WBAL's ratings soar, but V-103 is still on top

April 19, 1991|By Eric Siegel

News/talk WBAL-AM (1090), which went "wall-to-wall" with coverage during much of the Persian Gulf war, scored the largest audience increase of any local radio station in the winter Arbitron ratings released yesterday.

However, WBAL did not loosen urban contemporary WXYV-FM's (V-103) stranglehold on first place in the market.

WBAL, which expanded its local and national newscasts and devoted dozens of hours of talk shows to discussion of the war, got an 8.6 share of listeners 12 and over, good for second place, up from a 6.8 share and a fourth-place finish in the fall.

But V-103 increased its audience by nearly as much, capturing a 9.6 share of the audience, up from an 8.1 in the fall. That share, the largest in the station's history, kept V-103 in first place, a position it has held in five of the last six ratings books.

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

Roy Deutschman, vice president and general manager of V-103, noted that his station expanded its NBC Radio reports and aired key briefings live during the war. He called his station's strong showing a testament to its orientation as a "full-service" outlet.

Country station WPOC-FM (93.1) showed a substantial decline in listenership, dropping to a 5.8 share from 7.4 in the fall. Also losing ground were adult contemporary WMIX-FM (106.5), which fell to 5.1 from 6.6, and oldies WQSR-FM (105.7), which dipped to 4.5 from 5.7.

In the crucial 6 a.m. to 10 a.m. morning drive slot, radio's equivalent of television's prime time, V-103 also gained impressively, with a 9.4 share, up from a 7.9 in the fall.

V-103's sister station, country WCA0-AM (600), also scored a substantial increase, garnering a 2.9 share, up from a 1.8 in the fall. Both stations were honored yesterday by the National Association of Broadcasters as one of three large-market community service winners for a promotional campaign for literacy.

Talk WCBM-AM (680) also gained sharply, with a 4.4 share, compared to a 3.0. WBAL, the leader in the time period, got an 11.6 share, up from an 11.

The gains registered by WBAL in yesterday's Arbitron ratings were less than those reported last month by the less widely used Birch Radio ratings, which also showed substantial gains for WJHU-FM, the local National Public Radio affiliate.

Arbitron ratings for public radio stations will be released next week.

Radio ratings

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

.. .. .. .. .. ... .Overall ratings.

.. .. .. .. .. .. .. ..Winter.. .. .. Fall

.. .. .. .. .. .. .. .1991.. .. .. . 1990

1 WXYV-FM (102.7).. .. 9.6.. .. .. .. 8.

2 WBAL-AM (1090).. .. 8.6.. .. .. 6.8

3 WLIF-FM (101.9).. .. 7.6.. .. .. 8.0

4 WIYY-FM (97.9).. .. 7.3.. .. .. 6.8

5 WPOC-FM (93.1).. .. 5.8.. .. .. . 7.4

6 WMIX-FM (106.5).. ...5.1.. .. .. 6.6

7 WBSB-FM (104.3).. .. 5.0.. .. .. 6.0

8 WQSR-FM (105.7).. .. 4.5.. .. .. 5.7

9 WCBM-AM (680).. .. . 3.6.. .. .. 3.2

10 WWIN-FM (95.9).. .. 3.3.. .. .. 3.3

11 WITH-AM (1230).. .. 2.7.. .. .. 2.3

12 WHFS-FM (99.1).. .. 2.3.. .. .. 2.7

13 WCAO-AM (600).. .. . 2.1.. .. .. 1.8

WPGC-FM (95.5).. .. .. 2.1.. .. .. 2.8

WWDC-FM (101.1).. .. .. 2.1.. .. .. 1.3

16 WGRX-FM (100.7).. .. 2.0.. .. .. 2.6

17 WWIN-AM (1400).. .. 1.8.. .. .. 0.7

18 WBGR-AM (860).. .. . 1.3. .. .. 2.2

WTOP-AM (1500).. .. .. 1.3.. .. .. 1.0

20 WYST-FM (92.3).. .. . 1.2.. .. ..1.6

21 WGAY-FM (99.5).. .. . 1.0.. .. ..1.4

22 WAVA-FM (105.1).. .. 0.9.. .. . 0.7

WRBS-FM (95.1).. .. .. . 0.9.. .. . 1.9

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

25 WEBB-AM (1360).. .. . 0.7.. .. ..0.5

.. .. .. .. .. .. .. .. Morning Drive Ratings

.. .. .. .. .. .. .. .. ..Winter .. .. .. Fall

.. .. .. .. .. .. .. .. .. 1991.. .. .. .. 1990

1 WBAL-AM (1090).. .. .. . 11.6.. .. .. .. 11.0

2 WXYV-FM (102.7).. .. .. . 9.4.. .. .. .. ..7.9

3 WLIF-FM (101.9).. .. .. . 7.0.. .. .. .. ..6.4

4 WIYY-FM (97.9).. .. .. .. 6.9.. .. .. .. . 5.9

5 WPOC-FM (93.1).. .. .. .. 6.1.. .. .. .. . 8.3

6 WBSB-FM (104.3).. .. .. . 5.1.. .. .. .. . 4.7

7 WMIX-FM (106.5).. .. .. . 4.9.. .. .. .. ..6.6

8 WCBM-AM (680).. .. .. .. 4.4.. .. .. .. . 3.0

9 WQSR-FM (105.7).. .. .. . 4.0.. .. .. .. . 5.5

10 WWDC-FM (101.1).. .. .. 3.2.. .. .. .. . 2.0

11 WCAO-AM (600).. .. .. .. 2.9.. .. .. .. . 1.8

WWIN-FM (95.9).. .. .. .. ..2.9.. .. .. .. . 2.5

13 WHFS-FM (99.1).. .. .. . 2.2.. .. .. .. . 2.5

14 WITH-AM (1230).. .. .. . 2.1.. .. .. .. . 1.5

15 WWIN-AM (1400).. .. .. . 1.7.. .. .. .. . 0.6

WPGC-FM (95.5).. .. .. .. . 1.7.. .. .. .. ..2.3

17 WTOP-AM (1500).. .. .. . 1.6.. .. .. .. . 1.5

18 WGRX-FM (100.7).. .. .. 1.5.. .. .. .. . 2.2

19 WBGR-AM (860).. .. .. .. 1.4.. .. .. .. . 2.9

20 WYST-FM (92.3).. .. .. . 1.3.. .. .. .. . 1.8

21 WRBS-FM (95.1).. .. .. . 1.2.. .. .. .. . 1.9

22 WAVA-FM (105.1).. .. .. 1.1.. .. .. .. . 1.0

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

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

WEBB-AM (1360).. .. .. .. . 0.7.. .. .. .. . 0.4

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