WPOC's ratings drop in winter, but station retains top spot

AIR CHECK

April 29, 1995|By Steve McKerrow | Steve McKerrow,Sun Staff Writer

The Baltimore radio ratings race drew closer this past winter, but country music station WPOC-FM (93.1) remained in the top spot, ahead of news/talk WBAL-AM (1090).

In the overall Arbitron rankings for the period January through March, for listeners 12 and older, WPOC slid from its record 10.9 share last fall (a share equals about 3,600 listeners in an average quarter-hour) to an 8.1 in the winter. WBAL held steady at a 7.4 share.

Light adult contemporary music station WLIF-FM (101.9) made a large gain, rising from the seventh position in the fall to No. 3, with a 6.2 share. Also moving up were urban WXYV-FM (102.7), from sixth to fourth with a 6.1 share, and gospel WWIN-FM (95.9), from 11th to eighth with a 4.8 share.

In more specific ratings categories, the WQSR-FM (105.7) morning show "Rouse & Company," with Steve Rouse, Linda Sherman, Tom Davis and Mike Thomas, reclaimed the top morning drive time (6 a.m. to 10 a.m.) position among listeners 25 to 54, with a 9.7 share, well ahead of second-place WPOC's 7.0.

Midday ratings (10 a.m. to 3 p.m.) in that key "demographic" category were won by WWMX-FM (106.5) with a 9.1 share over WLIF-FM (101.9), which had a 7.7. And afternoon drive (3 a.m. to 7 p.m.) also went to WWMX, with a 6.9 over the 6.8 of WPOC.

fTC The adjoining box lists 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.)

*

Movie legend Ginger Rogers, who died this week, will receive a tribute today from host Alan Field on "It's Showtime," at 5 p.m. on WWLG-AM (1360).

Mr. Field says the majority of the show will cover 20 years of songs from her movies, many including Fred Astaire.

*

Catching up to a recent change, note that "The Marc Steiner Show" has added a night to its weekly schedule on WJHU-FM (88.1). The program now is heard four times a week, at 7 p.m. Monday through Thursday.

Pulitzer Prize-winning author Gloria Naylor ("The Women of Brewster Place") is Mr. Steiner's scheduled guest on Monday.

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You like Vince Gill? WPOC-FM (93.1) has 90 minutes of the Country Music Association's entertainer of the year on Thursday. "Vince Gill Platinum Party" will air at 10 p.m., celebrating the success of his album "When Love Finds You."

RADIO RATINGS

These are the winter Arbitron rankings of Baltimore radio stations.

Station ... ... ... Fall ... ... Winter

WPOC-FM .. .. ... 10.9 ... ... 8.1

2 WBAL-AM .. .. ... 7.4 ... ... 7.4

3 WLIF-FM .. .. ... 5.4 ... ... 6.2

4 WXYV-FM .. .. ... 5.6 ... ... 6.1

5 WWMX-FM .. .. ... 5.6 ... ... 5.6

6 WERQ-FM .. .. ... 6.0 ... ... 5.5

6 WQSR-FM .. .. ... 6.3 ... ... 5.5

8 WWIN-FM .. .. ... 3.3 ... ... 4.8

9 WIYY-FM .. .. ... 3.7 ... ... 4.0

10 WOCT-FM .. .. .. 3.7 ... ... 3.6

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