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.
-Steve Allan, Programming Research Consultant
About XTrends: XTrends is radio’s favorite Nielsen ratings analysis tool, used by all major groups. Learn why 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 sallan@researchdirectorinc.com.
February 23, 2026
Welcome to the JANUARY survey. Or, as we like to refer to it around the radio ratings ranch, a return to normalcy. This is the book where programmers in PPM markets start paying attention to the numbers again. Why? Santa. The previous two books are always clouded by the scourge of CHRISTMAS music. Hopefully, during this one the wandering herds of listeners have found their collective way home.
The Ratings Experts from RESEARCH DIRECTOR, INC.—along with the data shepherds from XTRENDs— are back in the saddle again. This book ran from JANUARY 8TH through FEBRUARY 4TH. It featured ice, snow, and a federally mandated three day weekend. Let’s take a look at the results…
NEW YORK: This Just In…
Apparently if you give them 22 minutes, they’ll go to #1 6+. That’s what happened to AUDACY News WINS (1010 WINS), which landed its largest share in over a year (6.2-7.5). Without Santa’s generosity iHEARTMEDIA AC WLTW (106.7 LITE FM) dipped to #2 (12.5-7.0). SBS Spanish Tropical WSKQ (MEGA 97.9) repeated at #3 (5.6-5.4). The station also added a 1.5 share from the interwebs. AUDACY Classic Hits WCBS stepped up to #4 (4.6-5.3). iHEARTMEDIA Pop CHR WHTZ (Z100) slipped to #5 (5.3-5.1). It was paired with NEW YORK PUBLIC RADIO N/T WNYC, which moved up a spot with its best showing in a year (4.4-5.1). Despite a 25.9% decrease WLTW was still the cume leader (4,571,200-3,387,600). The market was off by 4.0%.
WSKQ experienced a slight share loss but that did not deter the station as it moved up to #1 25-54 for the first time since JUNE. WLTW landed its smallest share since JUNE as it dipped to #2. iHEARTMEDIA Urban Contemporary WWPR (POWER 105.1) moved up to #3 with its highest score in over a year. WHTZ was down for the third book in a row as it stepped down to #4. In our last episode MEDIACO Rhythmic CHR WQHT (HOT 97FM) and WCBS were tied at #5. Both stations had solid but unequal increases as they stood at #5 and #6, respectively.
Despite a massive share loss WLTW was #1 18-34 for the eleventh time in the last 14 surveys. A flat WQHT inched up to #2, while WWPR was up two slots to #3 as it rebounded from a down book. WHTZ slid to #4 as it surrendered a good portion of last survey’s large increase. WCBS dipped to #5 with a small share gain. It was met there by the WSKQ STREAM, which advanced from #7. The broadcast version of WSKQ came in at #10.
WSKQ became the new 18-49 leader with a slight decrease. It narrowly defeated WLTW, which was down to #2. One click behind was WWPR, which rose to #3 with its best book in over a year. WHTZ had its lowest total in over a year as it dipped to #4. WQHT slipped to #5 as it ended a steep three-book slide.
LOS ANGELES: Sleigh Bells Don’t Ring
But plenty of folks were still listening. With the holidays just a distant memory, iHEARTMEDIA AC KOST was still #1 6+ (13.3-6.3). AUDACY Classic Hits KRTH (K-EARTH 101FM) remained at #2 (5.6-5.7), while iHEARTMEDIA Hot AC KBIG (104.3 MYFM) was back at #3 (5.1-5.3). AUDACY Adult Hits KCBS (93.1 JACK FM) landed its largest share in over a year as it rose from #6 to #4 (3.9-4.4). AUDACY News KNX was back at #5 (4.1-4.3), while AUDACY Urban AC KTWV (94.7 THE WAVE) receded three spots to #7 (4.3-4.1). KOST continued to win the cume despite a 31.9% loss (3,459,000-2,354,800). The market was up by 1.3%.
The 25-54 contest was hotly contested as the top six stations were separated by less than a share. A flat KBIG moved up to #1. AUDACY Alternative KROQ was also flat as it stepped up to #2. KRTH also came in at #2, arriving from #4, as it ended a three-book skid. iHEARTMEDIA Alternative KYSR (ALT 98.7) leapt from #8 to #4 with its best showing in over a year. KCBS repeated at #5 but with a solid share increase. KOST fell from #1 to #6.
However, KOST still had enough left in its tank to remain #1 18-34 for the third book in a row. iHEARTMEDIA Pop CHR KIIS (102.7 KISS FM) stepped up to #2 with a small increase. It was partnered with TELEVISAUNIVISION Mexican Regional KSCA (LA NUEVA 101.9), which came up from #5 with its highest score in over a year. KYSR leapt from #8 to #4 with a huge share gain. KRTH slipped from #2 to #5 and was tied with KTWV, which moved up as slot as it bounced back from a down book. KROQ fell from #3 to #7 as it returned all of last survey’s increase, plus a bit of value added.
KBIG was up to #1 18-49 with a slight increase, as KOST dipped to #2 with a huge share loss. KSCA advanced two spaces to #3 with its third up book in a row. KRTH dipped to #4 with a slight increase and just edged the two stations at #5. KROQ stepped down from #4 with a slight increase, while KCBS inched up from #6 with its largest share in over a year.
CHICAGO: Breaking News…
AUDACY News WBBM-A moved up to #1 6+ with its highest mark since MARCH (5.1-5.9). HUBBARD Hot AC WTMX (101.9 THE MIX) was happy Santa skipped town as it rose from #5 to #2 with its best book in over a year (4.2-5.5). AUDACY AAA WXRT (93XRT) also landed its largest share in over a year as it stepped up to #3 (4.5-5.4). iHEARTMEDIA AC WLIT (93.3 LITE FM) fell from first to fourth (12.4 -5.2). NEXTSTAR N/T WGN-A (RADIO 720) slipped to #5 (4.6-4.8). One benefit of PPM technology is you can really see market influenced audience movement. WLIT still had the most cume despite a 42.9% drop (2,102,400-1,200,200). The market was down 2.3%.
WTMX had its best 25-54 outing in over a year as it rose to #1. iHEARTMEDIA Pop CHR WKSC (103.5 KISS FM) stepped up to #2 with its best book since OCTOBER. WLIT went from first to third as it ended a five-book surge. WXRT advanced from #7 to #4 with its highest mark since JULY. WBEZ ALLIANCE N/T WBEZ repeated at #5 with a modest share gain. HUBBARD Adult Hits WTBC (THROWBACK 100.3) slipped to #6 with a slight increase.
WKSC had its best 18-34 book since OCTOBER as it moved up to #1. WLIT dipped to #2 as it shed more than half its previous share. WTMX vaulted from #7 to #3. It was sitting at #11 two books ago. CONNOISSEUR Active Rock WIIL (95 WIIL ROCK) advanced from #10 to #4 with its largest share in over a year. It was joined there by AUDACY Country WUSN (US99.5), which rose from #8 as it bounced back from a down book. CRAWFORD Urban Contemporary WPWX (POWER 92) slid to #7 with a slight decrease.
WTMX stepped up to #3 18-49 with its best showing since APRIL. WKSC was up to #2 with a strong share increase. WLIT slipped from first to third, while WBEZ leapt from #11 to #4 with its highest score in over a year. WXRT was also upwardly mobile as it went from a tie at #9 to join the fray at #4. In its final appearance, the station formerly known as AUDACY Rhythmic AC WBMX (104.3 JAMS) fell from #4 to #9.
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DALLAS-FT. WORTH: A Tight Race
The top of the 6+ leaderboard had all the stations closely bunched together. iHEARTMEDIA Hot AC KDMX (MIX 102.9) moved up to #1 (4.4-4.5), while Santa’s chosen station—iHEARTMEDIA AC KDGE (STAR 102.1)— dipped to #2 (10.1-4.4). iHEARTMEDIA Pop CHR KHKS (106.1 KISS FM) was up to #3 (4.2-4.2), while AUDACY Alternative KVIL (ALT 103.7) advanced two squares to #4 (3.6-3.9). AUDACY Adult Hits KJKK (100.3 JACK FM) leapt from #8 to #5 as it halted a four-book slide (3.4-3.8). While KDGE shed 34.9% of its cume, the station was still #1 in that category (1,789,000-1,165,500). The market was down 5.0%.
TELEVISAUNIVISION Mexican Regional KLNO (QUÉ BUENA 94.1) landed its largest 25-54 share in over a year as it climbed up to #1. KDMX made the move to #2 as it rebounded from a down book. KDGE went from first to third, while KHKS held steady at #4 with a small share loss. AUDACY Mexican Regional KMVK (LA GRANDE 107.5) advanced two spaces to #5 with a slight increase.
After skidding for a couple of surveys KLNO was back at #1 18-34 with a massive share increase. KVIL advanced from #7 to #2 with its best outing in over a year. It was paired with KDMX which moved up a slot with a slight decrease. SERVICE Urban Contemporary KKDA (K104) stepped up to #4, while KDGE slid from first place to #5. KHKS dropped three places to #7 as it stopped a strong two-book surge.
KLNO was back to #1 18-49 after a two-book hiatus. KDMX worked its way up to #2 despite a down book, while KVIL moved from #6 to #3 with its highest mark since MAY. KDGE fell from first to fourth and was tied with the stationary KHKS. A flat KKDA dipped to #6.
HOUSTON-GALVESTON: Sunny Side Down
Despite the expected loss of its holiday influenced poundage, iHEARTMEDIA AC KODA (SUNNY 99.1) was #1 6+ for the sixth straight survey (13.3-9.7). URBAN ONE Urban AC KMJQ (MAJIC 102.1) repeated at #2 (7.5-6.9), while URBAN ONE Country KKBQ (93Q COUNTRY) stepped up to #3 (5.3-5.8). HOPE MEDIA Contemporary Christian KSBJ dipped to #4 (5.6-5.3), while AUDACY Hot AC KHMX (MIX 96.5) remained at #5 (5.2-5.1). KODA shed 19.2% of its cume but still had the most listeners (2,387,500-1,928,000). The market was off 0.6%.
KODA extended its long uninterrupted string of #1 25-54 books. It held about a share advantage over iHEARTMEDIA Alternative KTBZ (94.5 THE BUZZ), which moved up to #2 with a solid increase. KHMX was up to #3 with its best book in over a year. KMJQ slipped to #4 with its smallest share since SEPTEMBER. It was tied with KSBJ, which advanced from #8 with its third up book in a row. KKBQ was just a tick behind at #6 as it rebounded from a down book. SBS Mexican Regional KROI (LA LEY 92.1) fell from #5 to #9. It was partnered with URBAN ONE Classic Rock KGLK (THE EAGLE 106.9/107.5) and URBAN ONE Rhythmic CHR KBXX (97.9 THE BOX).
Last survey KTBZ and KHMX were #2 and #3, respectively, with the 18-34 crowd. Both stations flirted with double figures as they each landed at #1. KODA went from first to third and was nearly two shares off the pace. KBXX was up two slots to #4 with its highest score in over a year. KMJQ slipped to #5 with a modest share loss.
KODA led the 18-49 pack for the fourth book in a row. KTBZ was back at #2 and narrowed the gap between the two stations from about seven-ish shares to close to a share and a half. KHMX repeated at #3 with its fourth straight up book. KKBQ moved up to #4 with a strong share increase. KBXX moved from #8 to #5 with its best book since MAY. KMJQ dropped from #4 into a tie at #9 with TELEVISAUNIVISION Spanish Adult Hits KOVE (AMOR 106.5). KROI fell from #5 to #14.
Thus ends our first roundup. Thank you for reading. We’re working on the next batch which will focus on SAN FRANCISCO, ATLANTA, WASHINGTON D.C., PHILADELPHIA, and BOSTON. In the meantime, please use your turn signals.
If you’re a first-time caller but long-time listener be sure to sign up for our blog. And feel free to pass it along to others in your chat group. www.ResearchDirectorInc.com/Hot-Topics.
-Steve Allan, Programming Research Consultant
About XTrends: XTrends is radio’s favorite Nielsen ratings analysis tool, used by all major groups. Learn why 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 email info@ResearchDirectorInc.com or sallan@ResearchDirectorInc.com.
February 19, 2026
There was an article in last week’s Radio Ink titled “Gen Z Trends Show Opportunity for Christian Radio Growth” that contained a startling revelation.
The fact that Christian radio has been on an upward trajectory for the last decade or so is no surprise. More and more often we are seeing Contemporary Christian stations achieve a high level of ratings success. They provide what radio has excelled at for years—developing a strong sense of community.
What is truly encouraging about the growth of Christian radio is its appeal to the exact demos that have all but abandoned traditional radio. In a study of students at Liberty University, 41% said they listen to Christian radio. That is an encouraging number.
However, here’s the money quote from the same study: Several said they simply don’t know where to find Christian radio on the dial but would listen if they could.
Let that marinate in your brain for a moment. Here is a young, motivated audience that would listen to a radio station…if they only knew where to find it. This is not a product problem; it’s a perception issue. One that could be easily solved if Christian radio (or any radio format) would embrace the M word.
Image by geralt on Pixabay.
Marketing!
I’ll avoid the “yelling at the clouds” argument about how radio sells itself as an advertising vehicle to clients but refuses to market itself.
What I will point out is that marketing any radio station is easier, more efficient, and cheaper than it was back in the day when stations had real marketing budgets. We do not need six figure direct mail or TV campaigns. We also won’t win by using our own air waves to sell our product. That is, well, preaching to the choir.
We can improve radio’s perception and awareness issue by embracing our nemesis—digital. Just about every station sells digital to their clients. Why aren’t they using these same tools to promote their own product? Yes, there is some cost involved but it is minimal when compared to the potential audience growth it can provide.
You may have the greatest product ever created. You’re live, local, compelling, interesting, entertaining, and totally awesome. You may fill the exact need a large audience is seeking. But if they don’t know how to find you, then what’s the point?
A shameless plug here. If you’re in a PPM market, we can help you focus on those meters that move the needle for both you and your competition. Our Exact Age and Hot Zip reports provide you with the kind of intelligence needed to grow your audience.
I can show you how it all works in 15 minutes or less: sallan@researchdirectorinc.com
In case you missed the Radio Ink article, here’s the link.
PS: For you younger readers, this blog’s title refers to the original rock opera. You can Google it.
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.
