It's the Media, Stupid.
John Cook, Chicago Tribune: Despite ongoing financial woes, Air America Radio appears to have garnered a significant audience during its first month on the air, particularly among the younger listeners sought by advertisers.
An analysis of recently released figures from Arbitron, the radio ratings service, showed that in New York Air America beat Rush Limbaugh's station among 25 to-54-year-olds during the period that Limbaugh and Al Franken, the host of the flagship show "The O'Franken Factor," go head-to-head.
In Chicago, even though the network was available for only 28 days in April, Air America increased the average share of 25-to-54-year-old listeners on WNTD-950 AM from a 0.1 percent share in February to a 2 percent share in April.
Break the Bush Cabal Stranglehold on the "US Mainstream News Media," Show Up for Democracy in 2004: Defeat Bush (again!)
http://www.chicagotribune.com/business/chi-0405270273may27,1,6621136.story
Franken factors in younger listeners
Air America radio network does well among group that advertisers covet
By John Cook
Tribune staff reporter
Published May 27, 2004
Despite ongoing financial woes, Air America Radio appears to have garnered a significant audience during its first month on the air, particularly among the younger listeners sought by advertisers.
An analysis of recently released figures from Arbitron, the radio ratings service, showed that in New York Air America beat Rush Limbaugh's station among 25-to-54-year-olds during the period that Limbaugh and Al Franken, the host of the flagship show "The O'Franken Factor," go head-to-head.
In Chicago, even though the network was available for only 28 days in April, Air America increased the average share of 25-to-54-year-old listeners on WNTD-950 AM from a 0.1 percent share in February to a 2 percent share in April.
Air America was pulled off WNTD-950 AM due to a billing dispute. The network is seeking a new home in Chicago.
"We're actually doing very well despite everything we've managed to do to ourselves," Franken said on Saturday in an address to the Talkers Magazine New Media Seminar in New York.
He was referring to the network's failure to meet payroll earlier this month and the departure of no fewer than six key executives in its first eight weeks on the air.
"If this is how we're doing now, imagine what things will be like when we actually know what we're doing," Franken said.
The April audience estimates, which are the first data indicating whether or not Air America's brand of liberal talk radio can find an audience, come from a third-party analysis of Arbitron data, called "extrapolations."
Insiders cautioned that, while it is standard to use extrapolations as a guide to the performance of a station, they are preliminary and prone to a certain margin of error.
"They're like a second-inning score in a baseball game," said Tom Taylor, the editor of Inside Radio, a trade publication. "But you have to say that the visitors are on the scoreboard."
From 10 a.m. to 3 p.m., a period that includes Franken's show, WNTD pulled in 3 percent of 25-to-54-year-old listeners in Chicago. That number puts the fledgling network in the same league as WGN-720 AM, which scored a 2.1 percent share of the same demographic, according to the extrapolation of April figures. WLS-890 AM, which airs Rush Limbaugh during the same period, beat WNTD with a 4.8 share.
But in New York, where Air America still broadcasts over WLIB-1190 AM, the network beat Limbaugh's station, Disney-owned WABC, among both 25-to-54-year-olds and 18-to-34-year-olds during the 10 a.m. to 3 p.m. period. In the 25-to-54 demographic, WLIB garnered a 3.4 share to WABC's 3.1; among 18-to-34-year-olds, WLIB won sevenfold with a 2.9 share to WABC's 0.4.
Copyright © 2004, Chicago Tribune