Yesterday there was a Radio and Records report entitled “R&R News Analysis: Stern-Free CBS Stations See Steep Listener Losses.” The article goes on to say that the stations that used to have Howard Stern are losing listeners at an incredible pace.
According to Cornerstone Research, the station then known as K-Rock earned a 3.2 share in November and a 3.7 in December, Stern’s final month in mornings at his former flagship station. In January, WFNY received a 1.2 share 12+.
Meanwhile, former Van Halen frontman David Lee Roth’s first month as Stern’s successor in New York could portend a very bumpy road ahead. According to the extrapolated results, Roth’s program earned a 1.8 share 12+ in January, ranking 18th. That compares to No. 1 showings for Stern’s old program in November and December and the No. 3 showing â€” with a 5.3 share â€” Stern saw in October.
In the 18-34 demographic, Roth’s show attracted a 1.3 share in January, off from double-digit results seen in October, November and December by Stern’s show. Among 25-54 listeners, Roth received a 2.4 share. Stern’s worst showing since March 2005 was a 7.9 share; his program was ranked No. 1 for every month from March through December.
I know that it’s obvious these stations would have lost listeners when Stern moved to Sirius satellite radio. But I don’t think the stations expected this much of a loss.
On the 22nd of this month, I got an email from WBCN asking me to fill out a survey. I was curious, so I filled it out. Here are a couple of interesting questions on the survey:
- Which statement best describes what you know about satellite radio? (I am very knowledgeable about it/I understand the basics (what it is, cost, etc.)/I’ve heard about it, but don’t know very much/I don’t have a clue)
- Are you aware that Howard Stern has moved to Sirius Satellite radio?
- Are you familiar with HD Radio?
- Would you be interested in text messaging with your favorite radio station?
- How has your personal mp3 player changed the way you listen to radio – or has it changed anything?
I think WBCN is worried, and they should be. I don’t want to make a prediction here, but I think Roth’s days are numbered. In fact, he’s not on the radio right now. He’s on “vacation.” The only reason I’m putting quotes around the word vacation is that in radio, vacation often means “you’re fired.”
If WBCN switches away from Roth, I would be thrilled. It would make my commute in the morning so much more enjoyable.