Wednesday, August 10, 2011

107.5 The Eagle KGLK's ratings jump after taking over 106.9 The Zone

Monday night I tweeted the latest Houston radio ratings for the July period and I noticed one thing stuck out. Classic rocker 107.5 The Eagle KGLK jumped up in the ratings. The first thing thought was the simulcasting of the station on both the 107.5 and 106.9 frequencies. Last June, The Eagle took over 106.9 The Zone KHPT (formerly The Point).

 Looks like I'm not the only one who thought that.

 "We believe the increase in ratings is a direct result of the simulcast of the Eagle brand on 106.9 and 107.5," Mark Krieschen, Vice President/Market Manager Cox Media Group - Houston, told mikemcguff.com. "The two frequencies provide the largest coverage of any single radio station in southeast Texas. The response from listeners in the northern part of the city has been impressive."

 As I wrote in June, the theory is, now Cox can take the Lake Jackson frequency 107.5 and combine it with the Conroe frequency 106.9 to make The Eagle have a larger, more reliable coverage area. Obviously that plan had some merit. Now The Eagle can be heard clearly in the north and south of the Houston radio market.

 On the other side, you may look at the past few months' ratings before The Zone was zapped by The Eagle and notice that if you add the two stations' numbers together, you get about the same rating as the July one. My question is...is it better to have one station on two frequencies get a higher rating or two separate stations getting lower ratings.

 I don't know the economics behind that question. If I did, I'd be in broadcast sales making a lot of money and driving a luxury car. My radio mentor Frank Fallon always told me if you can fix it or sell it, you have a job in broadcasting. Those words make a ton of sense to me.

The combination of the frequencies also puts KGLK ahead of 93.7 The Arrow KKRW - the other (and longtime) classic rock station in Houston.

 In other news, Classical 91.7 KUHA (former Rice Radio KTRU) came out of hash marks in July to get a rating (under 1). COMMENT: Click to leave your thoughts on this post here