February 12, 2026
Image by iKrUeMeL from Pixabay
Since I work in the research field, I will always take part in surveys. My phone blew up during last November’s election, but I dutifully answered every question. I do this for two reasons. First, curiosity. I want to see how the questions are structured. I also want to know what topics they consider to be important. Second, I feel for all survey takers. Gone are the days when a researcher could randomly dial a land line and actually get a live body to answer the phone. I dare say none of us answer our phones today unless we know the number. Plus, my provider is nice enough to let me know if the call is possible spam.
A survey I consistently participate in focuses on my grocery shopping habits. For me grocery shopping is kind of a sport (looking at you, Costco). Prior to writing this I received a survey for certain household products. Despite my non-demographically desirable age I was able to pass all the screeners. This one focused on product packaging.
The one question that got me was about how my packaging choice made me feel. I was presented with about 15 options ranging from “neutral” to “confused” to “excited.” I chose neutral because, well, we’re talking about packaging. For some strange reason I have zero emotional involvement with a counter cleaner or bleach-based wipes.
This has been a consistent theme in the advertising world, especially since the dawn of the digital age. Brands want to develop a “relationship” with their consumers. They want us “involved” with them on a personal level. In short, they want to be our friends. What do we want? Products that do their job well and are affordable. Period. A generic bleach is bleach and not necessarily less effective than an oft advertised name brand.
Which brings me to radio.
We have specialized in emotional connections for decades. Despite all the distractions, radio remains a medium that delivers connection, community, and comfort. This has become increasingly important as we have lost ground in the music category. Spotify has my perfect playlist, but the interaction is soulless.
This is where radio can excel. Listeners do not connect with liners or sweepers. Your perfect music schedule goes right over their heads. I’m not saying these things are not important. They are. But they are just the packaging.
Creating a relationship with our audience is a two-way street. We must give them something of value and they have to recognize its availability. Radio does an excellent job in packaging the “what” of our brands. Do we do the same with the “why”?
Feel free to tell me I’m full of it: sallan@researchdirectorinc.com
February 5, 2026
Image by Pexels.
Faithful followers of this here missive know that we have done a version of the Radio Ratings Roundup for going on 12 years. Every survey we look at the fates and fortunes of the top 20 markets in the country. As a result, we get an in-depth look at how well Christmas music does every year.
A few observations for 2025:
- Of the 20 markets, six had more than one holiday hitmaker and one had zero converts.
- Every single station saw ratings growth in either the December or Holiday books. Or both.
- While the starting points for the seasonal rush were varied, they did not appear to have an effect on the ratings for the total book.
- In markets where more than one station was in the spirit, both of them got a ratings boost.
Here’s a takeaway that we have seen year after year: Christmas music has a minimal effect on market cume. As a matter of fact, you’re more likely to see market 6+ cume decline from December to Holiday. Are Christmas stations huge cume winners? You betcha. But all this phenomenon accomplishes is to rearrange the habits of those that are already radio listeners.
In other words, this popular format change does not bring new listeners TO radio.
This year we also tracked the changes in market PUMM. This was part of our effort to see how PUMM was affected by the new three-minute qualifier. From December to Holiday, most markets saw PUMM decrease. There are likely many factors that affected this. People are travelling “home for the holidays,” are working less, and are otherwise distracted by life. This could impact their time spent with radio. There was a PUMM bump when you looked at year over year comparisons, but we attribute that to the new reporting method.
The point here is not that Christmas music is a bad idea. At the very least I assume it is a boon to top line revenue. What we are saying is that this is not a bold marketing ploy that will attract those folks who find their audio entertainment elsewhere. In short, we are preaching to the existing choir.
The sugar high that Christmas music provides is fleeting. The cume will eventually drift back to from whence it came. By February things will return to normal(ish). This has been going on for over 25 years. The dynamics are not likely to change as we move forward.
January 29, 2026
Dashing through the snow, ice, arctic blasts, and bomb cyclones, The Ratings Experts from RESEARCH DIRECTOR, INC—with the full support of the numbers nerds from XTRENDS—are here to put a bow on the HOLIDAY survey. While most people are just getting their credit card statements, we are determined to rehash the past to bring you insight into Santa’s effect on the radio ratings landscape.
Who are we kidding? The holiday stations always win. The question is—how wide the margin was. This book ran from DECEMBER 11th through JANUARY 7th. If normal programming returned on DECEMBER 26th that means only 15 days of the book were ruled by Frosty and his ilk. Here we go…
TAMPA-ST. PETERSBURG-CLEARWATER: Holiday Hostilities
There was not a war on CHRISTMAS. It was a war about the holiday as two stations battled it out for 6+ Santa supremacy. COX MEDIA Soft AC WDUV (101.5 THE DOVE), now known as the turtle dove, was back at #1 (9.1-11.0). Last year it was #1 with a 12.4 share. RADIO TRAINING NETWORK Contemporary Christian WCIE (THE JOY FM) held steady at #2 (8.6-8.4). The other Frosty station was iHEARTMEDIA AC WMTX (MIX 100.7). It stepped up to #3 (6.0-7.6). A year ago, it was #2 with a 6.6 share. COX MEDIA AC WWRM (MAGIC 94.9) was up to #4 (5.7-5.8), while COX MEDIA Classic Hits WXGL (107.3 THE EAGLE) swooped down to #5 with its lowest score since JULY (6.7-5.6). WDUV still led the cume race with a 16.8% increase (622,700-727,100). WMTX was #2, as usual, but with a 30.9% increase. The market was up 1.3%. Market PUMM was up 3.6% from DECEMBER and 15.7% from 2024.
WMTX moved up to #1 25-54 and was in double figures, while WDUV was up to #2. Last year those positions were reversed. WCIE stood alone at #3 but with its best book in over a year. WWRM went from first to fourth with a small share loss. iHEARTMEDIA Active Rock WXTB (98 ROCK) repeated at #5 with a slight increase. Market PUMM was up 11.3% from the previous survey and 13.7% from last year.
WMTX jumped from #3 to #1 18-34 with a double-digit performance. This ended the four-book reign of WWRM, which drifted down to #2. WDUV dipped to #3 with a small share increase. Last year it was #1 while WMTX was #2. iHEARTMEDIA Pop CHR WFLZ (93.3 FLZ) inched up to #4 with its best outing since JULY. WCIE rose two spots to #5 with a small increase. BEASLEY Rhythmic CHR WLLD (WiLD 94.1) stepped down to #6 with its lowest score since SEPTEMBER. It was tied with WXTB. BEASLEY Country WQYK (99.5 QYK) fell four slots to #8 with its smallest share in over a year. It was paired with COX MEDIA Urban AC WTBV (101.5 THE VIBE). Market PUMM was off 5.4% from last survey but rose by 12.4% from a year ago.
We’re sensing a pattern here. WMTX was up to #1 18-49 and in double figures. WCIE stepped up to #2 as it bounced back from a down book. WDUV stood alone at #3 with a solid share increase. As with the previous two demos, a year ago WDUV was #1 while WMTX was #2. WWRM slid from #1 to #4. A flat WXTB remained at #5 and was joined there by WFLZ, which moved up from #7. Market PUMM was up 6.9% from DECEMBER and 23.3% from 2024.
DENVER-BOULDER: A KOSI CHRISTMAS
For the eleventh book in a row BONNEVILLE AC KOSI (KOSI 101.1) was #1 6+ (10.9-12.1). Its #1 share a year ago was 12.7. AUDACY Classic Rock KQMT (99.5 THE MOUNTAIN) was back at #2 (5.9-5.6), while KSE RADIO VENTURES Classic Hits KXKL (KOOL 105) stepped up to #3 (4.6-4.8). Performing the leap o’ the book was AUDACY Rhythmic CHR KQKS (KS 107.5). It advanced from #14 to #4 with its best outing since JULY (3.0-4.5). Three stations were lumped together at #5. AUDACY Modern AC KALC (ALICE 105.9) slipped from #3 with its smallest share in exactly a year (4.9-4.4). iHEARTMEDIA Classic Rock KRFX (103.5 THE FOX) dipped from a tie at #4 (4.6-4.4). BONNEVILLE Sports KKFN (104.3 THE FAN) rose from #8 (4.4-4.4). And, no, it is not the BRONCOS radio flagship. iHEARTMEDIA Alternative KTCL (CHANNEL 93.3) slipped four slots to #8, also with its lowest score in exactly a year (4.6-4.1). KOSI added 21.6% to its #1 cume total (597,400-726,400). The market was off 1.2%. Market PUMM was down 5.9% from DECEMBER but up by 8.1% from 2024.
KOSI was back at #1 25-54 and just missed hitting double figures. KTCL repeated at #2 but with, again, its lowest mark in exactly one year. KQMT moved up to #3 with a small share loss. It was partnered with KQKS, which advanced from #12 as it stopped a six-book slide. KALC slid to #5 with its smallest share since FEBRUARY. KSE RADIO VENTURES Sports KKSE (ALTITUDE SPORTS 92.5 FM) stepped down to #6 and was tied with KXKL. KKSE is also not the BRONCOS flagship. Market PUMM was down 7.2% from the previous survey but up by 10.1% from last year.
KOSI was #1 and in double digits 18-34 for the second book in a row. KQKS moved up to #2 as it bounced back from a down book. ENTRAVISION Mexican Regional KXPK (LA TRICOLOR 96.5) inched up to #3 as it ended a three-book skid. It was joined there by KXKL which dipped from #2 with a small share loss. iHEARTMEDIA Pop CHR KDHT (HITS 95.7) leapt from #11 to #5 as it halted a four-book slide. KTCL dropped to #6 and was tied with KQMT. KSE RADIO VENTURES Hot AC KIMN (MIX 100) fell from a tie at #4 into one at #8 with KRFX. Market PUMM was up 7.8% from last survey and 26.8% from a year ago.
KOSI remained #1 18-49 and flirted with, but missed, double digits. KQKS jumped from #7 to #2 as it rebounded from a down book. KTCL dipped to #3 with a small decrease, while three stations were huddled together at #4. KALC stepped down from #3 with its lowest mark since JUNE. KKSE remained in place with a small decrease, while KDHT advanced from #9 with a solid increase. KXPK slid from #5 to #9 with its smallest share in over a year. Market PUMM was down 4.7% from DECEMBER and up by 9.1% from 2024.
SAN DIEGO: CHRISTMAS Kicks
As expected, AUDACY AC KYXY was #1 6+ once again (11.1-13.7). Last year it led the pack with an 11.1 share. AUDACY Classic Hits KXSN (SUNNY 98.1) was back at #2 and ended a three-book slide (7.5-8.1). LOCAL MEDIA Rhythmic AC XHRM (MAGIC 92.5) stepped up to #3 (6.2-6.4), while SAN DIEGO STATE UNIVERSITY N/T KPBS slipped to #4 with its lowest total since AUGUST (7.5-5.9). GRUPO IMAGEN Spanish Hot AC XLTN (RADIO LATINA 104.5FM) was up to #5 (4.7-4.7), while AUDACY Country KSON slumped to #8 with its smallest share in over a year (4.9-3.2). KYXY continued as the cume leader with a 15.6% increase (635,400-734,500). The market was up by 0.7%. Market PUMM was off 5.3% from DECEMBER and up by 14.5% from 2024.
KYXY was #1 25-54 again and well into double figures. KXSN repeated at #2 with a solid share increase. XHRM moved up to #3 with a slight increase, while iHEARTMEDIA Pop CHR KHTS (CHANNEL 933) jumped four places to #4, also with only a slight increase. iHEARTMEDIA Active Rock KIOZ (ROCK 105.3) dipped to #5 with its lowest score since SEPTEMBER. It collided there with LOCAL MEDIA Pop CHR XHTZ (Z90.3), which arrived from #11 with a small increase. KPBS and LOCAL MEDIA Alternative XTRA (91X) were #3 and #4, respectively. They fell together to #9 where they were partnered with TELEVISAUNIVISION Mexican Regional KLNV (QUÉ BUENA 106.5) and XLTN. Market PUMM was down 8.7% from the previous survey but up by 7.6% from last year.
KYXY was #1 and in double figures 18-34 for the second book in a row. KXSN maintained its #2 presence as it also landed in double digits. XHRM stepped up to #3 with a slight decrease. It was paired with iHEARTMEDIA Hot AC KMYI (STAR 94.1), which rose from #6 as it regained a small portion of last survey’s huge share loss. KSON slipped to #5 with a rather large share loss. KPBS fell from #5 into a six-way tie at #9. Market PUMM was up 4.3% from last survey and 41.6% from a year ago.
KYXY dominated 18-49, as well, finishing at #1 and in double figures again. KXSN repeated at #2 but w its highest share since SEPTEMBER. XHRM was back at #3 with a slight increase, while KHTS inched up to #4 with a slight decrease. A flat KMYI worked it from #9 to #5, while KLNV dipped to #6 with its lowest score since MARCH. XTRA fell from #4 to #10. Market PUMM was down 3.2% from DECEMBER but up by 20.4% from 2024.
CHARLOTTE-GASTONIA-ROCK HILL: Another Christmas Conflict
Can’t we all just get along? This was another market with twin Santa stations. BEASLEY Classic Hits WKQC (K104.7) was on the nice list as it remained #1 6+ (9.6-14.9). Last year it was #1 with a 10.0 share. URBAN ONE Urban Oldies WOSF (105.3 RnB) was back at #2 (7.0-7.5). iHEARTMEDIA Adult Hits WLKO (102.9 THE LAKE) was Santa’s second favorite as it repeated at #3 (6.5-7.4). Last year it was #2 with a 7.9 share. BEASLEY Country WSOC (COUNTRY 103.7) held steady at #4 (6.1-6.5), while BEASLEY Urban AC WBAV (V101.9) maintained its stature as the #5 station (5.2-5.1). WLKO was still #1 in cume with a 29.1% increase (459,300-593-100). WKQC was still #2 in this category with a 28.4% increase. The market was up 1.2%. Market PUMM was up 3.0% from DECEMBER and 27.2% from 2024.
After just missing double figures last month WKQC passed that threshold this time as it remained #1 25-54. In NOVEMBER WOSF was in double digits. It slumped a bit last survey but the station returned to that rarefied air this time as it held firm at #2. BEASLEY Urban Contemporary WPEG (POWER 98FM) stood alone at #3 but with its best book since APRIL. WLKO was up but still dipped to #4. iHEARTMEDIA Alternative WEND (106.5 THE END) repeated at #5 but with its smallest share since APRIL. Market PUMM was up 0.4% from the previous survey and 30.4% from last year.
The 18-34 space was not exactly a winter wonderland. WOSF stepped up to #1 with its best showing in over a year, which pushed BEASLEY Pop CHR WNKS (KISS 95.1) down to #2. Both stations were in double figures. WBAV stepped up to #3 as it regained a portion of last month’s massive share loss. WLKO bounced back from a down book but still dipped to #4. WPEG remained at #5 with its highest score since JUNE. WKQC inched up to #6 with its best Frosty-free share since JANUARY. It was tied with iHEARTMEDIA Pop CHR WHQC (HITS 96.1). iHEARTMEDIA Country WKKT (96.9 THE KAT) slid four places into a four-way tie at #9. Market PUMM was up 5.6% from last survey and 48.8% from a year ago.
WOSF was #1 18-49 for the sixth straight survey. WKQC stood alone at #2 as both stations landed double-digit shares. WNKS dipped to #3 with a modest share loss, while WPEG had #4 all to itself thanks to its best book since APRIL. There were two other stations that were last seen at #4 and both had up books. WLKO stepped down to #5, while WBAV landed at #6. Market PUMM was up 4.3% from DECEMBER and 22.4% from 2024.
NASSAU-SUFFOLK (LONG ISLAND): Santa’s Helpers
When there is more than one, they both can’t be the real big guy, right. Like those at the mall, they’re “Santa’s helpers.” iHEARTMEDIA AC WLTW (106.7 LITE FM) was the preferred choice for the holiday hits as it rose to #1 6+ (6.6-8.5). Last year it was #2 with a 7.4 share. The local option was CONNOISSEUR Hot AC WALK (WALK FM), which leapt from #5 to #2 (5.5-7.6). A year ago, it was #1 with an 8.4 share. AUDACY News WINS (1010 WINS) dipped to #3 (6.6-7.0), though it added a 1.4 share from cyberspace. RED APPLE MEDIA N/T WABC-A went from first to fourth (6.9-6.5), while iHEARTMEDIA Pop CHR WHTZ (Z100) stepped down to #5 (5.6-5.6). WLTW became the cume leader with a 22.8% increase (434,500-533,400). This pushed WALK to #2 in this category as the station only added 9.2% to its total. The market was off 0.6%. Market PUMM was down 4.7% from DECEMBER but up by 25.3% from 2024.
WALK moved up to #1 25-54, while WLTW stepped up to #2. The stations were separated by a bit more than a share. This brought WHTZ’s nine-book winning string to a close as it dropped to #3 with its lowest mark in exactly one year. COX MEDIA Pop CHR WBLI was up two slots to #4 despite a slight decrease. WABC remained at #5 and was paired with AUDACY Classic Hits WCBS, which moved up from #7, also with a slight decrease. iHEARTMEDIA Classic Rock WAXQ (Q104.3) fell from #4 to #10 with its lowest number since MARCH. Market PUMM was down 3.9% from the previous survey but up by 26.1% from last year.
WALK jumped from #3 to #1 18-34, while WLTW held firm at #2 with a large increase. The two were separated by a half share. WABC went from first to third with a large decrease, while WBLI was back at #4 with a strong increase. WHTZ repeated at #5 as it halted a three-book skid. Market PUMM was down 3.2% from last book but up by 17.4% from a year ago.
WALK vaulted from #4 to #1 18-49. WLTW remained at #2. The gap between the two stations was about a share. WHTZ had its nine-book winning streak snapped as it dropped into a tie at #2. WABC slipped to #4 with a slight decrease, while WBLI inched up to #5 with its best book since OCTOBER. WAXQ fell from #5 to #9. Market PUMM was down 2.6% from DECEMBER but up by 24.6% from 2024.
We can finally put all the holiday decorations away! We return to whatever is normal with the JANUARY survey in a few short weeks. Thank you for playing along.
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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.
January 28, 2026
As the ghosts of CHRISTMASES past become a fading memory, The Ratings Experts from RESEARCH DIRECTOR, INC.—with a healthy assist from data wranglers at XTRENDS—dive into another round of NIELSEN’S naughty or nice list. This is the survey generally greeted by a collective “mmm…K.” Unless you were bold enough to turn your entire radio station over to BURL IVES and his evil minions.
The HOLIDAY book. Number 13 on the ratings calendar. This one ran from DECEMBER 11th through JANUARY 7th. This meant that the last 14 days of the survey were of the post-CHRISTMAS variety. How did that affect our holiday heroes? Read on…
MIAMI-FT. LAUDERDALE-HOLLYWOOD: No Santa For You
As is usually the case in this market, none of the major players chose to perform the Santa shuffle. COX MEDIA AC WFEZ (EASY 93.1) was back as the leading 6+ station (7.3-7.4). COX MEDIA Urban AC WHQT (HOT 105FM) remained at #2 (6.6-6.6). AUDACY AC WLYF (101.5 LITE FM) ended a three-book slide as it rose from #6 to #3 (5.1-5.6). TELEVISAUNIVISION Spanish Hot AC WAMR (AMOR 107.5) dipped to #4 with its smallest share since MAY (5.9-5.0). iHEARTMEDIA Spanish Adult Hits WMIA (MAGIC 93.9) repeated at #5 (5.3-4.8). AUDACY Classic Hits WMXJ (102.7 THE BEACH) slipped to #6 with its least productive outing in over a year (5.7-4.6). This will repeat itself as we go on. WLYF moved up to #1 in cume with a 7.2% increase (751,000-805,200). The market was up 2.1%. Market PUMM fell 4.8% from DECEMBER but grew by 16.0% from 2024.
WFEZ extended its 25-54 winning string to a lucky 13, while WMIA remained a somewhat distant #2. Both stations had slight decreases. Not so for AUDACY Classic Hip Hop WPOW (POWER 96). The station advanced from #8 to #3 with its highest score in over a year. WHQT rebounded from a down book to move from #7 to #4. WLYF inched up to #5 with a small increase. COX MEDIA Rhythmic AC WFLC (HITS 97.3) slid to #6 with its lowest total since JUNE. iHEARTMEDIA Spanish Contemporary WZTU (TÚ 94.9) was down to #7, while WMXJ fell from #4 to #10. Market PUMM was down 6.6% from the previous survey but up 16.8% from last year.
The 18-34 experience went through some things. COX MEDIA Urban Contemporary WEDR (99 JAMZ) stepped up to #1 with its best book in over a year. SBS Spanish Tropical WXDJ (EL ZOL 106.7 FM) dipped to #2 with a noticeable share loss. WEDR went from trailing WXDJ by more than two shares to leading the market by two shares. WZTU was up to #3 with its highest mark since JUNE. WLYF and iHEARTMEDIA Urban Contemporary WMIB (103.5 THE BEAT) were last spied at #2. WLYF slipped to #4 with a slight increase, while a flat WMIB landed at #5. WAMR and SBS Latino Urban WRMA (RITMO 95.7) dropped from a tie at #5 into one at #11. They were joined there by WHQT. Market PUMM was up 5.8% from last survey and an astounding 63.0% from a year ago.
WFEZ was #1 18-49 for the fourth straight survey. WPOW stepped up to #2 with a strong showing but was still a share and a half off the lead. WLYF advanced two squares to #3 as it ended a somewhat steep three-book slide. WHQT was up to #4, while WEDR vaulted from #15 to #5 with its highest share in over a year. WXDJ dropped from #3 to #8, while WMXJ fell from #2 to #12. Market PUMM was off 2.6% from DECEMBER but up 26.9% from 2024.
SEATTLE-TACOMA: A Tale Of Two Santas
Two stations took different approaches to the holiday situation. HUBBARD AC KRWM (WARM 106.9) flipped at the beginning of the DECEMBER survey. The station stepped up to #1 6+ this survey (9.5-11.1). Last year it was also #1 with an 11.3 share. This ended the twelve-book reign of UNIVERSITY OF WASHINGTON N/T KUOW, which dipped to #2 (9.8-9.4). CRISTA Contemporary Christian KCMS (SPIRIT 105.3) got into the, uh, spirit of the season towards the end of the last book. The station was rewarded handsomely as it moved from #5 to #3 (5.6-7.0). Last year it was #10 with a 3.4 share. AUDACY Active Rock KISW (THE ROCK) was down to #4 (5.7-5.2), while iHEARTMEDIA Classic Hits KJEB (95.7 THE JET) descended to #5 with its lowest total since MARCH (5.7-4.1). KRWM added 20.1% to its #1 cume cache (802,700-963,800). Then market was off 2.7%. Market PUMM was down 5.0% from DECEMBER but up 14.1% from 2024.
KRWM was #12 25-54 in NOVEMBER. The station has more than quadrupled its share since then as it finished in first place once again. It also hit double digits. KISW remained at #2 but with its smallest share since AUGUST. Last survey FRIENDS OF KEXP Alternative KEXP fell from #4 to #10. The station regained all of that lost share as it rocketed up to #3. KUOW dipped to #4, while AUDACY Alternative KNDD (107.7 THE END) moved up to #5 as it also bounced back from a down book. HUBBARD Pop CHR KQMV (MOViN 92.5) slipped to #6 and was paired with KCMS, which rose from #9. KJEB dropped from a tie at #4 to #11. Market PUMM was down 5.3% from the previous survey but up 29.8% from last year.
KRWM stood alone in first place 18-34 and hit double figures. KISW dropped from a first place tie to #2. iHEARTMEDIA Pop CHR KBKS (HITS 106.1) rose from #6 to #3 with its best showing since APRIL. It was paired with KNDD, which stepped up from #4 as it regained a good portion of last month’s lost share. KCMS advanced from #10 to #5. KQMV slid three places to #6 with its lowest score in over a year. iHEARTMEDIA Adult Hits KJAQ (96.5 JACK FM) fell from #5 into a four-way tie at #13. Market PUMM was up 6.5% from last month and 22.6% from a year ago.
KRWM completed the demo sweep by finishing at #1 18-49 once again. Yes, it also landed a double-digit share. KISW repeated at #2 with its lowest score since JULY, while KUOW was back at #3 though it surrendered all of last month’s increase, plus a bit extra. It was tied with KNDD, which moved up from #6 as it halted a steep four-book skid. KCMS leapt from #10 to #5. KQMV and KBKS were #4 and #5 respectively in the last survey. They fell into a tie at #6 this time. Market PUMM was up 0.2% from DECEMBER and 23.7% from 2024.
PHOENIX: Easy Like Christmas Morning
Long credited with being the originator of the Frosty flip, iHEARTMEDIA AC KESZ (KEZ 99.9) used the power of the Claus to land at #1 6+ for the third book in a row (14.0-16.8). It was also #1 a year ago with a 16.4 share. The Santa Effect lowered shares on all the down ballot stations save for one. MARICOPE COMMUNITY COLLEGE Classical KBAQ (KBACH 89.5) leapt from #9 to #2 with its best, by far, book in over a year (3.2-5.6). HUBBARD Classic Rock KSLX dipped to #3 with its smallest share in over a year (6.0-5.1). HUBBARD Classic Hits KOOL (BIG 94.5) stepped down to #4 (4.7-4.0), while iHEARTMEDIA Adult Hits KYOT (95.5 THE MOUNTAIN) was down to #5 (4.4-3.6). iHEARTMEDIA N/T KFYI-A and iHEARTMEDIA Country KNIX were last seen at #5. KFYI moved down to #6 (4.0-3.5), while KNIX landed at #7 (4.0-3.3). KESZ increased its cume lead with a 17.1% windfall (1,284,200-1,504,000). The market was up 0.2%. Market PUMM was down 0.9% from DECEMBER but up by 28.2% from 2024.
KESZ was #1 25-54 for the fourth straight survey, all of which have been in double figures. TELEVISAUNIVISION Mexican Regional KHOT (QUÉ BUENA 105.9) remained at #2 though its ended a very strong six-book surge. KBAQ vaulted from #16 to #3, more than doubling its previous number. KOOL remained at #4 with a small increase. HUBBARD Active Rock KUPD rose from #8 to #5 with a slight decrease. It was joined there by iHEARTMEDIA Pop CHR KZZP (104.7 KISS FM), which advanced from #12 with a small increase. KYOT and KSLX were last spotted at #3 and #4, respectively. They fell into a tie at #7. Market PUMM was off 5.4% from the previous survey but up by 30.1% from last year.
KESZ made it back-to-back, double-digit #1 18-34 books. KOOL rose two places to #2 with a small increase. AUDACY Pop CHR KALV (LIVE 101.5) repeated at #3, though it gave back most of last survey’s huge share increase. KHOT slipped to #4 with its lowest mark since JULY. KYOT dipped to #5 with its least productive outing since MAY. It was paired with KUPD, which turned it up from #11 as it rebounded from a down book. iHEARTMEDIA Hot AC KMXP (MIX 96.9) fell from #4 into a tie at #8 with KNIX. Market PUMM was down 0.8% from last survey but up by 41.3% from a year ago.
KESZ was #1 18-49 for the fourth book in a row. KHOT repeated at #2 with its first down book since MARCH. KOOL held steady at #3 with a slight decrease, while KBAQ was launched from #20 to #4 as it more than doubled its previous share. KMXP slipped to #5 with its lowest score since FEBRUARY. It was tied with KUPD, which rose from #11. HUBBARD Alternative KDKB dropped from #5 to #12. Market PUMM was down 5.5% from DECEMBER but up by 35.2% from 2024.
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DETROIT: NIC Clicks
This entire survey is all about the Santa station—iHEARTMEDIA AC WNIC. It was #1 6+ for the third book in a row (12.2-14.7). Last year’s #1 share was 18.6. AUDACY Sports WXYT (97.1 THE TICKET) repeated at #2 (7.8-7.6). It landed a 2.0 share from the digital realm. iHEARTMEDIA Urban AC WMXD (MIX 92.3) was back at #3 (7.0-7.0), while AUDACY Classic Hits WOMC held firm at #4 (6.3-6.0). AUDACY Country WYCD rounded out the top five again (4.7-4.7). WNIC was still the cume commander with a 3.3% increase (1,274,700-1,316,700). The market was off 3.0%. Market PUMM was down 9.5% from DECEMBER and up by 4.6% from 2024.
For the second book in a row WNIC was #1 and in double figures 25-54. WXYT just missed hitting double digits again as it continued to languish at #2. Its stream came in at #13. WMXD was back at #3 with a solid share increase, while BEASLEY Active Rock WRIF remained at #4 with a small share loss. WOMC stepped up to #5 with its best showing since AUGUST, while iHEARTMEDIA Urban Contemporary WJLB dipped to #6. Market PUMM was down 12.3% from the previous survey and up by 2.2% from last year.
Ho-hum, WNIC was #1 and in double digits 18-34 for the second straight survey. WXYT moved up to #2 with a solid share increase. WOMC leapt from #7 to #3 with its best book since MAY. WRIF slipped to #4 with its lowest total since FEBRUARY. WMXD and WJLB were both flat as they remained tied at #5. iHEARTMEDIA Pop CHR WKQI (CHANNEL 955) fell from #3 to #7 with its smallest share in over a year. Market PUMM was down 16.4% from last survey and up by 0.4% from a year ago.
You may have read this already, but WNIC was #1 and in double figures 18-49 for the second book in a row. WXYT repeated at #2 with a slight decrease, while WRIF held steady at #3 with a small share loss. WMXD was back at #4 but with its lowest score since JULY. WOMC was up two places to #5 with its highest mark since JUNE. WKQI drifted down to #7 as it ended a string of three flat books in a row. Market PUMM was off 12.3% from DECEMBER and 0.3% from 2024.
MINNEAPOLIS-ST. PAUL: KOOL Yule
iHEARTMEDIA Classic Hits KQQL (KOOL 108) used the power of the season to dominate this survey. It was #1 6+ again (10.8-13.1). Last year’s leading share was 14.6. iHEARTMEDIA Sports KFXN (KFAN 100.3) was back at #2 as it four-book double-digit streak came to an end (10.3-8.5). UNIVERSITY OF NORTHWESTERN-ST. PAUL Contemporary Christian KTIS was also not so silent as it followed the star light to #3 (6.7-7.7). Last year it was #4 with a 6.1 share. MPR N/T KNOW dipped to #4 (7.1-6.9). The station did pick up a 1.2 share from the interwebs. HUBBARD Hot AC KSTP (KS95) remained snuggled in at #5 (5.6-5.6). KQQL added 11.3% to its #1 cume total (830,700-924,500). The market was off 1.7%. Market PUMM was down 5.2% from DECEMBER and up by 3.5% from 2024.
KQQL stepped up to #1 25-54, which pushed KFXN down to #2. However, KFXN did extend its double-digit streak to six books in a row. MPR AAA KCMP (89.3 THE CURRENT) remained at #3 though it gave back most of last month’s huge share increase. AUDACY Adult Hits KZJK (104.1 JACK FM) repeated at #4 with a slight increase. KNOW was back at #5, also with a slight increase. It was paired with iHEARTMEDIA Pop CHR KDWB which was up a slot with a small share gain. KTIS went from #9 to #7. Market PUMM was down 7.2% from the previous survey and 0.3% from last year.
And, once again KQQL was #1 and in double digits for the second book in a row. This time it was with the 18-34 crowd. KCMP moved up to #2 and cracked the double-digit barrier for the first time since SEPTEMBER. KFXN dipped to #3 as its four-book double-digit string came to a close. KZJK repeated at #4 as it rebounded from a down book. It was paired with KDWB which rose from #6 as it ended a three-book slide. KTIS went from #10 to #6 and was tied with iHEARTMEDIA Hot AC KTCZ (CITIES 97.1). KSTP fell from a tie at #4 to #9. Market PUMM was down 3.4% from last survey and 4.3% from a year ago.
Last survey, KQQL and KFXN were the 18-49 co-leaders. Both stations remained in double figures this time, but KQQL emerged as the solo winner while KFXN drifted down to #2. KCMP remained at #3 with a small share loss, while KDWB was up to #4 as it bounced back from a down book. KZJK dipped to #5, while a flat KNOW dipped to #6. Market PUMM was down 8.1% from DECEMBER and flat from 2024.
One more round of eggnog related matters to go. In the queue are TAMPA, DENVER, SAN DIEGO, CHARLOTTE, and NASSAU-SUFFOLK.
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January 27, 2026
We are coming to you live (ish) from inside the snow globe caused by winter storm Fern (a name that future generations will certainly recoil from in horror). The weather outside for many of us is frightful, which is appropriate since The Ratings Experts from RESEARCH DIRECTOR, INC.—ably abetted by the NIELSEN savants from XTRENDS—are about to dive into another round of HOLIDAY ratings stuff.
The survey that is all but ignored by all except (usually) one station in each market. This book ran from DECEMBER 11th through JANUARY 7th. If you do the math (and we did) that meant that Santa’s dominion only covered 15 of the 28 days of the book. It all looked something like this:
SAN FRANCISCO: We Built This City…
…on Yule AND Tide. BONNEVILLE AC KOIT took Santa Claus Lane to #1 6+ (7.0-9.9). Last year it was #1 with an 11.6 share. This ended the twelve-book winning string for KQED INC. N/T KQED, which dipped to #2 (9.1-9.2). AUDACY News KCBS stepped down to #3 (8.1-7.9) but added a 0.3 share from cyberspace. USC CLASSICAL KDFC (CLASSICAL CALIFORNIA) was back at #4 (5.0-5.0), while BONNEVILLE Hot AC KMVQ (99.7 NOW) remained at #5 (4.1-3.8). KOIT padded its cume lead with a 16.4% increase (1,162,300-1,353,000). The market was up 0.2%. Market PUMM was off 5.2% from DECEMBER but up 12.9% from 2024.
KOIT was back at #1 25-54 but could not quite hit double figures as it did a year ago. KQED held steady at #2 but with its smallest share in over a year. KMVQ remained at #3 but with its lowest score since JUNE. AUDACY Alternative KITS (LIVE 105) stepped up to #4 with a small increase, while iHEARTMEDIA Pop CHR KYLD (WiLD 94.9) dipped to #5. Market PUMM was off 7.9% from the previous survey but up 12.1% from last year.
KOIT extended its 18-34 winning streak to five books as it landed its largest share in over a year. KMVQ was up two places to #2 with its best outing since AUGUST. SBS Mexican Regional KRZZ (LA RAZA 93.3) slipped to #3 as it returned some of last month’s huge increase. KYLD rose two slots to #4 with a slight increase. iHEARTMEDIA Rhythmic CHR KMEL was down two places to #5 with its lowest total in over a year. It was paired with a flat iHEARTMEDIA Soft AC KISQ (98.1 THE BREEZE), which rose from #8. AUDACY Hot AC KLLC (ALICE 97.3) dropped from #5 to #10. It was partnered with BONNEVILLE Classic Rock KUFX (98.5 KFOX) and iHEARTMEDIA Classic Hits KOSF (CLASSIC HITS 103.7), which did advance from #23. Market PUMM was flat from last month and went up 22.8% from a year ago.
KOIT was back at #1 and in double figures 18-49. KQED remained at #2 but with its lowest number in over a year. KITS leapt from #6 to #3 as it bounced back from a down book. KYLD repeated at #4, while KMVQ was back at #5. Both stations had small decreases. KMEL dropped from #3 into a tie at #6 with KRZZ. Market PUMM was down 3.4% from DECEMBER but up 21.8% from 2024.
ATLANTA: Santa Tried…
…but could not quite deliver a 6+ win. For the fifth book in a row that honor was bestowed upon COX MEDIA N/T WSB-A (7.4-6.7). COX MEDIA Urban AC WALR (KISS 104.1FM) rose two places to #2 (6.0-6.4). The holiday hitmaker was AUDACY Rhythmic AC WSTR (STAR 94). It jumped from #8 to #3 with its best book in over a year (4.2-6.3). AUDACY Urban AC WVEE (V-103) ended a two-book slide as it moved up to #4 (5.1-6.1). URBAN ONE Urban AC WAMJ (MAJIC 107.5/97.5) repeated at #5 (5.9-6.0). COX MEDIA Classic Hits WSRV (97.1 THE RIVER) flowed from #2 to #6 (6.2-5.7), while COX MEDIA AC WSB-F (B98.5) fell from #3 to #8 with its smallest share in over a year (6.1-4.8). It was still the leading cume station despite a 14.2% drop (816,100-699,900). WSTR moved from #5 to #3 in this category. Market cume was off 3.5%. Market PUMM was down 6.4% from DECEMBER but up 2.1% from 2024.
WVEE was #1 25-54 for the fourth straight survey as it landed its largest share since JUNE. WALR moved up two spots to #2 as it rebounded from a down book. WSTR advanced from #8 to #3. It was tied with AUDACY Sports WZGC (92.9 THE GAME), which remained in place with a slight increase. WSB-F slid from #2 to #6, while WSB-A dropped from #4 to #9. Market PUMM was off 4.6% from the previous survey but up 6.4% from last year.
The NORTH POLE gang was finally victorious as WSTR advanced from #8 to #1 18-34. It narrowly defeated WSB-F, which dipped to #2 as its three-book winning string was run over by a reindeer. A flat WVEE remained at #3, while two stations landed at #4. WSRV slipped from #2, while WALR stepped up from #5. iHEARTMEDIA Urban Contemporary WRDG (96.1 THE BEAT) fell from #4 to #8 with its smallest share since JULY. It was paired with EMF Contemporary Christian WAKL (K-LOVE 106.7). Market PUMM was down 5.7% from last month but up 23.8% from a year ago
WVEE moved up to #1 18-49 with a solid increase, while WSTR leapt from #6 to #2. WSRV repeated at #3 with a slight decrease. It was joined there by WALR, which advanced from #7 as it rebounded from a down book. WSB-F fell from #1 to #5 with its least productive outing since the big guy’s last appearance. WZGC slid from #4 to #6 and was paired with WAMJ. Market PUMM was off 3.0% from DECEMBER and up 4.8% from 2024.
WASHINGTON, DC: It’s News To Them
The news business continues to be very, very good as HUBBARD News WTOP was #1 6+ for the seventh straight survey (12.2-11.3). iHEARTMEDIA AC WASH rode the polar express up to #2 (8.7-10.1). Last year it was #3 with an 8.7 share. For the first time in well over a year AMERICAN UNIVERSITY N/T WAMU was not in double figures. The station stepped down to #3 (10.9-9.8). HOWARD UNIVERSITY Urban AC WHUR remained at #4 (6.0-5.9), while iHEARTMEDIA Alternative WWDC (DC101) was back at #5 (5.2-4.8). WASH cracked the one milllllion cume mark with a 19.8% increase (904,500-1,083,800). The station was not in that rarefied area a year ago. Market cume was down 0.8%. Market PUMM was off 5.8% from DECEMBER but up 20.4% from 2024.
WASH was #1 and in double figures 25-54 for the second book in a row. WAMU remained at #2 but with its smallest share since MARCH. WWDC stepped up to #3 despite a down book. WTOP dipped to #4 with its lowest score in over a year. WHUR was back at #5 with a small share loss. Market PUMM was down 6.5% from the previous survey and up 22.2% from last year.
WASH was back at #1 18-34 with a massive share increase. iHEARTMEDIA Country WMZQ also landed a huge share increase as it rose from #5 to #2. Despite posting its best number in over a year WMZQ was seven shares off the lead. Three stations were circling one another at #3. iHEARTMEDIA Classic Rock WBIG (BIG 100) held steady as it shed a bit of last month’s big gain. WTOP slipped from #2 with its lowest mark since APRIL. WWDC rose from #7 with its best outing since AUGUST. WHUR slipped into a tie at #6 with ATLANTIC GATEWAY Contemporary Christian WGTS. iHEARTMEDIA Pop CHR WIHT (HOT 99.5) slid to #8 with its lowest total in over a year. Market PUMM was down 11.5% from last survey but up 19.2% from a year ago.
WASH was #1 and in double digits 18-49 for the second book in a row. WAMU was back at #2 with its lowest score since MARCH, while WWDC inched up to #3 with a slight decrease. WTOP dipped to #4 with its smallest share in a year. WHUR maintained its presence at #5 with a small share loss. Market PUMM was down 11.6% from DECEMBER but up 12.4% from 2024.
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PHILADELPHIA: Fly, Santa, Fly
Too soon, EAGLES fans? AUDACY AC WBEB (B101.1) continued as the leading 6+ station (10.1-17.0). It was also #1 a year ago with a 15.7 share. BEASLEY Classic Rock WMGK jumped from #5 to #2 as it rebounded from a down book (5.5-5.9). It was tied with BEASLEY Active Rock WMMR, which remained motionless (6.4-5.9). AUDACY Sports WIP repeated at #4 (5.8-5.5). It also gained a 1.9 share from the interwebs. iHEARTMEDIA Urban AC WDAS slid to #5 as it returned all of last month’s big increase, plus a little value added (6.3-5.3). WBEB increased its #1 cume total by 21.8% (1,396,200-1,699,900). The market was off 2.8%. Market PUMM was down 4.4% from DECEMBER and up 10.6% from 2024.
WBEB was #1 and deep into double digits 25-54 for the second straight survey. WMMR remained at #2 but with its smallest share in over a year, while EMF Contemporary Christian WKVP (K-LOVE 106.9) stepped up to #3 with a small increase. WDAS dipped to #4 as it ended a three-book surge. WIP remained at #5 with a small decrease. The station’s stream landed at #18. Market PUMM was down 8.4% from the previous survey but up 13.1% from last year.
I wish I could share WBEB’s 18-34 share. It reached heights not often seen in the PPM era. Oh, and of course it was #1 again. WMMR stood alone at #2 as it came back from a down book. A flat BEASLEY Country WXTU (92.5 XTU) dipped to #3, while three stations were conspiring together at #4. WDAS slipped from #2 with a rather large share loss. WMGK stepped up from #5, also with a massive share decrease. iHEARTMEDIA Urban Contemporary WUSL (POWER 99) advanced from #7 with only a small share loss. BEASLEY Adult Hits WBEN (95.7 BEN FM) dropped from a tie at #5 into an arrangement at #10 with AUDACY Classic Hits WOGL (BIG 98.1). Market PUMM was up 7.1% from last month and 5.6% from a year ago.
WBEB was #1 18-49 again with a huge double-digit share. WMMR remained at #2 with a slight decrease, while WDAS repeated at #3, though its three-book surge ground to a halt. WIP held steady at #4 with its lowest score in over a year. It was tied with WXTU, which rose from #6 with a slight increase. WBEN fell from #5 to #12. Market PUMM was off 4.1% from DECEMBER but up 4.9% from 2024.
BOSTON: The Magic Is In The Music
AUDACY AC WMJX (MAGIC 106.7) went over the (Charles) river and through the woods to another #1 6+ book (10.3-13.5). Last year it was #1 with a 15.4 share. BEASLEY Sports WBZ-F (98.5 THE SPORTS HUB) repeated at #2 (6.2-6.3), while iHEARTMEDIA N/T WBZ-A moved up from a tie at #5 to #3 (4.6-4.8). AUDACY Sports WEEI inched up to #4 (4.6-4.7) and was paired with AUDACY Hot AC WWBX (MIX 104.1), which advanced from #7 (4.4-4.7). Two stations were excused from the top five. BEASLEY Classic Hits WROR slid from #3 to #6 with its smallest share since JANUARY (5.3-4.6). iHEARTMEDIA Pop CHR WXKS (KISS 108) fell from #4 to #7 with its lowest mark since MARCH (4.9-4.5). WMJX added 22.4% to its leading cume total (1,004,000-1,228,400). The market was off 2.1%. Market PUMM was down 4.2% from DECEMBER and 3.3% from 2024.
WMJX was in double figures and the runaway 25-54 leader for the second book in a row. WBZ-F remained at #2 but with its lowest score since AUGUST. WWBX stepped up to #3 with its best showing since JULY, while a flat WXKS dipped to #4. iHEARTMEDIA Classic Rock WZLX held firm at #5 with a modest share loss. Market PUMM was down 5.2% from the previous survey but up 7.2% from last year.
WMJX continued to dominate the 18-34 space with a share that exceeded the next three stations – combined! WWBX leapt from #5 to #2 with a large share increase, while WEEI stepped up to #3 with its best outing in over a year. WXKS inched up to #4 with a slight decrease. iHEARTMEDIA Spanish Contemporary WZRM (RUMBA 97.7) vaulted from #14 to #5 with its best book since JUNE. WROR slipped from #3 to #6 as it surrendered all of last month’s huge increase – plus a bit more. It was partnered with BEASLEY Country WKLB (COUNTRY 102.5) and AUDACY Adult Hits WBGB (BIG 103). iHEARTMEDIA Rhythmic CHR WJMN (JAM’N 94.5) lost more than half its previous share as it fell from #2 to #11. It was tied with WGBH EDUCATIONAL FOUNDATION N/T WGBH and NORTHEAST BROADCASTING AAA WXRV (92.5 THE RIVER). Market PUMM was down 0.8% from last month and up 0.6% from a year ago.
WMJX completed the demo sweep by dominating the 18-49 arena for the second book in a row. WWBX was up two places to #2 with a strong increase. WXKS moved from #5 to #3 as it rebounded from a down book. WBZ-F slipped to #4, while WROR landed at #5. Both stations suffered large share losses. Market PUMM was down 4.1% from DECEMBER and 1.2% from 2024.
Two down, two to go. Thanks for playing along. 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.
-Steve Allan, Programming Research Consultant
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