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September Chicago Radio Ratings
- Thread starter Dr Wayne
- Start date
K.M. Richards
Program Director, The Eighties Channel™
Here. Instead of discussing the "vanity" 6+ numbers, get the rankings for the three key demographics from Research Director.
researchdirectorinc.com
RADIO RATINGS ROUNDUP, September 2024, Part I | Research Director, Inc.
Do you remember the survey we call SEPTEMBER? Well, since this is the first round of releases, we’re talking about an extremely short memory as thi
The decline for WTMX continues a bit. Although, I'm assuming that revenue is still pouring in for them.
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The oddity of the demo ratings continues. WLIT, a Soft AC, slipped to #5 in the 25-54 numbers, according to the Research Director's run down of Chicago demographic ratings. #5 isn't very good for a usually top rated station, right?
But now look at the most youthful demo. Who's #1 in 18-34 numbers? It's WLIT. A station that just played Patrick Swayze, Tina Turner and Hootie & The Blowfish in the last hour. I'm sure that music is very enjoyable to young people born between 1990 and 2006. They either weren't alive when these songs were hits or they were in diapers.
And we know how old All-News stations skew, right? Well, who is tied for #1 in the 25-54 demo? It's WBBM. Yes, an all-news station beats WLIT, WVAZ, WXRT and ties with Classic Rock WDRV. Anyone who says the All-News format is aging into the sunset should look at these numbers.
But now look at the most youthful demo. Who's #1 in 18-34 numbers? It's WLIT. A station that just played Patrick Swayze, Tina Turner and Hootie & The Blowfish in the last hour. I'm sure that music is very enjoyable to young people born between 1990 and 2006. They either weren't alive when these songs were hits or they were in diapers.
And we know how old All-News stations skew, right? Well, who is tied for #1 in the 25-54 demo? It's WBBM. Yes, an all-news station beats WLIT, WVAZ, WXRT and ties with Classic Rock WDRV. Anyone who says the All-News format is aging into the sunset should look at these numbers.
Wonder why The Mix continues to fall. Music is ok - underperforming in on-air talent? Who knows.
Is there going to be another station in Chicago that will play Christmas music that will compete with Lite FM?
Is there going to be another station in Chicago that will play Christmas music that will compete with Lite FM?
That depends on what the spread between the top stations is. If the difference is minimal, then it really does not matter.
Also, remember that ad agencies usually buy ratings, not shares. So the rating of those top stations may all be the same, And agencies buy an average of many... 4, 6, 8 books and not just the latest one. (Note: more and more agencies are starting to buy "Average Quarter Hour Persons" as it is easier to compare with new media, but most still buy ratings. Of course, rating, share and AQH Persons are all the same thing).
Or they grew up hearing the songs on their mom's radio or they heard them as gold on their own favorite station.
When the market is so divided, a tiny share can still be significant.
Many of those people are probably listening to WBBM on 105.9.
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Not really sure but WBBM-FM is struggling too, if we’re not looking at the demos. Profit should be solid for them since they were one of the top FM stations in the nation for revenue in 2023.
Doesn’t look like it but if it were to happen, the closest station to do it is 100.3.
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Is Mix Hot AC or what? I can’t keep track with their identity. I feel like they play more CHR one week and then they go Hot AC the next. They played Oasis earlier today and had some 90s/00s tunes mixed in.
I feel like their format is more towards Adult Top 40.
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