.