RADIO RATINGS ROUNDUP, October 2025, Part II

November 5, 2025

Welcome to OCTOBER. For all intents and purposes this is likely the final survey of the year that will not be tainted by the foul stench of BURL IVES and his evil minions. Even as I write this there are stations around the country that are hanging garland in their (virtual) studios as on-air performers tense up for the endless stream of MARIAH CAREY teases. I mean, what hasn’t been said about those songs already? So, enjoy the fresh air while you can.

The Ratings Experts from RESEARCH DIRECTOR, INC. – with a healthy assist from the point guards at XTRENDS – bring you another round of the OCTOBER book. It ran from SEPTEMBER 18^TH through OCTOBER 15^TH. It featured ROSH HASHANAH, YOM KIPPUR, and the changing of the season. Here is what the numbers told us (as they whispered in our ears) …

SAN FRANCISCO: A Ten Spot

This was the tenth consecutive 6+ win for KQED INC NT KQED (8.7-8.8). However, it was feeling the heat from AUDACY News KCBS, which was back at #2 with its best book in over a year (8.3-8.7). The station also picked up a 0.4 share from cyberspace. The leading music station plays some true oldies. USC Classical KDFC (CLASSICAL CALIFORNIA) stepped up to #3 with its highest mark since DECEMBER (5.3-5.7). BONNEVILLE AC KOIT dipped to #4 with its smallest share in over a year (5.7-4.8). iHEARTMEDIA Soft AC KISQ (98.1 THE BREEZE) remained calm at #5 (4.8-4.6). Despite a 9.6% drop, KOIT was still the cume leader (1,140,200-1,031,000). The market was up 2.5%. Market PUMM was up 1.1% from SEPTEMBER and 21.4% from 2024.

The top three 25-54 stations remained the same but all three had slight decreases. KQED repeated at #1, while BONNEVILLE Hot AC KMVQ (99.7 NOW) was back at #2. AUDACY Alternative KITS (LIVE 105) held steady at #3. KISQ stepped up to #4 with a small share gain, while KOIT dipped to #5 with, again, its least productive outing in over a year. Market PUMM was up 2.9% from the previous survey and 10.9% from last year.

It is not often we see two Adult Contemporary stations atop the 18-34 leaderboard. This is the third book in a row this has happened, with the last two listing KOIT and KISQ at #1 and #2, respectively. Threatening to crash that party was iHEARTMEDIA Pop CHR KYLD (WiLD 94.9). The station advanced from #7 to #3 with its highest mark in over a year. iHEARTMEDIA Rhythmic CHR KMEL stepped down to #4 with its lowest total since JUNE. KMVQ inched up to #5 as it regained some of last month’s share loss. KQED had its lowest score since FEBRUARY as it slid from #5 to #9. SBS Mexican Regional KRZZ (93.3 LA RAZA) surrendered all of last month’s large increase – plus a bit extra – as it dropped from #4 to #10. It was tied with AUDACY Rhythmic AC KRBQ (102 JAMS) and TELEVISAUNIVISION Spanish Contemporary KVVF (LATINO MIX 105.7 & 100.7), which vaulted from #21. Market PUMM was down 4.4% from last month but up 2.5% from a year ago.

The top four 18-49 stations were separated by less than a share and all of the top five stations had down books. KQED was back at #1, while KITS inched up to #2. KISQ rose two places to #3, while KMVQ repeated at #4. KOIT slipped from #2 to #5 as it gave up all of last month’s large share increase. Market PUMM was down 0.2% from SEPTEMBER but up 18.1% from 2024.

ATLANTA: Talk Of The Town

COX MEDIA N/T WSB-A made it back-to-back 6+ wins (7.8-7.7), though #2 COX MEDIA Urban AC WALR (KISS 104.1) shaved a bit off of the gap between the two stations (7.1-7.3). COX MEDIA AC WSB-F (B98.5) had its best showing in over a year as it rose from #6 to #3 (5.8-6.8). AUDACY Urban AC WVEE (V-103) stepped up to #4 (5.9-6.1), while COX MEDIA Classic Hits WSRV (971. THE RIVER) dipped to #5 (6.5-5.9). Also coming in at #5 was URBAN ONE Urban AC WAMJ (MAJIC 107.5/97.5), which slid from #2 (7.1-5.9). Both stations landed their lowest shares in over a year. WSB-F was still in cume control with a 0.4% increase (858,200-861,700). The market was down 0.7%. Market PUMM was down 2.9% from SEPTEMBER and 0.2% from 2024.

Last month WVEE had its nine-book 25-54 winning streak snapped by not one but two stations. WVEE rebounded this time as it went from third place to first. WSB-F vaulted from #5 to #2 with, again, its best showing in over a year. WALR fell from a tie at #1 to #3 with a slight decrease, while WSB-A rose to #4 with its highest mark since NOVEMBER. iHEARTMEDIA Urban Contemporary WRDG (96.1 THE BEAT) returned most of last month’s large share increase as it dropped from a share of first place to #5. WAMJ dropped four slots to #8 with its least productive outing in over a year. Market PUMM was down 3.5% from last survey but up 8.1% from a year ago.

This was a good month to be WSB-F. The station stepped up to #1 18-34 for the third time in the last four surveys. It was also dangerously close to hitting double figures. WRDG moved down to #2 as it surrendered most of last month’s massive increase. It was paired with WALR, which moved up a spot with its best book in over a year. In the final full survey for THE BERT SHOW, CUMULUS Pop CHR WWWQ (Q99.7) bounced back from a down book to rise from #10 to #4. WVEE moved up to #5 with its first up book since FEBRUARY. WSRV slipped to #6 with its smallest share in over a year. WAMJ dropped from #5 to #14. It was tied with iHEARTMEDIA Country WUBL (94.9 THE BULL). Market PUMM was down 4.9% from the previous book but up a whopping 37.5% from last year.

WVEE ended a three-book slide as it stepped up to #1 18-49. WALR remained at #2 with its third up book in a row. It was partnered with WSB-F, which advanced from #4 with, once again, its finest performance in over a year. WRDG went from first to fourth, while WWWQ bounced back from that down book to move up to #5. WAMJ slid from #5 to #9. Market PUMM was down 4.5% from SEPTEMBER but up 3.2% from 2024.

WASHINGTON, DC: I Heard The News Today…

Complete the lyrics in your head. As you are likely aware, the government shutdown—which is a big local story in these parts—began at the end of week two of the survey. Not that HUBBARD News WTOP needed the boost. The station was #1 6+ for the fourth book in a row (11.5-11.9). AMERICAN UNIVERSITY N/T WAMU was back at #2, also for the fourth straight survey (11.3-11.0). It was status quo for the rest of the top five. HOWARD UNIVERSITY Urban AC WHUR was back at #3 though it did end a three-book surge (6.9-6.6). iHEARTMEDIA Alternative WWDC (DC101) repeated at #4 but with its best book since MAY (4.7-5.5). iHEARTMEDIA AC WASH held steady at #5 (4.6-4.9). WTOP received a 7.1% cume boost, which propelled the station to #1 in that category (758,000-812,100). The market was up 3.4%. Market PUMM was down 3.2% from SEPTEMBER but went up 20.8% from 2024.

WAMU was #1 25-54 for the tenth straight survey though its double-digit string ended at four. WTOP rebounded from a down book to remain at #2, while WWDC repeated at #3 with its highest share since JUNE. WASH stepped up to #4 with its best showing since MARCH. ATLANTIC GATEWAY Contemporary Christian WGTS dipped to #5 despite posting its best number in over a year. Close behind at #6 was AUDACY Spanish Contemporary WLZL (EL ZOL 107.9). The station has more than doubled its AUGUST share. Market PUMM was down 2.3% from last month but went up 18.8% from a year ago.

iHEARTMEDIA Pop CHR WIHT (HOT 99.5) made it back-to-back 18-34 wins with a small share increase. WTOP regained some of last month’s huge share loss as it rose from #4 to #2. iHEARTMEDIA Country WMZQ was back at #3 with a small share loss, while two stations were huddled together at #4. WASH fell from #2 as it halted a two-book surge, while WWDC rose from #6 as it got back some of last month’s large share loss. iHEARTMEDIA Classic Rock WBIG (BIG 100) dipped to #6 despite a small share gain. Market PUMM was up 0.7% from the previous survey and an amazing 53.9% from last year.

WAMU was #1 18-49 for the seventh straight survey. WTOP was back at #2 as it regained some of last survey’s share loss. WWDC stepped up to #3 with a strong share gain, while WLZL moved up to #4 with its highest score in over a year. WASH slipped to #5 with a slight decrease. Market PUMM was down 2.3% from SEPTEMBER but grew by 32.0% from 2024.

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PHILADELPHIA: They Do Sports

AUDACY Sports WIP (SPORTSRADIO 94WIP) repeated as the 6+ leader with its best book in exactly a year (8.5-9.2). Its stream came in at #13 with a 3.2 share. BEASLEY Classic Rock WMGK remained at #2 (6.8-7.0), while BEASLEY Album Oriented Rock WMMR was back at #3 (6.3-6.1). AUDACY AC WBEB (B101) held steady at #4 (5.4-5.6), while iHEARTMEDIA Urban AC WDAS inched up to #5 as it rebounded from a down book (4.7-5.4). AUDACY News KYW dipped to #6 (4.8-4.4), though it did gain a 0.9 share from the interwebs. WBEB was still your cume leader with a 0.4% increase (1,048,800-1,053,500). The market rose by 3.0%. Market PUMM was up 1.0% from SEPTEMBER and 9.3% from 2024.

A flat WMMR was #1 25-54 for the ninth book in a row. However, it was hearing footsteps from #2 WIP, which had its best book since JANUARY. WIP’s stream came in at a tie at #15. Both WDAS and WBEB rebounded from down books. WDAS rose from #8 to #3, while WBEB advanced from #7 to #4. WMGK slipped to #5 with its third straight down book. EMF Contemporary Christian WKVP (K-LOVE) slid to #6 with a small decrease. WHYY INC N/T WHYY and iHEARTMEDIA Urban Contemporary WUSL (POWER 99) were last spotted at #5. Both stations had down books as they descended to #7 and #8, respectively. Market PUMM was up 6.2% from last month and 12.4% from a year ago.

Last survey WMGK fell from first to fourth 18-34. The station came back with a flourish this time as it returned to the top spot and crashed through the double-digit barrier. WIP slipped from a share of first place to #2, though its online presence secured a tie at #18. BEASLEY Country WXTU had its best outing since JANUARY as it rose three places to #3. WBEB dropped from a tie at #1 to #4, while WMMR slipped to #5. Both stations had large share losses. WUSL dipped to #6 as it gave back all of last month’s share increase—plus a bit more. It was tied with WDAS and BEASLEY Adult Hits WBEN (95.7 BEN FM), which advanced from #10. Market PUMM was down 1.8% from the previous survey but up 4.6% from last year.

WIP stepped up to #1 18-49 with a slight increase. The station’s stream was in a tie at #13. This snapped the nine-book winning string for WMMR, which stepped down to #2 with its lowest mark since MAY. WMGK was up to #3 as it bounced back from a down book, while a flat WBEB dipped to #4. WDAS inched up to #5 as it regained all of last month’s lost share. WUSL slipped three places to #7 as it surrendered all of last month’s share increase. Market PUMM was up 5.9% from SEPTEMBER and 6.4% from 2024.

BOSTON: Sharing Is Caring

In theory, anyway. AUDACY AC WMJX (MAGIC 106.7) was #1 6+ for the third book in a row (7.6-6.5). However, it was forced to play nice with BEASLEY Classic Hits WROR, which moved up a spot and forced the tie thanks to its best book in a year (5.8-6.5). BEASLEY Sports WBZ-F (98.5 THE SPORTS HUB) came dangerously close to making it a threesome by posting its largest share since FEBRUARY. (5.2-6.4). It had to settle for moving up to #3. Baseball was very, very good to AUDACY Sports WEEI as it rose to #4 with its highest score in over a year (4.7-5.7). iHEARTMEDIA Pop CHR WXKS (KISS 108) remained at #5 (5.1-5.1), while iHEARTMEDIA Classic Rock WZLX slid to #6 with its smallest share since JANUARY (5.4-4.8). Despite a 3.6% drop WMJX was still the cume leader (900,200-867,800). The market was up 3.0%. Market PUMM was up 3.5% from SEPTEMBER and 0.5% from 2024.

Not only was WBZ-F back at #1 25-54, but the station also landed in double figures. WXKS stood alone at #2 with a small increase but was four shares off the pace. AUDACY Hot AC WWBX (MIX 104.1) dipped to #3 with a slight increase, while WROR rose from #7 to #4 with its best showing since last OCTOBER. WZLX dropped three places to #5, while WMJX slipped to #7 as it returned all of last month’s share increase. Market PUMM was up 5.4% from last month and 10.8% from a year ago.

WMJX repeated as the 18-34 leader but could not duplicate last month’s double-digit performance. WROR leapt from #5 to #2 – it was #11 two books ago – and was this close to overtaking the leader. iHEARTMEDIA Rhythmic CHR WJMN (JAM’N 94.5) dipped to #3 with a slight increase. BEASLEY Rhythmic AC WBQT (HOT 96.9) fell from #5 to #8 last month. It rebounded this time as it advanced to #4. WWBX dipped to #5 with its lowest total in over a year. It was paired with WEEI, which rocketed up from #15. Go Sawx. WXKS slipped three places to #8. The station has shed more than half its share over the last two books. WZLX fell from #3 to #9. It was partnered with AUDACY Adult Hits WBGB (BIG 103) and iHEARTMEDIA N/T WRKO-A. Market PUMM was up 3.2% from the previous survey and 5.4% from last year.

WBZ-F stepped up to #1 18-49 with its best book since MARCH. WROR was up to #2 with its largest number in over a year. WMJX surrendered most of last month’s massive share increase as it went from first to third. A flat WWBX dipped to #4, while WXKS remained at #5 with a slight share gain. Market PUMM was up 7.0% from SEPTEMBER and 6.3% from 2024.

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-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.

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