The RATINGS for the SF Bay Area May, '16 book are out; no surprise that KNBR dominates thanks largely to the Giants early successful play and Warriors playoff run.
Mostly, every station is stagnant. There's a few exceptions.
KCBS flatlines, but still is the top news station in the Bay Area.
KGO, after changing formats in March, stayed largely irrelevant --it's going to be an uphill battle no matter what.
*SAVAGE NATION RULES --KSFO is Happy; So too Cumulus.
The BIGGEST takeaway was the continued strong advance by KSFO, which, with an emerging morning show and dominance midday --thanks to a scorching performance by Michael Savage--has become the de facto TALK Radio leader in the market.
Michael Savage's Noon-3PM tour-de-force delivered on all platforms, including the key A25-54 plus Savage dominated the all-encompassing streaming sites; turns out Savage's fan base includes the significant younger demo who tend to listen to radio on their smart phones and lap tops.
Savage has been nominated for the National Radio Hall of Fame.
A local broadcast observer told me he wasn't surprised about Savage's popularity from the so-called millennial crowd. "He's controversial, A., B. he tends to have a more 'entertaining show because whether you like him or not, he really does move the needle, and C. even though he's syndicated, Savage's template is really quite SF-oriented."
How so, I asked the broadcast observer. "Have you heard his rants about 'Pelosi (House Speaker, Nancy) and Dianne Feinstein?" Well yes, I have, entertaining and funny as all get-go and I'm usually on the same political fence so politics really doesn't matter.
See, that's the thing about Savage--give a listen. His own predictability is his unpredictability. Take this radio tapestry from May (Click here on May 18th broadcast for full show) Savage built an entire show on the theme, "What is the truth?" There's heavy-duty thinking, a virtuoso of thought-provoking rants and some riveting callers with real-life encounters. Savage is at his best here using a non-politics model to perform, (he is, after all, a performer) one of the very best shows in his multi-decade tenure.
Savage does it his way, the only way he's comfortable, with or without mainstream approval but even they have come aboard. With this latest ratings report, particularly his killing in the younger demographic, even the industry has taken notice.
Savage has another advantage; instead of wholly concentrating on politics and the election --he can go off traditional and, frankly, boring repetitious tripe like this and broadcast a segment about his favorite Chinese restaurant or my thoughts about him being blackballed and his response.
I'm a little biased; those of you that come here know I'm a big Savage fan and regularly enjoy "The Savage Nation." It's the BEST radio show in the Bay Area by far and it's easily the most entertaining and provocative show in the nation.
Savage doesn't mince any words nor allow any PC mosquitos to hit his skin; he most ardently tells it like it is without the slightest bit of fear; you may disagree with some of his takes, as honest and genuine as they are, but you will most certainly LISTEN.
The ratings confirm this and ratings don't lie and have no political bent either way; the suits at KSFO and Cumulus are delighted about all of this, why shouldn't they be.
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