New radio station starts strong in winter ratings

By Jarrett Hicks

(This analysis is provided to the Courier by Inside Media, in Cincinnati.)

Many of the Tri-State’s top radio stations maintained their popularity during recently released Winter Arbitron ratings survey “book.”

However, a new contender emerged for ratings supremacy among male listeners during this rating period, which lasted from January through March 2007.

In November 2006, three new FM stations began operation in Greater Cincinnati: progressive rock/alternative station WSWD-FM 94.9 (“The Sound”), talk station WFTK-FM 96.5 (“Supertalk”), and country station WYGY-FM 97.3 (“The Wolf”). The winter ratings marked the first true gauge of the stations’ perfomance.

“The Sound” excelled, especially among male listeners, while the results for “Supertalk” and “The Wolf” were not as strong.

In its first full book, “The Sound” finished among the top four stations in each weekday daypart with its core audience, men 18-34. WSWD was at its strongest in midday (10 a.m. to 3 p.m.) and PM drive (3 p.m. to 7 p.m.), where it ranked second behind WEBN-FM 102.7. Even more impressively, “The Sound” finished in the top five with women 18-34 in each weekday daypart.

“The Sound” faced stiff competition from adult contemporary station WKRQ-FM (“Q-102″) and current hits station WKFS-FM 107.1 (“Kiss 107″). With women 18-34, Q-102 and Kiss 107 ranked first and second in AM drive, midday and PM drive. In the evening daypart (7 p.m. to midnight), Kiss 107 finished first, ahead of R&B powerhouse WIZF-FM 101.1 (“The Wiz”), and third-place Q-102.

Among adults 25-54, WYGY and WFTK finished 15th and 19th respectively, in total-day listenership. WFTK afternoon-drive sports talk host Andy Furman (formerly of WLW-700) finished 10th among men 25-54, with a 2.7 average quarter-hour share. “The Wolf” morning show ranked 10th among adults 18-34, with a 3.5 share.

As it has for over a year, WLW-AM finished No. 1 in overall (12+) listener share, as well as share of adults 25-54, the key radio advertiser demographic. WLW’s midday lineup of Mike McConnell and Bill Cunningham remained a dominant No. 1 in the time period, with an 8.8 adult 25-54 share, a slight decrease from the fall. Afternoon drive host Gary Burbank maintained his third-place ranking behind WUBE-FM 105.1 and WEBN-FM 102.7. WLW’s eveing lineup of Sportstalk and Scott Sloan finished second to country station WUBE (“B-105.1″).

The “Bob and Tom” morning show on WOFX-FM 92.5 experienced a tremendous surge in popularity with both adults 25-54 and men 25-54. Among adults 25-54, Bob and Tom (11.0 share) now rank ahead of WLW’s Jim Scott (9.8 share), “Bill and Amanda” on WUBE (6.8 share), and the “Dawn Patrol” on WEBN (6.4 share).

Among women 25-54, three stations battled for the top share ranking in AM drive, midday and PM drive: adult contemporary station WKRQ-FM, soft adult contemporary station WRRM-FM (“Warm 98″) and country station WUBE. Q-102 and B-105.1 tied for first place in morning drive with a 10.3 share, while Warm 98 finished first in the midday and afternoon drive dayparts.

In the evening daypart, Kiss 107 finished first, ahead of urban adult contemporary station WMOJ-FM 100.3 (“Mojo 100.3″), and third-place B-105.1.

Compared to its fall share performance, B-105.1 saw substantial growth with women 25-54 and adults 25-54 in each weekday daypart. While not as dramatic an increase, classic hits station WGRR-FM 103.5 increased its share of adults 25-54 and men 25-54 listeners in each daypart.

Winter 2007 average quarter hour share: Mon.-Sun. 6 a.m.-midnight (Source: Arbitron Inc.)

Adults 12+ (total listeners) Rank-Station-Share 1. WLW-AM 700 – 9.7 2. WUBE-FM 105.1 – 6.2 3. WGRR-FM 103.5 – 6.1 4. WEBN-FM 102.7 – 5.7 5. WRRM-FM 98.5 – 5.2 6. WKFS-FM 107.1 – 5.1 7. WOFX-FM 92.5 – 4.7 8. WKRC-AM 550 – 4.5 9. WIZF-FM 101.1 – 4.4 10. WKRQ-FM 101.9 – 4.3

Adults 18-34 Rank-Station-Share 1. WKFS-FM 107.1 – 11.1 2. WEBN-FM 102.7 – 9.3 3. WSWD-FM 94.9 – 8.4 4. WIZF-FM 100.9 – 8.2 5. WKRQ-FM 101.9 – 7.8 6. WUBE-FM 105.1 – 5.4 7. WOFX-FM 92.5 – 4.1 8. WLW-AM 700 – 3.6 9. WGRR-FM 103.5 – 3.3 10. WMOJ-FM 100.3 – 2.8

Adults 25-54 Rank-Station-Share 1. WLW-AM 700 – 7.9 2. WUBE-FM 105.1 – 7.1 3. WEBN-FM 102.7 – 6.9 4. WOFX-FM 92.5 – 6.7 5. WGRR-FM 103.5 – 5.8 6. WRRM-FM 98.5 – 5.3 7. WKRQ-FM 101.9 – 5.1 8. WSWD-FM 94.9 – 4.4 9. WMOJ-FM 100.3 – 3.7 10. WKFS-FM 107.1 – 3.6