RADIO RATINGS ROUNDUP, October 2024, Part II

October 29, 2024

As the acrid aroma of pumpkin spice wafts through the HVAC system, The Ratings Experts from RESEARCH DIRECTOR, INC. – in a closed order formation with the math mavens from XTRENDS – bring you another scintillating round of crackerjack ratings analysis. Also, as the baseball playoffs continue to unfold, we are here to reveal an amazing fact. The numbers nerds at XTRENDS have the uncanny ability to immediately calculate a pitcher’s ERA – in their head! Take that, BILL JAMES!

This is round two of our take on the OCTOBER survey, which ran from SEPTEMBER 12^TH through OCTOBER 9^TH. There were no mandatory holiday weekends, football was in full swing and life patterns were reset to their factory settings. Here’s what happened:

HOUSTON-GALVESTON: Was A Sunny Day

For the first time since the beginning of the year, iHEARTMEDIA AC KODA (SUNNY 99.1) made it back-to-back 6+ victories (7.6-7.4). HOPE MEDIA Contemporary Christian KSBJ repeated at #2 but with its smallest share since DECEMBER (6.9-6.0). iHEARTMEDIA Alternative KTBZ (94.5 THE BUZZ) copped its best book since MAY (4.9-5.7) as it rose two places to #3. RADIO ONE Country KKBQ (93Q) dipped to #4 (5.4-5.3), while cluster mate URBAN ONE Urban AC KMJQ (MAJIC 102.1) stepped down to #5 with its lowest mark in over a year (5.3-4.9). KODA added 0.9% to its already market-leading cume total (1,674,200-1,689,500). The market shrank by 1.1%.

KODA returned all of last month’s 25-54 share increase – plus a tad more – yet it was in first place for the third straight survey. However, it was feeling the heat from KTBZ, which was back at #2 with a solid increase. The gap between the two stations was the smallest of allowable margins. KKBQ inched up to #3 with a slight decrease, while KSBJ dipped to #4 with its lowest score since NOVEMBER. CUMULUS Pop CHR KRBE rose to #5 as it rebounded from a down book. AUDACY Spanish Contemporary KLOL (MEGA 101 FM) slipped to #6 with a slight decrease.

The 18-34 contest was heating up. A flat KODA remained at #1, while KTBZ returned as the #2 station but with its best book since JUNE. The net result was that the distance between these two stations went from about two shares to less than a half share. URBAN ONE Rhythmic CHR KBXX (97.9 THE BOX) had its best outing in exactly a year as it leapt from #6 to #3. KLOL regained some of last month’s huge share loss as it held steady at #4. KRBE was up to #5 as it, again, bounced back from a down book. RADIO ONE Classic Rock KGLK (THE EAGLE 106.9 & 107.5) slid to #7, while AUDACY Country KILT (100.3 THE BULL) stamped from #3 to #12, losing more than half its previous share. It was tied with AUDACY Adult Hits KKHH (95.7 THE SPOT) and KSBJ.

As with some of the previous demos, KODA and KTBZ were neck and neck for the 18-49 crown. KODA repeated as the victor with a small decrease, while KTBZ solidified its hold on second place with a solid share increase. KBXX ended a steep two-book slide as it rose from #9 to #3. KSBJ dipped to #4 with a small share loss, while KLOL vaulted from #10 to #5 as it rebounded from a down book. KKBQ dropped three places to #7, while KILT posted its lowest number in over a year as it dropped from #5 to #16.

ATLANTA: Cluster Control

The folks at one specific group of stations had to be very pleased with the 6+ results this time. COX MEDIA N/T WSB-A was #1 for the fourth book in a row and hit double figures for the first time in over a year (9.5-10.1). COX MEDIA Classic Hits WSRV (97.1 THE RIVER) held firm at #2 (7.3-7.7), while COX MEDIA Urban AC WALR (KISS 104.1 FM) was back at #3 (6.6-6.3). COX MEDIA AC WSB (B98.5) had its smallest share since DECEMBER (6.2-5.6) but moved up to #4. It also picked up a 0.9 share from its stream. It was technically tied with AUDACY Urban ContemporaryWVEE (V-103), which rose from #6 with its highest mark in over a year (4.8-5.6). URBAN ONE Urban AC WAMJ (MAJIC 107.5/97.5) slipped to #6 as it gave back most of last month’s share gain (6.3-5.5). WSRV was back atop the cume chart, despite a 2.5% decrease (791,700-771,800). The market grew by 0.9%.

The top two 25-54 stations each had their best books in over a year. WVEE leapt from #4 to #1, while WSB-A stepped up to #2. They were separated by about a share. WALR tumbled from first to third as it gave back a good portion of last month’s huge share increase. WAMJ was up two slots to #4 with a slight increase, while URBAN ONE Urban Contemporary WHTA (HOT 107.9) repeated at #5 with a small share loss. WSRV ebbed from #2 to #6 with its lowest score in over a year.

Last month WSB saw its eight-book 18-34 winning streak screech to a halt. The station was back on top this time, despite a small decrease. This pushed WSB-A down to #2 as it gave back most of last month’s massive share increase. Two stations moved up to forge a tie at #3. WSRV advanced from #5, while WVEE moved up from #6. Both stations rebounded from down books. WALR dipped to #5 with a small decrease. WAMJ dropped from #3 into a tie at #6 with WHTA and JDJ COMMUNICATIONS Urban Contemporary WWSZ-A (STREETZ 94.5).

WVEE moved up to a dominant #1 18-49 position, thanks to its best outing in over a year. WSB-A advanced from #6 to #2 with its fourth up book in a row but trailed the leader by about two shares. WALR went from first to third as it, once again, surrendered most of last month’s huge share increase. WHTA dipped to #4, while WSB was back at #5 but with its lowest total since DECEMBER. WSRV dropped six places to #9 with its smallest share in over a year.

WASHINGTON, D.C.: The 20% Club

This is a city that gorges itself on information – news, gossip, tidbits, whatever. Which is why better than 20% of the 6+ share is devoted to that spoken word stuff. AMERICAN UNIVERSITY N/T WAMU was back on its usual #1 perch (12.1-11.8), while HUBBARD News WTOP repeated at #2 (9.2-9.1). HOWARD UNIVERSITY Urban AC WHUR tightened its grip on the #3 slot, thanks to its best showing in over a year (7.9-8.5). iHEARTMEDIA AC WASH stood alone at #4 with its highest mark since MAY (4.5-5.1). WETA Classical WETA dipped to #5 (4.5-4.2). WASH increased its cume lead by 0.6% (723,000-727,200). The market was up 1.4%.

The 25-54 competition went from runaway status to nailbiter. WAMU was back at #1, though it returned most of last month’s huge increase. WASH repeated at #2 as it ended a two-book slide. In the end, the distance between those two stations went from about two and a half shares to less than a half share. Two stations that posted their best numbers since JUNE rose up into a tie at #3. AUDACY Classic Hits WIAD (94.7 THE DRIVE) motored in from #6, while WHUR advanced from #9. There was a threesome at #5. iHEARTMEDIA Country WMZQ slipped from #3 as it ended a two-book surge, while iHEARTMEDIA Alternative WWDC (DC101) stepped down from #4 with its lowest score since JANUARY. iHEARTMEDIA Pop CHR WIHT (HOT 99.5) rose from #8 with its best showing in over a year. URBAN ONE Urban Contemporary WKYS fell five slots to #10 with its smallest share in over a year.

The 18-34 arena was causing quite the commotion. WIHT leveled up to #1 and smashed through the double-digit barrier. WIAD more than doubled its previous share as it vaulted from #12 to #2. It was about two and a half shares off the pace. WAMU stepped down to #3 with a small decrease. WHUR and WMZQ were last spied at #5. Both stations posted the same strong increase as they rose in unison to #4. ATLANTIC GATEWAY Contemporary Christian WGTS slipped to #6 despite a small increase. WKYS ended a strong two-book surge as it fell from #1 to #7. AUDACY Rhythmic CHR WPGC dropped from #5 to #9 with its least productive outing since NOVEMBER. It was partnered with WETA, WWDC and iHEARTMEDIA Classic Rock WBIG (BIG 100).

Though WAMU had a small 18-49 share loss, the station repeated at #1. WASH was up to #2 with a solid increase and the stations were all but statistically tied. WIAD advanced four squares to #3 with its best book in over a year, while WIHT was up to #4 with a solid increase. WWDC slip three places to #5 with its lowest mark since JANUARY. A flat WMZQ dipped to #6, while WKYS fell four slots to #8 with a rather large share loss.

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PHILADELPHIA: Sport Is Life

If you’re a PHILLY sports fan, it is a great time to be alive (we write those words through clenched teeth). This particular survey was all about the PHILLIES ill-fated postseason run, and the station that reaped the rewards was AUDACY Sports WIP. The station was up to #1 6+ with its best book in over a year (8.0-9.8) and also padded its lead with an additional 2.5 share from the stream. This ended the four-book winning streak for iHEARTMEDIA Urban AC WDAS, which dipped to #2 (8.9-8.2). The rest of the top five was unchanged from last month. BEASLEY Album Oriented Rock WMMR was back at #3 (7.8-7.9), while its more grizzled cluster bruh BEASLEY Classic Rock WMGK repeated at #4 (6.6-6.7). AUDACY News KYW-A once again rounded out the top five (4.9-4.8). How hungry were fans for sports programming? WIP increased its cume by 25.9% as it moved into first place in that column (769,300-968,900). The market rose a more modest 0.2%.

Despite all the hoopla, WMMR was #1 25-54 for the tenth book in a row, though it did not quite match last month’s double-digit performance. WIP was up to #2 with its best book in over a year and trailed the leader by the smallest of measurable margins. WDAS dipped to #3 as it gave back most of last month’s large share increase. iHEARTMEDIA Urban Contemporary WUSL (POWER 99) repeated at #4 with a slight increase. WMGK and BEASLEY Country WXTU were tied at #5. Both stations had small increases but WXTU’s was a skosh smaller. The stations ended up at #5 and #6, respectively.

After taking the last two books off, WUSL was back at #1 18-34 with a small increase. WDAS rose from #5 to #2 as it bounced back from a down book and was a half share off the lead. WMMR went from first to third with a noticeable share loss. WXTU and WMGK were most recently an item at #3. WXTU was up slightly as it dipped to #4, while a flat WMGK landed at #5. In case you were wondering, WIP had a modest share gain as it remained at #7.

WIP was the 18-49 winner this month. It moved up from #3 with its best offensive outing in over a year. This stopped the nine-book winning streak for WMMR, which dipped to #2 with its smallest share since MARCH. WDAS stepped down to #3 as it gave back most of last survey’s solid share increase. WUSL repeated at #4 with a slight decrease. WXTU and WMGK were last tied at #5. Both stations had solid share gains but, in the end, WXTU stood alone at #5, while WMGK slipped to #6.

BOSTON: Sports Is Pain

It would be pretty safe to say that the fall performances of the local sports teams did not quite match those in the previous market. Still, BEASLEY Sports WBZ (98.5 THE SPORTS HUB) was back at #1 6+ (8.6-8.3). Complaining can be ratings gold as much as celebrating. BEASLEY Classic Hits WROR had its best book in over a year as it stepped up to #2 (6.1-7.1). AUDACY AC WMJX (MAGIC 106.7) was up to #3 with its best showing since FEBRUARY (5.2-6.3). The station also added a 1.1 share from its stream. The bubble burst for AUDACY Hot AC WWBX (MIX104.1). The station ended its four-book surge as it fell from #1 to #4 (9.6-5.6). iHEARTMEDIA N/T WBZ-A stepped up to #5 with its highest score in over a year (4.4-5.5). iHEARTMEDIA Classic Rock WZLX slipped to #6 (4.9-4.5). WMJX was still the cume leader with a 1.6% increase (722,400-733,700). The market was up 1.0%.

WWBX was #1 25-54 for the previous three surveys, the last two of which were in double figures. That streak came to a grinding halt as the station moved down to #2. WBZ assumed control of the demo with a double-digit output and led the rest of the field by about three shares. WZLX remained at #3 with a slight decrease, while WROR moved up to #4 as it bounced back from a down book. iHEARTMEDIA Pop CHR WXKS (KISS 108) slipped to #5 as it ended a four-book skid.

Despite its struggles in the previous two demos, WWBX was #1 18-34 for the sixth straight survey. The station also landed its fifth double-digit book in a row. The next three stations had very strong performances. WXKS repeated at #2 with its highest mark since NOVEMBER. It was paired with WMJX, which moved up a slot with its best Frosty-free share in over a year. iHEARTMEDIA Rhythmic CHR WJMN (JAM’N 94.5) also landed its largest share in over a year as it dipped to #4. WROR stepped up to #5 with its best book since MARCH. It was paired with WBZ, which rose from #7. BEASLEY Rhythmic AC WBQT (HOT 96.9) slipped to #7 as it ended a three-book surge.

WBZ was #1 and in double figures 18-49 for the first time since MAY. This stopped the four-book #1-slash-double-digit streak for WWBX, which stepped down to #2. WMJX inched up to #3 as it halted a three-book slide. WROR dipped to #4 but with its largest share since MARCH. WXKS and WZLX were previously perched at #5. WXKS stood alone in that space, while WZLX slipped to #6.

In case you were wondering, the formula for calculating ERA is ERX9/IP. I’m sure you’ll find that handy. We are feverishly working on round three of the OCTOBER roundup, which will feature SEATTLE, MIAMI, PHOENIX, DETROIT and MINNEAPOLIS.

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The Ratings Experts from RESEARCH DIRECTOR, INC. stand resolute and ready to help you grow your ratings and your revenue.

-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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