What Should Be Done to Turn Around WABC's Ratings?

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This topic contains 113 replies, has 35 voices, and was last updated by  John Basalla 4 days, 2 hours ago.

Viewing 9 posts - 106 through 114 (of 114 total)
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  • #184699

    Nathan Obral
    Participant

    I decided to bump this thread, because this thread has been sitting around for a year, and just to give you an little update, According to the Neilson Audio PPM ratings for the month of November, WABC is not showing up in the ratings for the first time ever. Thanks to WOR’s success as a talk station, and WABC is a loser in the talk world. WOR is a big winner and finally beats WABC to the PUNCH!

    Dude, WABC was mistakenly omitted from the 12+ topline when it was first published. It was a Nielsen error.

    Ol’ 77 has a 1.4 rating in the topline, which still is a meaningless demo that has no value to speak of.

    Michael Savage is leaving WABC and other stations by year’s end to do podcasting instead, and no word what he might replace Savage with a new afternoon show.

    Savage is shortening his show to an hour. Ben Shapiro, whose podcast is already running in WABC’s 5pm slot, is taking over two of Savage’s three hours on Westwood One, and he’ll likely be on from 4pm-6pm.

    Talk radio is now a dying format, and they’re going to compete with podcasting, but WOR isn’t going anywhere. The Mets season on WOR is over, get on with it.

    What are you talking about? WOR isn’t going anywhere because iHeart needs to clear Rush and Hannity in market #1, not because of anything else. If anything, that stations’ ratings will just stagnate with no Mets PBP to aid them in nights when springtime rolls around.

    What’s the future of WABC will be if the next ratings never shows up? We shall see.

    WABC will have somewhere around a 1.4 next month in the 12+ topline just like they had a 1.4 last month. Maybe more, maybe less, but they will show up in the book.

    I can’t believe that you bumped up a dead thread because of a typo that was publicly corrected days ago.

    Recorded in Ultra Stereo, the ultimately superior cousin to Normal Stereo!

    #184722

    tim131
    Participant

    The talk format, especially ones that are political…tend to be heavily men, age 65+. Not an attractive target for most advertisers.

    So what can WABC do? Same as most talk stations…who knows. Perhaps not much of anything, it’s sad to say.

    #184724

    Barry
    Participant

    Perhaps WABC could follow the example of sister station WICC AM, in nearby Bridgeport CT. They carry some of the same political shows, plus Laura Ingraham (who will soon be leaving radio). But on weekdays they also devote a considerable portion of their broadcast schedule to the financial advice programs of Clark Howard and David Ramsey.

    The station gets solid ratings in its market. Perhaps this is a better mix than politics all day and all night. But it is possible that a considerable portion of their ratings is derived from their sports coverage, which includes the games of the New York Yankees.

    #184734

    tim131
    Participant

    The talk format’s #1 concern is their average age listener & declining advertising revenues.

    Talk tends to be old. Most advertisers want 25-54 females, then adults, some want men (sports). Talk gets what $ they can.

    Unless talk can some how, some way even get to listeners age 45-64, not primarily men 65+…they’ll have a difficult time writing enough advertising business to stay around too many more years…local hosts or network.

    And “great numbers” when you only see age 6+ (for PPM) or 12+ for non-PPM markets…that means nothing.

    #184735

    Nathan Obral
    Participant

    But it is possible that a considerable portion of their ratings is derived from their sports coverage, which includes the games of the New York Yankees.

    That’s it right there. WICC is a Yankees affiliate so they will have a dedicated listener base that will tune in to the station in spite of any polarizing programming.

    WOR’s ratings were undoubtedly propped up by the Mets rights, but the Mets are not the Yankees. Still, WOR will stagnate into next year and be at or around WABC’s ratings. And as Tim has pointed out, both stations skew ridiculously old. They have no choice but to have brokered programming and infomerical blocks throughout the entire weekend just so some revenue can come in.

    Recorded in Ultra Stereo, the ultimately superior cousin to Normal Stereo!

    #184747

    joebenjamin
    Participant

    There has not been music on a NYC station for a long,long time.WHLI,WMTR,1410 and 1310 hits parts of the market.WABC cannot lose with a 60’s,7o’s and early 80’s format.HD FM simulcast of the station would help.

    #184764

    joebenjamin
    Participant

    I was thinking about an easy solution—- what about getting a format from Westwood One?

    #184765

    Nathan Obral
    Participant

    If music on AM were profitable, all the floundering talk stations like WABC and WNYM (“The Answer”) would have flipped back to music already. They haven’t and they won’t.

    Outside of the novelty factor of listening to an oldies format on WABC, it would be a sure-fire ratings and revenue disaster. Cumulus is better off throwing piles of money into an incinerator. Even worse if you tried an all-syndicated music format on ol’ 77. And an HD FM simulcast is worthless and pointless unless there’s a translator to marry it to.

    As it is, WABC will continue to be run it its’ current state until the last drop of profitability can be had. But Cumulus will do something like lease it out to a foreign language operator or turn it into a 24/7 brokered talk format.

     

    Recorded in Ultra Stereo, the ultimately superior cousin to Normal Stereo!

    #184774

    John Basalla
    Participant

    I notice that, for the most part, WNYM runs the Salem Media talk programming.  All, or most, of the Salem-based stations are called “The Answer” as WHK AM1420 is in Cleveland, Ohio.  So, even if music on AM were profitable, I don’t think at least the Salem O&O stations would switch to music.  They are invested in their talk shows.  When Salem took over AM850 WRMR in Cleveland, which had a Standards music format they, pretty quickly, plugged in “The Hugh Hewitt Show” at 6:00pm.  Then when things shifted, and they got WHK, the standards format that had moved over there was ditched for the full Salem Communications line-up.

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