Summer Radio Ratings Are In
Have you been enjoying "
WGRR-FM, which has morphed from "oldies" into classic hits from the 1970s and early '80s, rocked and rolled into second place among all listeners (age 12 and up) and the age 25-54 demographic advertisers want, in summer quarter Arbitron ratings released today. The station, including the Chris O'Brien-Janeen Coyle morning team and program director Keith Mitchell's afternoon drive show, had the best ratings in years. (Sorry, Music Professor!)
The success can be attributed to Cumulus, the new owner. The station was swapped to Cumulus from the former CBS Radio group (now Bonneville) for 94.9 (now WSWD-FM, The Sound) last Nov. 1.
O'Brien credits a better sound quality, thanks to Cumulus engineers. A good part of the success comes from a better music mix, from Mitchell and Cumulus research, to fill the void from the old MOJO. And not having any direct competition. (Might "the FOX" somedaychange its music mix?)
Being acquired by Cumulus was "definitely the best thing that happened to us. The station has flourished since we moved a year ago. We're no longer treated like the red-headed stepchild. It's been great from the start," O'Brien says.
But the celebration at Cumulus was tempered by the low ratings for SupertalkFM95.6 (WFTK-FM), launched 11 months ago. Supertalk ranked last with all listeners, and last with the 25-54 and 18-34 age groups. Ouch!
The syndicated "Mancow" show in the morning – radio's prime-time – failed to draw any ratings. That's why the "Two Angry Guys," Richard Skinner and Tom Gamble, took over mornings Oct. 1, sooner than planned. Having morning commuters tuned to "SupertalkFM96.5" should help boost Andy Furman's afternoon ratings, which again failed to match his winter quarter debut. (Or beat Lance McAlister on WCKY-AM, 1530).
"Our only constant has been Andy Furman," says Karrie Sudbrack, general manager for Cumulus' WFTK-FM, WGRR-FM and WRRM-FM. "If you don’t have ratings in the morning, you’re not going to get much of an audience for the rest of the day."
She promises that SupertalkFM96.5 will become "more live and local" in the future.
Other ratings highlights:
-As usual, WLW-AM was No. 1 with all listeners, and the 25-54 demographic. The station has been the big No. 1 for 7-1/2 years.
-Country WUBE-FM (B105.1) also had a solid summer, led by strong ratings for the Bill Whyte-Amanda Orlando morning team. Whyte & Orlando were No. 1 with listeners 18-34, and No. 2 with all listeners and the 25-54 demo.
-WKRQ-FM (Q102) was fourth in the 18-34 demo, but program director Patti Marshall was happier that Q102 was fifth in the 25-54 demo. "That's really big for Q, to be a station for all adults, and not just adult women," she says.-Brian Thomas and John Phillips had their best quarter as WKRC-AM (550) morning hosts, with a 4.6 audience share, since replacing Jerry Thomas, Brian's dad, in January.
-WSAI-AM, which switched from recorded talk shows to ESPN July 2, did not receive any ratings. The audience share for local sports talk WCKY-AM (Homer 1530) did not drop from spring after the debut on ESPN on the sister Clear Channel station.
--The old MIX94.1 received its best ratings in three quarters... a month after the format and call letters were changed. It's now WNNF-FM, Radio 94.1 The "new adult contemporary" station dropped pop and dance songs for lots of Goo Goo Dolls, John Mayer, U2, No Doubt, Nickelback, Nelly Furtado, Dave Matthews Band, Maroon 5 and INXS.
Here are the top 10s lists:
1. WLW-AM; 2. WGRR-FM; 3. WUBE-FM; 4. WRRM-FM; 5. WEBN-FM; 6. (tie) WKRC-AM, WKRQ-FM, WKFS-FM; 9. WIZF-FM; 10. (tie) WMOJ-FM, WOFX-FM.
1. WLW-AM; 2. WGRR-FM; 3. WUBE-FM; 4. WEBN-FM; 5. WKRQ-FM; 6. WRRM-FM; 7. WOFX-FM; 8. WMOJ-FM; 9. WSWD-FM; 10. WNNF-FM (f0rmerly MIX94.1).
1. WEBN-FM; 2. (tie) WUBE-FM, WKFS-FM; 4. WKRQ-FM; 5. WIZF-FM; 6. WSWD-FM; 7. WLW-AM; 8. WOFX-FM; 9. (tie) WGRR-FM, WNNF-FM.