Time again for another round of Arbitron ratings for our local radio stations. (Note: Arbitron, the ratings service, only released numbers for overall listening, ages 12-plus, to the media. Check it out here.)
Anyway, you can almost predict the reaction from the radio community. It seldom changes, book to book:
a) KFBK (1530 AM), which always wins overall and won again this time, will hear from jealous competitors who'll say, "Yeah, but five years ago, you were pulling in a 12 share."
Here's a highlight for KFBK: A source told us that, in the advertising-rich 25-to-54-year-old demographic, the station finished first in the 7 p.m.-to-midnight time slot, the first time that's happened in many years. KFBK's DJs/shows at night? Bruce Maiman (replacement for the fired Mark Williams) from 7-10 p.m. and then George Noory's "Coast to Coast." (He's the syndicated UFO-spotter).
b) Hip-hop station rivals KSFM (102.5 FM) and KBMB (103.5 FM) will try to spin the numbers to their advantage, as deftly as a DJ scratches out a beat. Only this time, the stations finished in a dead heat in 12-plus, in fifth place with a 4.2 rating.
c) In the country music showdown, KNCI (105.1 FM) still rules with a 4.0, but The Wolf (KNTY, 101.9 FM) is chipping away with a 2.9. KNCI, it should be noted, fell from 5.2 to 4.0 in one ratings book.
d) The End (KDND 107.9 FM) still shows no ill effects from the fatal water-drinking contest last January. The End finished second overall with a 4.6 rating.
e) Those stations which did not do well in the 12-plus category will say, "Sure, but you should see the demographic breakdowns. We did great with 18-to-34 year-old minivan-driving women with three kids who have asthma."
Speaking of which, Mix 96 (KYMX 96.1 FM) finished first overall among women in the 25-to-54 -- its prime age demographic.
Well, anyone who wants to
leak release demo ratings that make their station look good (or the other guy look bad), you know where to find me.