March 12, 2026
As you are likely aware, Nielsen is bringing technology to the diary markets. Beginning with the Spring 2026 survey, they will be offering a digital version of the diary known as mSurvey.
The reasons for this have been widely discussed and Nielsen has been relatively transparent about the process. As The Ratings Experts, we are interested in seeing how this affects your ratings moving forward.
Image by Burst at Pexels
A few things to consider:
- The mSurvey is an option for diary keepers. It is not a replacement. According to Nielsen, survey participants can choose whether to go with their smartphone or continue with the handwritten diary.
- We hear that the digital diaries will initially be about 10% of the total sample. Depending on how well they work, this could be expanded in the future.
- Regardless of the chosen option, this is still a recall based methodology. Hopefully, participants will record their listening occasions in a more timely manner. Rather than waiting for the end of the week, perhaps they will enter their listening choices closer to when they occur. We have not seen mSurvey in action, but perhaps Nielsen has included frequent prompts to aid this process.
- The target audience for this new option is clearly the younger demos. The hope is this will increase participation (and listening) with those younger cells. Keep an eye on TSL with the 18-24, 25-34, and 35-44 cells. See what changes occur in both gender and ethnicity.
- While you’re at it, keep an eye on proportionality. Look at age cells by gender and ethnicities. This is something you should routinely do, as you are paying Nielsen for sample, not ratings.
- That said, keep an eye on overall TSL. While listeners can enter their start and end times for listening occasions, will they approximate what they would write in a paper diary? Will they digitally draw that line from 9 to 5, or will they record more precise listening times?
- If diary keepers are more prompt with their entries, could this lead to an increased number of stations being consumed?
- We strongly suggest you conduct an in-depth comparison of 2025 vs 2026 as this unfolds. Track any changes in the two components of AQH—Cume and Time Spent Listening. Do this at both the station and the market level.
- Track your market’s PUR (Persons Using Radio) across all demos and day parts. If you see dramatic changes in your shares. this could be due to market conditions, not product issues.
- We can help you track and make sense of how mSurvey is affecting your stations and markets.
We applaud Nielsen for this move into the digital realm. We will also monitor what changes this will bring to the ratings game. Watch this space.
PS: Sorry for the Hanson ear worm. Oh, fun fact. They are all now in their 40s.
March 5, 2026
Lately I’m seeing buzz in the trades about how valuable older demos are becoming. There is talk that the 25-54 demo is too narrow, and that the 55+ audience brings real value (read: money) to any advertising campaign.
Sadly, this argument is as old as, well, Father Time. Those of us who worked in what was then called “oldies” radio dealt with this all the time. The strength of that format was 35-64, but the only people who cared about that were the listeners.
This is obviously driven by advertisers. Many brands still behave as if people make their brand decisions at an early age and then stick with that decision for the rest of their lives. Once you choose your beer or car you’ll never change. The reality is that most people are fluid in their brand choices across their lifetime, especially as their income, health, and family situation change. (Except for mayonnaise. That is a line in the sand.)
Let’s talk about cars. Look at this chart:
In Q1 2025 the coveted 18-34 age group made up less than ten percent of new car registrations, while adults 55+ made up nearly half and have held the largest share for multiple years. Yet, if you watch the ads the car manufacturers create, you know they are not targeting those older folks.
And it’s not just autos. Households headed by older adults now hold a disproportionate share of U.S. wealth:
Today’s 55+ customer is not the “fixed-income, slowing down” stereotype from 25 years ago. They are more likely to own their home outright, have sizable retirement savings, and still be in the market for cars, travel, financial services, healthcare, home improvement, and high-end consumer goods. If an advertiser’s job is to follow the money, a huge share of that money now sits in the 55+ wallet.
I look at a lot of radio ratings numbers every month. I can tell you that the age group that tends to spend the most time with radio is 55+. Their numbers dwarf the 18-34 cells in most markets and formats, especially in news/talk, classic hits, classic rock, and AC. While exact levels vary by market, the pattern is consistent: older listeners deliver big Time Spent Listening and heavy AQH.
I realize we need to do a better job of cultivating younger audiences because when those 18-34s become 55+, where will the industry be? At the same time, radio is leaving real money on the table by not packaging and selling the audience we already dominate.
We have been so locked in on 25-54 for so long we can’t see a way out. We are so desperate for revenue we don’t exploit our strongest assets because someone at an agency thinks older people are still fully analog and, frankly, don’t matter. Advertisers care about one thing—paying customers. It doesn’t matter if they are 28 or 58.
A wise person once said: “25-54 is not a demo, it’s a family reunion.” Radio has a powerful, valuable, and loyal audience. That some of it happens to be outside that family reunion demo is an asset, not a liability.
Feel free to tell me I’m full of it: sallan@researchdirectorinc.com
February 26, 2026
If JANUARY made you shiver, with every ratings result we delivered, we’re bringing good news to your doorstep. This is the last batch of roundups for this survey.
Previously on the roundup we have seen dramatic drops in cume for the holiday hit makers and a (somewhat) return to normalcy in the share situations. Let’s see if that continues here.
As always, The Ratings Experts from RESEARCH DIRECTOR, INC.—along with our curating cousins from XTRENDS—do this all for you. The JANUARY book ran from JANUARY 8TH through FEBRUARY 4TH. It was a wintry mix of weather, football, and a three-day weekend. Read on…
TAMPA-ST. PETERSBURG-CLEARWATER: Pure Joy
The dust has settled from the holiday skirmish between COX MEDIA Soft AC WDUV (105.5 THE DOVE) and iHEARTMEDIA AC WMTX (MIX 100.7). This allowed RADIO TRAINING NETWORK Contemporary Christian WCIE (THE JOY FM) to move up to #1 6+ (8.4-8.8). WDUV dipped to #2 (11.0-8.4), while WMTX remained at #3 (7.6-5.9). COX MEDIA AC WWRM (MAGIC 94.9) repeated at #4 (5.8-5.7). COX MEDIA Classic Hits WXGL (107.3 THE EAGLE) was still nested at #5 (5.6-5.3). However, it was not alone as two stations formerly seen at #6 moved up to make it a threesome at #5. iHEARTMEDIA Active Rock WXTB (98ROCK) had its best book since APRIL (4.5-5.3), while BEASLEY Classic Rock WRBQ (Q105) landed its largest share in over a year (4.5-5.3). WDUV was still the cume leader with a rather modest 12.8% decrease (727,100-633,800). The market was off 3.4%.
WMTX repeated as the 25-54 leader, but it was not alone. WCIE jumped up from #3. Both stations had down books. WWRM stepped up to #3 with a slight decrease, while WDUV slipped to #4. WXTB was back at #5 with, again, its best book since APRIL.
WMTX was both #1 and in double figures 18-34 for the second book in a row. iHEARTMEDIA Pop CHR WFLZ (93.3 FLZ) moved up two slots to #2 with its highest mark in over a year. WWRM dipped to #3, while WDUV stepped down to #4. Both stations had down books. We had another three-way at #5. WCIE held steady with a slight increase, while WXTB and BEASLEY Rhythmic CHR WLLD (WiLD 94.1) inched up from #6. WXTB had its best outing since JULY, while WLLD rebounded from a down book.
WMTX was back at #1 18-49 but was forced to share the moment with WCIE, which stepped up from #2. WWRM inched up to #3, while WDUV slipped to #4. All four of those stations experienced a loss of share. WXTB moved from a tie at #5 to one at #4, while WFLZ was down to #6 despite a slight increase.
DENVER-BOULDER: An Even Dozen
Even though BONNEVILLE AC KOSI (KOSI 101.1) suffered the expected loss of the Santa share, the station was still #1 6+ for the twelfth book in a row (12.1-7.0). AUDACY Classic Rock KQMT (99.5 THE MOUNTAIN) stood resolute at #2 for the third straight survey (5.6-5.7). BONNEVILLE Country KYGO reaped the benefits of Santa’s demise as it rose from #10 to #3 (3.9-5.6). AUDACY Modern AC KALC (ALICE 105.9) ended a three-book slide as it stepped up to #4 (4.4-5.2). It was one of three stations previously found at #5. BONNEVILLE Sports KKFN (DENVER SPORTS 104.3) remained in that space (4.4-5.0), while iHEARTMEDIA Classic Rock KRFX (103.5 THE FOX) dipped to #6 (4.4-4.7). KSE RADIO VENTURES Classic Hits KXKL (KOOL 105) slid from #3 to #7 (4.8-4.6). AUDACY Rhythmic CHR KQKS (KS 107.5) fell from #4 to #11 (4.5-3.6). It was paired with iHEARTMEDIA Country KWBL (106.7 THE BULL), which rose from #13 (3.3-3.6). KOSI still claimed the most listeners despite a 28.2% drop (726,400-521,800). The market was down 2.4%.
iHEARTMEDIA Alternative KTCL (CHANNEL 93.3) rebounded from a down book to move up to #1 25-54. KOSI dipped to #2 and was joined there by KALC, which arrived from #5 with its highest score in over a year. KQMT stepped down to #4, also with its best book in over a year. KKFN scrambled from #10 to #5 with its first up book since SEPTEMBER. KQKS slid from #3 into a tie at #7 with KXKL.
KOSI was #1 18-34 for the third book in a row but was paired with KQKS, which moved up a spot. Both stations had rather large share losses. KSE RADIO VENTURES Hot AC KIMN (MIX 100) leapt from #8 to #3 with easily its best showing in over a year. ENTRAVISION Mexican Regional KXPK (LA TRICOLOR 96.5) and KXKL went from a tie at #3 to one at #4. iHEARTMEDIA Pop CHR KDHT (HITS 95.7) slid from #5 into an arrangement at #8 with KYGO, KALC, KRFX and iHEARTMEDIA AAA KBCO.
KOSI remained #1 18-49 but had company as KALC advanced from #4 with its best book in over a year. KQKS dipped to #3 as it returned some of last survey’s massive increase. It was tied with KTCL, which remained in place with a small increase. KSE RADIO VENTURES Sports KKSE (ALTITUDE SPORTS 92.5FM) and KDHT were an item at #4. A flat KKSE dipped to #5, while KDHT slipped to #6 with a slight decrease.
SAN DIEGO: The Sunny Also Rises
After taking the last two books off because of some sort of holiday hijinks, AUDACY Classic Hits KXSN (SUNNY 98.1) was back at #1 6+ (8.1-7.7). SAN DIEGO STATE UNIVERSITY N/T KPBS rebounded from a down book to advance from #5 to #2 (5.9-7.6). LOCAL MEDIA Rhythmic AC XHRM (MAGIC 92.5) stepped up to #3 (6.4-6.8), while AUDACY AC KYXY returned to regular programming as slid from #1 to #4 (13.7-6.7). iHEARTMEDIA Hot AC KMYI (STAR 94.1). inched up to #5 with its highest share in over a year (4.1-5.2). Despite a 5.2% loss KXSN was back at #1 in cume (604,000-572,400). This was due, in large part, to the 28.3% decline for KYXY. The market was off 2.9%.
Despite a small share loss KXSN moved up to #1 25.54. XHRM was up to #2 with its best showing since MAY. LOCAL MEDIA Alternative XTRA (91X) vaulted from #9 to #3 as it halted a steep three-book slide. KYXY went from first to fourth and was paired with iHEARTMEDIA Active Rock KIOZ (ROCK 105.3), which stepped up a spot with its highest mark since JULY. iHEARTMEDIA Pop CHR KHTS (CHANNEL 933) dropped from #4 to #10 with only a slight decrease. LOCAL MEDIA Pop CHR XHTZ (Z90.3) fell from #5 to #13 with its smallest share since AUGUST.
KYXY left double-digit land but was still strong enough to lead the 18-34 pack for the third book in a row. KXSN was back at #2 though it did not remain in double figures. It was joined in that space by AUDACY Country KSON, which rose from #5 as it more than doubled last survey’s share. KMYI and XHRM had been tied at #3. Both stations had very good books but still drifted to #4 and #5, respectively. XTRA rocketed from #16 to #6 with its best showing since AUGUST.
KXSN moved up to #1 18-49 despite a large share loss. KYXY dipped to #2 and was paired with XHRM, which moved up a spot with its third up book in a row. KMYI stepped up to #4, while TELEVISAUNIVISION Mexican Regional KLNV (QUÉ BUENA 106.5) was up to #5. Both stations had strong share gains. KHTS fell from #4 to #10 despite a slight increase.
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CHARLOTTE-GASTONIA-ROCK HILL: Get On The Soul Train
This was another market where there were dueling Santa stations. However, as the polar express left the station the tracks were cleared for URBAN ONE Urban Oldies WOSF (105.3 RnB) to move back to #1 6+ (7.5-7.7). BEASLEY Classic Hits WKQC (K104.7) stepped down to #2 (14.9-7.4), while UNIVERSITY RADIO FOUNDATION N/T WFAE leapt from #7 to #3 with its highest score since FEBRUARY (4.4-6.3). The other holiday hit machine was iHEARTMEDIA Adult Hits WLKO (102.9 THE LAKE). It dipped to #4 (7.4-6.2). iHEARTMEDIA Country WKKT (96.9 THE KAT) advanced from #13 to #5 with its best showing since MARCH (3.3-5.4). BEASLEY Country WSOC (COUNTRY 103.7) slipped to #6 with its smallest share in over a year (6.5-5.0). It was tied with BEASLEY Urban Contemporary WPEG (POWER 98), which remained in place (4.5-5.0). BEASLEY Urban Contemporary WBAV (V101.9) was down for the third book in a row as it slid from #5 to #8 (5.1-4.8). WLKO still had the cume lead despite a 29.3% drop (593,100-419,600). WKQC remained #2 with a 45.3% decline. The market was down 8.8%.
WOSF did not duplicate last survey’s double-digit share, but the station did rise to #1 25-54. WPEG stepped up to #2 with a slight increase, while WKQC went from first to third. iHEARTMEDIA Alternative WEND (106.5 THE END) inched up to #4 as it halted a three-book skid. WLKO dipped to #5 and was paired with WKKT, which was up from #7 with its best book in over a year.
WOSF was both in double figures and #1 18-34 for the second straight survey. BEASLEY Pop CHR WNKS (KISS 95.1) repeated at #2 but was unable to extend its double-digit streak to three. WLKO moved up to #3 with a strong increase, while WBAV dipped to #4 despite a nice share gain. WFAE vaulted from #13 to #5, more than doubling its previous number. WPEG stepped down into a three-way tie at #6. Also in that mix were WKKT, which was up from #9, and iHEARTMEDIA Pop CHR WHQC (HITS 96.1). WKQC fell from a tie at #6 into one at #11 with iHEARTMEDIA Classic Rock WRFK (99.7 THE FOX).
WOSF completed the demo sweep by capturing the 18-49 flag for the seventh straight survey, the last two of which have been in double digits. WNKS stepped up to #2 with a small increase, while WPEG was up to #3 with its third consecutive up book. A flat WLKO inched up to #4, while WFAE zoomed from #11 to #5. It was paired with a flat WBAV, which moved up a slot. WKQC fell from #2 into a tie at #7 with WKKT and WEND.
NASSAU-SUFFOLK (LONG ISLAND): It’s News To Us
The 6+ leaderboard was topped by stations that don’t play songs for a living. AUDACY News WINS (1010 WINS) went from third to first with its highest share in over a year (7.0-9.2). RED APPLE MEDIA N/T WABC-A advanced two spaces to #2 (6.5-6.3), while iHEARTMEDIA Pop CHR WHTZ (Z100) moved up to #3 (5.6-5.8). COX MEDIA Pop CHR WBLI (106.1 BLI) was elevated to #4 with its best book in over a year (4.3-5.7). The local holiday station was CONNOISSEUR Hot AC WALK. It slipped three places to #5 (7.6-5.6). The holiday outsider was iHEARTMEDIA AC WLTW (106.7 LITE FM). It fell from #1 to #10 (8.5-3.5). WINS became the cume commander with a 4.9% increase (420,700-441,200). WALK was down 21.9% and WLTW was off 37.3%. The market fell by 2.4%.
Despite a modest share loss WALK repeated at #1 25-54. WHTZ stepped up to #2 with a solid increase and was putting the pressure on the leader. WBLI inched up to #3 with its highest mark since SEPTEMBER. It was paired with WINS which advanced from #7. AUDACY Classic Hits WCBS and WABC-A were last seen at #5. WCBS remained in place with a small increase, while WABC-A slid to #7 with its third straight down book. WLTW fell from #2 to #8.
WALK was back at #1 18-34 and held a full share lead over WBLI, which moved up two spots to #2. RED APPLE MEDIA N/T WLIR vaulted from #15 to #3, almost quadrupling its previous number. WABC-A dipped to #4 with its lowest score since MARCH. It was paired with WCBS, which was up from #6 with its third up book in a row. WHTZ stepped down to #6 and was joined there by WLTW, which dropped from #2.
WHTZ stepped up to #1 18-49 with a small increase and held a very small advantage over WALK, which slipped to #2. WBLI was up two places to #3 with its best showing since SEPTEMBER. WINS rose to #4 with its highest total in over a year. WABC-A dipped to #5 with a huge share loss. It was partnered with WCBS, which was up from #7 with a slight decrease. WLTW fell from #2 into a tie at #7 with AUDACY Hot AC WNEW (NEW 102.7) and COX MEDIA Classic Rock WBAB.
Thank you for reading this here missive. We’ll see you in 28 days as we dive into FEBRUARY. In the meantime, please remember to wash your vegetables.
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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 email info@ResearchDirectorInc.com or sallan@ResearchDirectorInc.com.
February 25, 2026
Welcome back to the daytime radio drama: “Where have all the shares gone?” Since this is the JANUARY survey, we’re pretty sure they left whatever station was all jolly and bright and somehow found their way back to their previous pre-sets. Of course, in this batch of markets one of them was fortunate enough to be spared the scourge of BURL IVES and his evil minions.
This is a monthly public service from The Ratings Experts from RESEARCH DIRECTOR, INC. and the data diviners from XTRENDS. The JANUARY book ran from JANUARY 8TH through FEBRUARY 4TH. There was cold weather, playoff football, and a three-day weekend. Here’s how that played out:
MIAMI-FT. LAUDERDALE-HOLLYWOOD: A Santa Free Zone
We begin with one of the few markets in AMERICA that does not have a major player dedicated to spinning the holiday tuneage. COX MEDIA AC WFEZ (EASY 93.1) was #1 6+ for the third book in a row (7.4-7.5). COX MEDIA Urban AC WHQT (HOT 105) was back at #2 (6.6-6.7). TELEVISAUNIVISION Spanish Hot AC WAMR (AMOR 107.5) stepped up to #3 with its best showing since MARCH (5.0-6.0). AUDACY Classic Hits WMXJ (102.7 THE BEACH) rebounded from a down book to move up to #4 (4.6-5.4). SBS Spanish Contemporary WCMQ (ZETA 92.3) was up to #5 with its best book in over a year (4.4-5.0). The station also picked up a 0.5 share from cyberspace. AUDACY AC WLYF (101.5 LITE FM) dropped three places to #6 with its smallest share in exactly one year (5.6-4.9). iHEARTMEDIA Spanish Adult Hits WMIA (MAGIC 93.9) slipped to #7 (4.8-4.2). WFEZ was still the cume commander with a 0.5% decline (750,500-746,900). The market was down 0.6%.
WFEZ extended its long, uninterrupted string of #1 25-54 books with its highest score since AUGUST. WLYF leapt from #5 to #2 but trailed the leader by well over two shares. WHQT inched up to #3 with a slight decrease, while WMXJ again bounced back from a down book to vault from #10 to #4. AUDACY Classic Hip Hop WPOW (POWER 96) slipped to #5 as it returned all of last survey’s large share increase, plus a bit extra. WMIA fell from #2 into a tie at #7 with WCMQ, which advanced from #13.
COX MEDIA Urban Contemporary WEDR (99 JAMZ) repeated as the 18-34 leader but with a slight decrease. SBS Spanish Tropical WXDJ (EL ZOL 106.7) was back at #2 but was two shares off the pace. iHEARTMEDIA Spanish Contemporary WZTÚ (TÚ 94.9) remained at #3 though it ended a strong three-book surge. iHEARTMEDIA Urban Contemporary WMIB (103.5 THE BEAT) stepped up to #4 with a small increase, while WHQT rose from #11 to #5 with its best outing in a year. WLYF slid from #4 to #9.
A flat WFEZ was #1 18-49 for the fifth straight survey. WLYF stepped up to #2 with a slight decrease, while WHQT inched up to #3 with a slight increase. Last survey WMXJ fell from #2 to #12. It was up to #4 this time. COX MEDIA Rhythmic AC WFLC (HITS 97.3) went from #9 to #5 with its first up book since JULY. WPOW fell from #2 to #6, while WEDR dropped from #5 to #7.
SEATTLE-TACOMA: Back To The Future
Where the previous market had zero Santa stations, this one featured two different flavors of holiday music. However, the #1 6+ spot was again granted to UNIVERSITY OF WASHINGTON N/T KUOW (9.4-9.7). This was the station’s 13TH win in the last 14 books. CRISTA Christian AC KCMS (SPIRIT 105.3) was one of the holiday stations. It stepped up to #2 this month with its best Frosty-free share in over a year (7.0-5.7). iHEARTMEDIA Classic Hits KJEB (95.7 THE JET) bounced back from a turbulent book to move from #5 to #3 (4.1-5.5). The other ho-ho-ho station was HUBBARD AC KRWM (WARM 106.9). It fell from first to fourth (11.1-5.3). The SEAHAWKS provided rocket fuel for BONNEVILLE Sports KIRO-A (SEATTLE SPORTS 710AM) as the station rose to #5 (3.8-5.1). AUDACY Active Rock KISW (THE ROCK) slipped to #6 (5.2-5.0). Despite a 32.8% drop KRWM was still the cume leader (963,800-648,000). The market was up 0.6%.
FRIENDS OF KEXP Alternative KEXP landed its largest 25-54 share in over a year as it moved from #3 to #1. KISW was back at #2 with its smallest share since JULY and trailed the leader by almost two shares. KUOW stepped up to #3 with a small increase, while KJEB advanced from #10 to #4 as it halted a four-book skid. KCMS was up to #5 with its highest mark in over a year. AUDACY Alternative KNDD (107.7 THE END) slipped to #7, while KRWM dropped from #1 to #8.
A flat KISW moved up to #1 18-34. KNDD and iHEARTMEDIA Pop CHR KBKS (HITS 106.1) rose together from #3 to #2. Both stations had slight decreases. KJEB more than doubled its previous share as it climbed from #13 to #4. KRWM slid from #1 to #5, while KCMS dipped to #6. It was partnered with the stationary HUBBARD Pop CHR KQMV (MOViN 92.5) and AUDACY Country KKWF (100.7 THE WOLF), which advanced from #13.
KEXP soared from #8 to #1 18-49 with its best book in over a year. KISW remained at #2 with a slight increase and was about a share and a half off the pace. KUOW repeated at #3 with a slight increase. It was met there by KJEB, which advanced from # 10, as it regained some of last survey’s huge share loss. KCMS held steady at #5, while KNDD slid three places to #6 with a small decrease. KRWM dropped from #1 to #7.
PHOENIX: Way Too Easy
It’s not like iHEARTMEDIA AC KESZ (KEZ 99.9) needs performance enhancing holiday music. The station was #1 6+ for the fourth book in a row (16.8-7.5). HUBBARD Classic Rock KSLX moved up to #2 as it halted a four-book slide (5.1-6.2). iHEARTMEDIA Adult Hits KYOT (95.5 THE MOUNTAIN) was up to #3 as it shook off the holiday blues (3.6-5.2). MARICOPA COMMUNITY COLLEGE Classical KBAQ (KBACH 89.5) slipped to #4 as it returned some of last survey’s huge increase (5.6-4.9). iHEARTMEDIA N/T KFYI-A inched up to #5 with its best book since OCTOBER (3.5-4.6), while AUDACY Classic Hits KOOL (BIG 94.5) slipped to #6 (4.0-4.4). KESZ continued to have the most listeners despite a 30.6% drop (1,504,000-1,044,300). The market was off 0.5%.
KESZ was #1 25-54 for the fifth straight survey, while TELEVISAUNIVISION Mexican Regional KHOT (QUÉ BUENA 105.1) repeated at #2 but with its highest score in over a year. The gap between the two stations stood at a bit more than a share. KYOT rose from #7 to #3 with its best outing since MARCH, while KOOL repeated at #4 with a slight decrease. KSLX was up two slots to #5 as it rebounded from a down book. iHEARTMEDIA Pop CHR KZZP (104.7 KISS FM) dipped to #6 despite landing its largest share in over a year. KBAQ fell from #3 to #10. It was tied with HUBBARD Active Rock KUPD, which dropped from #5 but with only a slight decrease.
KESZ led the 18-34 contingent for the third book in a row. KOOL was back at #2 but with its largest share in over a year. It was joined in that space by KHOT, which arrived from #4. KYOT stepped up to #4, iHEARTMEDIA Country KNIX moved from a tie at #8 to #5. All three of those stations rebounded from down books. AUDACY Pop CHR KALV (LIVE 101.5FM) dropped from #3 to #10 with only a small decrease. It was tied with KSLX. KUPD fell from #5 to #12 but only with the slightest of possible decreases.
KESZ was the 18-49 leader for the fifth straight survey. KHOT remained at #2 with its best showing in over a year. KYOT vaulted from #13 to #3 as it ended a two-book slide. A flat KOOL dipped to #4, while KZZP advanced three spaces to #5 with its highest share in over a year. iHEARTMEDIA Hot AC KMXP (MIX 96.9) slipped to #7 and was paired with ZELUS Hot AC KMVA (HOT 97.5/103.9). KBAQ dropped from #4 to #16, while KUPD fell from #5 to #12, again with only a slight decrease.
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DETROIT: The Sporting Life
It was a good month to be AUDACY Sports WXYT (97.1 THE TICKET) as the station moved back up to #1 6+ for the first time since OCTOBER (7.6-8.9). AUDACY Classic Hits WOMC landed its largest share in over a year as it moved from #4 to #2 (6.0-7.4). iHEARTMEDIA Urban AC WMXD (MIX 92.3) repeated at #3 (7.0-6.4), while iHEARTMEDIA AC WNIC went from first to fourth with its smallest share in over a year (14.7-6.3). AUDACY News WWJ-A stepped up to #5 with its best book since MARCH (4.3-5.5), while AUDACY Country WYCD dipped to #6 (4.7-5.4). WNIC stayed on top of the cume chart despite a 29.8% decline (1,316,700-924,200). The market was down 1.8%.
WXYT crashed through the double-digit barrier as it made its way up to #1 25-54. BEASLEY Active Rock WRIF had its best showing since NOVEMBER as it moved up to #2, while WOMC advanced to #3 with its highest mark since MAY. iHEARTMEDIA Pop CHR WKQI (CHANNEL 955) was up three places to #4 with its largest number since JULY. WMXD slipped to #5, while WNIC dropped from #1 to #6.
WXYT stepped up to #1 18-34 with a huge share increase. However, it was not alone. WKQI vaulted from #7 to a share of first place with its finest performance since MARCH. iHEARTMEDIA Urban Contemporary WJLB was up two spots to #3 with its best book in over a year. WRIF remained at #4 with a small increase, while four stations were huddled together at #5. WNIC fell from first place, while WOMC dipped from #3 as it surrendered all of last survey’s share increase. WMXD remained in place, while WYCD rose from #8 with a modest share gain.
WXYT completed the demo sweep as it stepped up to #1 18-49. The station also hit double digits. WRIF inched up to #2 as it halted a two-book skid. WKQI advanced from #7 to #3 with its highest score since JULY. WOMC stepped up to #4 with its fourth up book in a row. WJLB made it to #5 with its largest number since AUGUST. WNIC fell from #1 to #6, while WMXD dropped from #4 to #7.
MINNEAPOLIS-ST. PAUL: I’m A Big Fan
This was another market with two major holiday players providing different flavors of the same theme. For this survey, however, the 6+ spoils went to iHEARTMEDIA Sports KFXN (KFAN FM 100.3), which was back on top after taking the last two books off (8.5-8.9). MPR N/T KNOW was up to #2 with its highest mark in over a year (6.9-8.6). It also added a 1.7 share from the interwebs. This might be driven by events on the ground in this market. HUBBARD Hot AC KSTP (KS95) had its first up book since SEPTEMBER as it rose to #3 (5.6-6.9). The secular holiday choice was iHEARTMEDIA Classic Hits KQQL (KOOL 108). It dropped from #1 to #4 (13.1-6.2). The other yuletide choice was offered by UNIVERSITY OF NORTHWESTERN-ST. PAUL Contemporary Christian KTIS. It slipped from #3 to #5 with its smallest share since FEBRUARY (7.7-5.7). MPR AAA KCMP (89.3 THE CURRENT) dipped to #6 (5.6-5.6). KQQL maintained its cume lead despite a 33.8% drop (924,500-612,400). The market fell by 1.0%.
KFXN was up to #1 25-54 as the station extended its double-digit streak to seven. KCMP stepped up to #2 as it bounced back from a down book. iHEARTMEDIA Pop CHR KDWB and KNOW were last seen at #5. Each station landed its largest share in over a year as they rose to #3 and #4, respectively. KQOL slid from first to fifth and was tied with AUDACY Adult Hits KZJK (104.1 JACK FM), which dipped from #4 as it ended a five-book surge. KTIS went from #8 to #12.
KCMP became the 18-34 leader with its second straight double-digit performance. KFXN stepped up to #2 despite posting its lowest number since JULY. KQQL slipped from #1 to #3, while KZJK and KDWB remained at #4 with flat books. They were joined there by KSTP, which advanced from #10 with its best showing since MAY. KTIS slipped from #7 to #9.
KFXN moved up to #1 18-49 with its seventh straight book in double figures. KCMP stepped up to #2 with a small increase, while KDWB inched up to #3 with its highest score in over a year. KNOW rose two places to #4, also with its best outing in over a year. KZJK repeated at #5 with a small increase, while KQQL fell from #1 to #6. KTIS dropped from #8 to #11.
We ain’t done yet! In the queue are TAMPA, DENVER, SAN DIEGO, CHARLOTTE, and NASSAU-SUFFOLK.
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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 email info@ResearchDirectorInc.com or sallan@ResearchDirectorInc.com.
February 24, 2026
We’re back from the shadows again, ready to regale you with another round of radio ratings (hence the clever title for this here missive).
The JANUARY survey is the one where all those stations who “got swole” through the use of performance enhancing music return to their previous positions. You’ll see shares plummet! Cume disappear! Dogs and cats living together!
It’s not a pretty picture.
The Ratings Experts from RESEARCH DIRECTOR, INC.—along with our cohorts at XTRENDS—present the JANUARY book. This one ran from JANUARY 8TH through FEBRUARY 4TH. It was cold as…well, you know, and also featured a long holiday weekend. Let us begin…
SAN FRANCISCO: Back To Normal
Santa had his little one book fling and now things were back to where they usually are. KQED INC. N/T KQED moved up to #1 6+ with its best book since JULY (9.2-9.8), while AUDACY News KCBS reassumed its usual #2 position (7.9-8.3). The leading music station plays some true oldies as USC Classical KDFC (CLASSICAL CALIFORNIA) stepped up to #3 (5.0-4.9). BONNEVILLE AC KOIT shed its HOLIDAY weight as it went from first to fourth (9.9-4.7). BONNEVILLE Hot AC KMVQ (99.7 NOW) remained at #5 but with its highest mark in over a year (3.8-4.6). iHEARTMEDIA AC KIOI (STAR 101.3) landed its largest share since MAY as it rose from #10 to #6 (2.7-3.7). KOIT kept cume control but with a 27.1% decrease (1,353,000-985,900). Last year it was still above the million listener threshold. The market was down 1.7%.
After seeing its 25-54 numbers decline during the holiday frenzy, KQED was back at #1 25-54. KMVQ moved up to #2 with its best outing since AUGUST, while AUDACY Alternative KITS (LIVE 105) rose to #3 with a solid increase. KOIT dropped from #1 to #4, while iHEARTMEDIA Pop CHR KYLD (WiLD 94.9) repeated at #5 with a flat book.
KMVQ increased its previous 18-34 share by 50% as it claimed the #1 position. This ended the five-book winning string for KOIT, which stepped down to #2. iHEARTMEDIA Rhythmic CHR KMEL bounced back from a down book to advance to #3. Two stations came from way outside the top five to land together at #4. KIOI soared up from #13 with its best book since APRIL, while TELEVISAUNIVISION Spanish Adult Hits KBRG (AMOR 100.3) vaulted from #17 with its highest score in over a year. KYLD and iHEARTMEDIA Soft AC KISQ (98.1 THE BREEZE) were last spotted at #4 and #5, respectively. KISQ was up, KYLD was down but both ended up at #6. SBS Mexican Regional KRZZ (LA RAZA 93.3) fell from #3 into a tie at #11 with KITS.
KQED was up to #1 18-49, while KITS moved to #2. The stations were a half share apart. KMVQ rose from #5 to #3 with its largest share since SEPTEMBER. KOIT went from first to fourth, while KYLD dipped to #5 with its third down book in a row.
ATLANTA: The Talk Of The Town
This year, Santa’s impact on the market was minimal. Submitted for your approval—COX MEDIA N/T WSB-A was #1 6+ for the sixth straight survey (6.7-7.8) COX MEDIA Urban AC WALR (KISS 104.1) repeated at #2 (6.4-6.7). COX MEDIA Classic Hits WSRV (97.1 THE RIVER) was up three slots to #3 with its best showing since SEPTEMBER (5.7-6.4). AUDACY Urban AC WVEE (V103) remained at #4 (6.1-6.2), but it had company as URBAN ONE Urban AC WAMJ (MAJIC 107.5/97.5) moved up a spot (6.0-6.2). COX MEDIA AC WSB-F (B98.5) was up to #6 as it bounced back from a down book (4.8-5.8). This was the first year AUDACY Rhythmic AC WSTR (STAR 94) flipped the Frosty switch as it filled in for the station formerly known as THE FISH. WSTR made it to #3 last survey but landed at #11 this time (6.3-3.8). Despite a 3.7% drop WSB-F was still the cume leader (699,900-673,700). The market was down 2.5%.
WVEE was #1 25-54 for the fifth book in a row. AUDACY Sports WZGC (92.9 THE GAME) moved up to #2 with its best book in over a year but still trailed its cluster mate by a share and a half. WSB-F leapt from #6 to #3 as it regained some of last survey’s large share loss. WAMJ stepped up to #4 with a small increase, while WALR slid from #2 to #5 as it surrendered a good portion of last survey’s increase. WSTR dropped from #3 to #9.
Last survey Santa ended WSB-F’s three-book 18-34 winning string. The station regained all of that lost share and more this time as it returned to the top spot. WSRV rose from #4 to #2 with a large share increase, while iHEARTMEDIA Urban Contemporary WRDG (96.1 THE BEAT) leapt from #8 to #3 with its highest mark since OCTOBER. WVEE dipped to #4 with a small increase, while WSTR slid from first to fifth. It was tied with WALR, which posted its lowest number since JULY.
WVEE was back at #1 18-49 with its best outing since JUNE. WSB-F jumped from #5 to #2 as it recovered from last survey’s huge loss. WSRV repeated at #3 but with a healthy share gain. WRDG advanced from #11 to #4 as it halted a four-book slide. WAMJ stepped up to #5 with a slight increase. WALR fell from a tie at #3 into an arrangement at #7 with WSB-A and WZGC. WSTR dropped from #2 to #10.
WASHINGTON, DC: Still On TOP
For the eighth straight survey HUBBARD News WTOP was #1 6+ (11.3-13.5). AMERICAN UNIVERSITY N/T WAMU stepped up to #2 and was back in double figures (9.8-11.0). HOWARD UNIVERSITY Urban AC WHUR ended a two-book slide as it stepped up to #3 (5.9-6.6). iHEARTMEDIA Alternative WWDC (DC101) inched up to #4 (4.8-5.4). It was paired with ATLANTIC GATEWAY Contemporary Christian WGTS, which arose from #6 with its best showing in over a year (4.5-5.4). Santa’s chosen station— iHEARTMEDIA AC WASH—dropped from #2 to #6 (10.1-4.9). That is the same share the station had in NOVEMBER. Your new cume leader was WTOP, which moved up to #1 with a 4.5% increase (814,600-851,200). The market was down 2.5%.
After taking the last two books off WAMU was back on top of the 25-54 leaderboard. It led WTOP, which was up two places to #2 with its best outing in over a year, by about a half share. WWDC repeated at #3, also with its largest share in over a year. WGTS moved up two places to #4 with—get this—its best book in over a year. WASH had its smallest share since SEPTEMBER as it fell from first to fifth. WHUR dipped to #6 with a slight decrease.
What is up with those 18-34 screen addicts? iHEARTMEDIA Country WMZQ stepped up to #1 and hit double digits with this crowd. iHEARTMEDIA Pop CHR WIHT (HOT 99.5) leapt from #8 to #2 as it ended a three-book slide. WHUR advanced three spaces to #3 with its highest share in over a year. WTOP dipped to #4 but with a solid increase. WASH dropped from #1 to #5, while a flat iHEARTMEDIA Classic Rock WBIG (BIG 100) slid from a tie at #3 to #6. WWDC was also last seen at #3. It fell to #7 and was tied with its polar formatic opposite WETA Classical WETA.
WTOP jumped from #4 to #1 18-49 with its best showing since AUGUST. WAMU was back at #2 as it rebounded from a down book, while WWDC repeated at #3 with a small share increase. WASH slid from #1 to #4. It was partnered with WGTS and WMZQ, which were previously an item at #6. Despite a small increase WHUR slipped two slots to #7.
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PHILADELPHIA: Fly, Eagles, Fly
Wait, too soon? At the time hope did spring eternal for the hometown eleven as AUDACY Sports WIP (94WIP SPORTSRADIO) soared from #4 to #1 6+ (5.5-8.5). BEASLEY Active Rock WMMR and BEASLEY Classic Rock WMGK were tied at #2. WMMR wrested control of that spot as it ended a two-book slide (5.9-7.1). WMGK dipped to #3 (5.9-6.6). It was met there by AUDACY News KYW, which advanced from #9 with its best book in over a year (3.6-6.6). iHEARTMEDIA Urban AC WDAS repeated at #5 (5.3-5.7). The holiday hitmaker AUDACY AC WBEB (B101) dropped from #1 to #6 (17.0-5.4). The station was still #1 in cume despite a 39.5% decrease (1,699,900-1,028,800). The market was down 2.8%.
WMMR shook off the holiday blues as it moved up to #1 25-54 after a two-book break. WIP leapt from #5 to #2 with its best offensive performance since FEBRUARY. WBEB went from first to third, while WHYY INC. N/T WHYY moved up two places to #4 with its highest share in over a year. WDAS dipped to #5 with a slight increase. EMF Contemporary Christian WKVP (K-LOVE 106.9) slid from #3 to #6 with a small share loss.
Not only did WMMR move up to #1 18-34, the station smashed through the double-digit barrier. BEASLEY Country WXTU (92.5 XTU) was up to #2 with a small increase but trailed the leader by more than four shares. WBEB slipped from #1 to #3 as it lost about three-quarters of its previous number. WMGK repeated at #4 as it regained most of last survey’s large share loss. WIP was up to #5 as it halted a four-book skid. iHEARTMEDIA Urban Contemporary WUSL (POWER 99) and WDAS were previously tied at #4. Both stations experienced the exact same small share gain as they trotted down to #6.
After just missing double figures 18-49 the last two books, WMMR surpassed that threshold as it stepped up to #1. WIP and WXTU were last seen at #4. Each station had a strong share increase as they moved up to #2 and #3, respectively. WBEB slipped from #1 to #4, while WDAS drifted down to #5 with a slight decrease. WMGK was not far behind as it rose from #9 to #6 as it thwarted a three-book slide.
BOSTON: Super Bowl Or…Bust
The good news is that BEASLEY Sports WBZ-F (98.5 THE SPORTS HUB) is the PATRIOTS flagship. That helped the station rise to #1 6+ with its best book in exactly a year (6.3-7.6). The bad news…didn’t happen in this book. AUDACY AC WMJX (MAGIC 106.7) stepped down to #2 (13.5-6.2) as it resumed its regular format. BEASLEY Classic Hits WROR ended a three-book slide as it jumped from #6 to #3 (4.6-5.5). iHEARTMEDIA Pop CHR WXKS (KISS 108) ADVANCED FROM #7 TO #4 (4.5-5.1). iHEARTMEDIA N/T WBZ-A slipped to #5 (4.8-5.0). AUDACY Sports WEEI and AUDACY Hot AC WWBX (MIX 104.1) were tied at #4. WEEI dropped to #6 (4.7-4.8), while WWBX landed at #7 (4.7-4.5). It had a new partner in BOSTON UNIVERSITY N/T WBUR (4.0-4.5). WMJX still had the most meters, er, listeners despite a 36.5% decline (1,228,400-779,800). The market was up 0.7%.
WBZ-F moved up to #1 25-54 and was back in double figures for the fourth time in the last 14 surveys. WWBX stepped up to #2 with a slight increase. It was joined there by WXKS, which rose from #4 with tis first up book since NOVEMBER. WMJX went from first to fourth, while iHEARTMEDIA Classic Rock WZLX remained at #5 but with its smallest share in a year.
Despite the expected share loss WMJX was #1 18-34 for the third book in a row, and fifth time in the last six surveys. BEASLEY Country WKLB (COUNTRY 102.5) vaulted from #6 to #2 with its highest mark in over a year. WWBX dipped to #3 with a slight decrease, while WXKS held firm at #4 with a small increase. WBZ-F worked it from #9 to #5 with its best outing since MARCH. It was paired with BEASLEY Rhythmic AC WBQT (HOT 96.9), which advanced from #10 as it ended a steep two-book slide. WEEI fell from #3 to #15, shedding more than half its previous share. iHEARTMEDIA Spanish Contemporary WZRM (RUMBA 97.7) dropped from #5 to #16 as it gave back all of last survey’s large increase, plus a bit extra.
WBZ-F matriculated up the 18-49 chart from #4 to #1 (props to HANK STRAM). WWBX was back at #2 with a slight increase, while WXKS remained at #3 with its highest share since AUGUST. WMJX went from first to fourth, while WKLB rose three spots to #5, again with its best book in over a year. WROR dipped to #6 with a slight increase.
We’ve reached the halfway point in our JANUARY review. Thank you for your attention to this matter. Stay tuned for another action splattered episode. On tap are MIAMI, SEATTLE, PHOENIX, DETROIT, and MINNEAPOLIS. Don’t forget to subscribe to our blog at www.ResearchDirectorInc.com/Hot-Topics. And remember, sharing is caring—spread the word far and wide.
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 sallan@researchdirectorinc.com.
