Thursday, May 03, 2007

Ratings Roundup Winter 2007: Part 2

Earlier, I gave you part one of the Winter 2007 Arbitron reports for various markets across the fruited plain. Today, you get a few more.

Just a quick note to add, these ratings are the overall ones, ages 12+ in all measurable dayparts. Demographic and daypart breakdowns are not publicly released by Arbitron, and are rather rare to come by, unless one pays the money to subscribe. Advertisers don't really rely on overall numbers to place buys, but at least these numbers give a glimpse of how stations are doing. So without further ado...

KQKE in San Francisco is still shaking the bay almost as much as that MacArthur Maze chaos currently jamming up local traffic. This time, they move from 1.1 to 1.3. They beat sister conservotalker KNEW by a tenth of a point and high-powered CBS Free FM outlet KIFR, which gets a 0.8. KGO, which some expected to lose it's #1 perch, stays on top with a significant lead at 5.5, almost a full point ahead of its nearest rival, adult contemporary-formatted KOIT. Oh, and ultra-right wing KSFO edges up slightly. In San Jose (#35), KQKE is down from 1.1 to 0.6. And KGO is at the top of the heap.

Down the road in the Monterey/Salinas/Santa Cruz market (#80), KRXA makes a spectacular leap, from 0.6 to 1.1. They are only a fifth of a point behind local conservotalker KSCO. The most recent trend report actually had KRXA tied with them. KGO is the #2 station in this market, and other area conservotalkers, such as KSFO, Fresno's KMJ and the new local Clear Channel Hannity/Savage/Dr. Laura outlet KION all sit at the bottom of the ratings, in the 0.4-0.6 range. KOMY, the former Air America affiliate that recently switched to oldies, has dropped off the ratings list.

In Washington, DC (#8), WWRC, usually good for a half-share, is a no-show in the book this time around, but that's not surprising. Talk radio gets mediocre ratings in this market, save for all-news WTOP and, to a lesser extent, WMAL. Free FM'er WJFK has a 1.6 with their non-political shock jock format and the rest, including all-news WTWP, African-American talker WOL and Clear Channel conservotalker WTNT are below a one share. Given the demographic breakdown of this market and the abundance of news/talk stations, an AM station with a puny signal like WWRC has an uphill struggle ahead of it. Luckily, the station is run on the cheap, with no local programming (syndicated progressive talk programming, and most talk programming in general, is offered on a barter basis, with no upfront money necessary). There are quite a few other talk stations that are a no-show in the book, including WFED, which is directed heavily at Beltway political wonks; 50,000 watt WMET, which is basically Greaseman's right-wing morning show, various brokered talk shows, and Music Of Your Life filling in occasional gaps; and suburban talker WAGE. Not to mention noncommercial stations like NPR outlet WAMU, Pacifica's WPFW and C-Span radio on WCSP. That's a lot of talk! Thirteen stations, including WWRC, air news and/0r talk formats.

Coming later today, books will be released for Minneapolis, Denver, Pittsburgh, Cincinnati, Buffalo and a few others. You can see all the market ratings results at Radio and Records or


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