WPOC moves to No. 3 in Birch ratings

December 24, 1990|By Eric Siegel

Being named the country's best station by a national organization is certainly good for the ego. It's apparently not bad for the ratings, either.

WPOC-FM (93.1), which was named station of the year by the Country Music Association in October, jumped three spots into third place in the fall Birch Radio ratings released last week.

The country music station got a 6.9 share of listeners 12 and over, a 1.7 increase from the summer, when the station was ranked sixth in the market. Each share point represents approximately 2,000 listeners in an average quarter hour.

WPOC's showing was even more impressive in light of the research methodology employed by Birch, which is generally considered to favor stations with formats geared to younger listeners. Country music radio is regarded as appealing to an older audience.

The more widely used Arbitron ratings are due next month.

WXYV-FM (102.7) continued to dominate the ratings with an 11.3 audience share, down only slightly from the summer, followed by WIYY-FM (98 Rock), with an 8.5 share.

WBSB-FM (104.3), which has been promoting itself as the "new B-104" with no rap or hard rock, dropped from third to a tie for sixth in the rankings and from 7.8 to 6.1 in share.

Progressive music station WHFS-FM (99.1), which got a lot of publicity when it reinstated disc jockey Damian Einstein to his regular air slot, finished 11th with a 3.2 share, up slightly from the 3.1 it achieved in the summer.

Classic rock station WGRX-FM (100.7), which changed general managers, also held its own with a 3.4 share, up slightly from 3.2.

In the crucial 6 a.m. to 10 a.m. morning drive-time period, WPOC also did well with an 8.0 audience share, second to V-103's 10.7.

Drive-time ratings

The following are the Birch rankings and percentage audience share for listeners 12 and over for Baltimore's top 26 radio stations in the morning drive time (6 a.m. to 10 a.m.) period.

Fall Summer

1990 1990

1WXYV-FM (102.7) 10.7 9.4

2WPOC-FM (93.1) 8.0 5.3

3WBAL-AM (1090) 7.4 9.1

4WMIX-FM (106.5) 6.3 6.8

5WLIF-FM (101.9) 6.2 4.6

6WIYY-FM (97.9) 5.9 8.5

WBSB-FM (104.3) 5.9 7.4

8WCBM-AM (680) 4.7 3.1

9WBGR-AM (860) 3.5 3.4

10WQSR-FM (105.7) 3.4 5.0

11WWIN-FM (95.9) 3.0 2.2

12WGRX-FM (100.7) 2.9 2.3

WYST-FM (92.3) 2.9 1.5

14WHFS-FM (99.1) 2.6 3.1

15WWDC-FM (101.1) 2.4 3.4

16WPGC-FM (95.5) 2.3 1.8

17WJHU-FM (88.1) 1.8 1.5

18WRBS-FM (95.1) 1.4 1.5

WAMU-FM (88.5) 1.4 1.0

WMZQ-FM (98.7) 1.4 0.8

21WWIN-AM (1400) 1.2 1.0

WBJC-FM (91.5) 1.2 1.6

23WITH-AM (1230) 1.1 0.7

24WHUR-FM (96.3) 1.0 1.2

25WEBB-AM (1360) 0.9 0.4

WBEY-FM (103.1) 0.9 -

Overall ratings

The following are the Birch rankings and percentage audience share for listeners 12 and over for the Baltimore area's top 28 radio stations.

Fall Summer

1990 1990

1WXYV-FM (102.7) 11.3 11.7

2WIYY-FM (97.9) 8.5 9.0

3WPOC-FM (93.1) 6.9 5.2

4WMIX-FM (106.5) 6.3 6.2

5WLIF-FM (101.9) 6.2 4.9

6WBSB-FM (104.3) 6.1 7.8

WBAL-AM (1090) 6.1 7.1

8WWIN-FM (95.9) 4.0 4.3

9WGRX-FM (100.7) 3.4 3.2

WPGC-FM (95.5) 3.4 2.3

11WHFS-FM (99.1) 3.2 3.1

12WCBM-AM (680) 3.1 2.8

13WQSR-FM (105.7) 2.8 4.1

14WBGR-AM (860) 2.7 1.9

15WYST-FM (92.3) 2.4 1.4

16WWDC-FM (101.1) 1.9 1.9

17WBJC-FM (91.5) 1.7 1.4

18WWIN-AM (1400) 1.4 1.2

19WRBS-FM (95.1) 1.3 1.8

20WHUR-FM (96.3) 1.2 1.9

WJHU-FM (88.1) 1.2 0.9

22WGAY-FM (99.5) 0.8 0.8

23WEAA-FM (88.9) 0.7 0.5

WAMU-FM (88.5) 0.7 0.8

WRQX-FM (107.3) 0.7 0.9

WMZQ-FM (98.7) 0.7 0.8

WTOP-AM (1500) 0.7 0.8

WBEY-FM (103.1) 0.7 -

Baltimore Sun Articles
|
|
|
Please note the green-lined linked article text has been applied commercially without any involvement from our newsroom editors, reporters or any other editorial staff.