Do Social Media Likes Lead To Ratings: Part 1

Facebook Like Twitter Follow Radio Arbitron PPM NashFM Hot 96.9 Evolution 101.7One week after the launch of Country “94.7 Nash-FM” New York the first thing we noticed were the amount of people that quickly began following the station on social media. Seven days into operation WNSH already has 8894 likes on Facebook and 2356 Twitter followers*.

To put it into comparison, top rated AC “106.7 Lite-FM” WLTW has just 18,442 likes. The most liked New York radio station on Facebook belongs to “Hot 97” WQHT with 275,516. While we are unable to parse any demographic info from the amount of likes, it shouldn’t be much of a surprise that a younger skewing station has 10 times as many followers as an office friendly background station.

We’ve selected eight stations that launched new formats in PPM markets over the past month. Some of these have had much more success than others in the social media realm. Over the next few months we’re going to monitor the growth the stations show in social media and their first few monthlies.

The stations we’ll be looking at are as follows:

Evolution 101.7 Boston • Dance • Facebook: 3167 • Twitter: 2166
Rock 106.5 Salt Lake City • Classic Rock • Facebook: 389 • Twitter: 8
95.7 Kiss-FM San Diego • Rhythmic AC • Facebook: 213 • Twitter: 12
98.9 KUTX Austin • AAA • Facebook: 1574 • Twitter: 680
FM 100 The Fan Cincinnati • Sports • Facebook: 260 • Twitter: 298
Hot 96.9 Boston • Rhythmic Hot AC • Facebook: 4572 • Twitter: 1040
Power 106.1 Jacksonville • Urban • Facebook: 2089 • Twitter: 246
94.7 Nash-FM New York • Country • Facebook: 8894 • Twitter: 2356

In looking at these stations we see Evolution with a much higher percentage of Twitter users to Facebook than the rest, 95.7 Kiss-FM and Rock 106.5 with little growth a month out of the box, and Hot 96.9 using its high profile stunt to generate attention.

Next week we’ll begin to look at the market conditions for each of these stations and attempt to predict where these stations will fall when the January PPM monthly comes out in mid-February.

* All follower counts are as of 2:30pm Eastern on Monday, January 28, 2013.

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