Ratings rise WXYV leads

WLIF, WPOC

January 08, 1991|By Eric Siegel

Light adult contemporary station WLIF-FM (101.9) and country music station WPOC-FM (93.1) both scored impressive gains in the Arbitron ratings for the fall released yesterday.

Lite 102, which switched from an easy listening instrumental format to soft vocal music a little over a year ago, jumped from a 6.4 share of listeners 12 and over in the summer to an 8.0, good for second place among area stations. WPOC leapt from a 5.4 to a 7.4, good for third place.

Urban contemporary station WXYV-FM (V-103) finished first in the ratings for the fourth time in the last five quarterly ratings periods, though its audience share dropped from an all-time high of 9.5 in the summer to an 8.1.

Each share point represents approximately 3,600 listeners in an average quarter hour.

The only station to interrupt V-103's streak at the top, WBAL-AM (1090), whose broadcasts of Oriole baseball games batted it into first place last spring, dropped from a 9.0 share in the summer to a 6.8 in the fall.

The news/talk station continued to dominate the crucial 6 a.m. to 10 a.m. morning drive-time slot, with an 11 share. It was followed in that period, considered radio's equivalent of television's prime time, by WPOC with an 8.3 and V-103 with a 7.9.

WPOC, which was named station of the year by the Country Music Association in October, also registered strong gains in the less widely used Birch Radio ratings released last month. It finished second in the Birch drive-time ratings and third in the overall ratings.

In the overall Arbitron ratings, among the stations losing ground were WIYY-FM (98 Rock), which dipped from a 7.6 to a 6.8, and WBSB-FM (B-104), which fell from a 6.8 to a 5.0. The latter has been heavily promoting itself as the "New B-104," with ads emphasizing that its format now includes no rap or hard rock.

The stations also took a tumble in the drive-time ratings, with 98 Rock going from a 7.9 to a 5.9 and B-104 falling from a 6.4 to a 4.7.

Overall ratings

The following are the Arbitron rankings and percentage audience share for listeners 12 and over for the Baltimore area's top 25 radio stations. Each share point represents approximately 3,600 listeners in an average quarter hour.

......... .......Fall...... Summer

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

1WXYV-FM (102.7) 8.1....... 9.5

2WLIF-FM (101.9) 8.0....... 6.4

3WPOC-FM (93.1) 7.4........ 5.4

4WBAL-AM (1090) 6.8........ 9.0

WIYY-FM (97.9) 6.8......... 7.6

6WMIX-FM (106.5) 6.6....... 5.4

7WQSR-FM (105.7) 5.7....... 4.9

8WBSB-FM (104.3) 5.0........6.8

9WWIN-FM (95.9) 3.3........ 2.5

10WCBM-AM (680) 3.2........ 3.2

11WPGC-FM (95.5) 2.8....... 2.0

12WHFS-FM (99.1) 2.7....... 2.9

13WGRX-FM (100.7) 2.6...... 2.4

14WITH-AM (1230) 2.3....... 1.8

15WBGR-AM (860) 2.2........ 2.4

16WRBS-FM (95.1) 1.9....... 1.3

17WCAO-AM (600) 1.8........ 1.6

18WYST-FM (92.3) 1.6........2.0

19WGAY-FM (99.5) 1.4.........6

20WWDC-FM (101.1) 1.3...... 1.5

21WTOP-AM (1500) 1.0....... 1.0

22WRQX-FM (107.3) 0.8.......1.3

WHUR-FM (96.3) 0.8......... 0.8

24WAVA-FM (105.1) 0.7...... 0.7

WLIF-AM (1300) 0.7......... 0.5

Drive-time ratings

The following are the Arbitron rankings and percentage audience share for listeners 12 and over in the morning drive-time (6 a.m. to 10 a.m.) for the Baltimore area's top 25 radio stations.

................Fall....... Summer

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

1WBAL-AM (1090) 11.0....... 11.7

2WPOC-FM (93.1) 8.3........ 6.2

3WXYV-FM (102.7) 7.9........9.1

4WMIX-FM (106.5) 6.6....... 5.0

5WLIF-FM (101.9) 6.4....... 5.3

6WIYY-FM (97.9) 5.9........ 7.9

7WQSR-FM (105.7) 5.5....... 4.6

8WBSB-FM (104.3) 4.7....... 6.4

9WCBM-AM (680) 3.0..........3.6

10WBGR-AM (860) 2.9........ 3.2

11WWIN-FM (95.9) 2.5....... 1.8

WHFS-FM (99.1) 2.5......... 2.5

13WPGC-FM (95.5) 2.3........1.1

14WGRX-FM (100.7) 2.2...... 1.9

15WWDC-FM (101.1) 2.0...... 1.9

16WRBS-FM (95.1) 1.9....... 1.6

17WCAO-AM (600) 1.8........ 2.5

WYST-FM (92.3) 1.8......... 1.8

19WITH-AM (1230) 1.5........1.3

WTOP-AM (1500) 1.5......... 1.4

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

WGAY-FM (99.5) 1.0......... 0.7

WKYS-FM (93.9) 1.0......... 1.2

24WHUR-FM (96.3) 0.7........0.3

WRQX-FM (107.3) 0.7........ 1.2

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