For the first time in around 18 months we are seeing Rock's shares improving in the national format breakouts from Arbitron. These are the numbers from the continuous markets (up to roughly #100) and the shares have improved from the all time lows of 7.3 (Fall 06) and 7.2 (Winter 07) to a 7.9 in the Spring 07 analysis. Active Rock was flat at a 1.9, AOR was up to a 1.9 (from a 1.6) and Classic Rock went 3.9 to 4.1 (Winter 07 to Spring 07.
For some reason Alternative has it's own format group with AAA and it was down 3.6 to 3.4 Winter to Spring. Actually we should lobby to have alternative join in on the rock subgroup here. Hispanic has a summary of all hispanic formats even though there are 11 varations. And HC has 5 different formats.
Hopefully we can expect to see these shares improve as more markets come on-line for PPM. Realize that only Philly was into PPM for these shares and we will have Houston to add in Summer and Fall. Next Winter and Spring will also showcase opportunities from New York and other markets rolling into PPM numbers and we should see rock shares improving. What would really push up the shares would be a decent return from the 18-44 Male population - it keep declining more and more with every month. Soon there will be NO ONE.
When you look at the growth of the new Clear Channel Rock station in Philly WRFF which has risen to nearly a million cume in just 3 months. With PPM we clearly see the results of a format flip RIGHT AWAY. Now Philly will likely be over 3 million combined cume for the rocks stations as WYSP converts from talk to Rock.
From 2 Rock stations to 4 in 1 summer in Philly.
Will this trend continue in PPM markets? Bet on it.