Oldies Rivals Reverse Course
in Spring Radio Ratings
Wednesday, July 14, 1999
The just-released Spring 1999 Arbitron ratings book provides some revealing insights into listening trends for the second quarter.
Jammin` 105 (WTJM, 105.1 FM), AMFM/Chancellor`s "jammin` oldies" entry in the NY market, after pulling a tie with long-time oldies leader WCBS-FM (101.1) in the first quarter, settles back to a 2.6 share, down 0.9. Listeners who had sampled WTJM have returned to CBS-FM, which earns a 4.2 share, up 0.7 from the Winter book, and almost back to its pre-Jammin` numbers. WTJM, which is performing far better than the format which it replaced in December 1998, will now be concentrating on its long-term strategies (see below).
The top ratings spot is now shared by Lite-FM (WLTW, 106.7) and Hot-97 (WQHT, 97.1 FM), as WLTW continues to slip, especially in the 25-54 age group. Rising steadily is CHR-Rhythmic WKTU (103.5 FM), which breaks into the #5 position with a solid 4.5 share. K-Rock (WXRK, 92.3 FM) slides out of the top 5, down 0.6 overall from the first quarter, but still boasting the #1 Stern morning show.
Making a strong showing with a rock/pop sound, WPLJ (95.5 FM) continues to gain, rising to a 2.9 share and doing especially well among listeners 25-54. Its recent move towards an "Adult Top 40" format seems to be having an impact on listeners. Further down the dial, classic rocker Q104 (104.3 FM) is slowly picking up listeners, while WNEW (102.7) remains at 1.4 but gains in its target demo of Men 18 - 34.
In the Urban category, WBLS (107.1 FM) has finally moved past rival Kiss-FM (98.7), commanding a 3.6 share and the #9 position. Kiss, down to 3.3, continues to lose audience share except during its Isaac Hayes & Friends morning show. WBLS` Doug Banks appears to be catching up in mornings, though.
In talk radio, WOR (710 AM) cuts the lead of WABC (770 AM) in half, as listeners seem to be tuning out ABC`s morning addition, the Rocky Allen Showgram.
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