Power 106’s Big Boy has lost size, gained listeners
March 24, 2011|By GARY LYCAN
Morning radio is explosive. It lobs talent grenades at us at home, in the workplace, the car, on the walking trail. Stations know the more their formats are on fire with listeners, the hotter they can charge advertisers. If it sizzles, stations look for ways to spread the heat across the entire program schedule.We’ve told you the success stories of Ryan Seacrest, Mark & Brian, Mark & Kristin, Gary Bryan, JACK FM, Carson Daly, Bill Handel, and, more recently, Kim and Pat and Kevin and Bean. This week, the story of Big Boy, whose 5-10 a.m. weekday “Big Boy’s Neighborhood” has catapulted 106 FM to torrid ratings for hip-hop station KPWR. Call it the “Power” of Big Boy, who, by the way, never publishes his real name or age, and we will respect that here.
“We are up in every demo: 18-34 adults, men, women, 18-49 adults, men, women and 25-54 adults, men, women. While every day part looks great, I’m particularly happy to see Big Boy jump over half a share in his target demo,” Jimmy Steal, vice president of programming for Emmis Communications, told the website LARadio.com.
