More listeners say highest-rated V-103 is 'playing our song'

September 21, 1990|By Eric Siegel

It's the same old song in the Birch Radio ratings.

WXYV-FM (V-103) maintained its position as the top-rated Baltimore area radio station in the summer ratings released this week.

The urban contemporary station, which has held down the top spot in the quarterly Birch book for the last 1 1/2 years, registered an 11.7 share of listeners aged 12 and over. That was down slightly from V-103's 12.1 share in the spring, but it marked the fourth consecutive quarter in which it was the only area radio station to score a double-digit audience share.

At the same time, the Birch numbers showed a narrowing of the gap between V-103 and its nearest competitors. WIYY-FM (98 Rock) continued its strong upward trend with a 9.0 audience share, up from 8.2 this spring and 6.6 in spring 1989; WBSB-FM (B-104) grew to a 7.8share from 6.9; and WBAL-AM scored a 7.1 share, up from 6.6.

Birch is a 13-year-old, New Jersey-based ratings service that claims more than 900 radio clients across the country -- about half those of the older, more established Arbitron Ratings Co. The companies differ mostly in their research methods, with Birch's telephone interviews generally regarded as resulting in higher numbers for formats appealing to younger listeners than Arbitron's listener-administered diaries.

In the spring Arbitron ratings, V-103 finished with an 8.2 audience share, second to WBAL's 8.8. The Arbitron ratings for the summer are due out early next month.

V-103 also finished first in the Birch ratings for the important TC a.m. to 10 a.m. morning drive-timeperiod, which is radio's equivalent of television's prime time, but by a much smaller margin. V-103 had a 9.4 audience share, barely ahead of news/talk WBAL's 9.1, demonstrating the continued strength of the latter's news operation.

Third-place 98 Rock, with its team of Chris Emry, Erika and Lopez, and fourth-place B-104, with its new lineup of Glenn Beck and the Morning Guys, scored notable gains in drive-time, while country station WPOC-FM and soft adult contemporary WLIF-FM showed large drop-offs.

Former B-104 disc jockey Don O'Brien, part of the Brian and O'Brien team that dominated morning drive time in the mid-'80s, has so far failed to make much of an impact in his new spot on WYST-FM (92 Star), which had a 1.5 audience share, about what it had in the spring.

Overall rankings

The following are the Birch overall rankings and percentage audience share for listeners 12 and over:

Station............ Summer....Spring

.....................1990...... 1990

1 WXYV-FM (102.7)....11.7.........12

2 WIYY-FM (97.9)......9.0........8.2

3 WBSB-FM (104.3......7.8........6.9

4 WBAL-AM (1090)......7.1........6.6

5 WMIX-FM (106.5).....6.2........6.4

6 WPOC-FM (93.1)......5.2........5.1

7 WLIF-FM (101.9).....4.9........6.6

8 WWIN-FM (95.9)......4.3........1.9

9 WQSR-FM (105.7).....4.1........4.6

10 WGRX-FM (100.7)....3.2........2.8

11 WHFS-FM (99.1).....3.1........2.9

12 WCBM-AM (680)......2.8........2.8

13 WPGC-FM (95.5).....2.3........2.4

14 WBGR-AM (860)......1.9........2.3

15 WHUR-FM (96.3).....1.9........1.7

16 WWDC-FM (101.1)....1.9........1.7

17 WRBS-FM (95.1).....1.8........1.3

18 WYST-FM (92.3).....1.4........1.5

19 WBJC-FM (91.5).....1.4........1.8

20 WWIN-AM (1400).....1.2........1.1

21 WAVA-FM (105.1)....1.0........1.4

22 WJHU-FM (88.1).......9........1.1

23 WRQX-FM (107.3)......9........1.7

24 WMZQ-FM (98.7).......8..........4

25 WGAY-FM (99.5).......8..........3

26 WTOP-AM (1500).......8..........7

Drive-time ratings

The following are the Birch rankings and percentage audience share for listeners 12 and over during morning drive-time (6 a.m.-10 a.m.):

Station............Summer...........Spring

.....................1990.............1990

1 WXYV-FM (102.7).......9.4............10.6

2 WBAL-AM (1090)........9.1............7.9

3 WIYY-FM (97.9)........8.5............6.6

4 WBSB-FM (104.3).......7.4............5.5

5 WMIX-FM (106.5).......6.8............7.9

6 WPOC-FM (93.1)........5.3............7.8

7 WQSR-FM (105.7).......5.0............5.3

8 WLIF-FM (101.9).......4.6............7.6

9 WBGR-AM (860).........3.4............2.5

10 WWDC-FM (101.1)......3.4............2.0

11 WHFS-FM (99.1).......3.1............1.9

12 WCBM-AM (680)........3.1............4.5

13 WGRX-FM (100.7)......2.3............2.6

14 WWIN-FM (95.9).......2.2............1.6

15 WPGC-FM (95.5).......1.8............1.3

16 WBJC-FM (91.5).......1.6..............8

17 WJHU-FM (88.1).......1.5..............9

18 WRBS-FM (95.1).......1.5..............9

19 WYST-FM (92.3).......1.5............1.7

20 WCAO-AM (600)........1.4............1.0

21 WAVA-FM (105.1)......1.4............2.3

22 WHUR-FM (96.3).......1.2............1.0

23 WWIN-AM (1400).......1.0..............8

24 WAMU-FM (88.5).......1.0..............9

25 WETA-FM (90.9).........9..............2

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