RADIO RATINGS ROUNDUP, March 2025, Part IV

April 25, 2025

Welcome to part four of our MARCH madness. The Ratings Experts from RESEARCH DIRECTOR, INC. – along with the sharp sabermetricians from XTRENDS – have checked with legal and we can use the term “madness” when discussing this survey because the NCAA is absorbed with much bigger issues. Also, since we did not capitalize it, we think we’re in good shape.

If you’ve been following along, you know that the effects of the new three-minute rule – now in its third big month! – have varied widely from market to market and demo to demo. We will continue to highlight this change in this and future roundups.

This survey ran from MARCH 6^TH through APRIL 2^ND. Times changed, as did the seasons, and brisket was served in a couple of different ways.

TAMPA-ST. PETERSBURG-CLEARWATER: A Dove In The Hand

Consistency is a beautiful thing and COX MEDIA Soft AC WDUV (105.5 THE DOVE) is maddeningly consistent as it was #1 6+ once again (10.1-9.4). The next two stations landed their largest shares in over a year. RADIO TRAINING Contemporary Christian WCIE (THE JOY FM) repeated at #2 (6.5-8.2), while iHEARTMEDIA Active Rock WXTB (98 ROCK) was up two slots to #3 (5.2-6.3). COX MEDIA Classic Hits WXGL (107.3 THE EAGLE) dipped to #4 (5.7-5.9), while iHEARTMEDIA Country WFUS (US 103.5) repeated at #5 (5.2-4.8). COX MEDIA Urban AC WTBV (101.5 THE VIBE) landed its lowest share in over a year as it dropped from #4 to #9 (5.5-4.1). It was tied with iHEARTMEDIA Pop CHR WFLZ (93.3 FLZ) (3.9-4.1). WDUV still had the biggest flock of listeners (702,100-702,800) – a 0.1% increase. The market was up 2.4%. Market PUMM rose 1.0% from FEBRUARY and 20.6% from 2024.

WXTB was #1 25-54 for the third straight survey and posted its sixth up book in a row. WDUV stepped up to #2 as it bounced back from a down book, while WCIE dipped to #3 with a slight increase. COX MEDIA AC WWRM (MAGIC 94.9) jumped from #7 to #4 with its highest score in over a year. WFLZ vaulted from #10 to #5 with a small share gain. The two stations previously spotted at #4 fell farther down the chart. BEASLEY Country WQYK (99.5 QYK) ended up at #7 along with COX MEDIA N/T WHPT (102.5 THE BONE) and iHEARTMEDIA AC WMTX (MIX 100.7). WTBV landed at #10 and was accompanied by BEASLEY Classic Hits WRBQ (Q105) and BEASLEY Spanish Contemporary WYUU (92.5 MAXIMA). Market PUMM was down 5.0% from last month but up 14.4% from a year ago.

Last month WFUS ended WDUV’s long-running 18-34 winning string. This time WDUV was back on top with a small share loss while WFUS dipped to #2. It was tied with WFLZ, which moved up a spot with its best book in over a year. A flat WXTB stepped down to #4, while WQYK repeated at #5. It was joined in that space by WCIE, which rose from #8 as it bounced back from a down book. Market PUMM was off 5.7% from the previous survey and up 3.9% from last year.

In the 18-49 arena, WXTB was #1 for the third book in a row with its best book since AUGUST, while WCIE scored its best number in over a year to move up to #2. A flat WDUV slipped to #3, while WWRM was up a spot to #4, also with its best outing on over a year. WFUS dipped to #5. Market PUMM was off 2.2% from last month but rose 23.9% when compared with last MARCH.

DENVER-BOULDER: Nice And KOSI

BONNEVILLE AC KOSI (KOSI 101.1) moved up to #1 6+ (6.1-6.6), which ended the two-book winning streak for KSE VENTURES Classic Hits KXKL (KOOL 105), which stepped down to #2 (7.0-5.9). BONNEVILLE Country KYGO was up to #3 (5.4-5.8), while iHEARTMEDIA Alternative KTCL (CHANNEL 93.3) dipped to #4 as its two-book surge ground to a halt (5.9-5.3). AUDACY Modern AC KALC (ALICE 105.9) repeated at #5 (4.7-4.9). KOSI remained the cume chieftain with a 7.0% increase (536,900-574,300). The market grew by 1.7%. Market PUMM was up 3.9% from FEBRUARY and 16.4% from 2024.

Though KTCL returned a good portion of last month’s large share increase, the station was #1 25-54 for the third book in a row. iHEARTMEDIA Pop CHR KDHT (HITS 95.7) rose to #2 with its best showing in over a year. KOSI had its best Frosty-free share since AUGUST as it moved from #5 to #3. It was paired with KYGO, which advanced from #8 with its highest mark since NOVEMBER. KALC leapt from #11 to #5 with a large share increase, while AUDACY Rhythmic AC KQKS (KS 107.5) advanced from #14 to #5 with its largest share in over a year. KXKL had its least productive outing in over a year as it fell from #2 into a tie at #7 with ENTRAVISION Mexican Regional KXPK (LA TRICOLOR 96.5). ENTRAVISION Spanish Adult Hits KJMN (LA SUAVECITA 92.1) and AUDACY Classic Rock KQMT (99.5 THE MOUNTAIN) were last seen at #3 and #5, respectively. They dropped into a tie at #9 with KSE VENTURES Hot AC KIMN (MIX 100). Market PUMM was down 1.8% from last month and up 7.6% from a year ago.

KTCL was #1 18-34 for the third book in a row and was flirting with double figures. KQKS and KDHT were previously spotted at #4 and #6, respectively. Both stations posted their best numbers in over a year as they ended up tied at #2. KOSI and KQMT were the previous occupants of that position. Both stations had down books as they slipped to #4 and #5, respectively. iHEARTMEDIA Classic Rock KRFX (103.5 THE FOX) dropped from #5 into an arrangement at #10 with KALC. Market PUMM grew 14.6% on a monthly basis and 16.0% from a year ago.

KTCL repeated as the 18-49 leader with a slight increase and was about a half share ahead of the two stations at #2. KDHT remained in place, while KQKS moved up from #4. Both stations posted their best numbers in over a year. KOSI slipped to #4, while KXPK moved down to #5. KXKL went from a tie at #4 to #9 and was paired with KYGO. Market PUMM was 1.8% larger than last month and 7.2% bigger than a year ago.

SAN DIEGO: It’s Almost Always Sunny In…

AUDACY Classic Hits KXSN (SUNNY 98.1) was #1 6+ for the third book in a row and twelfth time in the last 14 surveys (9.0-8.3). SAN DIEGO STATE UNIVERSITY N/T KPBS repeated at #2 as it ended a three-book surge (6.7-6.3). LOCAL MEDIA Rhythmic AC XHRM (MAGIC 92.5) remained at #3 (5.4-5.9), while AUDACY AC KYXY moved up to #4 (4.9-5.0). The station also received a 0.5 share from cyberspace. AUDACY Country KSON rebounded from a down book to advance from #8 to #5 (4.2-4.8). LOCAL MEDIA Alternative XTRA (91X) slipped to #6 (5.3-4.6). KXSN was still the cume leader (579,200-659,600) – a 13.9% increase. The market was up 0.2%. Market PUMM was down 0.7% from FEBRUARY but rose 20.2% from 2024.

A flat KXSN repeated as the leading 25-54 station and held about a two-share lead over XHRM, which was up two slots to #2 with a slight increase. TELEVISAUNIVISION Mexican Regional KLNV (QUÉ BUENA 106.5) remained at #3 but with its fourth down book in a row. XTRA slid to #4 as it surrendered all of last month’s large increase. It was paired with KSON, which advanced from #10 with its best outing since MAY. iHEARTMEDIA Active Rock KIOZ (ROCK 105.3) dipped to #6, while iHEARTMEDIA Pop CHR KHTS (CHANNEL 933) fell from a tie at #5 to #10. Market PUMM was up 0.8% from the previous survey and 13.5% from a year ago.

KSON and XHRM were last seen at #4 18-34. KSON had its best book in over a year to rise to #1, while XHRM landed at #2 with its highest share since JUNE. It was tied with KXSN, which had been at #1 but gave back almost all of last month’s large share increase. XTRA dipped to #4 with a slight decrease, while KPBS was up two places to #5 with its fourth up book in a row. KHTS dropped from a tie at #4 into one at #9 with KYXY. KIOZ lost almost half of its previous share as it fell from #2 to #12. Market PUMM was up 3.0% from last month and 1.0% from the previous MARCH.

KXSN was back at #1 18-49, but its market lead shrank from about two shares to a half share. XHRM stepped up to #2 with its best book in exactly a year, while XTRA dipped to #3 as it returned most of last month’s large share gain. KLNV stepped up to #4, while KIOZ slipped to #5. Market PUMM was 1.4% larger than last month and 13.6% bigger from a year ago.

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CHARLOTTE-GASTONIA-ROCK HILL: Riding High

There was a new 6+ sheriff in town as PACIFIC Classic Hits WXRC (95.7FM THE RIDE) cruised from #4 to #1 with its fourth up book in a row (6.2-7.0). BEASLEY Urban AC WBAV (V101.9) returned at #2 (6.6-6.0) but it had company. BEASLEY Country WSOC (COUNTRY 103.7) moved up from #6 to forge the tie (5.6-6.0). This ended the three-book winning streak for BEASLEY Classic Hits WKQC (K104.7), which dropped to #4 (6.9-5.7). iHEARTMEDIA Country WKKT (96.9 THE KAT) rose from #11 to #5 (4.4-5.4), while URBAN ONE Urban Oldies WOSF (105.3 RnB) advanced from #10 to #6 (4.5-5.3). Both stations had their best books since DECEMBER. iHEARTMEDIA Classic Rock WRFX (99.7 THE FOX) slipped from #5 to #8 (5.9-5.1), while UNIVERSITY RADIO FOUNDATION N/T WFAE fell from #2 to #9 (6.6-5.0). iHEARTMEDIA Adult Hits WLKO (102.9 THE LAKE) remained in cume control with a 6.6% increase (416,000-443,600). The market was essentially flat. Market PUMM was up 5.9% from FEBRUARY and 19.8% from 2024.

BEASLEY Urban Contemporary WPEG (POWER 98) was #1 25-54 for the third straight survey. WKQC was back at #2 but with its third down book in a row. URBAN ONE Sports WFNZ (SPORTS RADIO 92.7) leapt from #6 to #3 with its best offensive performance since DECEMBER. WRFX repeated at #4 with a small decrease, while WBAV slipped to #5 with its smallest share since OCTOBER. iHEARTMEDIA Alternative WEND (106.5 THE END) dropped three places to #7 with its lowest mark since MAY. Market PUMM grew 1.6% from last month and 11.7% from a year ago.

WRFX was #1 and in double figures 18-34 for the second book in a row. WBAV jumped from #6 to #2 as it ended a steep six-book decline. WOSF and WPEG advanced from a tie at #7 into one at #3. They were partnered with BEASLEY Pop CHR WNKS (KISS 95.1), which arrived from #9 as it bounced back from a down book. WSOC dipped to #6 and it was joined there by WKKT and iHEARTMEDIA Pop CHR WHQC (HITS 96.1), both of which were last languishing at #12. WFNZ fell from #2 to #9. WEND dropped from #3 into a situation at #10 with WLKO and URBAN ONE AC WLNK (MIX 107.9). WKQC went from #4 into a four-way tie at #13. Market PUMM was off 8.5% from the previous book but was up 10.3% from last year.

Last month WPEG and WBAV shared the 18-49 lead. WPEG remained on top with a slight decrease, while WBAV stepped down to #2 with its smallest share since JUNE. WRFX repeated at #3 with a small share loss, while WKQC inched up to #4 with a slight increase. WNKS was up to #5 with its highest score in over a year. WEND fell from #4 to #12. Market PUMM rose by 1.4% from last month and 9.3% from the previous MARCH.

NASSAU-SUFFOLK (LONG ISLAND): A Tight Race

Three stations were vying to become the 6+ leader. AUDACY News WINS (1010 WINS) was #1 for the third book in a row but with its smallest share since OCTOBER (7.1-5.7). The station did gain a 1.2 share from the web, but we all know you cannot cross the streams. COX MEDIA Classic Rock WBAB stayed at #2 (5.8-5.6), while CONNOISSEUR Hot AC WALK (WALK FM) rose from #6 to #3 (5.1-5.5). iHEARTMEDIA Pop CHR WHTZ (Z100) dipped to #4 (5.7-4.5) and was tied with CONNOISSEUR AC WKJY (K-JOY 98.3), which stepped up from #5 (5.2-4.5). WALK went from third to first in the cume wars with an 8.4% increase (346,600-375,700). The market was up 2.3%. Market PUMM rose 12.9% from FEBRUARY and 0.9% from 2024.

WALK moved up to #1 25-54 with its best Frosty-free share in over a year. This pushed WHTZ down to #2 as it posted its lowest number in over a year. The stations were separated by a very small margin. WBAB repeated at #3 with a small increase. COX MEDIA Pop CHR WBLI (106.1 BLI) and CONNOISSEUR Mainstream Rock WWSK (94.3 THE SHARK) remained tied at #4, but they were forced to share as WKJY rose from #8 with a small share increase. Market PUMM was up 14.2% from last month but only 3.3% from a year ago.

Despite a rather large share loss, WKJY was a solid #1 18-34 for the second straight survey. WBLI was up two places to #2 with a slight increase, while WALK advanced from #6 to #3, again with its best Frosty-free share in over a year. WHTZ slipped to #4 as it halted a strong two-book surge. Three stations were huddled together at #5. iHEARTMEDIA AC WLTW (106.7 LITE FM) remained in place, while WBAB fell from #2 with its least productive outing in over a year. iHEARTMEDIA Hot AC WKTU (103.5 KTU) moved up from #7 with its best book in over a year. Market PUMM grew 13.0% on a monthly basis but was off 1.4% from a year ago.

WALK remained in first place 18-49 and opened up a better-than-two-share lead over WKTU, which advanced from #5 to #2 with a small increase. WBLI stepped up to #3 with a small share loss. WHTZ and WBAB had been tied at #2. Both stations had down books as they alit at #4 and #5, respectively. WKJY dipped to #6 as it snapped a four-book surge. Market PUMM rose by 11.1% from last survey but was off 4.5% from the previous MARCH.

That’s a wrap on MARCH. We hope you found it both entertaining and informative. Thank you for taking the time to peruse our prose. We will return in about 28 days as we dissect the APRIL book.

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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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