Latest ARB for Portland

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Author: Big89
Thursday, April 30, 2009 - 12:21 pm
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Portland, OR (#23) Collapse Print
Population: 2,078,300 Updated: Apr 29, 2009
Surveyed: Continuous Next Update: Jun 05, 2009
Ethnic Comp: Black: 2.9% Hispanic: 10.0%

Station Group Owner Format Wi'08 Sp'08 Su'08 Fa'08 Wi'09
KKCW-FM Clear Channel AC 4.9 5.0 4.8 6.1 5.9
KEX-AM Clear Channel News/Talk 5.3 4.1 4.6 5.2 5.5
KGON-FM Entercom Classic Rock 4.2 4.7 4.5 3.3 4.7
KUPL-FM CBS Radio Country 4.5 4.7 4.3 4.2 4.2
KKRZ-FM Clear Channel CHR/Top 40 2.8 3.6 4.3 3.5 4.1
KINK-FM CBS Radio Triple A 4.3 3.6 4.4 3.8 3.9
KXL-AM Rose City Radio Corp. News/Talk 4.1 3.3 2.7 3.6 3.9
KRYP-FM Salem Regional Mexican 4.1 6.4 3.6 3.8 3.8
KXJM-FM Clear Channel Rhythmic 1.5 2.5 2.8 3.1 3.5
KWJJ-FM Entercom Country 3.5 5.5 5.7 5.0 3.3
KYCH-FM Entercom Adult Hits 2.6 2.5 3.2 3.5 3.1
KRSK-FM Entercom Hot AC 3.3 2.9 3.1 2.0 3.0
KFIS-FM Salem Christian AC 3.1 2.1 2.6 2.6 2.8
KUFO-FM CBS Radio Rock 3.2 3.4 3.6 2.2 2.8
KNRK-FM Entercom Alternative 2.2 2.4 2.7 2.6 2.7
KPAM-AM Pamplin News/Talk 2.0 1.5 1.6 2.2 2.2
KQOL-FM Clear Channel Adult Hits 1.5 1.5 2.4 2.5 2.2
KPOJ-AM Clear Channel Talk 3.7 3.5 3.1 4.3 2.1
KLTH-FM Clear Channel Classic Hits 3.3 2.7 2.8 2.8 2.0
KFXX-AM Entercom Sports 1.7 1.5 1.4 1.6 1.5
KXTG-FM Rose City Radio Corp. Sports 2.9 2.1 2.0 1.3 1.5
KKAD-AM Pamplin Adult Standards 1.4 1.0 1.1 1.2 1.1
KPDQ-FM Salem Christian Talk 1.1 1.0 1.0 0.9 1.0
KCMD-AM CBS Radio Comedy 0.7 0.7 0.6 0.7 0.4

More than one station on a line indicates a simulcast.
Notes: KKCW-FM - Was all Christmas music from Nov. 14-Dec. 25


Survey Key:
CM - Continuous Measurement markets C - Condensed markets S - Standard markets


2009 Arbitron Inc.
May not be quoted or reproduced without prior written permission from Arbitron.

Author: Korkfmadio
Thursday, April 30, 2009 - 3:44 pm
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Examination of the news channels:

KPOJ drops from a 4.3 to a 2.1. loss of 2.2 between books. Loss of 1 between 2 books.

KXL 3.6 to 3.9
KEX 5.2 to 5.5
KPAM Hold at 2.2

Analysis:

KEX has big local and national names: Rush, Dr. Laura, Mark and Dave. Those three give the bulk of KEX it's listeners 12+.

KXL had an upswing of .9 between summer 08 and Winter 09. Reasons: 1) Elections. 2) O'Reilly out, Beck in. 3) Streamlining of programming.

KPOJ went up from a 3.1 to a 4.3 then to a 2.1. What happened? My prediction: Election fatigue. That, and people who listen got their fix through fall, then dropped off after November. Standard stuff.

KPAM is standard stuff. If they don't go down, they're fine. If they go down...look out.

Of course, this is all 12+. We'd need the breakdown of other demos and dayparts to figure things out truly.

Author: Gale_tulare
Thursday, April 30, 2009 - 4:00 pm
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There seems to be some focus on the news stations. If you remove all audience under age 60 from their ratings you won't find much.

For those who can look at 18-49 adults and same with 25-54. That's where the agency business is. Direct business is a very small portion of the pie.

Author: Saveitnow
Thursday, April 30, 2009 - 4:59 pm
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KPOJ-No Randi Rhodes, No Rachel Madows, No Ratings, that's why they dropped.

However Randi will be back next week, so the ratings will return, I guess the progressive radio stations found out that Randi had a following.

Author: Missing_kskd
Thursday, April 30, 2009 - 5:12 pm
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Agreed with Saveitnow. RR is coming back, so that's a boost.

Ron Reagan actually does a damn good show. He's no Maddow, who was one of the most entertaining radio hosts I've heard, but he's solid and improving. IMHO, Ron will continue to build a nice following over time.

The idea that 60+ are the major talk news listeners is kind of bunk. I would revise that to 35, 40+. I'm there and a ton of my peers consume a lot of talk radio.

...and I'm consistently running into 20 somethings that listen as well. Their numbers are not as high as the 35, 40, but higher than they used to be.

Author: Jay_zie
Thursday, April 30, 2009 - 6:01 pm
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What! Where is KGDD, KXPD, KWBY & KWIP?

Author: Broadway
Thursday, April 30, 2009 - 7:22 pm
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Most went to El Rey.

Author: Craig_adams
Thursday, April 30, 2009 - 8:32 pm
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"What! Where is KGDD, KXPD, KWBY & KWIP?"

Answer from Arbitron:

#23 Portland, OR [] NOTE: ARBITRON released subscribing stations only.

Author: Hwidsten
Thursday, April 30, 2009 - 9:17 pm
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You know what's interesting? The call letters are different, but the market listening format by format hasn't changed a lot in 40 years.

Author: Trixter
Friday, May 01, 2009 - 12:22 am
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KPOJ drops from a 4.3 to a 2.1. loss of 2.2 between books. Loss of 1 between 2 books.


Obama won.... In 7 years and 6 months the ratings will go up.... KXL and KEX will get even higher. It's a political cycle....

Author: Trixter
Friday, May 01, 2009 - 12:29 am
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So......
With the ratings out....
Who flips first???

Author: Radioxpert
Friday, May 01, 2009 - 12:45 am
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105.9 or 106.7?

Author: Semoochie
Friday, May 01, 2009 - 1:28 am
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It seems Kool beat K-Hits. I checked both websites and only Scott Tom and Jeff Thomas remain listed.

Author: Radioxpert
Friday, May 01, 2009 - 3:10 am
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K-Hits still has voice-tracked mid-days and afternoons, plus Tom Kent at night. Kool only has Scott Tom. This leads me to believe that Kool will be cut.

Author: Semoochie
Friday, May 01, 2009 - 3:49 am
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I think it depends on how much signal they require for a new format. If they run something compatible and for an older audience, 105.9 would suffice. If they have a younger targeted station in mind or plan on simulcasting KEX, they'll probably go with the stronger signal. Let's try 3PM again.

Author: Radio921
Friday, May 01, 2009 - 8:58 am
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KPOJ lost 36% of its audience cume. Never had a big cume to begin with.

Author: Saveitnow
Friday, May 01, 2009 - 4:07 pm
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Nobody's head is rolling over at Rose City Radio. The Blazers were already doing well during this book and 95.5 the game only got a .2 up tick?

Maybe their "sports" talk is just junk and the only listeners they have is during the Blazer Games.

Goodbye Jay, and take James with you.

Author: Radioxpert
Friday, May 01, 2009 - 4:18 pm
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Rose City was foolish to get rid of "Jammin" as I can't imagine "The Game" being much more profitable.

Author: Radioxpert
Saturday, May 02, 2009 - 5:36 am
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Why don't they just move KXL's News/Talk to 95.5?

Author: Semoochie
Saturday, May 02, 2009 - 11:21 am
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That's a distinct possibility.

Author: Missing_kskd
Saturday, May 02, 2009 - 11:49 am
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How is that working in Seattle?

And if it works, then bring on the Proggy talk on FM!

(I'm for talk on FM generally, BTW. The better sound opens a lot of doors for format choices. And a stereo mix can be done for guests and such. Love that.)


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