Research Director, Inc.: Exclusive March PPM Analysis For New York, L.A., Chicago, San Francisco & Dallas

Top-5 Markets

So, we’re into MARCH already. A month of madness (notice how we didn’t use those two words together?). Spring was sprung, the clocks rolled back, and everyone used the Irish as an excuse to drink. Of course, none of these had any discernable effect on the ratings. What did? You’ll have to dive in to find out. The Ratings Experts from RESEARCH DIRECTOR, INC. – in association with the math wizards from XTRENDS – have spared no expense in bringing this analysis to your browser screen. Please be aware that this survey is directly related to the calendar as it covered 3/2 through 3/29.

NEW YORK: A Little Lite-r

The more things change ... for the ninth consecutive survey, iHEARTMEDIA AC WLTW (LITE) was #1 6+, though the station sat at its lowest point since AUGUST (7.1-6.2). This allowed two stations, both at #2, to creep a bit closer. CBS RADIO Classic Hits WCBS-F remained in place (6.1-5.9) while iHEARTMEDIA Top 40/M WHTZ (Z100) used its best book in over a year (5.5-5.9) to move up a slot. CBS RADIO News WINS-A has been on a tear this year. The station was up for the third book in a row after landing its largest share in over a year (5.4-5.8). Alas, it could not advance past its previous position at #4. EMMIS Urban AC WBLS held steady at #5 (5.3-5.4) while iHEARTMEDIA Classic Rock WAXQ (Q104.3) bumped up to #6 with its best showing in over a year (5.0-5.2).

As you shall soon see, this survey is being brought to you by the letter “Z.” WHTZ moved up to #1 25-54 with its highest score in over a year (we smell a trend here), which bumped cluster sister WLTW back to #2. This was the third down book in a row for LITE. WCBS-F took one step forward to #3 with its best performance in over a year. WBLS advanced two places to #4 with the slightest of increases. Two stations were right behind at #5. iHEARTMEDIA Urban WWPR (POWER) remained in place with a slight decrease while SBS Tropical WSKQ (LA MEGA) dropped back from #3 with its lowest share since DECEMBER. Nipping at that duo’s heels was EMMIS Top 40/R WQHT (HOT), which placed #7 again but with its largest share in over a year.

For the second straight survey, WHTZ was #1 18-34 and above the double-digit threshold. WQHT was up to #2 with its best showing since MAY but was still more than two shares off the pace. WWPR was flat but managed to move up to #3. It was joined by WSKQ, which took one step back after losing a large chunk of share. WLTW was back down to its NOVEMBER weight as it remained at #5. WAXQ took control of the #6 position with its highest share in over a year.

WHTZ repeated as the #1 station 18-49 with – as you might expect – its best book in over a year. WSKQ was down but stationary at #2 but the combination of those two scores yielded a better than a point and a half margin for Z100. WWPR was flat but still moved up to #3 and was just ahead of its arch rival – WQHT – which advanced to #4 with its third up book in a row. WLTW fell a couple of places to #5 as it continued to shed that extra HOLIDAY ratings poundage. iHEARTMEDIA Top 40/M WKTU was steady at #6 as it regained most of last month’s loss. WAXQ moved up three spots to #7 with its best outing since AUGUST.

LOS ANGELES: MY (FM) Space

This is usually a very compressed 6+ leaderboard but this survey showed a bit of separation. iHEARTMEDIA Hot AC KBIG (MY FM) repeated as the leading station while also landing its largest share in over a year (5.2-5.7). CBS RADIO Rhythmic AC KTWV (THE WAVE) was up to #2 with its best showing in over a year (4.8-5.5). Having more than a half-share lead over the rest of the field constitutes a wide spread in this market. iHEARTMEDIA Top 40/M KIIS (KISS) remained at #3 with a slight increase (4.8-4.9) and was paired with a new partner in CBS RADIO Classic Hits KRTH (K-EARTH), which dropped back from #2 with a flat performance (4.9-4.9). iHEARTMEDIA AC KOST continued its post-Santa slide (4.6-4.4) to remain at #5 but with its lowest share in over a year.

It was a big 25-54 book for KBIG (see what we did there?). The station was #1 for the third straight survey and led #2 cluster sister KIIS – which had a slight increase – by over a share. UNIVISION Spanish Contemporary KLVE (K-LOVE) was flat and happy at #3 while iHEARTMEDIA Alternative KYSR (ALT 98.7) moved ahead by three spaces – to #4 – with a small increase. KRTH remained at #5 with a small decrease and was paired with KTWV, which moved up from #9 with its best book since JUNE. CBS RADIO Adult Hits KCBS-F (JACK) fell three places to #7 with its smallest share in over a year.

KISS had its best 18-34 book in exactly a year to further cement its hold on the demo. KYSR remained a somewhat distant #2 as it rebounded from last month’s down book. KBIG moved up two slots to #3 with its best book since JUNE. Two bitter enemies were tied at #3 last survey. Both had slightly down books. As a result, they remained tied at #4. Those stations were EMMIS Top 40/R KPWR (POWER) and iHEARTMEDIA Urban KRRL (REAL 92.3).

KBIG had a nice, solid 18-49 ratings increase for the third book in a row. This allowed the station to stretch its lead over #2 KIIS, which was also up for the third consecutive survey. KYSR and KLVE swapped places at #3 and #4, respectively. The former had a nice increase while the latter a slight decrease. KRTH was flat but managed to worm its way up to #5. KOST slid three places to a tie at #8 with (again) its lowest share in over a year.

CHICAGO: Another Vee-ctory

iHEARTMEDIA Urban AC WVAZ (V103) has the exact same 6+ share it did a year ago (6.0-5.6). The difference is that then the station was #2 and now it’s #1 (for the second book in a row, we might add … wait – we just did). CBS RADIO News WBBM-A was close behind at #2 again (5.4-5.4) while HUBBARD Hot AC WTMX (MIX) repeated at #3 (4.9-4.8). This is not unusual as the only time these three are not at the top is when the big guy is in town. And, we’re not talking corporate. TRIBUNE N/T WGN-A was also flat (4.2-4.2). It remained at #4 but had to share with iHEARTMEDIA Top 40/M WKSC (KISS), which moved up a slot with its best score since OCTOBER (3.9-4.2). iHEARTMEDIA Hot AC WLIT (MY FM) continues to hang around at #6 (3.6-3.7).

The top two stations 25-54 were well ahead of the rest of the pack. WTMX was #1 for the third book in a row with a full share lead over #2 WKSC, which was a full share ahead of #3 WVAZ. Those three stations were in the exact same positions as last survey. Three stations were just behind at #4. WLIT moved up a slot with a small decrease while WBBM-A advanced three squares as it recovered from last month’s down book. UNIVISION Regional Mexican WOJO (QUE BUENA) is on a three-book uptrend, which has advanced the station by six slots, with its best book since MAY. CBS RADIO Top 40/M WBBM-F (B-96) dropped five places to #9 but was really less than a half share out of the top five.

There was a flipping of the flops atop the 18-34 chart. WKSC moved up to #1 with its highest share in over a year. WBBM-F dropped back to #2 as it ended a four-book winning streak. Coming in at #3 again was iHEARTMEDIA Urban WGCI, which was down slightly. CUMULUS Alternative WKQX was up to #4 despite a small loss while WTMX fell back to #5 with its lowest share in over a year. It has been an interesting six-book run for CBS RADIO AAA WXRT. The station was up to #9 this survey. In the previous five books it went from #26 (tied) to #23 to #19 (tied) to #16 to #13 (tied). That would qualify as a trend.

The 18-49 demo flipped, as well. WKSC moved up to the top spot with its highest share since OCTOBER. This pushed WTMX back to #2, ending its two-book run at #1. WOJO moved up four slots to #3 with its best outing since MAY. WBBM-F slid back to #4 as it fell back to its HOLIDAY levels. The two previous occupants of the #4 position separated themselves. WLIT moved back to #5 with a slight decrease while WGCI fell to #6 with its smallest share in over a year.

SAN FRANCISCO: Wait ... Wait ...

The top four positions 6+ remained the same from last survey. For the seventh time in the last nine books, KQED INC. N/T KQED was #1 (7.7-7.3). CBS RADIO News KCBS-A remained at #2 but fell farther off the pace as it ended a two-book run (6.8-6.2). ENTERCOM AC KOIT had its best Frosty-free book in over a year (4.9-5.2) to remain at #3. iHEARTMEDIA AC KISQ (THE BREEZE) held on at #4 (4.5-4.4). Cluster sister iHEARTMEDIA Hot AC KIOI (STAR) posted its best number since SEPTEMBER (3.7-4.1) to jump two places to #5. The two cluster mates who were sharing the #5 position are together no more. CBS RADIO Hot AC KLLC (ALICE ) slipped to #6 despite landing its largest share in over a year (3.8-3.9). CBS RADIO Top 40/M KMVQ (NOW) dropped to #7 (3.8-3.8).

There is no debate over which station dominates 25-54. KQED was flat but remained #1 for the third book in a row. KLLC moved up to #2 with a strong increase – its best book in over a year – yet still trailed by almost two shares. KMVQ was up slightly but dropped back to #3 while KOIT fell to #4 despite a slight increase. iHEARTMEDIA Top 40/M KYLD (WILD) dropped back to #5 with a flat performance. KIOI moved up a spot to #6 – and within striking distance of the top five – with its best book in over a year.

There were some surprises in the 18-34 standings. KYLD assumed command of the demo with a slight increase. The station barely edged out KIOI at #2 despite STAR landing its largest share in over a year. For the first time in over a year, iHEARTMEDIA Top 40/R KMEL was not in the top two. It slid from the lead to #3 with its lowest score in over a year. KOIT inched up to #4 with a slight decrease while KMVQ took two steps forward to #5 with a slight increase. KQED dropped three places to #6 – which is more familiar turf for the station.

Speaking of familiar, KQED was #1 18-49 again but with a small decrease. KYLD was also off slightly but held on at #2. KMVQ returned at #3 with a slight increase. KIOI was up three places to #4 with – again – its best book in over a year. KLLC regained almost all the turf it lost last survey to rise a spot to #5. KOIT dropped back to #6 with a slight decrease while KMEL slid down to #7 – its first time out of the top five in over a year – with a flat performance.

DALLAS-FT.WORTH: Kissing A Wolf

For the last two books, CUMULUS Country KPLX (THE WOLF) has led the, ahem, 6+ pack. The station was again #1 (6.2-6.0) but was now sharing the den with iHEARTMEDIA Top 40/M KHKS (KISS), which moved up a spot with its best outing since MAY (5.6-6.0). iHEARTMEDIA Classic Rock KZPS (LONE STAR) moved up to #3 as it landed its largest share in over a year (4.7-5.0). This pushed CBS RADIO Classic Hits KLUV (K-LUV) back to #4 (4.8-4.7). Rounding out the top five again was CUMULUS Country KSCS (4.3-4.3). There was a bit of a gap between this quintet of stations and their next closest pursuers. Tied at #6 were CBS RADIO Adult Hits KJKK (JACK), which moved up from #8 (3.7-3.9) and UNIVISION Regional Mexican KLNO (QUE BUENA) which remained in place (4.2-3.9).

What a difference a demo makes. KHKS continued to own 25-54. The station was easily #1 after landing its largest share in over a year. KJKK moved up to #2 with its best book since DECEMBER but was still over a share and a half behind. iHEARTMEDIA Active Rock KEGL (THE EAGLE) fell back to #3 and landed in a tie with KPLX. Both stations had slight decreases. KZPS moved up to #5 with a small increase while KLNO fell back to #6 with a slight decrease. Remember back in the HOLIDAY book when iHEARTMEDIA AC KDGE (STAR) was #1? Well, the station immediately dropped to #10 for two books. This time it moved up to #7 with a solid gain and was tied with CUMULUS Sports KTCK-A (THE TICKET), which was flat.

KHKS bounced back from its big share loss last month to dramatically extend its 18-34 lead. KLNO moved up to #2 with a flat performance and was over a share and a half off the pace. KEGL slipped back to #3 with its lowest total since NOVEMBER while SERVICE Urban KKDA (K104) was up to #4 with its highest mark in over a year. RADIO ONE Top 40/R KBFB (THE BEAT) remained at #5 as it was up for the fourth straight survey. iHEARTMEDIA Hot AC KDMX (NOW) dropped back three places to #6 as it returned a large chunk of last month’s big gain.

The top five 18-49 did not change much from last time. KHKS repeated at #1 with its highest score since APRIL. KLNO was again a distant #2 as it was off slightly while KEGL remained at #3 with a small decrease. KJKK moved up to #4 with a nice gain while KDMX stepped back to #5 with an equal loss.

This concludes the first round of our exclusive ratings analysis in this here publication. The Ratings Experts from RESEARCH DIRECTOR, INC. will now put on a long song (we’re thinking American Pie but are open to suggestions) so we can prepare the next group of markets. In case you are keeping track, those would be HOUSTON, WASHINGTON, DC, PHILADELPHIA, ATLANTA, and BOSTON. <cue burn> “A long, long time ago …”

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