As the world knows, KOST (103.5 FM) totally dominates the ratings during the period that they play Christmas tunes.
This year was no exception. But due to the oddity of the calendar vis-à-vis the Nielsen ratings periods and how they aligned, the time KOST plays holiday music doesn’t match the ratings periods at all.
Every calendar month runs approximately 4-and-a-quarter weeks, while the Nielsen ratings periods are exactly four weeks. Thus, the “December” ratings period actually ran from November 13th to December 10th, and the “Holiday” period ran from December 11th to January 7th. Not that KOST is complaining — they get two ratings periods to dominate.
But rather than focusing on the first ratings release, the Holiday period should be released in another week or so. I’m going to wait until the second one is out before writing about the ratings.
Here’s a taste, though: KOST did indeed dominate, earning an 11.2 share of the audience, nearly double second-place KRTH’s (101.1 FM) 5.8.
Instead, I thought it would be interesting to look at the songs KOST played during the period. Some of the top songs may surprise you.
You can probably guess the top one: Mariah Carey’s “All I Want For Christmas Is You,” the same song that took the top spot in Spotify’s top-holiday streams. No. 2 took me by surprise, though: It was “White Christmas” – not the Bing Crosby version but by the one by The Drifters. Crosby’s version was way down the list at No. 65.
“Rockin’ Around the Christmas Tree” came in third and fourth, number three being Brenda Lee and number four being LeAnn Rimes. The legendary Burl Ives was in fifth place with “Have a Holly Jolly Christmas.”
“Jingle Bell Rock” came in three times: at No. 9 by Bobby Helms, No.15 by Brenda Lee, and No. 34 by Hall & Oates. Vince Guaraldi had two in a row: “Linus and Lucy” and “O Tannenbaum” in the 12th and 13th spots.
In all, KOST played at least 300 different Christmas songs, each ranging in play count from 32 times in one week to just a handful of times. The tracks included a variety of genres from traditional to modern and classical and country. The depth is impressive, even if some of the most often aired are a bit annoying.
I can excuse that as the ratings definitely speak for themselves.
Birthday Wishes
The year was 1986, 40 years ago. On January 11th, at 6 p.m., “hot adult contemporary” Magic 106 became … rhythmic adult contemporary Power 106. Soon after, the KPWR call letters were assigned to the station.
Word spread fast. The phones blew up in that first hour and were busy all night with new fans calling to find out what was happening. I was there, and it was an exciting time.
I had interned at Magic 106 for a couple of years, and the station was a blast to be a part of. But the ratings were never what owner Emmis had hoped, so they took a chance and went with dance.
Literally. Many of the songs chosen came from in-person “research” done at local dance clubs by station staff and personalities. DJs such as Jay Thomas, Brenda Ross, Mucho Morales, Tommy Jaxson, Deborah Rath, Joe Cervantes, and Jeff Wyatt — who also served as the station’s programmer — brought it all together and made it fun.
I wasn’t sure if Power could knock KIIS-FM out of the top spot, but they did, partly due to KIIS’ own mistakes in overreacting to the new competition and sounding too much, for a time, like a Power wannabe. Power started chipping away immediately, and by late 1987 was on top of the ratings, a spot it held for a time.
Eventually, changing music tastes led the station to move away from dance music to a more hip-hop sound, but it never again saw the ratings it once had. However, many remember the big launch celebration at The Palace in Hollywood, where an unnamed intern got really drunk when Mucho Morales mentioned that the open bar was closing soon.
In celebration of the anniversary, I’m wishing Power 106 a very happy birthday!
Memories
I’ve had a few requests to write a story about legendary sports reporter and commentator Jim Healy, who passed away in 1994. Heard on numerous stations, including KLAC (570 AM), KFWB (980 AM), and the original KMPC (now KSPN, 710 AM), Healy was considered a must-listen to fans … even if they didn’t necessarily like sports!
Here’s where you come in. I want to know your personal memories of Healy … what got you listening, how long you listened, your favorite “sounders,” or any other stories or reflections you’d like to share. Send them my way, and I’ll compile them together for an upcoming Jim Healy tribute.
Richard Wagoner is a San Pedro freelance columnist covering radio in Southern California. Email rwagoner@socalradiowaves.com
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