Posts in "Hot Topics"
March 20, 2026
Filed Under: Hot Topics
Everybody loves the weekend. It’s when we get to run errands, hit the to-do list, schlep the kids around and, maybe, have some down time. And you know what’s even better? People spend a lot of time in their cars, where radio continues to excel.
Last week The RAB spotlighted a YouGov poll that, among other things, asked people which day of the week was their favorite. The Captain Obvious answers were Friday then Saturday and Sunday. (We needed a poll for that?)
Image by Adrien Olichon on Pexels.
But I digress.
We have known for years how important weekend listening is to radio. If you are a healthy music-based format you should see 50% of your weekly cume tune in at least once during the Sat-Sun 6A-12M day part. That is more cume than typically samples your morning show on a weekly basis. It can also be more than listen to you in mid-day. Yet, weekends are often treated as a lesser day part by both programming and sales.
For programming, this is an excellent opportunity for recycling. Since your TSL (AWTE) is affected by both occasions (how often they visit) and durations (how long they listen while visiting), one additional occasion can have a positive effect on your station’s share.
This is an excellent time to engage your audience. They are in motion and—at the very least—looking for a complementary soundtrack whilst they drive hither and yon. Are you providing them with quality entertainment value during that time frame? Are you giving them a reason to come back when they return to their regular schedule? I will remind you again—more people will tune in to your weekend fare than will tune in to your morning show.
(Side note: this generally does not apply to spoken word programming which sees the bulk of its tune-in Mon-Fri 6A-7P. The exceptions tend to be major weather/market events or sports play-by-play).
For Sales, weekends are often used as a packaging tool. Think about what your listeners are doing while they are tooling around. They are headed to a hardware store (Home Depot? Lowes? Or your local hometown store?). They are looking for a quick bite (McDonald’s or the local taco joint?). For those, and other categories, you are reaching listeners at the point of purchase. I once worked for an agency that only bought Thursday through Sunday schedules for their retail clients. Smart move.
To paraphrase an old beer campaign: weekends were made for radio. How much effort do you put into that day part?
If you want to read the poll you can find it here: https://yougov.com/en-us/articles/54257-americans-are-living-for-the-weekend-vast-majorities-like-saturday-and-sunday-while-mondays-are-divisive
If you’d like us to help you evaluate the daily listening habits of your audience, we stand ready to serve.
March 17, 2026
Filed Under: Hot Topics
This article is part one of a three-part series from CEO Marc Greenspan. In future issues, Marc will dig into how to conduct better discovery conversations and how to build measurable campaigns that make you indispensable to your advertisers.
Part 1: From Spot Seller to Marketing Resource: Rethinking the Role of the Radio AE
In many ways, the biggest change a radio account executive can make is not in their product knowledge, their closing skills, or even their prospecting. It is in how they see their role. Are you primarily a seller of spots and packages, or are you a marketing resource helping local businesses reach their goals? That mindset shift changes the questions you ask, the conversations you have, and ultimately the value you bring to your clients.
From inventory pusher to business problem solver
A traditional “radio ad salesperson” focuses on:
- Filling avails and hitting weekly or monthly budgets.
- Talking about rates, CPP, reach, and frequency before understanding the client’s situation.
- Pitching packages, sponsorships, and promotions as the answer to almost every need.
A marketing resource, on the other hand, starts somewhere very different. They begin with the business, not the schedule. They want to understand:
- What are this advertiser’s real business goals (more customers, higher ticket, better margins, new locations)?
- Who is their ideal customer, and how does that customer decide whom to buy from?
- What are the client’s biggest obstacles—awareness, perception, competition, staffing, pricing, or something else?
Once you think of yourself as a problem solver, radio becomes a tool in a larger toolkit rather than the centerpiece of your identity. You are there to help a business owner make smarter marketing decisions, with radio and digital working together, instead of just “selling more radio.”
Why this matters in a digital-first world
Many local advertisers now start their marketing journey with digital tools—search, social, display, and online video. That can make radio sellers feel like they’re “late to the party.” But this is where your mindset gives you a powerful advantage.
Most digital platforms are self-serve or lightly supported by remote reps. Few provide a real, in-market human being who will sit across the table, ask tough questions, and help the advertiser think strategically. As a radio AE, you can be that person. You can:
- Interpret their digital metrics in plain language and connect them to business outcomes.
- Point out gaps in their digital-only approach (limited reach, inconsistent frequency, weak branding)
- Show how radio can make their digital campaigns work better by increasing awareness and trust before someone ever sees an online ad.
When you adopt the marketing resource mindset, you are no longer “competing with digital.” You are helping your clients make all of their marketing—radio and digital—more effective.
Radio’s local human advantage
Digital platforms are powerful but distant. Your station is local and personal. That difference is more than geography; it’s a value proposition.
As a marketing resource, you can emphasize that radio offers something digital rarely does:
- A local, accessible team that understands the community and the market.
- Experienced people who see campaigns across many categories and can share best practices.
- On-the-ground knowledge about events, seasons, and local trends that can shape smarter marketing plans.
For the business owner, this means they don’t have to figure everything out alone or rely solely on dashboards. They have a partner who can look them in the eye, challenge their assumptions, and help them adapt. That is a very different role from “someone who calls when it’s time to renew.”
Positioning radio as a complement to digital
With the right mindset, you never tell a client to abandon digital; you show them how radio can strengthen what they are already doing. You begin to say things like:
- “Your digital is great at capturing people who are already looking. Let’s use radio to create more people who are looking.”
- “Your social ads are targeting a narrow audience. Radio can extend your message to more potential customers who don’t yet follow you online.”
- “Your search campaigns are converting well. Radio can increase brand recognition so more of those searchers click on you instead of a competitor.”
When you think and talk this way, you’re not just selling commercial units. You are designing a role for radio inside the advertiser’s broader marketing system. That’s what a marketing resource does.
How to start the mindset shift
You don’t need a new title or a certification to make this change. You need new habits:
- Prepare for every call with questions about the business, not just ideas about the schedule.
- Spend part of each conversation exploring goals, customers, and challenges before you mention rates or spots.
- Take notes on what keeps the owner up at night, then come back with ideas that connect radio and digital to those specific concerns.
- Begin to see yourself as part consultant, part coach, and part media expert—someone who is invested in the client’s success, not just this month’s order.
In Part 2, we’ll dig into the consultative conversation itself: how to ask better questions, listen for real problems, and translate what you hear into marketing solutions that use radio and digital together.
March 12, 2026
Filed Under: Hot Topics
As you are likely aware, Nielsen is bringing technology to the diary markets. Beginning with the Spring 2026 survey, they will be offering a digital version of the diary known as mSurvey.
The reasons for this have been widely discussed and Nielsen has been relatively transparent about the process. As The Ratings Experts, we are interested in seeing how this affects your ratings moving forward.
Image by Burst at Pexels
A few things to consider:
- The mSurvey is an option for diary keepers. It is not a replacement. According to Nielsen, survey participants can choose whether to go with their smartphone or continue with the handwritten diary.
- We hear that the digital diaries will initially be about 10% of the total sample. Depending on how well they work, this could be expanded in the future.
- Regardless of the chosen option, this is still a recall based methodology. Hopefully, participants will record their listening occasions in a more timely manner. Rather than waiting for the end of the week, perhaps they will enter their listening choices closer to when they occur. We have not seen mSurvey in action, but perhaps Nielsen has included frequent prompts to aid this process.
- The target audience for this new option is clearly the younger demos. The hope is this will increase participation (and listening) with those younger cells. Keep an eye on TSL with the 18-24, 25-34, and 35-44 cells. See what changes occur in both gender and ethnicity.
- While you’re at it, keep an eye on proportionality. Look at age cells by gender and ethnicities. This is something you should routinely do, as you are paying Nielsen for sample, not ratings.
- That said, keep an eye on overall TSL. While listeners can enter their start and end times for listening occasions, will they approximate what they would write in a paper diary? Will they digitally draw that line from 9 to 5, or will they record more precise listening times?
- If diary keepers are more prompt with their entries, could this lead to an increased number of stations being consumed?
- We strongly suggest you conduct an in-depth comparison of 2025 vs 2026 as this unfolds. Track any changes in the two components of AQH—Cume and Time Spent Listening. Do this at both the station and the market level.
- Track your market’s PUR (Persons Using Radio) across all demos and day parts. If you see dramatic changes in your shares. this could be due to market conditions, not product issues.
- We can help you track and make sense of how mSurvey is affecting your stations and markets.
We applaud Nielsen for this move into the digital realm. We will also monitor what changes this will bring to the ratings game. Watch this space.
PS: Sorry for the Hanson ear worm. Oh, fun fact. They are all now in their 40s.
March 5, 2026
Filed Under: Hot Topics
Lately I’m seeing buzz in the trades about how valuable older demos are becoming. There is talk that the 25-54 demo is too narrow, and that the 55+ audience brings real value (read: money) to any advertising campaign.
Sadly, this argument is as old as, well, Father Time. Those of us who worked in what was then called “oldies” radio dealt with this all the time. The strength of that format was 35-64, but the only people who cared about that were the listeners.
This is obviously driven by advertisers. Many brands still behave as if people make their brand decisions at an early age and then stick with that decision for the rest of their lives. Once you choose your beer or car you’ll never change. The reality is that most people are fluid in their brand choices across their lifetime, especially as their income, health, and family situation change. (Except for mayonnaise. That is a line in the sand.)
Let’s talk about cars. Look at this chart:
In Q1 2025 the coveted 18-34 age group made up less than ten percent of new car registrations, while adults 55+ made up nearly half and have held the largest share for multiple years. Yet, if you watch the ads the car manufacturers create, you know they are not targeting those older folks.
And it’s not just autos. Households headed by older adults now hold a disproportionate share of U.S. wealth:
Today’s 55+ customer is not the “fixed-income, slowing down” stereotype from 25 years ago. They are more likely to own their home outright, have sizable retirement savings, and still be in the market for cars, travel, financial services, healthcare, home improvement, and high-end consumer goods. If an advertiser’s job is to follow the money, a huge share of that money now sits in the 55+ wallet.
I look at a lot of radio ratings numbers every month. I can tell you that the age group that tends to spend the most time with radio is 55+. Their numbers dwarf the 18-34 cells in most markets and formats, especially in news/talk, classic hits, classic rock, and AC. While exact levels vary by market, the pattern is consistent: older listeners deliver big Time Spent Listening and heavy AQH.
I realize we need to do a better job of cultivating younger audiences because when those 18-34s become 55+, where will the industry be? At the same time, radio is leaving real money on the table by not packaging and selling the audience we already dominate.
We have been so locked in on 25-54 for so long we can’t see a way out. We are so desperate for revenue we don’t exploit our strongest assets because someone at an agency thinks older people are still fully analog and, frankly, don’t matter. Advertisers care about one thing—paying customers. It doesn’t matter if they are 28 or 58.
A wise person once said: “25-54 is not a demo, it’s a family reunion.” Radio has a powerful, valuable, and loyal audience. That some of it happens to be outside that family reunion demo is an asset, not a liability.
Feel free to tell me I’m full of it: sallan@researchdirectorinc.com
February 26, 2026
Filed Under: Hot Topics
If JANUARY made you shiver, with every ratings result we delivered, we’re bringing good news to your doorstep. This is the last batch of roundups for this survey.
Previously on the roundup we have seen dramatic drops in cume for the holiday hit makers and a (somewhat) return to normalcy in the share situations. Let’s see if that continues here.
As always, The Ratings Experts from RESEARCH DIRECTOR, INC.—along with our curating cousins from XTRENDS—do this all for you. The JANUARY book ran from JANUARY 8TH through FEBRUARY 4TH. It was a wintry mix of weather, football, and a three-day weekend. Read on…
TAMPA-ST. PETERSBURG-CLEARWATER: Pure Joy
The dust has settled from the holiday skirmish between COX MEDIA Soft AC WDUV (105.5 THE DOVE) and iHEARTMEDIA AC WMTX (MIX 100.7). This allowed RADIO TRAINING NETWORK Contemporary Christian WCIE (THE JOY FM) to move up to #1 6+ (8.4-8.8). WDUV dipped to #2 (11.0-8.4), while WMTX remained at #3 (7.6-5.9). COX MEDIA AC WWRM (MAGIC 94.9) repeated at #4 (5.8-5.7). COX MEDIA Classic Hits WXGL (107.3 THE EAGLE) was still nested at #5 (5.6-5.3). However, it was not alone as two stations formerly seen at #6 moved up to make it a threesome at #5. iHEARTMEDIA Active Rock WXTB (98ROCK) had its best book since APRIL (4.5-5.3), while BEASLEY Classic Rock WRBQ (Q105) landed its largest share in over a year (4.5-5.3). WDUV was still the cume leader with a rather modest 12.8% decrease (727,100-633,800). The market was off 3.4%.
WMTX repeated as the 25-54 leader, but it was not alone. WCIE jumped up from #3. Both stations had down books. WWRM stepped up to #3 with a slight decrease, while WDUV slipped to #4. WXTB was back at #5 with, again, its best book since APRIL.
WMTX was both #1 and in double figures 18-34 for the second book in a row. iHEARTMEDIA Pop CHR WFLZ (93.3 FLZ) moved up two slots to #2 with its highest mark in over a year. WWRM dipped to #3, while WDUV stepped down to #4. Both stations had down books. We had another three-way at #5. WCIE held steady with a slight increase, while WXTB and BEASLEY Rhythmic CHR WLLD (WiLD 94.1) inched up from #6. WXTB had its best outing since JULY, while WLLD rebounded from a down book.
WMTX was back at #1 18-49 but was forced to share the moment with WCIE, which stepped up from #2. WWRM inched up to #3, while WDUV slipped to #4. All four of those stations experienced a loss of share. WXTB moved from a tie at #5 to one at #4, while WFLZ was down to #6 despite a slight increase.
DENVER-BOULDER: An Even Dozen
Even though BONNEVILLE AC KOSI (KOSI 101.1) suffered the expected loss of the Santa share, the station was still #1 6+ for the twelfth book in a row (12.1-7.0). AUDACY Classic Rock KQMT (99.5 THE MOUNTAIN) stood resolute at #2 for the third straight survey (5.6-5.7). BONNEVILLE Country KYGO reaped the benefits of Santa’s demise as it rose from #10 to #3 (3.9-5.6). AUDACY Modern AC KALC (ALICE 105.9) ended a three-book slide as it stepped up to #4 (4.4-5.2). It was one of three stations previously found at #5. BONNEVILLE Sports KKFN (DENVER SPORTS 104.3) remained in that space (4.4-5.0), while iHEARTMEDIA Classic Rock KRFX (103.5 THE FOX) dipped to #6 (4.4-4.7). KSE RADIO VENTURES Classic Hits KXKL (KOOL 105) slid from #3 to #7 (4.8-4.6). AUDACY Rhythmic CHR KQKS (KS 107.5) fell from #4 to #11 (4.5-3.6). It was paired with iHEARTMEDIA Country KWBL (106.7 THE BULL), which rose from #13 (3.3-3.6). KOSI still claimed the most listeners despite a 28.2% drop (726,400-521,800). The market was down 2.4%.
iHEARTMEDIA Alternative KTCL (CHANNEL 93.3) rebounded from a down book to move up to #1 25-54. KOSI dipped to #2 and was joined there by KALC, which arrived from #5 with its highest score in over a year. KQMT stepped down to #4, also with its best book in over a year. KKFN scrambled from #10 to #5 with its first up book since SEPTEMBER. KQKS slid from #3 into a tie at #7 with KXKL.
KOSI was #1 18-34 for the third book in a row but was paired with KQKS, which moved up a spot. Both stations had rather large share losses. KSE RADIO VENTURES Hot AC KIMN (MIX 100) leapt from #8 to #3 with easily its best showing in over a year. ENTRAVISION Mexican Regional KXPK (LA TRICOLOR 96.5) and KXKL went from a tie at #3 to one at #4. iHEARTMEDIA Pop CHR KDHT (HITS 95.7) slid from #5 into an arrangement at #8 with KYGO, KALC, KRFX and iHEARTMEDIA AAA KBCO.
KOSI remained #1 18-49 but had company as KALC advanced from #4 with its best book in over a year. KQKS dipped to #3 as it returned some of last survey’s massive increase. It was tied with KTCL, which remained in place with a small increase. KSE RADIO VENTURES Sports KKSE (ALTITUDE SPORTS 92.5FM) and KDHT were an item at #4. A flat KKSE dipped to #5, while KDHT slipped to #6 with a slight decrease.
SAN DIEGO: The Sunny Also Rises
After taking the last two books off because of some sort of holiday hijinks, AUDACY Classic Hits KXSN (SUNNY 98.1) was back at #1 6+ (8.1-7.7). SAN DIEGO STATE UNIVERSITY N/T KPBS rebounded from a down book to advance from #5 to #2 (5.9-7.6). LOCAL MEDIA Rhythmic AC XHRM (MAGIC 92.5) stepped up to #3 (6.4-6.8), while AUDACY AC KYXY returned to regular programming as slid from #1 to #4 (13.7-6.7). iHEARTMEDIA Hot AC KMYI (STAR 94.1). inched up to #5 with its highest share in over a year (4.1-5.2). Despite a 5.2% loss KXSN was back at #1 in cume (604,000-572,400). This was due, in large part, to the 28.3% decline for KYXY. The market was off 2.9%.
Despite a small share loss KXSN moved up to #1 25.54. XHRM was up to #2 with its best showing since MAY. LOCAL MEDIA Alternative XTRA (91X) vaulted from #9 to #3 as it halted a steep three-book slide. KYXY went from first to fourth and was paired with iHEARTMEDIA Active Rock KIOZ (ROCK 105.3), which stepped up a spot with its highest mark since JULY. iHEARTMEDIA Pop CHR KHTS (CHANNEL 933) dropped from #4 to #10 with only a slight decrease. LOCAL MEDIA Pop CHR XHTZ (Z90.3) fell from #5 to #13 with its smallest share since AUGUST.
KYXY left double-digit land but was still strong enough to lead the 18-34 pack for the third book in a row. KXSN was back at #2 though it did not remain in double figures. It was joined in that space by AUDACY Country KSON, which rose from #5 as it more than doubled last survey’s share. KMYI and XHRM had been tied at #3. Both stations had very good books but still drifted to #4 and #5, respectively. XTRA rocketed from #16 to #6 with its best showing since AUGUST.
KXSN moved up to #1 18-49 despite a large share loss. KYXY dipped to #2 and was paired with XHRM, which moved up a spot with its third up book in a row. KMYI stepped up to #4, while TELEVISAUNIVISION Mexican Regional KLNV (QUÉ BUENA 106.5) was up to #5. Both stations had strong share gains. KHTS fell from #4 to #10 despite a slight increase.
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CHARLOTTE-GASTONIA-ROCK HILL: Get On The Soul Train
This was another market where there were dueling Santa stations. However, as the polar express left the station the tracks were cleared for URBAN ONE Urban Oldies WOSF (105.3 RnB) to move back to #1 6+ (7.5-7.7). BEASLEY Classic Hits WKQC (K104.7) stepped down to #2 (14.9-7.4), while UNIVERSITY RADIO FOUNDATION N/T WFAE leapt from #7 to #3 with its highest score since FEBRUARY (4.4-6.3). The other holiday hit machine was iHEARTMEDIA Adult Hits WLKO (102.9 THE LAKE). It dipped to #4 (7.4-6.2). iHEARTMEDIA Country WKKT (96.9 THE KAT) advanced from #13 to #5 with its best showing since MARCH (3.3-5.4). BEASLEY Country WSOC (COUNTRY 103.7) slipped to #6 with its smallest share in over a year (6.5-5.0). It was tied with BEASLEY Urban Contemporary WPEG (POWER 98), which remained in place (4.5-5.0). BEASLEY Urban Contemporary WBAV (V101.9) was down for the third book in a row as it slid from #5 to #8 (5.1-4.8). WLKO still had the cume lead despite a 29.3% drop (593,100-419,600). WKQC remained #2 with a 45.3% decline. The market was down 8.8%.
WOSF did not duplicate last survey’s double-digit share, but the station did rise to #1 25-54. WPEG stepped up to #2 with a slight increase, while WKQC went from first to third. iHEARTMEDIA Alternative WEND (106.5 THE END) inched up to #4 as it halted a three-book skid. WLKO dipped to #5 and was paired with WKKT, which was up from #7 with its best book in over a year.
WOSF was both in double figures and #1 18-34 for the second straight survey. BEASLEY Pop CHR WNKS (KISS 95.1) repeated at #2 but was unable to extend its double-digit streak to three. WLKO moved up to #3 with a strong increase, while WBAV dipped to #4 despite a nice share gain. WFAE vaulted from #13 to #5, more than doubling its previous number. WPEG stepped down into a three-way tie at #6. Also in that mix were WKKT, which was up from #9, and iHEARTMEDIA Pop CHR WHQC (HITS 96.1). WKQC fell from a tie at #6 into one at #11 with iHEARTMEDIA Classic Rock WRFK (99.7 THE FOX).
WOSF completed the demo sweep by capturing the 18-49 flag for the seventh straight survey, the last two of which have been in double digits. WNKS stepped up to #2 with a small increase, while WPEG was up to #3 with its third consecutive up book. A flat WLKO inched up to #4, while WFAE zoomed from #11 to #5. It was paired with a flat WBAV, which moved up a slot. WKQC fell from #2 into a tie at #7 with WKKT and WEND.
NASSAU-SUFFOLK (LONG ISLAND): It’s News To Us
The 6+ leaderboard was topped by stations that don’t play songs for a living. AUDACY News WINS (1010 WINS) went from third to first with its highest share in over a year (7.0-9.2). RED APPLE MEDIA N/T WABC-A advanced two spaces to #2 (6.5-6.3), while iHEARTMEDIA Pop CHR WHTZ (Z100) moved up to #3 (5.6-5.8). COX MEDIA Pop CHR WBLI (106.1 BLI) was elevated to #4 with its best book in over a year (4.3-5.7). The local holiday station was CONNOISSEUR Hot AC WALK. It slipped three places to #5 (7.6-5.6). The holiday outsider was iHEARTMEDIA AC WLTW (106.7 LITE FM). It fell from #1 to #10 (8.5-3.5). WINS became the cume commander with a 4.9% increase (420,700-441,200). WALK was down 21.9% and WLTW was off 37.3%. The market fell by 2.4%.
Despite a modest share loss WALK repeated at #1 25-54. WHTZ stepped up to #2 with a solid increase and was putting the pressure on the leader. WBLI inched up to #3 with its highest mark since SEPTEMBER. It was paired with WINS which advanced from #7. AUDACY Classic Hits WCBS and WABC-A were last seen at #5. WCBS remained in place with a small increase, while WABC-A slid to #7 with its third straight down book. WLTW fell from #2 to #8.
WALK was back at #1 18-34 and held a full share lead over WBLI, which moved up two spots to #2. RED APPLE MEDIA N/T WLIR vaulted from #15 to #3, almost quadrupling its previous number. WABC-A dipped to #4 with its lowest score since MARCH. It was paired with WCBS, which was up from #6 with its third up book in a row. WHTZ stepped down to #6 and was joined there by WLTW, which dropped from #2.
WHTZ stepped up to #1 18-49 with a small increase and held a very small advantage over WALK, which slipped to #2. WBLI was up two places to #3 with its best showing since SEPTEMBER. WINS rose to #4 with its highest total in over a year. WABC-A dipped to #5 with a huge share loss. It was partnered with WCBS, which was up from #7 with a slight decrease. WLTW fell from #2 into a tie at #7 with AUDACY Hot AC WNEW (NEW 102.7) and COX MEDIA Classic Rock WBAB.
Thank you for reading this here missive. We’ll see you in 28 days as we dive into FEBRUARY. In the meantime, please remember to wash your vegetables.
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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
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About Research Director, Inc.: Research Director, Inc. is based in Annapolis, Maryland. We help radio stations’ programming and sales departments maximize the value of their research. For more information, visit www.ResearchDirectorInc.com, call 410-295-6619, or email info@ResearchDirectorInc.com or sallan@ResearchDirectorInc.com.
February 25, 2026
Filed Under: Hot Topics
Welcome back to the daytime radio drama: “Where have all the shares gone?” Since this is the JANUARY survey, we’re pretty sure they left whatever station was all jolly and bright and somehow found their way back to their previous pre-sets. Of course, in this batch of markets one of them was fortunate enough to be spared the scourge of BURL IVES and his evil minions.
This is a monthly public service from The Ratings Experts from RESEARCH DIRECTOR, INC. and the data diviners from XTRENDS. The JANUARY book ran from JANUARY 8TH through FEBRUARY 4TH. There was cold weather, playoff football, and a three-day weekend. Here’s how that played out:
MIAMI-FT. LAUDERDALE-HOLLYWOOD: A Santa Free Zone
We begin with one of the few markets in AMERICA that does not have a major player dedicated to spinning the holiday tuneage. COX MEDIA AC WFEZ (EASY 93.1) was #1 6+ for the third book in a row (7.4-7.5). COX MEDIA Urban AC WHQT (HOT 105) was back at #2 (6.6-6.7). TELEVISAUNIVISION Spanish Hot AC WAMR (AMOR 107.5) stepped up to #3 with its best showing since MARCH (5.0-6.0). AUDACY Classic Hits WMXJ (102.7 THE BEACH) rebounded from a down book to move up to #4 (4.6-5.4). SBS Spanish Contemporary WCMQ (ZETA 92.3) was up to #5 with its best book in over a year (4.4-5.0). The station also picked up a 0.5 share from cyberspace. AUDACY AC WLYF (101.5 LITE FM) dropped three places to #6 with its smallest share in exactly one year (5.6-4.9). iHEARTMEDIA Spanish Adult Hits WMIA (MAGIC 93.9) slipped to #7 (4.8-4.2). WFEZ was still the cume commander with a 0.5% decline (750,500-746,900). The market was down 0.6%.
WFEZ extended its long, uninterrupted string of #1 25-54 books with its highest score since AUGUST. WLYF leapt from #5 to #2 but trailed the leader by well over two shares. WHQT inched up to #3 with a slight decrease, while WMXJ again bounced back from a down book to vault from #10 to #4. AUDACY Classic Hip Hop WPOW (POWER 96) slipped to #5 as it returned all of last survey’s large share increase, plus a bit extra. WMIA fell from #2 into a tie at #7 with WCMQ, which advanced from #13.
COX MEDIA Urban Contemporary WEDR (99 JAMZ) repeated as the 18-34 leader but with a slight decrease. SBS Spanish Tropical WXDJ (EL ZOL 106.7) was back at #2 but was two shares off the pace. iHEARTMEDIA Spanish Contemporary WZTÚ (TÚ 94.9) remained at #3 though it ended a strong three-book surge. iHEARTMEDIA Urban Contemporary WMIB (103.5 THE BEAT) stepped up to #4 with a small increase, while WHQT rose from #11 to #5 with its best outing in a year. WLYF slid from #4 to #9.
A flat WFEZ was #1 18-49 for the fifth straight survey. WLYF stepped up to #2 with a slight decrease, while WHQT inched up to #3 with a slight increase. Last survey WMXJ fell from #2 to #12. It was up to #4 this time. COX MEDIA Rhythmic AC WFLC (HITS 97.3) went from #9 to #5 with its first up book since JULY. WPOW fell from #2 to #6, while WEDR dropped from #5 to #7.
SEATTLE-TACOMA: Back To The Future
Where the previous market had zero Santa stations, this one featured two different flavors of holiday music. However, the #1 6+ spot was again granted to UNIVERSITY OF WASHINGTON N/T KUOW (9.4-9.7). This was the station’s 13TH win in the last 14 books. CRISTA Christian AC KCMS (SPIRIT 105.3) was one of the holiday stations. It stepped up to #2 this month with its best Frosty-free share in over a year (7.0-5.7). iHEARTMEDIA Classic Hits KJEB (95.7 THE JET) bounced back from a turbulent book to move from #5 to #3 (4.1-5.5). The other ho-ho-ho station was HUBBARD AC KRWM (WARM 106.9). It fell from first to fourth (11.1-5.3). The SEAHAWKS provided rocket fuel for BONNEVILLE Sports KIRO-A (SEATTLE SPORTS 710AM) as the station rose to #5 (3.8-5.1). AUDACY Active Rock KISW (THE ROCK) slipped to #6 (5.2-5.0). Despite a 32.8% drop KRWM was still the cume leader (963,800-648,000). The market was up 0.6%.
FRIENDS OF KEXP Alternative KEXP landed its largest 25-54 share in over a year as it moved from #3 to #1. KISW was back at #2 with its smallest share since JULY and trailed the leader by almost two shares. KUOW stepped up to #3 with a small increase, while KJEB advanced from #10 to #4 as it halted a four-book skid. KCMS was up to #5 with its highest mark in over a year. AUDACY Alternative KNDD (107.7 THE END) slipped to #7, while KRWM dropped from #1 to #8.
A flat KISW moved up to #1 18-34. KNDD and iHEARTMEDIA Pop CHR KBKS (HITS 106.1) rose together from #3 to #2. Both stations had slight decreases. KJEB more than doubled its previous share as it climbed from #13 to #4. KRWM slid from #1 to #5, while KCMS dipped to #6. It was partnered with the stationary HUBBARD Pop CHR KQMV (MOViN 92.5) and AUDACY Country KKWF (100.7 THE WOLF), which advanced from #13.
KEXP soared from #8 to #1 18-49 with its best book in over a year. KISW remained at #2 with a slight increase and was about a share and a half off the pace. KUOW repeated at #3 with a slight increase. It was met there by KJEB, which advanced from # 10, as it regained some of last survey’s huge share loss. KCMS held steady at #5, while KNDD slid three places to #6 with a small decrease. KRWM dropped from #1 to #7.
PHOENIX: Way Too Easy
It’s not like iHEARTMEDIA AC KESZ (KEZ 99.9) needs performance enhancing holiday music. The station was #1 6+ for the fourth book in a row (16.8-7.5). HUBBARD Classic Rock KSLX moved up to #2 as it halted a four-book slide (5.1-6.2). iHEARTMEDIA Adult Hits KYOT (95.5 THE MOUNTAIN) was up to #3 as it shook off the holiday blues (3.6-5.2). MARICOPA COMMUNITY COLLEGE Classical KBAQ (KBACH 89.5) slipped to #4 as it returned some of last survey’s huge increase (5.6-4.9). iHEARTMEDIA N/T KFYI-A inched up to #5 with its best book since OCTOBER (3.5-4.6), while AUDACY Classic Hits KOOL (BIG 94.5) slipped to #6 (4.0-4.4). KESZ continued to have the most listeners despite a 30.6% drop (1,504,000-1,044,300). The market was off 0.5%.
KESZ was #1 25-54 for the fifth straight survey, while TELEVISAUNIVISION Mexican Regional KHOT (QUÉ BUENA 105.1) repeated at #2 but with its highest score in over a year. The gap between the two stations stood at a bit more than a share. KYOT rose from #7 to #3 with its best outing since MARCH, while KOOL repeated at #4 with a slight decrease. KSLX was up two slots to #5 as it rebounded from a down book. iHEARTMEDIA Pop CHR KZZP (104.7 KISS FM) dipped to #6 despite landing its largest share in over a year. KBAQ fell from #3 to #10. It was tied with HUBBARD Active Rock KUPD, which dropped from #5 but with only a slight decrease.
KESZ led the 18-34 contingent for the third book in a row. KOOL was back at #2 but with its largest share in over a year. It was joined in that space by KHOT, which arrived from #4. KYOT stepped up to #4, iHEARTMEDIA Country KNIX moved from a tie at #8 to #5. All three of those stations rebounded from down books. AUDACY Pop CHR KALV (LIVE 101.5FM) dropped from #3 to #10 with only a small decrease. It was tied with KSLX. KUPD fell from #5 to #12 but only with the slightest of possible decreases.
KESZ was the 18-49 leader for the fifth straight survey. KHOT remained at #2 with its best showing in over a year. KYOT vaulted from #13 to #3 as it ended a two-book slide. A flat KOOL dipped to #4, while KZZP advanced three spaces to #5 with its highest share in over a year. iHEARTMEDIA Hot AC KMXP (MIX 96.9) slipped to #7 and was paired with ZELUS Hot AC KMVA (HOT 97.5/103.9). KBAQ dropped from #4 to #16, while KUPD fell from #5 to #12, again with only a slight decrease.
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DETROIT: The Sporting Life
It was a good month to be AUDACY Sports WXYT (97.1 THE TICKET) as the station moved back up to #1 6+ for the first time since OCTOBER (7.6-8.9). AUDACY Classic Hits WOMC landed its largest share in over a year as it moved from #4 to #2 (6.0-7.4). iHEARTMEDIA Urban AC WMXD (MIX 92.3) repeated at #3 (7.0-6.4), while iHEARTMEDIA AC WNIC went from first to fourth with its smallest share in over a year (14.7-6.3). AUDACY News WWJ-A stepped up to #5 with its best book since MARCH (4.3-5.5), while AUDACY Country WYCD dipped to #6 (4.7-5.4). WNIC stayed on top of the cume chart despite a 29.8% decline (1,316,700-924,200). The market was down 1.8%.
WXYT crashed through the double-digit barrier as it made its way up to #1 25-54. BEASLEY Active Rock WRIF had its best showing since NOVEMBER as it moved up to #2, while WOMC advanced to #3 with its highest mark since MAY. iHEARTMEDIA Pop CHR WKQI (CHANNEL 955) was up three places to #4 with its largest number since JULY. WMXD slipped to #5, while WNIC dropped from #1 to #6.
WXYT stepped up to #1 18-34 with a huge share increase. However, it was not alone. WKQI vaulted from #7 to a share of first place with its finest performance since MARCH. iHEARTMEDIA Urban Contemporary WJLB was up two spots to #3 with its best book in over a year. WRIF remained at #4 with a small increase, while four stations were huddled together at #5. WNIC fell from first place, while WOMC dipped from #3 as it surrendered all of last survey’s share increase. WMXD remained in place, while WYCD rose from #8 with a modest share gain.
WXYT completed the demo sweep as it stepped up to #1 18-49. The station also hit double digits. WRIF inched up to #2 as it halted a two-book skid. WKQI advanced from #7 to #3 with its highest score since JULY. WOMC stepped up to #4 with its fourth up book in a row. WJLB made it to #5 with its largest number since AUGUST. WNIC fell from #1 to #6, while WMXD dropped from #4 to #7.
MINNEAPOLIS-ST. PAUL: I’m A Big Fan
This was another market with two major holiday players providing different flavors of the same theme. For this survey, however, the 6+ spoils went to iHEARTMEDIA Sports KFXN (KFAN FM 100.3), which was back on top after taking the last two books off (8.5-8.9). MPR N/T KNOW was up to #2 with its highest mark in over a year (6.9-8.6). It also added a 1.7 share from the interwebs. This might be driven by events on the ground in this market. HUBBARD Hot AC KSTP (KS95) had its first up book since SEPTEMBER as it rose to #3 (5.6-6.9). The secular holiday choice was iHEARTMEDIA Classic Hits KQQL (KOOL 108). It dropped from #1 to #4 (13.1-6.2). The other yuletide choice was offered by UNIVERSITY OF NORTHWESTERN-ST. PAUL Contemporary Christian KTIS. It slipped from #3 to #5 with its smallest share since FEBRUARY (7.7-5.7). MPR AAA KCMP (89.3 THE CURRENT) dipped to #6 (5.6-5.6). KQQL maintained its cume lead despite a 33.8% drop (924,500-612,400). The market fell by 1.0%.
KFXN was up to #1 25-54 as the station extended its double-digit streak to seven. KCMP stepped up to #2 as it bounced back from a down book. iHEARTMEDIA Pop CHR KDWB and KNOW were last seen at #5. Each station landed its largest share in over a year as they rose to #3 and #4, respectively. KQOL slid from first to fifth and was tied with AUDACY Adult Hits KZJK (104.1 JACK FM), which dipped from #4 as it ended a five-book surge. KTIS went from #8 to #12.
KCMP became the 18-34 leader with its second straight double-digit performance. KFXN stepped up to #2 despite posting its lowest number since JULY. KQQL slipped from #1 to #3, while KZJK and KDWB remained at #4 with flat books. They were joined there by KSTP, which advanced from #10 with its best showing since MAY. KTIS slipped from #7 to #9.
KFXN moved up to #1 18-49 with its seventh straight book in double figures. KCMP stepped up to #2 with a small increase, while KDWB inched up to #3 with its highest score in over a year. KNOW rose two places to #4, also with its best outing in over a year. KZJK repeated at #5 with a small increase, while KQQL fell from #1 to #6. KTIS dropped from #8 to #11.
We ain’t done yet! In the queue are TAMPA, DENVER, SAN DIEGO, CHARLOTTE, and NASSAU-SUFFOLK.
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-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 email info@ResearchDirectorInc.com or sallan@ResearchDirectorInc.com.
February 24, 2026
Filed Under: Hot Topics
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
Filed Under: Hot Topics
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
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About Research Director, Inc.: Research Director, Inc. is based in Annapolis, Maryland. We help radio stations’ programming and sales departments maximize the value of their research. For more information, visit www.ResearchDirectorInc.com, call 410-295-6619, or email info@ResearchDirectorInc.com or sallan@ResearchDirectorInc.com.
February 19, 2026
Filed Under: Hot Topics
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
Filed Under: Hot Topics
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
