Erick Erickson has found success in the news/talk space by being unapologetically himself. That’s shown in his ratings, but also in the way he approaches his nationally syndicated program.
In a post to his Substack, Erickson showcased the recent ratings results from 95.5 WSB in Atlanta, which sees him atop the market with an 11.5 share in the daypart. Since September 2023, Erickson has been the highest-rated show each month in the Persons 35-64 demographic.
While Erick Erickson thanked his listeners, he noted that he has been studying the metrics of his audience, and has come to the realization that listeners do not want to hear guests on during the program. Instead, they want to hear him, he posits.
“After much study of my audience, it turns out my audience really hates it when I have guests. They would rather listen to me explain things,” Erickson wrote. “So, a big and present newsmaker might get on, but otherwise, it is the audience and me in conversation.”
Erickson — who was one of the only conservative talk radio voices that did not support Donald Trump during the run-up to the 2016 presidential election — shared that he occupies a small segment of the medium, but that has led to his current success, including being added to stations in Sacramento and Austin this week.
“I do a radio show that a lot of ‘experts’ in radio say formulaically should not work. The ratings speak for themselves.”