Local Arbitron numbers: ‘The Wiz’ drops from top spot

By Robert Riggsbee

What a difference three months can make. WIZF-FM (“The Wiz”), which dominated the winter Arbitron radio ratings period, suffered a noticeable audience share decline in the spring survey for the Cincinnati market, which was released Monday and covers the April through June listening period.

In the “power demo” of adults 18-34, the average Monday-Sunday share for WIZF fell 37 percent, knocking it out of first place. WKFS-FM (“Kiss 107″) is now the leader among adults 18-34 with an 11.3 average share.

Rounding out the top five stations with adults 18-34 are WEBN-FM 102.7, WIZF-FM 100.9, WUBE-FM 105.1 and WKRQ-FM 101.9.

WEBN’s “Dawn Patrol” is the top morning show among adults 18-34. WIZF fell from first to second place since the winter. Country station B-105 is now in third place, followed by Kiss 107 and Fox 92.5. Soft AC station WRRM-FM (“Warm 98″) saw its morning show crack the top 10 among adults 18-34, growing more than 250 percent since the winter ratings period.

A major story from the winter ratings period was the departure of Howard Stern from alternative station WAQZ-FM (97.3). Compared to spring 2005, WAQZ has lost 63 percent of its adult 18-34 audience.

While WAQZ is no longer in the top 10 morning shows with adults 18-34, Inside Media Research Director Jarrett Hicks noted that Stern’s replacement, “is gaining some traction with this key demo.” Since winter, “Rover’s Morning Glory” has gone from a 2.4 to a 3.1 share, a 29 percent increase.

News powerhouse WLW-AM (700) was once again No. 1 in the coveted “Money Demo,” adults 25-54. WLW registered an 8.9 average share Monday-Sunday 6 a.m. to midnight. Warm 98 jumped from fifth to second place in this category with a 7.7 share. WUBE-FM, WEBN-FM and WOFX-FM rounded out the top five stations in this category.

In the morning, “Bob and Tom” on Fox 92.5 was No. 1, ahead of longtime daypart leader Jim Scott on WLW. Scott’s audience share fell 18 percent since the winter book, which placed his program fourth among adults 25-54. Since the winter, country station “B-105″ jumped from fourth to second place in the morning, followed by Warm 98, WLW and WEBN.

With its increased popularity, especially among female listeners, Warm 98 was the top midday (10 a.m.-3 p.m.) station with adults 25-54, at a 10.7 share, finishing ahead of Mike McConnell and Bill Cunningham on WLW at a 9.7.

In afternoon drive (3-7 p.m.), WUBE remains the top station with adults 25-54, with a 7.1 share. WEBN, WRRM and WLW tied for second place with a 6.8 share, WVMX (“Mix 94.1″) and Kiss 107 showed significant growth since the winter and now place in the top 10 p.m. drive stations. Conversely, WRKQ (“Q102″) dropped out of the top 10 in the p.m. drive.

According to Inside Media’s Hicks, “Warm 98 and Kiss 107 have a lot to be pleased with in this book. Each station showed significant gains in a number of key demos, not just one or two isolated areas.”

In its first full ratings period, oldies station WDJO-AM 1160 has established a solid presence in the top 20 stations among adults 25-54. The former news/talk station known as WBOB-AM barely registered any significant audience numbers in key demographics in the spring 2005 ratings period. As WDJO, this new oldies station nearly doubled its audience from winter to spring 2006 among adults 35-64. It now ranks 13th in this demo.