“Holiday” 2020 Highs & Lows | TALKERS magazine : TALKERS magazine – “The bible of talk media.”

“Holiday” 2020 Highs & Lows

| February 5, 2021

“Holiday” 2020 Highs & Lows

Virtually nothing in any facet of life was “normal” in the just-concluded calendar year, so it wouldn’t have been a monumental shock if Nielsen Audio‘s “Holiday” 2020 numbers strayed from past scripts.

Pandemic-caused modified radio listening habits, combined with a completely out-of-the-norm presidential campaign/election/aftermath, accounted for some strange wobbles compared to past “holiday” survey periods.

It is open to conjecture, of course, whether (6+) “Holiday” 2019 – “Holiday” 2020 decreases for stations playing all-Christmas music can be contributed to waning interest in that programming strategy – or – if the aforementioned elements were at play.

Top Twenty-Five Stations By 6+ Share (“Holiday” 2020)

As expected, this is an adult contemporary-dominated list: The only two outlets not under the AC umbrella are Pittsburgh classic hits-oldies WWSW and Norfolk urban AC WVKL.

Each station on this list finishes first 6+ (“Holiday” 2020).

KSFI, Salt Lake City (18.5, 6+); WRCH, Hartford (17.5, 6+); WMGF, Orlando (17.0, 6+); KEZK, St. Louis (16.9, 6+); WMAG, Greensboro (16.8, 6+); KESZ, Phoenix (16.7, 6+); WNIC, Detroit (16.6, 6+); WMJX, Boston (15.8, 6+); WKQC, Charlotte (15.6, 6+); WASH, Washington, DC (15.2, 6+); WWLI, Providence (15.1, 6+); WEJZ, Jacksonville (15.1, 6+); WJXA, Nashville (15.0, 6+); WLIT, Chicago (14.3, 6+); KSNE, Las Vegas (14.2, 6+); KOST, Los Angeles (13.9, 6+); KYMX, Sacramento (13.6, 6+); KOIT-FM, San Jose (13.4, 6+); KOSI, Denver (13.3, 6+); WWSW, Pittsburgh (13.3, 6+); WBEB, Philadelphia (13.2, 6+); KKMJ, Austin (13.1, 6+); WYXB, Indianapolis (13.1, 6+); KKCW, Portland (12.9, 6+); WLTW, New York (12.8, 6+); and WVKL, Norfolk (12.8, 6+)

More stations on this list (54%) had a higher 6+ AQH share in “Holiday” 2019 than in “Holiday” 2020.

Among only those stations appearing above, the following underperformed (6+) from a year ago: WBEB, Philadelphia (18.6 – 13.2, -5.4, 6+); WYXB, Indianapolis (18.2 – 13.1, -5.1, 6+); WEJZ, Jacksonville (18.4 – 15.1, -3.3, 6+); KSFI, Salt Lake City (21.1 – 18.5, -2.6, 6+); KESZ, Phoenix (19.2 – 16.7, -2.5; 6+); WWLI, Providence (16.8 – 15.1, -1.7, 6+); KSNE, Las Vegas (15.8 – 14.2, -1.6, 6+); WVKL, Norfolk (14.1 – 12.8, -1.3, 6+); KOSI, Denver (14.4 – 13.3, -1.1, 6+); KKCW, Portland (13.9 – 12.9, -1.0, 6+); WRCH, Hartford (18.4 – 17.5, -.9, 6+); WJXA, Nashville (15.8 – 15.0, -.8, 6+); WLTW, New York (13.3 – 12.8, -.5, 6+); and WWSW, Pittsburgh (13.6 – 13.3, -.3, 6+).

Conversely, overperforming (Holiday” 2019 – “Holiday” 2020, 6+) are: KEZK, St. Louis (14.2 – 16.9, +2.7, 6+); KOIT-FM, San Jose (10.7 – 13.4, +2.7, 6+); WASH, Washington, DC (12.9 – 15.2, +2.3, 6+); WNIC, Detroit (14.8 – 16.6, +1.8, 6+); WMGF, Orlando (15.4 – 17.0, +1.6, 6+); KKMJ, Austin (11.8 – 13.1, +1.3, 6+); WKQC, Charlotte (14.5 – 15.6, +1.1, 6+); KYMX, Sacramento (12.6 – 13.6, +1.0, 6+); WLIT, Chicago (13.7 – 14.3, +.6, 6+); WMJX, Boston (15.2 – 15.8, +.6, 6+); WMAG, Greensboro (16.2 – 16.8, +.6, 6+); KOST, Los Angeles (13.7 – 13.9, +.2, 6+).

Top Twenty-Five Increases (December 2020 – “Holiday” 2020, 6+)

It’s essentially an adult contemporary clean sweep here as well, with only one non-AC (Pittsburgh classic hits-oldies WWSW) appearing in this particular category.

Every station here ranks first in “Holiday” 2020 (6+), with the exception of WWDE, Norfolk (second, 6+).

WMJX, Boston (7.3 – 15.8, +8.5, 6+); WJXA, Nashville (7.5 – 15.0, +7.5, 6+); KKMJ, Austin (6.0 – 13.1, +7.1, 6+); KOSI, Denver (6.3 – 13.3,   +7.0, 6+); KYMX, Sacramento (6.7 – 13.6, +6.9, 6+); KSFI, Salt Lake City (11.6 – 18.5, +6.9, 6+); WRCH, Hartford (10.8 – 17.5, +6.7, 6+); WNIC, Detroit (10.0 – 16.6, +6.6, 6+); WKQC, Charlotte (9.1 – 15.6, +6.5, 6+); WMAG, Greensboro (10.5 – 16.8, +6.3, 6+); WWDE, Norfolk (5.3 – 11.4, +6.1, 6+); WBEB, Philadelphia (7.2 – 13.2, +6.0, 6+); KOIT-FM, San Jose (7.6 – 13.4, +5.8, 6+); WYXB, Indianapolis (7.5 – 13.1, +5.6, 6+); KQXT, San Antonio (5.8 – 11.3, +5.5, 6+); WASH, Washington, DC (9.8 – 15.2, +5.4, 6+); KESZ, Phoenix (11.4 – 16.7, +5.3, 6+); KSNE, Las Vegas (8.9 – 14.2, +5.3, 6+); WWLI, Providence (9.8 – 15.1, +5.3, 6+); WEJZ, Jacksonville (10.0 – 15.1, +5.1, 6+); KOIT-FM, San Francisco (6.3 – 11.3, +5.0, 6+); WLIT, Chicago (9.5 – 14.3, +4.8, 6+); KDGE, Dallas (5.7 – 10.4, +4.7, 6+); WLIF, Baltimore (6.3 – 11.0, +4.7, 6+); WWSW, Pittsburgh (8.6 – 13.3, +4.7, 6+)

Top Twenty-Five Decreases (December 2020 – “Holiday” 2020, 6+)

News/talk is represented in 32% of these instances, twice that of classic hits-oldies (16%).

Other formats making this “top 25” (all with 8%) include: adult contemporary; adult hits; classic rock; and country.

At 4% each are news; public radio news/talk; regional Mexican; rock; and triple A.

KSD, St. Louis, Country, 8.6 – 5.3, -3.3, #5 (6+); KBPA, Austin, Adult Hits, 11.8 – 8.7, -3.1, #2 (6+); WAXQ, Middlesex, Classic Rock, 11.0 – 8.3, -2.7, #2 (6+); WJJK, Indianapolis, Classic Hits-Oldies, 9.5 – 6.9, -2.6, #3 (6+); KCFX, Kansas City, Classic Rock, 9.4 – 6.9, -2.5, #3 (6+); WISN, Milwaukee, News/Talk, 10.7 – 8.2, -2.5, #3 (6+); WIBC, Indianapolis, News/Talk, 10.0 – 7.6, -2.4, #2 (6+); WTIC-AM, Hartford, News/Talk, 8.1 – 5.8, -2.3, #4 (6+); WMAL, Washington, DC, News/Talk, 6.8 – 4.6, -2.2, #7 (6+); KROM, San Antonio, Regional Mexican,  7.3 – 5.2, -2.1, #4 (6+); KQED, San Jose, Public News/Talk, 12.5 – 10.4, -2.1, #2 (6+); WLW, Cincinnati, News/Talk, 9.4 – 7.4, -2.0, #3 (6+); WROR, Boston, Classic Hits-Oldies, 7.5 – 5.6, -1.9, #4 (6+); WQSR, Baltimore, Adult Hits, 6.2 – 4.3, -1.9, #6 (6+); WDVE, Pittsburgh,  Rock, 12.0 – 10.1, -1.9, #2 (6+); KBAY, San Jose, Classic Hits-Oldies, 6.9 – 5.1, -1.8, #5 (6+); KFYI, Phoenix, News/Talk, 6.3 – 4.6, -1.7,  #4 (6+); WKJY, Long Island, Adult Contemporary, 5.1 – 3.4, -1.7, #10 (6+); WBT, Charlotte, News/Talk, 6.7 – 5.0, -1.7, #5 (6+); KISQ, San Francisco, Adult Contemporary, 5.0 – 3.4, -1.6, #5 (6+); WTOP, Washington, DC, News, 9.7 – 8.1, -1.6, #3 (6+); KJR-FM, Seattle, Classic Hits-Oldies, 4.9 – 3.3, -1.6, #13 (6+); KBCO, Denver, Triple A, 4.5 – 2.9, -1.6, #10 (6+); WMIL, Milwaukee, Country, 6.2 – 4.6, -1.6, #5 (6+); WOKV-FM, Jacksonville, News/Talk, 10.0 – 8.4, -1.6, #2 (6+)

Email managing editor Mike Kinosian at Kinosian@TALKERS.com.

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Category: Ratings Takeaways