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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January 26, 2026
“Oh boy it’s the HOLIDAY book!” says about one Program Director in every market. For the rest of the broadcast community this survey is met with a collective “meh.” While those that gave in to the peppermint side of life rejoice, the reality is that this musical recipe was gone long before the survey concluded.
The HOLIDAY book ran from DECEMBER 11th through JANUARY 7th. That meant that CHRISTMAS music was what the people demanded for 15 of the 28 days of the survey. The Ratings Experts from RESEARCH DIRECTOR, INC.—with a healthy assist from the data diviners from XTRENDS—are here to sort all this out. Let us begin…
NEW YORK: A Festival Of Lite
All BURL IVES accomplished for iHEARTMEDIA AC WLTW (106.7 LITE FM) was to make the station an even stronger #1 6+ (9.9-12.5). It was #1 last year with a 13.1 share. AUDACY News WINS (1010 WINS) remained at #2 (6.5-6.2) and picked up a 1.0 share from the interwebs. SBS Spanish Tropical WSKQ (MEGA 97.9) rose two places to #3 with its best outing since JUNE (5.0-5.6). It also snared a 1.2 share from cyberspace. iHEARTMEDIA Pop CHR WHTZ (Z100) dipped to #4 (5.1-5.3), while AUDACY Classic Hits WCBS inched up to #5 (4.6-4.6). MEDIACO Urban AC WBLS fell three places to #6 as it returned most of last survey’s large increase (5.1-4.4). It was tied with NEW YORK PUBLIC RADIO N/T WNYC (4.5-4.4). WLTW added 8.7% to its already market leading cume total (4,205,800-4,571,200). The market was off 1.0%. Market PUMM was down 2.0% from DECEMBER but grew by 15.7% from 2024.
WLTW was #1 25-54 for the third book in a row and, of course, hit double figures again. WSKQ stepped up to #2 with a strong increase, while WHTZ dipped to #3 with its smallest share in over a year. iHEARTMEDIA Urban Contemporary WWPR (POWER 105.1) repeated at #4 but with a significant loss of share. MEDIACO Rhythmic CHR WQHT (HOT 97FM) remained at #5 but with its lowest score since AUGUST. It was paired with WCBS, which rose from #7 with a small increase. Market PUMM was down 3.5% from last survey but up 10.8% from a year ago.
As with the previous demo WLTW was #1 18-34 for the third book in a row and landed in double digits this time. WHTZ was up three slots to #2 as it halted a three-book slide. WQHT stepped up to #3 with its best showing in over a year, while WCBS advanced from #10 to #4 with its biggest number since JUNE. WWPR slid from #2 to #5. WSKQ slid from #5 to #9 while the streaming version rose from #9 to #7.
Market PUMM fell 5.0% from the previous survey but rose 6.9% from last year.
WLTW was, naturally, #1 18-49 again. WSKQ rose from #5 to #2 with a huge share increase. A flat WHTZ dipped to #3, while WQHT remained at #4 with a small share loss. WWPR dropped to #5 with its least productive outing since JULY. Market PUMM was down 3.3% from DECEMBER but up 13.9% from 2024.
LOS ANGELES: Yule Rules
iHEARTMEDIA AC KOST rode the polar express to another 6+ win (11.2-13.3). The station was #1 last year, as well, with a 12.4 share. AUDACY Classic Hits KRTH (K-EARTH 101FM) remained at #2 (5.8-5.6), while iHEARTMEDIA Hot AC KBIG (104.3 MYFM) was back at #3 (4.9-5.1). AUDACY Urban AC KTWV (94.7 THE WAVE) stood alone at #4 (4.2-4.3), while AUDACY News KNX dipped to #5 (4.2-4.1). KNX did add a 0.5 share from its stream. KOST increased its cume lead by 14.0% (3,033,700-3,459,000). The market was down 3.1%. Market PUMM was off 4.5% from DECEMBER but up 12.2% from 2024.
The 25-54 leaderboard was an exact replica from the last time. KOST was again #1 and in double figures. KBIG and AUDACY Alternative KROQ were #2 and #3, respectively, as both stations had slight increases. KRTH remained at #4 while AUDACY Adult Hits KCBS (93.1 JACK FM) was back at #5. Each station experienced a slight decrease. Market PUMM was down 6.6% from the previous survey but up 8.4% from last year.
KOST was #1 and in double digits 18-34 for the second book in a row. Ho, ho, ho. KRTH was up two places to #2 as it regained a small portion of last survey’s huge share loss. iHEARTMEDIA Pop CHR KIIS (102.7 KISS FM) dipped to #3 with its lowest score since SEPTEMBER. It was met there by KROQ, which advanced from #7 with its best showing in over a year. TELEVISAUNIVISION Mexican Regional KSCA (LA NUEVA 101.9) dipped to #5, while KTWV slid three places to #6 with its lowest total since JUNE. iHEARTMEDIA Alternative KYSR (ALT 98.7) fell to #8 with its smallest share since AUGUST and was tied with KCBS. Market PUMM was down 2.1% from last survey but up 2.3% from a year ago.
We’re sensing a theme here as KOST was #1 and in double figures 18-49 for the second straight survey. KBIG held steady at #2 with a slight decrease, while KRTH remained at #3 but with its smallest share since the last time that little kid would not stop with the incessant drumming. KROQ rose from #7 to #4, while KSCA jumped from #8 to #5. Both stations landed their best books in over a year. KTWV slipped into a tie at #6 with KCBS, while KIIS dropped to #8 with its lowest mark in over a year. Market PUMM was down 5.8% from DECEMBER but up 8.6% from 2024.
CHICAGO: A Lite Holiday
I guess this CHRISTMAS thing works. iHEARTMEDIA AC WLIT (93.9 LITE FM) was #1 6+ for the fourth book in a row (11.5-12.4). A year ago it was also #1 with a 12.5 share. AUDACY News WBBM-A stepped up to #2 (4.8-5.1) and picked up a 0.5 share from the digital realm. NEXSTAR N/T WGN-A (radio 720) rose from #6 to #3 with its best book in over a year (4.2-4.6). AUDACY AAA WXRT (93XRT) dipped to #4 (4.8-4.5). HUBBARD Hot AC WTMX (101.9 THE MIX) often takes the brunt of Santa’s rage. It dropped from #2 to #5 (5.0-4.2). It was #6 last year. WLIT increased its cume lead by 9.6% (1,918,900-2,102,400). The market was down 3.3%. Market PUMM was off 8.2% from DECEMBER but up 17.9% from 2024.
WLIT made it back-to-back #1 25-54 and double-digit books in a row. WTMX remained at #2 with a small share loss. iHEARTMEDIA Pop CHR WKSC (103.5 KISS FM) rose two places to #3, while HUBBARD Adult Hits WTBC (THROWBACK 100.3) dipped to #4 with a slight decrease. CHICAGO PUBLIC MEDIA N/T WBEZ moved from #8 to #5 with a small increase. It was paired with AUDACY Rhythmic Oldies WBMX (104.3 JAMS), which advanced from #12 as it ended a three-book slide. This was the station’s final full book before it goes away. Market PUMM was down 12.0% from last month but up 16.9% from a year ago.
For the third book in a row WLIT was #1 18-34, the last two of which have been in double figures. A flat WKSC repeated at #2, while CRAWFORD Urban Contemporary WPWX (POWER 92) leapt from #9 to #3 as it rebounded from a down book. WBMX stepped up to #4 with a solid increase, while AUDACY Pop CHR WBBM-F (B96) stood alone at #5 as it halted a somewhat steep two-book slide. AUDACY Country WUSN (US99) dropped to #7 with its smallest share since SEPTEMBER. Market PUMM fell 10.9% from the previous survey but rose 16.2% from last year.
WLIT was #1 18-49 for the third straight survey as it eclipsed the double-digit mark again. WTMX held steady at #2 with a slight increase, while a flat WKSC repeated at #3. WBMX rose from #7 to #4, while WBBM-F leapt from #9 to #5. iHEARTMEDIA Urban Contemporary WGCI slid from #4 to #7 with its lowest mark in over a year. Market PUMM was off 11.7% from DECEMBER but up 18.8% from 2024.
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DALLAS-FT. WORTH: Five Star Review
And this one was not done by a paid influencer. iHEARTMEDIA AC KDGE (STAR 102.1) was back at #1 6+ (8.6-10.1). The station was #1 last year with the same 10.1 share. iHEARTMEDIA Hot AC KDMX (MIX 102.9) remained at #2 (4.5-4.4), while iHEARTMEDIA Pop CHR KHKS (106.1 KISS FM) stepped up to #3 (3.9-4.2). EMF Contemporary Christian KLTY (K-LOVE) leapt four places to #4 with its best book in over a year (3.2-4.0). TELEVISAUNIVISION Mexican Regional KLNO (QUÉ BUENA 94.1) slipped to #5 with its lowest total since AUGUST (4.1-3.6). It was paired with AUDACY Alternative KVIL (ALT 103.7), which advanced from #8 as it bounced back from a down book (3.2-3.6). KDGE padded its cume lead with a 13.1% increase (1,581,100-1,789,000). The market was up 0.1%. Market PUMM was off 2.8% from DECEMBER but up 20.2% from 2024.
KDGE repeated at #1 25-54 and hit double figures. The station has more than doubled its share since NOVEMBER. KLNO held steady at #2 with a small decrease, while KDMX was back at #3 with a small increase. KHKS repeated at #4 with its highest share since SEPTEMBER. AUDACY Mexican Regional KMVK (LA GRANDE 107.5) moved up to #5 as it bounced back from a down book. Market PUMM was down 3.3% from last month but up 18.2% from a year ago.
KDGE was in double digits and #1 18-34 for the second straight survey. KLNO stepped up to #2 but with its lowest mark since MAY. KDMX was up to #3 with a large share increase, while KHKS made it to #4 with its best showing since JULY. SERVICE Urban Contemporary KKDA (K104 FM) inched up to #5 as it got back all of last survey’s lost share, plus a bit of added value. Market PUMM was up 0.4% from the previous survey and an amazing 37.9% from last year.
To the surprise of no one KDGE was #1 and in double figures 18-49 for the second book in a row. KLNO repeated at #2 despite a down book, while KDMX remained at #3 as it halted a three-book slide. KHKS maintained its grip on the #4 position with a slight increase, while KKDA moved up to #5. Market PUMM was down 2.5% from DECEMBER but rose 23.6% from 2024.
HOUSTON-GALVESTON: Santa Softens
Maybe not like a bowl full of jelly but while iHEARTMEDIA AC KODA (SUNNY 99.1) was still #1 6+, the station’s numbers were down from last book (16.4-13.3). Last year it was #1 with a 14.7 share. URBAN ONE Urban AC KMJQ (MAJIC 102.1) remained at #2 (7.8-7.5). HOPE MEDIA Contemporary Christian KSBJ also got into the holiday spirit towards the end of the last book. This time the station rose to #3 (4.7-5.6). Last year it was #2 with a 6.3 share. URBAN ONE Country KKBQ (93Q COUNTRY) dipped to #4 (5.7-5.3), while AUDACY Hot AC KHMX (MIX 96.5) stepped down to #5 (4.9-5.2). However, the station did pick up a 0.7 share from the matrix. KODA added a mere 1.8% to its #1 cume (2,344,300-2,387,500). The market was off 0.1%. Market PUMM was down 1.0% from DECEMBER but up 20.3% from 2024.
KODA extended its long, uninterrupted string of #1 25-54 books, though this survey’s double-digit share was a bit below DECEMBER’s. A flat KMJQ repeated at #2, while iHEARTMEDIA Alternative KTBZ (94.5 THE BUZZ) was back at #3 as it got back some of last survey’s large share loss. KHMX was up two slots to #4 with its third up book in a row. SB Mexican Regional KROI (LA LEY 92.1) dipped to #5 with a small share loss, while KKBQ stepped down to #6 as it ended a strong three-book surge. Market PUMM was up 0.1% from the previous survey and 21.2% from a year ago.
KODA was #1 18-34 for the fourth book in a row, the last three of which have been in double figures. However, as with the previous two demos, the current number is a bit under the previous one. KTBZ remained at #2 with a large share increase. A flat KHMX was back at #3 and was paired with KMJQ, which rose from #5 with its best book in over a year. URBAN ONE Rhythmic CHR KBXX (97.9 THE BOX) moved up to #5 with a small increase, while KKBQ slid to #7 with its smallest share since SEPTEMBER. Market PUMM was up 7.1% from last book but down 10.7% from a year ago.
KODA held to form 18-49. It was #1 for the third straight survey, hit double figures again but had a down book. KTBZ repeated at #2 as it was granted some of last survey’s big share loss. KHMX stepped up to #3, while KMJQ advanced three spaces to #4. Both stations posted their largest shares in over a year. KROI dipped to #5, while KKBQ slipped from #3 to #6. Market PUMM was up 3.6% from DECEMBER and 15.0% from 2024.
There’s your first batch of HOLIDAY numbers. Thank you for spending your valuable time with us. There’s more to come with SAN FRANCISCO, ATLANTA, WASHINGTON D.C., PHILADELPHIA, and BOSTON waiting in the wings.
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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.
January 22, 2026
You may have read Tracy Johnson’s recent blog about radio’s singular focus on ratings. If not, there is a link at the end of our blog.
The article is long and provides some valuable insight. His general point seems to be that the radio industry has stopped innovating, growing, and building in its pursuit of Nielsen ratings. We—as an industry—have focused more on playing the ratings game than on building connections with our audience.
I may not agree with that.
Has radio stopped building connections? In large measure—yes. Unfortunately, I do not think this is due to our laser focus on chasing the numbers. The industry has become more homogenous, in general, due to consolidation and budget cuts. The industry lauds personalities while cutting those positions and replacing them with overworked voice trackers or generic formats.
We have been fortunate to work with many stations (both past and present) that succeed in the ratings BECAUSE they invest in things like talent and connections. This has become even more important as radio has lost its exclusive hold over music.
Radio stations that tend to win in the ratings (and revenue) wars are not doing so because they are manipulating their clocks. While this can be an effective tactic it is not a recipe for long-term success. Winning brands listen to their market and their listeners. They fill an emotional need. They are informative, entertaining or engaging. They provide companionship or comfort. Any one of those emotional bonds is a strategy on which you can build.
We have deep experience in analyzing ratings for stations in large markets and small, in a variety of formats. We have a deep understanding of how the systems work. We also know that no station succeeds over the long term by playing TO the ratings service, be it diary or PPM.
Nielsen ratings are a tool for every programmer. Yes, as Tracy points out, they are a lagging indicator. That information has value. It can show you how audiences have reacted to changes in the marketplace and on the air (looking at you, holiday music). That data provides insight. It is not the road map for the future.
We have never told any of our clients to program to Nielsen. We advocate the opposite. We believe that creating great products will garner ratings successes. That said, knowing how the game is played can help you refine your tactics. The baseball analogy to this is—know how the strike zone is being called and plan your at-bat accordingly.
One other point is important. Sometimes ratings rise and fall for reasons beyond anything you have done on the air. Diaries land in the “wrong” zip codes. Heavy listening households drop out of the panel. These indicators are worth noting as they can keep you from making a bad, or hasty, decision.
Great radio should be everyone’s goal. Our products should entertain and provide tangible ROI for our advertisers. I think laying the problems of the radio industry at the feet of a myopic ratings focus loses perspective on some of our larger issues.
Nielsen is our currency. It is real–ish. It generates revenue. Until we have some sort of “one ring to rule them all” system that accurately records audio across all platforms, we have to acknowledge Nielsen’s importance.
Feel free to tell me I’m full of it: sallan@researchdirectorinc.com
Here’s the link to Tracy Johnson’s blog: https://tjohnsonmediagroup.com/blog/the-ratings-treadmill/
January 15, 2026
This is a blog about radio ratings and sampling in the United States. However, it must begin with a nod to the unrest and trepidation that is currently happening in cities and towns across the country.
I am not of Hispanic descent. I can assume anyone who is, might be feeling a bit stressed right now. The point of this piece is not to discuss US immigration policy or to address the anxiety some of its implementation is causing. This is about radio listening.
Of the three ethnicities NIELSEN tracks in both PPM and diary worlds—Black, Hispanic, and Other—the one that tends to spend the most time with radio is the Hispanic congregation. While every market is different, Hispanics tend to be heavier radio users. It is important that samples for both PPM and diary are effectively balanced for all three ethnicities. Remember, you pay Nielsen for sample, not ratings.
So, imagine this scenario:
A potential Hispanic participant in a PPM panel gets a call from this unknown company called Nielsen. If they are like most of us, they ignore the call. Nielsen does not give up and eventually makes contact with this individual. They explain they want this person’s help in rating radio stations in their town. Nielsen goes on to say they will pay this person for their participation for (potentially) the next three years.
Sounds like a pretty good deal. Then comes the kicker. Nielsen says this person has to carry a device around that records their radio listening. Some may be fine with that. Others could perceive this “device” as something that monitors their movements and reports them to…
While we know this is NOT what happens with PPM, perception is reality. As the old song goes: “Paranoia strikes deep…”
I have no idea if any of this is happening. I’m fairly confident Nielsen has gamed this situation out and is likely monitoring it closely. I do know that as a Nielsen client you can see if Hispanic sampling is a problem in your market. Track proportionality indexes for all Hispanic demos. By Niesen’s own standards, an index between 90-110 is optimal. An index of 80-120 is acceptable. Anything outside those ranges is a problem that needs to be addressed. (As a rule, you’d rather have over-sampling than under-sampling, as it provides a better opportunity to capture your heavy listeners).
I do not know if Hispanic participation in the sample has become more complicated or difficult. I do, however, think it is a situation that bears monitoring as we move forward.
January 5, 2026
Once again, The Ratings Experts from RESEARCH DIRECTOR, INC. – along with our fellow adventurers from XTRENDS – are going boldly forward into the past. This is our final foray into the CHRISTMAS chaos of the DECEMBER survey. While stations have chosen various starting points for their format changes, the results have been universally positive. We expect more of the same in this final batch of markets.
This book ran from NOVEMBER 13TH through DECEMBER 10TH. Besides the obvious market conditions that affected the numbers we were also dealing with, as the news channels incessantly reported – one of the busiest travel periods of the year. Who knew? Now, on with the countdown…
TAMPA-ST. PETERSBURG-CLEARWATER: A Double Dose
Try explaining to your kids why there were two CHRISTMAS stations. Were they BOTH Santa’s helpers? COX MEDIA Soft AC WDUV (105.5 THE DOVE) flipped during the previous survey. This time it rose from #3 to #1 6+ (6.8-9.1). It was #1 with a 9.3 share last year. This pushed RADIO TRAINING NETWORK Contemporary Christian WCIE (THE JOY FM) down to #2 (8.8-8.6). COX MEDIA Classic Hits WXGL (107.3 THE EAGLE) flew down to #3 (7.0-6.7). iHEARTMEDIA AC WMTX (MIX 100.7) got into the spirit on day two of the book. It moved from #6 to #4 (4.7-6.0). Last year it was #6 with a 4.9 share. COX MEDIA AC WWRM (MAGIC 94.9) kept its current format intact as it dipped to #5 (5.3-5.7). iHEARTMEDIA Country WFUS (US 103.5) seemed to suffer the most from Santa’s arrival. It slipped from a tie at #4 to #7 with its smallest share since the big guy’s last visit (5.3-4.2). Also coming in at #7 was BEASLEY Classic Hits WRBQ (Q105) (4.6-4.2). WDUV remained the cume leader with a 3.6% increase (601,000-622,700). Fun fact: WMTX saw its cume recede. Market cume was off 0.7%. Market PUMM was down 8.7% from NOVEMBER but up 1.8% from 2024.
Despite headwinds from the NORTH POLE, WWRM had its best 25-54 book in over a year as it stepped up to #1. WMTX was up two places to #2, while WCIE went from first to third as it ended a five-book surge. WDUV leapt from a tie at #7 to #3, while its former partner in that space – iHEARTMEDIA Active Rock WXTB (98 ROCK) moved up to #5 with a solid increase. BEASLEY Rhythmic CHR WLLD (WiLD 94.1) slipped into a tie at #6 with iHEARTMEDIA Pop CHR WFLZ (93.3 FLZ). WRBQ slid from a tie at #4 into one at #8 with WXGL. WFUS fell from #3 to #10. Market PUMM was down 13.8% from last month and 9.3% from a year ago.
WWRM was #1 18-34 for the fourth straight survey and passed the double-digit marker, as well. WDUV vaulted from #8 to #2, while WMTX advanced from #6 to #3. BEASLEY Country WQYK (99.5 QYK) stepped down to #4 with a slight decrease, while WLLD slid to #5. It was tied with WFLZ, which remained in place. Both stations had down books. WCIE tumbled from #1 to #7 with its smallest share since AUGUST. Market PUMM was down 15.8% from the previous survey and 3.8% from last year.
WWRM inched up to #1 18-49, again with its highest mark in over a year. WMTX rose from #5 to #2, while WCIE dropped from #1 to #3. WDUV advanced five squares to #3, while WXTB leapt from #9 to #5, ending a three-book slide. WLLD dropped three slots to #6, while WFUS fell from #4 to #9. Market PUMM was off 12.1% from NOVEMBER but up 1.4% from 2024.
DENVER-BOULDER: Piling On
BONNEVILLE AC KOSI (KOSI 101.1) put up the tinsel on the first day of the survey. All that accomplished was extending the station’s 6+ winning streak to ten (6.9-10.9). It was #1 with a 9.3 share last year. AUDACY Classic Rock KQMT (99.5 THE MOUNTAIN) moved up to #2 with its highest elevation in over a year (5.5-5.9). AUDACY Modern AC KALC (ALICE 105.9) moved up two slots to #3 (5.0-4.9). iHEARTMEDIA Alternative KTCL (CHANNEL 93.3) was up to #4 (4.8-4.6). It was paired with KSE RADIO VENTURES Classic Hits KXKL (KOOL 105), which rose from #8 (4.5-4.6). iHEARTMEDIA Classic Rock KRFX (103.5 THE FOX) slipped to #4 with its smallest share since JUNE (5.7-4.6). BONNEVILLE Country KYGO dropped to #7 with its least productive outing in over a year (5.4-4.5). KOSI kept cume control with a 17.3% increase (509,200-597,400). The market was off 0.1%. Market PUMM was down 5.0% from NOVEMBER but up 13.4% from 2024.
KOSI leapt from #1 to #1 25-54. It was #3 last year at this time. This brought KTCL’s eleven-book winning streak to a close as the station dipped to #2 with a slight decrease. KALC stepped down to #3, while KQMT repeated at #4 but with, again, its best book in over a year. KSE RADIO VENTURES Sports KKSE (ALTITUDE SPORTS RADIO 92.5FM) was up to #5 as it rebounded from a down book. ENTRAVISION Mexican Regional KXPK (LA TRICOLOR 96.5) stepped down to #6 with its lowest mark since APRIL. KRFX fell from #3 into a tie at #12 with KYGO. Market PUMM was down 4.5% from last month but up 17.1% from a year ago.
KOSI leapt from #4 to #1 18-34 and hit double figures. KXKL stood alone at #2, while KTCL was down to #3. Both stations lost share. AUDACY Rhythmic CHR KQKS (KS 107.5) dropped from first to fourth with its lowest total since JANUARY. This also halted the station’s two-book winning string. KXKP and KSE RADIO VENTURES Hot AC KIMN (MIX 100) had slight increases as they rose together from #7 to #4. Also coming in at that spot was KQMT, which remained in place despite a modest share loss. KRFX fell from a tie at #4 to #11. It was partnered with KKSE, iHEARTMEDIA Pop CHR KDHT (HITS 95.7) and iHEARTMEDIA AAA KBCO. Market PUMM was down 1.8% from the previous survey but up 18.4% from last year.
KOSI vaulted from #6 to #1 18-49. A flat KTCL stood alone at #2, while its former partner – KALC – was down to #3 with a small share loss. KKSE was up to #4, while KPXK dipped to #5 with its lowest score in over a year. KQKS had its six-book winning string crushed as it fell to #7. It was tied with iHEARTMEDIA Country KWBL (106.7 THE BULL), which advanced from #18. KRFX dropped from #5 to #15 and was tied with COLORADO PUBLIC RADIO N/T KCFR. Market PUMM was down 3.1% from NOVEMBER and up 14.0% from 2024.
SAN DIEGO: Santa Kicks It
AUDACY AC KYXY showed incredible restraint and did not start playing reindeer games until the beginning of week three of the survey. Santa delayed was not Santa denied as the station rose from #4 to #1 6+ (5.7-11.1). Last year it was #2 with a 6.6 share. This brought the eleven-book winning streak of AUDACY Classic Hits KXSN (SUNNY 98.1) to a close as the station moved down to #2 (7.8-7.5). It was tied with the stationary SAN DIEGO STATE UNIVERSITY N/T KPBS (7.4-7.5). LOCAL MEDIA Rhythmic AC XHRM (MAGIC 92.5) dipped to #4 (6.2-6.2), while AUDACY Country KSON stood alone at #5 (5.1-4.9). IMAGEN INFORMATIVA Spanish Hot AC XLTN (RADIO LATINA 104.5FM) made the leap o’ the month, rising from #14 to #6 (3.2-4.7). iHEARTMEDIA Hot AC KMYI (STAR 94.1) slid from #5 to #8 (5.1-4.4). KYXY jumped from #4 to #1 in cume thanks to a 44.0% increase (441,100-635,400). The market was up 1.1%. Market PUMM grew 5.6% from NOVEMBER and 25.4% from 2024.
KYXY more than doubled its previous 25-54 share as it rocketed from #13 to #1. KXSN dipped to #2, thus ending its three-book winning streak. KPBS posted its largest number in over a year as it rose from #10 to #3. Four stations were massed together at #4. XHRM remained motionless but with its smallest share in over a year. KSON and LOCAL MEDIA Alternative XTRA (91X) moved up from a tie at #5 with down books. iHEARTMEDIA Active Rock KIOZ (ROCK 105.3) advanced from #8 with a modest share increase. iHEARTMEDIA Pop CHR KHTS (CHANNEL 93.3) fell from #3 to #8 as it ended a four-book surge. TELEVISAUNIVISION Mexican Regional KLNV (QUÉ BUENA 106.5) dropped from #2 to #10 with its least productive outing since JULY. Market PUMM was up 0.4% from last month and 22.8% from a year ago.
KYXY more than doubled its previous 18-34 share as it rose from #5 to #1. The station also hit double figures. KXSN stepped up to #2 as it ended a steep two-book slide. KSON went from first to third as it surrendered all of last month’s large increase, plus a bit more. XHRM rose from #7 to #4 with a small increase, while KPBS advanced from a tie at #10 to #5 with its third up book in a row. There was a foursome at #6. KMYI dropped from #2 as it returned all of last month’s massive increase. XTRA and KIOZ moved up from a tie at #10, while XLTN advanced from #16, doubling its previous number. KHTS slid from #4 into a tie at #10 with iHEARTMEDIA Rhythmic CHR KSSX (JAM’N 95.7), iHEARTMEDIA Classic Rock KGB and KLNV. Market PUMM was up 11.9% from the previous survey and 36.6% from last year.
KYXY completed the demo sweep as it leapt from #5 to #1 18-49. It was in double figures, having more than doubled its last number. A flat KXSN stepped up to #2. XHRM and XTRA rose from a tie at #5 to #3 and #4, respectively. Last month KLNV and KHTS were the co-leaders of this sphere. Both stations took the exact same large share loss as they dropped in tandem to #5. KSON exited that tie at #5 to move into one at #7 with KIOZ. KMYI slid from #4 to #9. Market PUMM was up 3.5% from NOVEMBER and 29.4% from 2024.
CHARLOTTE-GASTONIA-ROCK HILL: Double Your Santa
Double your ratings? Not quite. This market consistently has dueling holiday scented stations. Bots made the switch about a week after HALLOWEEN. BEASLEY Classic Hits WKQC (K104.7) was one and it went from #4 to #1 6+ (6.2-9.6). It was #2 with a 5.7 share last year. This stopped the three-book winning streak of URBAN ONE Urban Oldies WOSF (105.3 RnB), which dipped to #2 as it also ended a five-book surge (8.3-7.0). iHEARTMEDIA Adult Hits WLKO (102.9 THE LAKE) was the other station to don their holiday apparel. It rose from #5 to #3 (5.7-6.5). It was #7 with a 5.3 share a year ago. BEASLEY Country WSOC (COUNTRY 103.7) slipped to #4 with its smallest share since MARCH (7.3-6.1). BEASLEY Urban AC WBAV (V101.9) slid to #5 with its least productive outing in over a year (6.3-5.2). WLKO continued as the cume leader with a 17.4% increase (391,200-459,300). WKQC jumped from #5 to #2 thanks to a 44.2% gain (303,300-437,400). The market was basically flat. Market PUMM was down 5.8% from NOVEMBER but up 25.0% from 2024
WKQC stepped up to #1 25-54 and narrowly missed hitting double figures. This halted WOSF’s three-book reign as it stepped down to #2. WLKO was up two slots to #3. It was paired with BEASLEY Urban Contemporary WPEG (POWER 98FM), which advanced from #8 with its highest mark since APRIL. iHEARTMEDIA Alternative WEND (106.5 THE END) slid to #5, while URBAN ONE Sports WFNZ (SPORTS RADIO 92.7) dropped three slots to #7 with its lowest score in over a year. Market PUMM was down 6.0% from last month but up 26.8% from a year ago.
BEASLEY Pop CHR WNKS (KISS 95.1FM) jumped from #3 to #1 18-34. The station was in double digits with its best book in over a year. WOSF was back at #2, ending another five-book surge. WLKO stepped up to #3 but with a down book. WBAV went from being #1 and in double figures to #4. WPEG rose from #10 to #5 and was partnered with iHEARTMEDIA Country WKKT (96.9 THE KAT), which arrived from #12. WEND fell from #5 to #11. WKQC tripled its last number to rise from #17 to #7. Market PUMM was down 10.5% from the previous but up 37.7% from last year.
WOSF may have had a down book but it was still #1 18-49 for the fifth straight survey. WNKS inched up to #2, again with its best showing in over a year. It was tied with WKQC, which vaulted from #9. Three stations were aligned at #4. WBAV dropped from #2 as it gave back all of last month’s huge increase. WLKO remained in place but with a down book. WPEG rose from #7 with its highest score since MAY. WEND slipped from #5 to #7. Market PUMM was down 7.2% from NOVEMBER but up 20.0% from 2024.
NASSAU-SUFFOLK (LONG ISLAND): A Tale Of Two Santas
This market has its quirks because of the bleed in from NEW YORK. So, there was “technically” only one holiday station that came from inside the house. It also wasn’t #1 6+. That honor went to RED APPLE MEDIA N/T WABC-A for the second book in a row (8.2-6.9). AUDACY News WINS (1010 WINS) stepped up to #2 (6.9-6.6) and picked up a 1.4 share from cyberspace. Also coming in at #2 was iHEARTMEDIA AC WLTW (106.7 LITE FM), which rode the sleigh up from #12 (2.9-6.6). iHEARTMEDIA Pop CHR WHTZ (Z100) slipped to #4 with its lowest score since MARCH (7.3-5.6). The hometown holiday hitmaker was CONNOISSEUR Hot AC WALK (WALK FM). It flipped the Friday before THANKSGIVING and rose from #8 to #5 (4.0-5.5). Last year it was #3 with a 5.0 share. iHEARTMEDIA Classic Rock WAXQ (Q104.3) slipped from a tie at #4 to #6 (4.2-4.5). Both AUDACY Classic Hits WCBS and COX MEDIA Pop CHR WBLI (106.1 BLI) were also tied at #4. They drifted down to #7 with identical scores (4.2-4.1). WALK went from #3 to #1 in cume with a 16.7% increase (375,000-437,600). The market was off 0.2%. Market PUMM was up 1.2% from NOVEMBER and 26.6% from 2024.
WHTZ posted its lowest 25-54 number since JULY but was still #1 for the ninth straight survey. WALK stepped up to #2 with its best showing since APRIL. WLTW jumped from #13 to #3, while WAXQ advanced from #10 to #4 with its best book in over a year. WABC-A slid three places to #5 as it returned most of last month’s huge increase. WBLI and WCBS were last seen together at #5. Both stations had up books but slipped to #6 and #7, respectively. AUDACY Sports WFAN (SPORTS RADIO 66AM/101.9FM) slid from #4 to #11. Market PUMM was up 0.6% from last month and 25.4% from a year ago.
Despite a down book WABC-A repeated as the 18-34 leader. WLTW vaulted from #8 to #2, while WALK repeated at #3 but with a large share increase. A flat WBLI slipped to #4, while WHTZ moved down to #5 with its third straight down book. SBS Spanish Tropical WSKQ STREAM tumbled from #5 into a six-way tie at #20. Market PUMM was flat from the previous survey and up 14.9% from last year.
WHTZ may have ended a four-book surge but it was the 18-49 leader for the ninth book in a row. WABC-A repeated at #2 with a huge share loss. It was paired with WLTW, which advanced from #14. WALK remained at #4 with its highest mark since MAY. WAXQ rose from #8 to #5 with its best showing in over a year. WBLI slipped three places to #6, while WFAN fell from #4 to #11. It was tied with CONNOISSEUR AC WKJY (K-JOY 98.3). Market PUMM was off 0.2% from NOVEMBER but up 22.5% from 2024.
That pit’s a bow on the DECEMBER survey. Thank you for reading. But there are more seasonal follies to come next month with the HOLIDAY survey. By then you might have actually taken down and stored all your decorations.
As always, The Ratings Experts from RESEARCH DIRECTOR, INC. are ready to help you grow your ratings and revenue. Click the link below to get the gruesome details.
-Steve Allan, Programming Research Consultant
About XTrends: XTrends creates simple pictures of sometimes complex and difficult-to-understand information. To more easily navigate Nielsen ratings click here!
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.
