Research Director, Inc.: Exclusive February PPM Analysis For Houston, Washington, D.C., Philadelphia, Atlanta,

Markets #6-10

The Ratings Experts from RESEARCH DIRECTOR, INC., in cahoots with the numbers wizards from XTRENDS, bring you another dose of the FEBRUARY survey. Five more markets times four demos each to give you perspective and insight into what happened during those fateful 28 days. The dead of winter, a holiday weekend, and Valentine’s Day were all contained in that period of 2/2 through 3/1. So, what exactly happened?

HOUSTON-GALVESTON: A Little Majic In The Air

As the magic from Santa’s elves fades into the distance, a new form of legerdemain took hold of the 6+ demo. RADIO ONE Urban AC KMJQ (MAJIC) took control of the demo thanks to its biggest share in over a year (6.9-7.2). iHEARTMEDIA AC KODA (SUNNY) began its post-holiday recovery by moving up a slot to #2 (6.0-6.2). For five of the previous seven surveys, UNIVISION Regional Mexican KLTN was the clear market leader. However, this time the station dropped back to #3 with its smallest share since APRIL (7.4-6.1). EDUACTIONAL Christian Contemporary KSBJ remained at #4 though it gave back some of last month’s big increase (5.9-5.4). The classic-ish battle was in full swing. COX RADIO Classic Rock KGLK (THE EAGLE) held steady at #5 but with its lowest score in over a year (5.6-5.3). This was likely caused – in part – by the continued growth of CBS RADIO Adult Hits KKHH (THE SPOT). The station advanced eight places to #6 (3.5-4.6).

KLTN continued to win the 25-54 demo but suffered through a big loss this time, yielding the station’s lowest share since SEPTEMBER. Still, it maintained more than a share lead over KMJQ, which took sole possession of second place with a small increase. CBS RADIO Regional Mexican KLOL (MEGA) slipped back to #3 with a flat performance. KODA held steady at #4 with a small increase while KKHH jumped three places to #5 with another large share gain. KSBJ stepped back to #6 with a small loss while iHEARTMEDIA Alternative KTBZ (THE BUZZ) was up four slots to #7 with its best book since SEPTEMBER.

Last month KLTN re-assumed control of the 18-34 demo with a double-digit performance. The station did not duplicate that feat this time but still maintained a solid lead over iHEARTMEDIA Urban KQBT (THE BEAT), which inched up to #2 with a flat showing. KLOL remained entrenched at the #3 position with a slight decrease. RADIO ONE Top 40/R KBXX (THE BOX) saw its two-book run of big numbers come to an end as the station fell to #4. KTBZ held firm at #5 with a slight increase. Meanwhile, CUMULUS Top 40/M KRBE moved up to #6 with its second strong increase in a row. The station was at its highest share level in exactly a year.

For the second straight survey, KLTN was #1 18-49. However, the station did return all of last month’s increase – plus a little extra. As a result, its lead shrank to a mere two shares over the two stations residing at #2. KLOL took one step forward with a flat performance while KQBT moved up two slots with its best outing in over a year. KBXX dropped to #4 as it lost a sizeable chunk of share. KTBZ took a step back to #5 despite a small increase while KODA was up to #6 with a solid share gain.

WASHINGTON, DC: Non-Com Romp

It has been said that when it comes to our Nation’s Capital, the more things change, the more they stay the same. That would certainly apply to the 6+ leaderboard as the top six stations remained as they were on our last visit. AMERICAN UNIVERSITY N/T WAMU continued its domination as it hit double digits for the fourth time in the last five books (11.0-11.5). HUBBARD News WTOP – which also surpassed the double-digit mark last time – fell a bit further off the pace at #2 (10.4-9.5). These two stations continued to distance themselves from the rest of the field. HOWARD UNIVERSITY Urban AC WHUR remained at #3 with a small decrease (6.0-5.7) and was feeling the heat from format rival RADIO ONE Urban AC WMMJ (MAJIC), which had its best book since SEPTEMBER (4.9-5.4) to come in at #4.

iHEARTMEDIA AC WASH repeated at #5 with a small gain (4.8-5.0) and iHEARTMEDIA Classic Rock WBIG had its best outing in over a year to remain alone at #6 (4.5-4.9). iHEARTMEDIA Top 40/M WIHT (HOT) previously shared the #6 position but it dropped back to #9 with its smallest share in over a year (4.5-4.1).

For the fifth time in the last seven surveys, WAMU topped the double-digit mark 25-54. This time it reached its highest peak in over a year. WTOP remained at #2 though it lost a chunk of share. At last look, the gap between the two spoken-word stations stood at a little over four shares! WIHT was a distant #3 with its lowest share in over a year. WHUR remained at #4 with its smallest score in exactly a year and was joined in that space by WASH, which advanced from a tie at #9 with a solid increase. Three stations were embedded together at #6. WMMJ remained in place with a slight increase while WBIG moved up three slots with its best performance in over a year. Joining the fray from #11 was iHEARTMEDIA Alternative WWDC (DC-101), which also had its highest output in over a year.

As has been previously reported, this was not the strongest of books for WIHT. It posted its lowest 18-34 number in over a year but remained #1 for the thirteenth time in the last fourteen books. WAMU moved up to #2 just by being flat while CBS RADIO Top 40/R WPGC slipped back to #3 as it gave back all of last month’s big increase. RADIO ONE Urban WKYS (KISS) was off slightly but stable at #4. It was joined by WWDC, which moved up a slot with its highest score in over a year. iHEARTMEDIA Country WMZQ had its best performance since NOVEMBER to move up to #6.

The top three positions in the 18-49 competition remained unchanged from last month. WAMU was #1 again and posted its best number in over a year. WIHT remained at #2 but – again – with its lowest total in over a year. The end result was a gap of over two and a half shares between the two stations. WTOP repeated at #3 despite a modest share loss. WWDC advanced four squares to #4 with – again – its best showing in over a year. WPGC remained a fixture at #5 despite a slight decrease. WKYS fell back to a tie at #7 as it ended a two-book surge.

PHILADELPHIA: More Of The Same

Ho-hum. JERRY LEE RADIO AC WBEB (MORE) was flat (7.9-7.9) but remained #1 6+ for the seventh straight survey. However, objects in its rear view mirror may be closer than they appear. #2 CBS RADIO Classic Hits WOGL had its best book in over a year (6.8-7.3) to create the semblance of a race. iHEARTMEDIA Urban AC WDAS was off a bit (6.7-6.5) but managed to move up to #3. BEASLEY Active Rock WMMR was up to #4 (5.6-5.9) while its older cluster brother – BEASLEY Classic Rock WMGK – slid two places and into a tie at #4 as it gave back half of last month’s big gain (6.9-5.9). CBS RADIO News KYW-A took a step back to #6 (5.6-5.3). Two other cluster relatives had strong months and moved up and into a tie at #7.

iHEARTMEDIA Alternative WRFF (RADIO 104.5) was up from #11 with its best outing since OCTOBER (3.8-4.3). iHEARTMEDIA Top 40/M WIOQ (Q102) advanced from a tie at #12 with its highest score since AUGUST (3.7-4.3). Much of that gain could be fueled by the format departure of CBS RADIO AC WTDY (TODAY’S 96.5), which moved up three places to a tie at #15 (2.6-2.7).

For the second book in a row, WMGK experienced sizeable 25-54 share growth as it widened its lead on the rest of the field. WBEB moved up a spot to #2 with its best Frosty-free performance since MAY. Two stations stepped up to claim a share of the #3 position. WDAS moved up one slot despite a small decrease while WRFF was up two spots with its best performance since MAY. Two stations moving in opposite directions met up at #5. WMGK fell from #2 as it returned a large portion of last month’s huge increase while WOGL advanced from #7 with its highest total in over a year. WIOQ was up to #7 with its best showing in over a year.

In both the DECEMBER and HOLIDAY books, WBEB easily crashed through the double-digit barrier 18-34. Of course, this was accomplished with the help of performance-enhancing music. This time, the station did it again all by itself as it was #1 for the fourth book in a row. WRFF was up three places to #2 with its best book since APRIL and was partnered with WMMR, which moved up one spot with its highest share since OCTOBER. iHEARTMEDIA Urban WUSL (POWER) took a step back to #4 despite a slight increase. It was bonded with WIOQ, which moved up two places with its largest share in over a year. Last month’s co-leader was WMGK. This time the station dropped to #6 as it lost a good chunk of last month’s huge gain.

Two stations could lay claim to the 18-49 crown. WBEB remained in place with its best Santa-less survey since MAY. WMMR moved up from #2 with its best performance in over a year. Both stations led the next closest pursuer by almost a share and a half. That would be WRFF, which moved up two slots to #3 with a slight increase. WUSL remained at #4 with a slight decrease while WIOQ was up two places to #5 with – once again – its best showing in over a year. WMGK took a big hit and dropped back to more familiar territory at #7.

ATLANTA: Talk The Talk

There was a decidedly one-cluster flavor to the top five in the 6+ demo. COX RADIO Talk WSB-A just missed a second straight double-digit performance (10.7-9.9) as it continued to dominate the market. CBS RADIO Urban WVEE (V-103) remained a distant #2 as it bounced back from last month’s loss (6.0-6.5). COX RADIO Urban AC WALR (KISS) was close behind at #3 after landing its largest share since JUNE (5.5-6.3). COX RADIO AC WSB-F (B98.5) held steady at #4 but posted its best number in exactly a year (4.8-5.3). COX RADIO Classic Hits WSRV (THE RIVER) was up for the second straight survey (4.6-5.1) as it advanced to #5. RADIO ONE Urban WHTA (HOT) slid three places to #8 as it was down for the fourth book in a row (4.7-4.5).

Market watchers (that would be us) were surprised to see WVEE as the #2 station 25-54 last month. Well, it was merely a flesh wound as the station returned to its usual position of #1 thanks to a small increase. The previous leader – WSB-A – dropped back to #2 as it returned most of last month’s huge increase. CUMULUS Top 40/M WWWQ (Q100) was up to #3 as it ended a three-book slide. SALEM Christian Contemporary WFSH (THE FISH) had its best tinsel-free performance since OCTOBER to remain at #4. WHTA slid a couple of places to #5 with a flat performance. Two cluster mates came charging up the chart and settled in at #6. WSB-F took two steps forward as it ended a two-book slide while WSRV moved up four slots with its highest score since AUGUST.

For the first time since SEPTEMBER, WVEE was #1 18-34. This ended WHTA’s five-book run at the top as HOT posted its lowest number in over a year and slid back to #2. WWWQ remained at #3 with a flat performance while WFSH was treading water at #4 with a small decrease. WSRV repeated as the #5 station but with its highest share in over a year. iHEARTMEDIA Top 40/M WWPW (POWER) advanced three squares to #6 as it ended a rather steep two-book slide.

The top two 18-49 stations remained unchanged from the previous survey. WVEE was #1 for the fourth book in a row with a slight increase. WHTA was #2 again but was also down for the fourth book in a row. As a result, the gap widened to over a share-and-a-half. WFSH moved up to #3 with a slight increase while WWWQ advanced to #4 with its first up book since NOVEMBER. WSRV again had its best performance in over a year and that yielded a two-step rise to #5. WALR had its largest share since JUNE and jumped from #13 to #6. WSB-A returned most of last month’s big increase and dropped from #3 to #10.

BOSTON: The ROR Of The Crowd

Over the last 14 surveys, the only time BEASLEY Classic Hits WROR was not #1 6+ was when there was elfin magic in the air. The station repeated last month’s win (7.9-7.7) and held a two-share lead over #2 CBS RADIO News WBZ-A, which reported its lowest total since OCTOBER (6.6-5.7). BEASLEY AC WMJX (MAGIC) remained at #3 but with its lowest share in over a year (6.0-5.6). It was forced to share the space with iHEARTMEDIA Top 40/M WXKS (KISS), which took one step forward despite a small loss (5.9-5.6). The two sports properties remained in place but with down books. CBS RADIO Sports WBZ-F (THE SPORTS HUB) came in at #5 (5.8-5.4) while ENTERCOM Sports WEEI-F was close behind at #6 (5.4-4.8).

There was no change among the top four players 25-54 this survey. WROR was #1 and landed its best book in over a year. WBZ-F was off slightly at #2 and trailed the leader by a full share. WXKS repeated at #3 with a slight decrease while WMJX came in at #4 again with its smallest share in over a year. Three stations were holding hands at #5. WEEI-F remained in place but with its least productive outing since MARCH. BOSTON UNIVERSITY N/T WBUR was up from #7 despite a small loss while CBS RADIO Classic Rock WZLX advanced from #11 with its best book since NOVEMBER. BEASLEY Rhythmic AC WBQT (HOT) had its smallest share in over a year and dropped out of a fifth-place tie and landed in a new tie – at #8.

Unlike the previous demo, the 18-34 dogfight featured a lot of movement. WXKS remained at #1 but could not match last month’s double-digit display. WROR moved up three places to #2 with a small increase but was still over two shares off the lead. WMJX took a three-step jump to #3 with its best Frosty-free share since JUNE. WBQT dropped to #4 as it posted its lowest total in over a year. CBS RADIO Top 40/M WODS (AMP) moved up to #5 with its best book since NOVEMBER. WBZ-F fell three places to #6 as it ended a five-book run. iHEARTMEDIA Top 40/R WJMN (JAM’N) fell back to #7 with its lowest score since APRIL.

The 18-49 race got considerably closer. WXKS remained on top but it returned a large portion of last month’s big gain. WROR was up slightly and advanced to #2. It was also merely tenths off the lead. WBZ-F slipped back to #3 with its lowest mark since SEPTEMBER. WMJX and WBQT switched places. MAGIC was up to #4 with a slight increase while HOT dropped back to #5 with – again – its lowest share in over a year. The next closest pursuer was BEASLEY Alternative WBOS (ALT 92.9). It was up three slots to #6 but was over a share short of the top five.

This concludes the content portion of this round of analyses. The Ratings Experts from RESEARCH DIRECTOR, INC. will go back under the hood and prepare round number three. The next volley will feature the exploits of DETROIT, MIAMI, SEATTLE-TACOMA, PHOENIX, and MINNEAPOLIS-ST. PAUL. In the meantime, let’s all lament how badly our brackets have performed.

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