Thu, Nov 26 2009
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KSYN rises, KIXQ drops in latest ratings The December ice storm that knocked out power across the region also knocked out a 312-foot tower used for broadcasting KJML-FM, a rock station.
Station owner FFD Holdings, formerly known as Community Radio Group, switched that station to the frequency occupied by top-40 station KMOQ-FM, which was left without a frequency for a few weeks. When the tower was rebuilt, KMOQ was broadcast on the frequency that used to broadcast KJML. KMOQ and KJML both dropped in the latest ratings. KMOQ dropped from a 2.2 share in the fall of 2007 to a 1.7 share in the spring of 2008. KJML dropped from a 4.5 share to a 3.5 share. Warren McDonald, operations manager for FFD Holdings, said: “They are pretty much as we expected. We didn’t see any surprises in the ratings, and they will get better as we go along.” Demographics Benbow said Arbitron also collects other data that it sells to stations for their use, but it is not publicly available. Station owners look at “money” demographics of people 25 to 54 in order to cater to advertising clients. Breakdowns for the 18-to-34, 18-to-49 and 25-to-54 age groups also are sought by station owners Both Elliot and Petersen said there were positive signs for their stations in those areas. In addition to KSYN’s big jump, Zimmer’s six stations combined for a 10.7 increase in the 25-54 bracket, with a combined 45.2 share, Elliot said. “We are always striving to increase our listenership,” he said. “We didn’t have a concentrated effort to increase ratings, other than getting out live and visiting with the community.” “We had some strong finishes in those respective demographics, so I’m pleased,” Petersen said of KMXL. “On the whole, KMXL finished very competitively.” McDonald said FFD Holdings does not subscribe to Arbitron, so specific demographics were unavailable to him. On the Net 
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