Latest ratings

November 5, 2022 Off By Eric O'Brien

First, a little review…

Several years ago, we only worried about ratings on a quarterly basis. But the “big city” markets (of which Pittsburgh is one, but not to the same degree it once was) have been reporting monthly long enough that “it’s always been that way”. I really don’t get too excited about the ratings anymore but given the way some of the numbers have changed in the last couple of books, it’s worth noting.

Remember, the numbers the public sees are the Age 6+ overall ratings. We don’t get to see the breakdown of the day parts and how the stations truly appeal to their respective target audiences which are reserved for stations – who now must pay exorbitant fees for the privilege of receiving the report – as well as ad agencies and the like. (If your station of choice isn’t listed in the Nielsen Audio report – either you’re looking at the wrong market, or that station is not listed because they do not subscribe.) While those more precise numbers do affect the overall ratings, the overall ratings don’t really tell the full story.

Additionally, stations around the perimeter of the heart of the market where you see ratings like “0.5” or “0.1” may only cover a portion of the market area and, in my humble opinion, do not get a fair shake being compared to the “downtowers” with large power outputs covering large portions of the market region.

And lastly, we are now seeing station web streams being measured and some high-def (“HD-2”) signals. I guess a portable people meter will pick up anything and the unit at the station can decipher the stream from the standard over-the-air audio.

Now that I have said my piece…

I think the most notable thing about the October book in comparison to the three months prior (July-August-September) is how significant some of these swings and dips taking place are.

This being the Country market it is, let’s start there. Coming in 5th overall is iHeart’s WPGB (104.7) “Big Country”. It’s lowest mark in the last four books was in the August book where it had a 3.5. October is its highest with 6.1 Where does that leave Audacy’s venerable WDSY (107.9) “Y-108”? It’s highest point was in August with 5.5 remaining fairly steady with July and September. Then in October… BOOM… 3.9.

Steel City Media still enjoys 3rd place with WRRK (96.9 Braddock) “Bob-FM”, though it seems to be losing steam. Surprisingly though, WLTJ (92.9) “Q-92/9” appears to be out of it’s long rut below the #10 position on the 6+. Could the nightly broadcasts of “Ya Jagoff Podcast” be aiding in bringing listeners to the otherwise all-music station? Meanwhile, also surprising is Renda’s WSHH (99.7) “Wish 99.7” and a gradual decline to #12 with a 3.7. Wish’s highest number in the last few months was 4.7 in July. No doubt Wish will be all-Christmas by Pittsburgh’s Light-up Night going head-to-head with iHeart’s WWSW (94.5) “3-W-S”.

The rest of the numbers are here.

If I had more time on my hands to do so, I would take a look at the positions of the last four months individually to really see how significant – and fast – the changes really took place.

As per usual, I am not looking to debate anyone about any of this. I’m also not looking for “armchair” criticism of what’s wrong with who is doing what to which and why they should be doing it (insert critic’s name here ____’s) way. In addition to what I said above, remember some stations are still working with a “skeleton crew” after the pandemic. Some may need to brush up on their social media activity (because let’s face it, that’s where you find most listeners). Some stations may be enjoying a seasonal boost from sporting (or other) season events while others may be riding the wave until their “season” arrives!

Speaking of seasons… which one is it really?… he writes as the November temperatures soar…