Summer jams vaulted KPWR-FM (105.9) back to first place in the local radio ratings among 18- to 34-year-olds.
The L.A. hip-hop station, known as Power 106, spins contemporary rap from artists such as Kendrick Lamar. It claimed a 7.9 percent share of audiences ages 18-34 in July, according to ratings firm Arbitron. Those listeners are especially coveted by stations since they are prime targets for advertisers.
It was the first time Power 106 led in that age group since November. It managed to oust pop station KIIS-FM (102.7) from the top spot – KIIS had a 7.2 percent share of that audience in July.
Jimmy Steal, programming director at Power 106, said summer is a good time for his station.
“Power’s music is upbeat and party music,” he said. “It lends itself to the summertime mentality.”
The station’s share of young audiences was highest weeknights from 7 to midnight, when the station features disc jockey J Cruz. Power 106 had a 12 percent share of 18- to 34-year-olds during that time period.
The station has also been able to grow its share among broader audiences over the summer.
The station’s share of listeners ages 6 and older grew from 3.8 percent in May to 4.4 percent in July. That tied Power 106 with classical station KUSC-FM (91.5) for the largest increase among all L.A. stations over that time period.
Still, Power 106, owned by Emmis Communications of Indianapolis, has been stuck at fifth place in the overall ratings throughout the summer.
Steal said the general ratings aren’t as important as getting the biggest share of the 18-34 crowd, since the station is focused on delivering a targeted demographic.
Emmis’ most recent annual report showed Power 106 had revenue growth of 4.7 percent for the year ended Feb. 28, while the overall L.A. radio market had revenue growth of 1.5 percent. A station executive said the increase translates to more than $1 million in advertising revenue.
Spooky Situations
L.A. production company Blumhouse Productions is known for making buzzed-about low-budget horror films, such as this year’s home-invasion tale “The Purge.” It was made for $3 million but has so far raked in $82 million at the worldwide box office.
Blumhouse, led by producer Jason Blum, is capitalizing on the movie’s popularity with a live experience that will be part-theater, part-haunted house, called “The Purge: Fear the Night.”
It begins a six-week run at the Variety Arts Theater in downtown Los Angeles on Sept. 27.
“The Purge,” starring Ethan Hawke, centers on the chaos that takes place on a single day when all crime is legal. The idea of the haunted house is to give fans a simulated experience of that dystopian plot and show what led to the purge.
“The concept is so rich with possibilities that we’ve just barely explored in the first ‘Purge’ movie,” Blum said in an email. “We were really excited about using some of those ideas for an immersive, highly theatrical experience that is not like anything we think audiences have ever seen.”
In that experience, visitors will explore the six-story theater while actors direct them into fearsome scenarios.
It’s Blumhouse’s second haunted house at the downtown theater. Last year’s Blumhouse of Horrors was named one of the spookiest ghost tours in the country by the Travel Channel.
Tickets for this year’s attraction went on sale this month and are available for $65 to those 18 and older.
Universal Pictures, which released “The Purge,” is not a financial participant in the haunted house.
Meanwhile, “The Purge” hits home video Oct. 8. However, a Blumhouse spokesman said the downtown attraction is not intended as marketing support for that release.
“The timing was coincidental,” he said.
Comings and Goings
Viacom’s VH1 channel has hired Susan Levison as executive vice president, original programming and production. … L.A. production company Studio Lambert USA has named Greg Goldman president. … Sony Pictures Entertainment has named Lawrence Aldridge to the newly created position of senior vice president of procurement.
Staff reporter Jonathan Polakoff can be reached at [email protected] or (323) 549-5225, ext. 226.
