Thursday, June 03, 2010
Abdul Still At Rock Bottom
It's time for a reality check for the ever expanding ego of radio talk show host Abdul Hakim-Shabazz. It seems he's been telling tales as of late about how much his WXNT-AM morning radio show has been improving in the ratings. Last year, I checked out the Arbitron ratings and found that he was at the bottom of the News Talk market in the Indianapolis metropolitan region, which Rush Limbaugh has led for quite awhile. Among the local News Talk shows, Garrison on WIBC-FM comes out on top, although below Rush's ratings. In Garrison's 9:00 a.m. to 12:00 p.m. slot, his show pulled a 1.2 rating, which equates to 8.7% of a total market of 173,000 listeners of age 12 and over. By comparison, Abdul's 5:00 a.m. to 9:00 a.m. slot pulled in a 0.2 rating, or a 1.2% share of a market that equates to 22,000 listeners of age 12 and over. Is his rating up from last year? Statistically, the answer is yes, but only by one-tenth of a percentage point. Do the math and you can see just how pathetic his show's ratings are. On a good day he might have 300 listeners, but on average he's down around 250 daily listeners. The ad rates for his show have to be the absolute lowest you can purchase for radio advertising. It's hardly worth the effort.