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April 17, 2024

Of all the events that were part of MARCH, the most perplexing is DST. That would be Daylight Saving Time (we’ll avoid a rant about the people who insist on pluralizing the second word).

No one really knows why we do it. Babies and pets don’t get it. And it screws up the already funky circadian rhythms for morning shows. At least Leap Year makes scientific sense.

The MARCH survey ran from FEBRUARY 29TH through MARCH 27TH and besides the clock change thing, the month had several religious celebrations, a changing of the season, and a day when everyone was supposed to wear green. It’s like a law or something.

The Ratings Experts from RESEARCH DIRECTOR, INC. – in cahoots with the oracles of the numbers at XTRENDS – bring you part three of our latest audio – er, radio – ratings rundown.

A scoring change of note. NIELSEN initiated its annual Market Definition changes with the APRIL survey. While this did not technically affect the market rank order for MARCH, we made the change anyway. This month’s roundup reflects one of those changes.


Talk about stasis, the 6+ leaderboard was frozen in time as the top eight spots were as we last saw them. And we’re here to give them to you. COX MEDIA Urban AC WHQT (HOT 105) continued its long uninterrupted streak of #1 books (8.2-8.3), while TELEVISAUNIVISION Spanish Contemporary WAMR (AMOR 107.5) finished in second place for the sixth straight survey (7.0-6.7). AUDACY AC WLYF (101.5 LITE FM) was back at #3 (5.9-6.4), while its arch nemesis COX MEDIA AC WFEZ (EASY 93.1) repeated at #4 (5.8-6.0). MIAMI-DADE COUNTY PUBLIC SCHOOLS N/T WLRN was still at #5 but with its highest grade in over a year (5.1-5.6). iHEARTMEDIA Spanish Adult Hits WMIA (MAGIC 93.9) also posted its largest number in over a year as it finished in sixth place again (4.8-5.4). SBS Spanish Contemporary WCMQ (Z92.3) was #7 (3.9-3.8), while AUDACY Classic Hits WMXJ (102.7 THE BEACH) stayed at #8 (3.8-3.6). Whew! WLYF remained the cume leader with a 2.7% increase (715,600-735,100). The market was up 0.4%.

You may recall that, back in NOVEMBER, WMIA changed format. The station has been on quite the roll since then, and this time landed at #1 25-54. However, it was in a pitched battle as the next three stations were less than a half share off the lead. WLYF repeated at #2 with a small decrease. WAMR slipped to #3 as its two-book winning streak came to a halt. It was tied with WFEZ, which landed its largest share in over a year. SBS Spanish Tropical WXDJ (EL ZOL 106.7 FM) stepped up to #5 with its first up book since DECEMBER. iHEARTMEDIA Spanish Contemporary WZTU (TÚ 94.9) experienced its first down book since NOVEMBER as it slid from #5 into a tie at #8 with COX MEDIA Urban Contemporary WEDR (99 JAMZ).

Last month WEDR fell from first to a tie at #3 with a huge share loss. This month the station got all of that back – plus a lot more – as it returned to the top spot. WXDJ also had been tied at #3 and it stepped up to second place with its highest score of the year. Making the leap o’ the month was SBS Latino Urban WRMA (RITMO 95.7), which soared from #14 to #3, more than doubling its previous share. WZTU slipped to #4 as it ended a strong four-book surge. WAMR inched up to #5 with a slight increase. TELEVISAUNIVISION Spanish Contemporary WRTO (MIX 98.3 FM) #1 to #9 as it surrendered all of last month’s massive increase, plus a little more. AUDACY Country WKIS (KISS COUNTRY 99.9) dropped from #5 into a tie at #10 with WLYF.

WMIA was #1 18-49 for the fourth book in a row but was hearing footsteps as WFEZ moved up to #2 with its highest score in over a year. Less than a half-share separated the two stations. WAMR stepped up to #3 with a slight decrease, while WEDR bounced back from a down book to advance from #10 to #4. WLYF and WHQT were #6 and #7, respectively, last month. Both stations had up books and landed together at #5. WZTU fell from #1 to #9, while WRTO dropped from #4 into a tie at #10 with WKIS.

SEATTLE-TACOMA: Meet The New Boss…

For the third book in a row, there was a new 6+ leader. This month’s champion was iHEARTMEDIA Classic Rock KZOK, which moved up from #3 with its highest mark in over a year (6.4-7.9). AUDACY Country KKWF (100.7 THE WOLF) remained at #2 (7.1-7.4), while last month’s victor – UNIVERSITY OF WASHINGTON N/T KUOW – slipped to #3 (7.2-7.2). AUDACY Active Rock KISW was back at #4 (5.3-5.6), while HUBBARD AC KRWM (WARM 106.9) moved up to #5 with its best Frosty-free share in over a year (4.3-4.8). HUBBARD Pop CHR KQMV (MOViN’ 92.5) slid to #7 (4.9-3.9). It was partnered with BONNEVILLE N/T KIRO (4.1-3.9). KRWM still had the most listeners (569,900-587,700) – a 3.1% increase. The market grew by 1.2%.

Last month KKWF and KISW were #1 and #2, respectively, 25-54 and separated by less than a half-share. The stations remained in place but the gap grew considerably wider. KKWF had its best outing in over a year, while KISW had a slight decrease. They were now a share and a half distant. AUDACY Rhythmic AC KHTP (HOT 103.7) also scored its highest share in over a year as it rose from #7 to #3. FRIENDS OF KEXP Alternative KEXP repeated at #4 with a slight increase. It was joined in that spot by KZOK, which moved up from #6. KQMV slid from #3 to #6, while iHEARTMEDIA Pop CHR KBKS (HITS 106.1) dropped from #5 to #9.

KISW had a nearly 50% 18-34 share increase as it leapt from #5 to #1. It was the station’s best book in over a year. Last month AUDACY Alternative KNDD (107.7 THE END) and KKWF were the co-leaders in this category. KNDD stepped down to #2, despite being up for the fourth straight survey, while KKWF landed at #4. KZOK moved up to claim a share of the #2 spoils. KRWM stood alone at #5 with a slight increase. KQMV slipped down to #6 with its lowest total in over a year and was paired with KHTP, which arrived from #9. KBKS fell from #3 to #8 and was joined by iHEARTMEDIA Adult Hits KJAQ (96.5 JACK FM), which turned it up from #11 with its highest score in over a year.

KKWF rebounded from a down book while KISW landed its largest share since JUNE. As a result, the two stations collided at #1 18-49. KQMV returned all of last month’s huge increase as it went from first to third. KEXP repeated at #4 with a slight decrease. It had company as KNDD moved up from #7 with its best performance in over a year. KBKS slipped from #5 to #7 and was hanging with KJAQ and KRWM.

Another shameless plug: The Ratings Experts saves your programming team time and makes your sales team money. Quite the combo. Find out how that works by clicking the link at the end of this missive.

PHOENIX: Easy Eight

iHEARTMEDIA AC KESZ (99.9 KEZ) was #1 6+ for the eighth straight survey and hit double figures for the fourth time during this span (10.1-10.3). Of course, the last two huge shares were accomplished without the aid of performance-enhancing music. HUBBARD Classic Rock KSLX repeated at #2 (6.8-7.0), while HUBBARD Active Rock KUPD was back at #3 (5.3-5.0). DESERT VALLEY Adult Hits KOAI (95.1/94.9 THE WOW FACTOR) sat at #4 with its third up book in a row (4.8-4.9). iHEARTMEDIA Adult Hits KYOT (95.5 THE MOUNTAIN) was solid as a rock as it stepped up to #5 with its highest mark in over a year (3.9-4.7). iHEARTMEDIA Country KNIX slipped to #7 (4.0-3.5). HUBBARD Alternative KDKB (ALT AZ 93.3) joined it in that slot (3.8-3.5). Despite a 4.2% decrease, KESZ was still the cume leader (882,600-845,200). The market rose by 1.0%.

For the sixth straight survey, KESZ was runaway 25-54 leader. The station was also rapidly approaching double-digit territory. KUPD was back as a distant #2 with a slight decrease, while KSLX repeated at #3 with its third up book in a row. KYOT moved up a couple of places to #4 with its best book in over a year, KDKB drifted down to #5 with its third down book in a row and was paired with a stationary KNIX. It is worth noting the rapid ascent of iHEARTMEDIA Hot AC KMXP (MIX 96.9). The station vaulted from #16 to #7 with its highest score since SEPTEMBER.

KESZ notched back-to-back 18-34 wins with its – get this – fifth double-digit book in a row. KDKB remained in second place with a slight decrease and was better than four shares off the pace. KUPD was back at #3, also with a slight decrease. iHEARTMEDIA Pop CHR KZZP (104.7 KISS FM) and SIERRA H Rhythmic AC KZCE (101.1 THE BOUNCE) went from a tie at #7 to a tie at #4. Speaking of tandem leaps, KYOT and AUDACY Classic Hits KOOL (BIG 94.5) went from a tie at #10 to a similar arrangement at #6. KNIX dropped three places to #8 with its smallest share since AUGUST. AUDACY Pop CHR KALV (LIVE 101.5) dropped from #4 to #9 with its lowest score in over a year. It was sharing the moment with AUDACY Country KMLE, which slid from #5.

You can’t stop ’em; you can only hope to contain ’em. KESZ was #1 18-49 for the eighth consecutive survey and hit double figures again. It had more share than the next two stations – combined. KUPD and KDKB were back at #2 and #3, respectively. Both stations had down books. KSLX stepped up to #4 with a solid increase. KYOT repeated at #5 with its third up book in a row. It was joined by KZZP, which advanced from #7 with its best showing since AUGUST. KNIX fell from #4 into a tie at #7 with KZCE.

DETROIT: Twice As Nice

For the second book in a row – and fourth time in the last five surveys – iHEARTMEDIA AC WNIC was #1 6+. The station also posted its best Frosty-free share in over a year (7.9-9.1). AUDACY Sports WXYT (97.1 THE TICKET) moved up to #2 (7.1-7.5). The station also added a 1.5 share from its stream. iHEARTMEDIA Pop CHR WKQI (CHANNEL 955) stepped down to #3 (7.3-6.7), while AUDACY Country WYCD remained firmly affixed to the #4 position (6.5-6.6). BEASLEY Active Rock WRIF held steady at #5 (6.2-6.1) and was hanging with its older bro BEASLEY Classic Rock WCSX (6.1-6.1). WNIC was still the cume champ with a 3.3% increase (1,000,000-1,033,300). The market gained 0.9%.

As with the previous demo, WNIC had its best Frosty-free 25-54 share in over a year as it moved up to #1.  WXYT got back some of last month’s huge share loss as it went from #4 to #2. WKQI dropped from first to third as it returned all of last survey’s solid share increase. Those three properties were within about a half share of each other. WRIF slipped to #4 with a slight increase, while BEASLEY Rhythmic AC WMGC (105.1 THE BOUNCE) had its highest score in over a year, which propelled the station from #7 to #5. A flat WYCD was back at #6, while iHEARTMEDIA Urban AC WMXD (MIX 92.3) dropped to #7 as it gave back about half of last month’s large share increase.

The only force that can overcome WKQI in the 18-34 space is the power of the Claus. The station was #1 and in double-digits, both for the 12th time in the last 14 surveys.  WNIC repeated at #2 and also hit double figures. WRIF has its best outing since NOVEMBER, but it dipped to #3. It was tied with WXYT, which rose from #5 as it rebounded from a down book. AUDACY Classic Hits WOMC stood alone at #5 with a small decrease. WYCD dropped four places into a tie at #6 with WMXD.

After taking the last two books off, WNIC was back at #1 and in double digits 18-49. WKQI had to step down to #2 as it gave back all of last month’s solid increase. WXYT maintained its #3 post with a strong increase, while WRIF stepped down to #4 with a small share gain. WYCD inched up to #5 despite a small decrease. WMGC moved down to #6 and was tied with AUDACY Alternative WDZH (ALT 98.7), which rose from #8 with its fourth up book in a row.


Not much changed atop the 6+ leaderboard as it featured the same five stations as last month. UNIVERSITY OF NORTHWESTERN-ST. PAUL Contemporary Christian KTIS was #1 and in double figures for the third book in a row (10.5-10.6). MPR N/T KNOW was back at #2 with its third up survey in a row (7.4-7.5) and added a 0.8 share from its stream.  iHEARTMEDIA Sports KFXN (KFAN FM 100.3) remained at #3 (7.1-7.4). HUBBARD Hot AC KSTP (KS95) repeated at #4, also with its third up book in a row (6.4-6.7). It had a partner as iHEARTMEDIA Classic Hits KQQL (KOOL 108) moved up a slot as it got back all of last month’s lost share (6.1-6.7). KQQL was also the most listened-to radio station (706,400-683,300) – a 3.3% decrease. The market was off by 0.4%.

There was quite a battle brewing in the 25-54 bracket. CUMULUS Active Rock KXXR (93X) was up to #1 with its highest score since AUGUST. This pushed KSTP down to #2 but the stations were less than a half-share apart. KTIS stood alone at #3 with a slight decrease, while its former partner – KFXN – dipped to #4 with its least productive outing since AUGUST. iHEARTMEDIA Pop CHR KDWB had its best book since OCTOBER to repeat at #5. KQQL made a daring move as it rose three places to #6.

Speaking of bold moves, KQQL stepped up to #1 18-34 with a double-digit output. KDWB stepped down to #2, despite landing its largest share since NOVEMBER. A flat iHEARTMEDIA Country KEEY (K102) dipped to #3, while CUMULUS Classic Rock KQRS posted its best number since MAY to rise from #7 to #4. A flat AUDACY AC KZJK (104.1 JACK FM) remained at #5, where it welcomed KSTP, which moved down a spot with a small share loss. KXXR slipped from #5 to #7.

KSTP and KXXR were as close as two stations could be with the 18-49 crowd. KSTP was back at #1 with a small decrease, while KXXR repeated at #2 as it rebounded from a down book. KTIS held firm at #3 despite a modest share loss, while KDWB had its best book since OCTOBER to move up two places to #4. Meanwhile, KQQL advanced from #8 to #5 with its best Frosty-free share since AUGUST. KZJK dipped to #6, while KFXN slid from #4 into a tie at #7 with KEEY.

Thank you for spending some quality time with us. After a brief respite, we’ll return with this month’s final installment, which will focus on TAMPA, DENVER, SAN DIEGO, NASSAU-SUFFOLK, and CHARLOTTE. If you haven’t done so, please subscribe to our blog here.

As always, The Ratings Experts from RESEARCH DIRECTOR, INC. stand ready to help you grow your ratings and revenue. Click the link below to get the gruesome details.

-Steve Allan, Programming Research Consultant

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About Research Director, Inc.: Research Director, Inc. is based in Annapolis, Maryland. We help radio stations’ programming and sales departments maximize the value of their research. For more information, visit  www.ResearchDirectorInc.com, call 410-295-6619, or e-mail info@ResearchDirectorInc.com or sallan@ResearchDirectorInc.com.