98 Rock, B-104 plummet in Arbitrons

January 07, 1992|By Eric Siegel ~

98 Rock fell like a stone in the Arbitron radio ratings for the fall released yesterday -- and WBSB-FM (B-104) dropped right along with it.

Both stations changed their morning drive disc jockeys early in the ratings period, and both paid a steep price for the moves, registering the largest declines in listenership of any stations in the Top 10.

WIYY-FM (98 Rock), which replaced its morning drive-time team of Chris Emry and Erika with program director Russ Mottla, dropped from a 6.5 share of listeners 12 and over in the summer to a 5.0 share for the fall in the 6 a.m. to 10 a.m. time slot, a decline of 19 percent. Top-40 B-104, which picked up Mr. Emry and teamed him with Larry Wachs in place of Glenn Beck and the Morning Guys, fell from a 5.7 share in the summer morning drive to a 3.5 share in the fall, a drop of 35 percent.

98 Rock and B-104 also dropped sharply in the overall ratings, with the former going from a 6.8 to a 5.5 and the latter from a 5.6 to a 4.2.

Each share point represents approximately 3,500 listeners in an average quarter hour.

While 98 Rock and B-104 were falling, adult contemporary WMIX-FM (106.5) and Top 40 WERQ-FM (92 Q), formerly WYST-FM, rose sharply.

WMIX went from a 5.1 to a 6.3 share. WERQ, which changed formats from uptempo adult contemporary to dance-oriented Top 40, leapt from a 0.9 to a 3.3 share, good for 11th in the market.

Urban contemporary WXYV-FM (V-103) regained the overall ratings lead with a 8.1 share compared to 8.2 in the summer. News/talk WBAL-AM (1090) had a 7.5 share, down from an 8.3, dropping from first to second. Either V-103 or WBAL has finished on top of the local ratings for the last 11 quarterly ratings books.

WWIN-FM (95.9), which also has an urban contemporary format, also fared well, with a 4.3 share, up from a 3.0.

WJFK-AM (1300), formerly WLIF-AM -- which on Oct. 1 began a simulcast of Washington's WJFK-FM that included New York shock jock Howard Stern -- had a 0.3 share overall and a 0.4 in a.m. drive. The numbers were basically the same as when the station simulcast WLIF-FM (Lite 102).

The switch of WCAO-AM (600) from a country to a gospel format in late November was too late in the ratings period to have much influence in the numbers. But for the record, the station recorded a 1.1 share, up from a 1.0.

Overall ratings

Here are the Arbitron rankings and percentage audience share for listeners 12 and over for the Baltimore area's top 10 radio stations. (Each share point represents about 3,500 listeners in an average quarter hour.)

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

.. .. .. .. .. .. .. .. 1991.. .. .. .. .. .. .. ..1991

1WXYV-FM (102.7).. .. .. 8.1.. .. .. .. .. .. .. .. 8.2

2WBAL-AM (1090).. .. .. 7.5.. .. .. .. .. .. .. .. 8.3

3WPOC-FM (93.1).. .. .. 6.9.. .. .. .. .. .. .. .. 7.1

4WMIX-FM (106.5).. .. .. 6.3.. .. .. .. .. .. .. .. 5.1

5WLIF-FM (101.9).. .. .. 6.1.. .. .. .. .. .. .. .. 6.6

6WQSR-FM (105.7).. .. .. 5.6.. .. .. .. .. .. .. .. 5.9

7WIYY-FM (97.9).. .. .. 5.5.. .. .. .. .. .. .. .. 6.8

8WWIN-FM (95.9).. .. .. 4.3.. .. .. .. .. .. .. .. 3.0

9WBSB-FM (104.3).. .. .. 4.2.. .. .. .. .. .. .. .. 5.6

10WCBM-AM (680).. .. .. 3.6.. .. .. .. .. .. .. .. 3.2

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