Arbitron Kills Another Format in SF

After two years of the new radio ratings methodology, another format dies in the San Francisco market. KDFC aired the Classical format since 1947, making it the longest running format in the Bay Area. But due to a dip in the ratings (which many would argue is from a flawed ratings system) and a shrinking advertiser base, the format can no longer be justified on a commercial radio station. Starting Monday, 102.1 will simulcast the Classic Rock format that is currently heard on 98.5 KUFX (KFox).

This is a growing trend across the country as more and more stations change format to "play the ratings game". Ultimately it is the the consumer that loses, however the radio industry feels the impact too. When formats go away, it pulls consumers away from the medium. some of those listeners will find other stations and other formats to enjoy, but when they specifically want Classical they have no choice but to turn to other content providers such as iTunes, online stations and satellite radio.

The Classic format isn't totally dead. It will move to 90.3 (KUSF), a non commercial signal that USC recently purchased from USF. Although the format will still be around, the signal is limited and does not cover the 9 county metro. So, consumers of Classical music will likely seek other ways to get thier fix.

What does this mean for listeners and the radio industry?
As a radio professional I hate to see this kind of thing happen. Mainly because it takes people away from the medium and gives consumers a reason to go elsewhere. Commercial radio is supported by our advertisers and we live by a flawed ratings system that has a major impact on ad revenue. This has caused hundreds of format changes across the country in the past two years and it has hurt the industry more that it has helped.

And what does this mean to advertisers?
KDFC appealed to an upscale consumer with disposable income and now those consumers are finding their entertainment elsewhere. So in the world of advertising, those companies that relied on reaching out to that upscale consumer on KDFC also needs to find a new way to reach them.

That upscale 35+ consumer can still be reached effectively on the radio. If your marketing efforts relied on the Classical format and platform to persuade consumers to use your services or products, you can still get to them in a powerful way. AM radio in the SF market appeals to a very similar consumer group - stations like KGO, KSFO, KNEW, KCBS and KNBR. So if your company has advertised on a Classical station to generate leads - all is not lost....take a look at the AM stations in your market - chances are you may even get better results.


www.Radioadswork.com

Justin Chimienti
Radio sales guy and marketing specialist.