February 2016 PPM Analysis: Talk

| April 1, 2016

By Mike Kinosian
Managing Editor
TALKERS

kinosian (2)LOS ANGELES “Hillary.”

“Trump.”

“Bernie.”

“Cruz.”

Today’s talk radio programmer will cheerfully put his or her own personal political preferences aside for the chance to relish blockbuster ratings potential that these polarizing presidential candidates (add “Kasich” as well) are capable of generating.

There is, however, a multi-million dollar question: Is this occasionally contentious; sometimes childish; often times entertaining; and very seldom boring race for the White House actually translating into big numbers for our nation’s talk radio properties?

The only way to ascertain that is to tear into the numbers of PPM-market talk outlets.

Facilities that rank in the top 20 (6+, February 2016) comprise the following talk scoreboards.

Nielsen Audio only releases audience estimates for stations that subscribe to its services; owing to that reason, ratings stats in this exclusive TALKERS analysis are limited to outlets that pay Nielsen Audio for its data.

In order to keep our February 2016 talk radio overview as meaningful as possible, commercial and public outlets have been separated.

Batting leadoff is a look at commercial talk properties; public stations with a strong talk component will be addressed separately.

Compared to similar results with an all-news panel, our talk radio station base is lower by one full-share (3.81 to 4.85, February 2016, 6+) and typically finishes three rankers behind its all-news counterpart (#10.75 to #7.72, February 2016, 6+).

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Next up: Public stations with a strong concentration on “talk” programming.
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Email TALKERS managing editor Mike Kinosian at Kinosian@TALKERS.com 

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Category: Analysis