All Access Exclusive Arb Analysis
January 18, 2008 at 5:44 AM (PT)
RADIOCRUNCH Pres. ANTHONY ACAMPORA continues to look into the stories behind the ARBITRON numbers, exclusively on ALL ACCESS. TODAY, he checks out WASHINGTON, D.C., BALTIMORE, TAMPA and ST. LOUIS.
WASHINGTON: WPGC, WHUR Hold Leadership Positions; DC101, WKYS Rise; WTOP Solid
Perennial market leaders continued to hold in the fall book in WASHINGTON, DC while a heritage radio station had one of its best books in quite some time. CBS Rhythmic WPGC retained its market leading position among adults 18-34 and 18-49 this book. The outlet also ranked moved from 5th into a tie for 3rd 25-54. However, 'PGC's biggest competitor, RADIO ONE Urban WKYS also saw growth this book. WKYS moved from 3rd to 2nd 18-34 and 18-49, and climbed 6th to 5th 25-54.
The nation's capital saw HOWARD UNIVERSITY Urban AC WHUR retain its position as the top station among adults 25-54 - although it was down in share for a fourth straight book (and is down 27% from three books ago). However, RADIO ONE rival WMMJ also slid from 2nd to 6th and is off 20% from the winter). CITADEL Smooth Jazz WJZW slipped from a tie for 8th to 17th. All three of these stations have significant adult African American listening. One possibility is the listening may be to going to RADIO ONE Gospel WPRS -- which had its first full book in Spring -- and is inside the top 15 25-54.
BONNEVILLE's move of legendary news outlet WTOP to the FM band continues to pay dividends. 'TOP was a solid #2 in the 25-54 cell -- and is up 13% from a year ago. There has been speculation that moving legendary News/Talk stations to the FM dial can potentially help bring down the average age of the station -- and lead to better younger demos that won't listen to FM. Clearly, the success of WTOP makes a compelling argument. BONNEVILLE is doing a similar thing in Phoenix with KTAR and we will continue to watch this transition.
CLEAR CHANNEL AC WASH leaped from 4th to 3rd 25-54 and saw growth for a third straight book (and even to last fall's number), while sister top 40 WIHT (Hot 99.5) ranked 4th 18-34 and 5th top 18-49.
Another new station in DC in 2008 is CBS AAA WTGB (THE GLOBE). WTGB ranked 15th 25-54 -- up slightly in rank, but off in share. WTGB is up 10% from the final book as Classic Rock WARW last fall in the cell.
WTGB hasn't affected CLEAR CHANNEL Alternative WWDC (DC 101) much. DC101 saw tremendous growth in the fall and moved into 3rd place 18-34, rose from 7th to 4th 18-49, and 10th to 8th 25-54. The main growth for DC101 came in mornings -- where the station ranked #1 among adults 18-34.
Top 10 18-34: WPGC (#1), WKYS (#2), WWDC (#3), WIHT (#4), WLZL, #5), WASH (#6), WHUR (#7), WJFK, #8), WMZQ (#9), WRQX, #10).
Top 10 18-49: WPGC (#1), WKYS and WHUR (tie for #2), WWDC (#4), WIHT (#5), WASH (#6), WTOP (#7), WLZL (#8), WRQX (#9), WMMJ (#10).
Top 10 25-54: WHUR (#1), WTOP (#2), WASH and WPGC (tie for #3), WKYS (#5), WMMJ (#6), WRQX (#7), WWDC (#8), WLZL (#9), and WIHT (#10).
BALTIMORE: RADIO ONE Stations Score Clean Sweep; WLIF Rides Santa To Fall Success
RADIO ONE's two FM outlets led the way this FALL in BALTIMORE. Urban WERQ was the market's leading station once again among adults 18-34 and 18-49. It also remained in the #2 position 25-54. However, there was a new champ in the 25-54 cell -- and that was 'ERQ sister WWIN-FM -- which leaped from 3rd to 1st.
CBS AC WLIF used Santa to score a solid book all around. WLIF moved from 6th to 3rd 25-54 and 7th to 3rd 18-49. It appears that some of WLIF's success came at the expense of CLEAR CHANNEL Country WPOC. The heritage Country outlet slipped from 2nd to 4th 18-34, 2nd to 5th 18-49, and 1st to 4th 25-54.
The rest of the stations were relatively stable in the FALL. While some stations shifted shares here and there - the ranks were relatively stable.
TAMPA: Clean Sweep For 'FLZ; CLEAR CHANNEL Scores 25-54 Triple Crown
CLEAR CHANNEL came out the big winner in the FALL 2007 ratings book in TAMPA, while two COX stations had solid growth books.
CLEAR CHANNEL Top 40 WFLZ pulled off the rare feat of landing the #1 position among adults 18-34,18-49,and 25-54 - and they've done it now for two consecutive books. Meanwhile, sister Urban WBTP and News/Talk WFLA came in 2nd and 3rd 25-54 -- giving CLEAR CHANNEL the top 3 stations in the coveted cell. WFLZ and WBTP were driven by their big morning shows -- MJ on 'FLZ and STEVE HARVEY on WBTP.
COX also had some fall success to brag about. 80's outlet WPOI vaulted from 10th in the summer to 5th 25-54 this book -- to lead its cluster. AC WWRM fell from 4th to 6th. Three COX stations tied for the eighth spot: Soft AC WDUV, Classic Rock WHPT, and Classic Hits WXGL -- and Alternative WSUN saw a nice jump.
CBS saw some audience erosion from its TAMPA cluster -- as all five of their FM's were off in share this Fall 25-54. Country leader WQYK was off 18% this book -- while slipping from second to fourth. Smooth Jazz WSJT dipped from 6th to 7th. Rhythmic WLLD slid from 13th to 15th,tying Classic Hits WRBQ (Q105). WRBQ is off 35% year-to-year and is down for a fourth straight book. Tropical WYUU also dipped from 17th to 18th. A bright spot for CBS is that WLLD and WQYK ranked 2nd and 3rd respectively in the important 18-49 cell.
ST. LOUIS: EMMIS Scores Demo Win; BONNEVILLE Strong; CC Urban Leader
EMMIS held on to the top spot in all three target demos this fall. Alternative KPNT was once again the 18-34 champ, while Rock KSHE came in first with adults 18-49 and 25-54. EMMIS Classic Hits KIHT was 6th 25-54 and Talk KFTK was eighth in that cell.
BONNEVILLE's two leading stations also had solid 25-54 books with Country WIL surging from 6th to 3rd this book, while Adult Hits WARH was 4th -- dropping from 2nd in the summer -- but up in share.
Scoring a big jump in the 25-54 cell was CBS AC KEZK -- which vaulted from 11th to 3rd thanks to the holiday hit parade. Just like EMMIS, CBS also had three stations in the top 10 25-54. Hot AC KYKY was 7th and News/Talk KMOX ranked 10th.
In the 18-49 demo, BONNEVILLE had the 2nd and 3rd positions -- with WARH and WIL respectively. WIL was tied with KEZK.
BONNEVILLE's WIL opened up its lead in the Country battle with CLEAR CHANNEL's KSD. WIL had a 66% advantage 25-54, a 56% edge 18-49, and a 54% lead with adults 18-34 (a demo they were tied in the summer).
The Urban battle saw CLEAR CHANNEL beat RADIO ONE almost across the board. CC Urban KATZ beat RADIO ONE's WHHL by 11% 18-49 and 25% 25-54, although WHHL did nose out KATZ 18-34 by 4%. However, the Urban AC war went to CLEAR CHANNEL's KMJM over RADIO ONE's WFUN. KMJM beat WFUN by 71% 18-49 and 60% 25-54.
Finally, BONNEVILLE's WMVN (MOVIN') -- which has evolved from a Rhythmic AC to Hot AC -- hit a new low this book -- dropping 33% among adults 25-54 and sliding to 17th place.