Research Director, Inc. Presents Exclusive February PPM Analysis For Houston, Washington, D.C., Philadelphia, Atlanta, Boston
March 17, 2015 at 1:42 PM (PT)
Annnnd ... we’re back. Round two of our exclusive ratings analysis as provided by The Ratings Experts at RESEARCH DIRECTOR, INC. and the data geeks at XTRENDS. Our focus for this episode remains on the survey period commonly referred to as FEBRUARY. This epoch covered 1/29 through 2/25 and featured a three-day weekend, that “big game” everyone thinks is super, plus another round of absurd winter weather. How did this affect ratings? Let’s listen... …
HOUSTON-GALVESTON: Sunny Magic
Or, is it the other way around? Either way, there was a summit meeting at, well, the summit of the 6+ chart. iHEARTMEDIA AC KODA (SUNNY) remained in place with a small loss of share (7.1-6.9). Meanwhile, RADIO ONE Urban AC KMJQ (MAJIC) moved up to forge the tie with its best showing since OCTOBER (6.6-6.9). UNIVISION Regional Mexican KLTN (ESTEREO LATINO) landed its best book in over a year (5.8-6.3) but had to be content with holding on to the #3 position. KSBJ EDUCATIONAL Christian Contemporary KSBJ inched up a spot to #4 with its second straight strong outing (5.6-5.8). COX RADIO Classic Rock KGLK (THE EAGLE) was up slightly (5.3-5.4) but that was good enough to advance the station to #5. Its cluster mate COX RADIO Country KKBQ (93Q) took a small hit (5.7-5.3) and that forced the station to take two steps back to #6.
For the last four books, KODA ruled the 25-54 roost. Sure, some of that was fueled by figgy pudding but it’s not like the station hasn’t been there before. This time, however, its authority was usurped by KLTN, which moved back to #1 for the first time since OCTOBER. iHEARTMEDIA Alternative KTBZ (THE BUZZ) had its second straight strong showing as it held court at #3. KMJQ edged up to #4 with a small increase while KGLK inched up to #5 with an even smaller addition. KKBQ fell back to #6 with a larger than small decrease.
Though it has been lurking near the top of the 18-34 leaderboard, KLTN finally made its move and moved into the #1 position with its best book since NOVEMBER. At that point it had a higher share but trailed then-market-leader RADIO ONE Top 40/R KBXX (THE BOX) by over a share. Times have changed as this time KBXX posted its lowest share in over a year and fell to #2. iHEARTMEDIA Urban KQBT (THE BEAT) ended a two-book slide and moved up a couple of slots to #3 while KTBZ stepped back two paces to #4 even though it had another solid outing. KKBQ had its smallest share since NOVEMBER as it dropped back to #5.
The top-three spots 18-49 remained unchanged from the previous survey. KLTN was #1 with its best performance in over a year while KTBZ was at #2 with a small loss. KODA reverted to its pre-Santa share of NOVEMBER as it remained at #3 – exactly where it was before all the holiday hysteria. KBXX and KKBQ swapped positions as the former moved up to #4 with a slight increase while the latter stepped back to #5 with a small decrease.
WASHINGTON, DC: Milk, Bread, And TP
This is news that does not often leak outside the Beltway but the greatest threat to our democracy is not terrorism, economic catastrophe, or the animal revolution. It is winter weather. The mere threat of a flurry will trigger a liberal leave policy for the Federal Government. Which means everyone takes the day off. And, apparently, listens to HUBBARD News WTOP. The station was #1 6+ for the second book in a row and held a substantial lead over the rest of the market (9.2-9.3). AMERICAN UNIVERSITY N/T WAMU continued to show how it is one of the better performing non-commercial stations in the country as it remained a strong #2 (7.9-7.5). HOWARD UNIVERSITY Urban AC WHUR -- which is not a non-comm -- had its best book since NOVEMBER to hold firm at #3 (6.0-6.9). The cessation of holiday hostilities continued to affect two stations from the same cluster. iHEARTMEDIA Top 40/M WIHT (HOT) took it on the chin from Santa and his minions but has been on the rise ever since. This time the station moved up a slot to #4 (5.2-5.8). iHEARTMEDIA AC WASH had the same share as a year ago as it slipped back to #5 (5.5-5.4)
The icy conditions affected 25-54, as well. WTOP was #1 for the second straight survey with its biggest share in over a year. WHUR also had its best showing in over a year as it bounced up to #2. WIHT’s road to recovery was well paved as the station vaulted four spots to #3. Cluster bro’ iHEARTMEDIA Alternative WWDC (DC-101) dropped a couple of slots to #4 thanks to a small decrease while WASH fell to #5 with an even smaller decrease. WAMU followed a similar pattern in its step back to #6.
When you look at the last 14 books, you’ll see that the only time WIHT was neither #1 nor in double digits 18-34 was when the reindeer were playing games. The station posted another monster number and had a four-plus share lead over #2 RADIO ONE Urban WKYS (KISS), which posted its highest share since NOVEMBER. WWDC held on at #3 with its best book since AUGUST while CBS RADIO Top 40/R WPGC ensured its continued residence at #4 with a slight increase. WASHINGTON ADVENTIST UNIVERSITY Christian Contemporary WGTS exploded upon the scene with its best book in over a year. As a result it moved from a tie at #10 to #5. iHEARTMEDIA Classic Rock WBIG was forced back to #6 despite a flat performance.
WIHT continued its torrid pace 18-49. The station was #1 again with its highest share since NOVEMBER. WHUR was again #2 with its best book in over a year but still trailed HOT by a share-and-a-half. WTOP was resting comfortably at #3 despite a slight loss. WASH used a small increase to move up to #4, which dropped WWDC back to #5.
PHILADELPHIA: That Was Then …
A year ago at this time WEAZ-FM RADIO AC WBEB (MORE) was enjoying the new wrapping on the station vehicles and the smell of freshly printed business cards as it sat at #2 with an 8.3 share. This time the station was perched atop the 6+ chart but with a noticeably leaner share (7.3-6.9). Last year’s market leader was CBS RADIO News KYW-A, which was #2 this time (6.5-6.8) with its best book in, shockingly, a year. GREATER MEDIA Classic Rock WMGK has been on quite the three-book run. It remained at #3 but posted its best share in over a year (5.8-6.2). iHEARTMEDIA Urban AC WDAS ended a three-book slide (5.5-5.6) as it moved up to #4. This forced CBS RADIO Classic Hits WOGL back a spot to #5 as it was off for the second consecutive survey (5.7-5.5).
The 25-54 chart had a distinctive rock glow about it. GREATER MEDIA Active Rock WMMR was #1 for the eleventh time in the last fourteen books. Considering that two of those surveys were tainted by the stench of reindeer, this is a pretty impressive run. WBEB was off slightly to remain at #2 where it was joined by WMGK, which moved up a slot with its best performance in over a year. iHEARTMEDIA Alternative WRFF (RADIO 104.5) was off slightly but held on to the #4 position. However, it was forced to share with GREATER MEDIA Adult Hits WBEN (BEN FM), which parlayed its best book in over a year into a six-step jump from #10. WDAS slid back to #6 with its lowest share since AUGUST.
Though it suffered its second straight down book, iHEARTMEDIA Urban WUSL (POWER) remained a strong #1 18-34. WRFF moved up to the chase position despite a small loss while WBEB fell back to #3 with its smallest number since SEPTEMBER. There was a threesome teeing it up at #4. WMMR was the holdover from last survey and was off a bit. CBS RADIO Country WXTU moved up from #5 despite a small loss of its own. iHEARTMEDIA Top 40/M WIOQ (Q102) advanced from #6 with a slight increase. RADIO ONE Classic Hip-Hop WPHI (BOOM) did not budge from the #7 slot but it did reverse a two-book spiral.
Four of the top five stations 18-49 remained in place. WMMR was #1 though it was off a bit while WBEB was the runner-up again even though it also lost share. WRFF and WUSL remained at #3 and #4, respectively as both stations experienced minor decreases. WMGK was a dropout as it fell to #7 and was replaced at #5 by two other stations. WIOQ advanced from a tie at #7 with its highest share since NOVEMBER while WBEN forged ahead from #10 with its best performance since JUNE.
ATLANTA: The People Have Spoken
The slogan for CBS RADIO Urban AC WVEE (V-103) is “The People’s Station.” Based on the results of this book, the people are shouting it from the rooftops. Let’s begin with 6+. The station ended a two-book slide and returned to the top spot after a one-book hiatus (7.3-8.0). This deposed COX RADIO Talk WSB-A, which slipped back to #2 (7.4-7.1). A bit further back was #3 COX RADIO AC WSB-F (B98.5), which moved up from #5 with a solid increase (5.4-6.2). iHEARTMEDIA Top 40/M WWPW (POWER) was up for the fourth consecutive survey (5.0-5.5) and surged ahead three spots to #4. COX RADIO Urban AC WALR (KISS) fell back to #5 thanks to its lowest share in over a year (6.1-5.4). SALEM Christian Contemporary WFSH (THE FISH) also headed downstream, dropping four places to a tie at #8 with its smallest share since MARCH (5.5-4.6). Meanwhile, CUMULUS Top 40/M WWWQ (Q100) had its best outing in over a year (4.5-5.1) to advance four squares to #6.
For the seventh consecutive survey, WVEE ruled the 25-54 roost and held nearly a two-share lead over #2 WWWQ, which has gotten noticeably larger in the last two books. WSB-F wrestled sole control of the #3 position with a slight increase, which dropped iHEARTMEDIA Country WUBL (THE BULL) back to #4. WSB-A remained flat and stable at #5 while COX RADIO Classic Hits WSRV (THE RIVER) dropped to #7 as it was off for the second book in a row. WWPW’s recent surge has taken the station from a tie at #12 in NOVEMBER to its most recent posting at #6.
This marked the fifth time in the last six surveys that WVEE landed a double-digit 18-34 share. This most recent one was the highest yet. WWWQ had a very good book – its best in over a year – to remain at #2 but still trailed the leader by over four shares! Three stations were able to chant “we’re #3!” RADIO ONE Urban WHTA (HOT) remained stationary with a slight increase while WWPW moved up one slot with a slightly better increase. WSB-F advanced from #6 with the best increase yet, and its highest total in over a year. WUBL took a hit and dropped back to #6.
All five stations atop the 18-49 leaderboard were up this survey. WVEE remained at #1 and was this close to double digits. WWWQ was #2 again and has added two shares to its total in the last two books. WSB-F was up a bit to hold on at #3 while WWPW strengthened its grip on #4 with its best showing in over a year. WHTA became the lone occupant of #5 with a modest increase while WUBL dropped back to #6 with an immodest decrease.
BOSTON: Baby What A Big Surprise
For the previous 13 surveys, the #1 6+ spot was the property of stations that called themselves either KISS or MAGIC. GREATER MEDIA Classic Hits WROR ended that streak by vaulting to the top with what was easily its best book in over a year (6.9-7.8). The hardy souls of NEW ENGLAND are used to harsh winters but this one was more wicked than usual. That could have been some of the fuel that drove CBS RADIO News WBZ-A up two spots to #2 as it, too, had its best book in over a year (6.4-7.6). GREATER MEDIA AC WMJX (MAGIC) dropped back a couple of slots to #3 (7.1-6.6), which is close to where it was last year at #2 with a 6.8 share. iHEARTMEDIA Top 40/M WXKS (KISS) had its lowest non-Santa-influenced share in over a year (6.1-6.0) yet moved up a spot to #4. GREATER MEDIA Country WKLB was up for the second book in a row (5.6-5.8) as it inched up to #5. That big game came during the first week of the survey so it was not enough to carry through the entire book. As a result, CBS RADIO Sports WBZ-F (THE SPORTS HUB) fell four places to #6 (6.9-5.5).
It is not often that a station can shed two full shares and still remain #1. That is what happened to WBZ-F 25-54 as post-game PATRIOTS fever was enough to keep the station at the head of the pack. WXKS was off slightly to remain at #2 though it was joined by WROR, which leapt from #5. A year ago WROR was #9 with about two-thirds of its current share. WBZ-A was at #11 two surveys ago but all that damned snow drove the station to its best share in over a year and a four-place rise to #4. WMJX dropped two places to #5 with a small decrease. The post “Big Game” malaise also had an effect on ENTERCOM Sports WEEI-FM, which fell four places to #8.
For the second straight survey, WXKS reigned supreme 18-34, matching its score from the last book. However, its margin of victory was significantly smaller as #2 WKLB had its best showing since NOVEMBER to considerably narrow the gap between the two. iHEARTMEDIA Top 40/R WJMN (JAM’N) was up for the second straight book to remain at #3 while WMJX held on to the #4 slot though it lost a chunk of share. GREATER MEDIA Rhythmic AC WBQT (HOT) had its lowest total in over a year but still moved up the ranks to #5. WBZ-F lost enough ratings yardage to fall back to #6. It was joined there by the rapidly expanding ENTERCOM Active Rock WAAF, which moved up from #10 with its highest share since AUGUST.
There was a lot of jostling for position 18-49. WXKS returned to #1 despite a slight decrease. This was in part fueled by WBZ-F, which took a big hit as it slid back to #2. WKLB continued to rise as it moved forward to #3, which pushed WMJX back to #4. A year ago WROR was ranked #11 but its recent surge has driven the station up to #5. CBS RADIO Hot AC WBMX (MIX) could not match its big number from last month as it slipped two spots to #7.
Round two is now in the books – thank you for reading. The Ratings Experts from RESEARCH DIRECTOR, INC. will return shortly to break down the performance of DETROIT, MIAMI, SEATTLE, PHOENIX and MINNEAPOLIS. In the meantime, enjoy this brief interlude and reach out to us via the platforms listed below.