WPOC two-steps its way back to the top

AIRCHECK

January 21, 1994|By Steve McKerrow | Steve McKerrow,Staff Writer

The Baltimore radio ratings picture resumed its country two-step pattern in the fall quarter. WPOC-FM (93.1), which plays modern country music, retrieved from news/talk WBAL-AM (1090) the first-place position it has held for three of the last four quarters.

Together, the two stations were heard regularly by almost 20 percent of the listening audience October through December, according to figures from the Arbitron ratings service for listeners 12 and older.

Following a familiar pattern, WBAL had led the summer ratings book primarily on the strength of Baltimore Orioles broadcasts.

But WPOC previously had led the spring and winter ratings, and station general manager Jennifer Grimm said the fall's 9.9 share measurement was the highest ever recorded by the station.

She said the end of baseball broadcasts on WBAL in October was a big factor in her station's regaining the top spot.

But she also noted country music has become "a mainstream format across the country" and said WPOC has tapped into the trend.

"I can remember not too long ago when 'Entertainment Tonight' would do a segment on a country artist people here would do cartwheels down the hall. Now it seems like you see a country story every night," she said.

"I think they [WBAL] will do quite well with Rush Limbaugh. We'll have to see," added Ms. Grimm, noting the recent addition of the controversial conservative talk show host to WBAL's daily lineup (from 1 p.m. to 4 p.m. weekdays).

"The Rush Limbaugh Show" premiered on WBAL Jan. 3, moving to the talk leader from its previous station, WCBM-AM (680). WCBM has filed a $1 million breach of contract suit, contending it had rights to the show through May 1994.

The fall ratings, which Arbitron bases upon diaries kept by a selected sample of radio listeners, do not reflect the switch. But they do suggest the ratings strength of the Limbaugh program.

The mid-day period in which "The Rush Limbaugh Show" was heard showed the highest ratings of the day for WCBM, with a 6.1 share. That audience helped maintain WCBM within the top 10 stations.

TOP STATIONS

Following are the Arbitron rankings and audience share for listeners 12 and older for Baltimore's top 10 radio stations. (Each share represents about 3,600 listeners in an average quarter hour.)

Station .. .. .. .. .. Summer .. Fall

1 WPOC-FM (93.1) .. .. 8.9 .. .. 9.9

2 WBAL-AM (1090) .. . 10.6 .. .. 8.6

3 WXYV-FM (102.7) . .. 6.0 .. .. 5.8

4 WQSR-FM (105.7) . .. 5.3 .. .. 5.7

5 WIYY-FM (97.9) .. .. 4.5 .. .. 5.5

6 WWMX-FM (106.5) . .. 3.7 .. .. 4.8

7 WERQ-FM (92.3) .. .. 4.6 .. .. 4.5

8 WCBM-AM (680) ... .. 3.4 .. .. 4.4

9 WLIF-FM (101.9) . .. 5.7 .. .. 4.2

10 WWIN-FM (95.9) . .. 3.6 .. .. 3.6

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.