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Rush Limbaugh's California Ratings Debacle*|*Eric Boehlert
There's only one radio station in America that takes its name from Rush Limbaugh's radio empire and that's KEIB in Los Angeles -- the EIB mirrors Limbaugh's "Excellence in Broadcasting" motto. Clear Channel, which syndicates Limbaugh's program nationally, owns the station and flipped the call letters to KEIB in honor of him when the company announced he was leaving his longtime Los Angeles radio home, KFI, and moving to KEIB in January. There, according to Clear Channel, he would anchor a new, all-conservative lineup of Republican-friendly talkers, including Glenn Beck and Sean Hannity.
Three months later, Limbaugh's KEIB is a ratings disaster, coming in 37th place in the second largest radio market in America with a .5 rating share in March, the most recent month available, according to Nielsen ratings. (A ratings share represents the percent of those listening to radio in the market who are dialed into a particular station.)
How small is KEIB's audience? So small that 11 non-English radio stations have larger audiences in Los Angeles. And so small that KEIB actually trails four college-run, non-commercial stations in the market. This, for a man who makes $40 million a year to attract big radio audiences? As for KFI, the station Limbaugh left and which switched to an all-local news and talk format, its ratings remain healthy in the talker's absence. A top-10 station, KFI boasts an audience six times larger than KEIB's.
The ratings news is almost as bad up the California coast in San Francisco. There, as in Los Angeles, Clear Channel moved Limbaugh on the AM dial, from KKSF to KNEW, and dubbed the station "The Patriot."
"Rush Limbaugh has built the ratings and revenue of hundreds of America's most successful radio stations and is looking forward to doing the same at these new Clear Channel homes," Brian Glicklich, a Limbaugh spokesman crowed last December.
So far however, Limbaugh's arrival at KNEW hasn't budged the minuscule ratings, according to Nielsen: January: .8, February: .8, and March: .7. (Those ratings are flat compared to last year, prior to Limbaugh's arrival.)
The big-city woes aren't confined to the West Coast. In New York, the nation's largest radio market and where Rush once reigned supreme, the talker recently exited his longtime AM home, WABC, and moved to Clear Channel's WOR. With Limbaugh as the main draw, the station now ranks 22nd in the market and trails four non-English stations as well as a commercial-free classical music outlet.
Note that these ratings are for stations' total week numbers and it's possible that Limbaugh's three-hour program out-performs the station overall. (Nielsen doesn't publicly break out ratings by day part.) "But it's a far cry from the heyday when Rush "made" a station, and was on so many number ones," talk radio consultant Holland Cooke noted to Media Matters.
Limbaugh's major market ratings woes arrive in the wake of the 2012 Sandra Fluke scandal, where he castigated and insulted the graduate student for three days on his program, calling her a "slut" and suggesting she post videos of herself having sex on the Internet. The astonishing monologues sparked an unprecedented advertiser exodus.
And the Fluke dent has proven to be permanent. Just this month, Oklahoma State University moved to make sure its radio commercials did not air on Limbaugh's program.
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