V-103 leaps past WBAL to capture top spot in radio ratings

October 05, 1990|By Eric Siegel

Who says you can't beat the Baltimore Orioles?

Not the four teams in the American League East who finished ahead of them this year.

And not radio station WXYV-FM (V-103).

The urban contemporary station finished first in the Arbitron ratings for the summer released yesterday, beating out WBAL-AM, the local broadcaster of Oriole games.

V-103 got a 9.5 share of Baltimore area listeners ages 12 and over, which general manager Roy Deutschman said was the highest rating in the station's history. The share was a significant increase from the station's 8.2 audience share in the spring.

WBAL received a 9.0 share, up slightly from its 8.8 in the spring, when it was the No. 1-ranked station in the market.

News/talk WBAL, boosted by strong listenership for its Oriole broadcasts, was also No. 1 in the Baltimore market in the summer of 1989 with a 9.7 audience share.

V-103's first place showing marks the third time in the last four quarterly rating books that the station has finished first in the market.

WIYY-FM (98 Rock) moved up from fourth to third place in the ratings, boosting its share from 6.7 in the spring to 7.6 in the summer. And WBSB-FM (B-104), once one of the area's top-rated stations, continued its resurrection, climbing from a 5.8 share and seventh-place ranking in the spring to a 6.8 share and fourth-place ranking in the summer.

WHFS-FM, a Landover-based station that is one of the most pro

gressive among major outlets in the Baltimore-Washington corridor, climbed into the Top 10 with a 2.9 share, up from 2.4 in the spring.

Among the stations showing losses, country music station WPOC-FM dipped to a 5.4 from a 6.8 share, and WMIX-FM fell to a 5.4 from a 6.1.

WBAL continued to dominate the critical 6 a.m. to 10 a.m. morning drive time period with an 11.7 share, up from 11.2 in the spring.

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