It's Portland OR but I'm sure that's not for where I saw the ratings. It's been decades so I don't remember clearly.
No, but your question was "...in my market...might some percentage of the 25-34 segment of 18-34 women choose B/EZ as a second or third option."
The obvious answer is that
some percentage probably did choose B/EZ as a second or third option. But we can't know what that percentage was or whether it was their 2nd, 3rd or any number choice because the demos aren't broken out that way (or weren't then---today that's called P1, P2 and P3 listening.)
But that's very likely what you see in Memphis and San Antonio---
some percentage of women chose it, but most 18-34 women either didn't listen or listened so infrequently or for such a short time that it came in tenth in the demo overall. And in markets where 18-34 women had more choices, B/EZ doesn't appear in the top ten for the demo at all.
So now, let's look at Portland, OR. I ruled this out yesterday without checking the demo ranker because there were four AC stations.
The B/EZ, KUPL-FM, had a great book---number one with an 8.8---a full point ahead of the second place station, KMJK-FM.
We can't go earlier than the fall, 1983 book, because that's where R&R's Ratings Report began top ten demo rankers, but here are the top ten stations in women 18-34 for that rating period:
1. KCNR-FM (CHR)
2. KINK-FM (AOR)
3. KMJK-FM (CHR)
4. KGW-AM (AC)
5. KJIB-FM. (Country)
6. KRCK-FM (AOR)
7. KWJJ-AM (Country)
8. KKRZ-FM (AC)
9. KUPL-FM (B/EZ)
10.KGON-FM (AOR)
So, in Portland, enough 18-34 women listened to KUPL often enough and long enough to manage 9th place. But above it, they chose both CHRs, two of the market's three AORs, the leading AM AC and the leading FM AC (which was 16th overall in the market), and both Country stations (one AM, one FM). KUPL-FM edged out the 3rd AOR, KGON.
So what didn't make the top ten for women 18-34 that book? KUPL-AM (Big Band), KEX-AM (AC), KXL-FM (B/EZ), KKSN-AM (AC), KXL-AM (News), KYXI-AM (News), KPDQ-FM (Religion), KSKD-FM (CHR), KKEY-AM (Talk), KYTE-AM (AC) and KPDQ-AM (Religion).
And again, we don't know what the signal limitations were for some of those stations or how specifically they were programmed. Was KGON less female friendly than KINK and KRCK? Why did KGW-AM do so well, but KEX-AM and KKSN-AM not (KYTE was near the bottom 12+)? Beyond that, no surprise that Big Band, News, Talk and Religion were no-shows in the top ten for women 18-34.
Again, Semoochie, if you put seven stations in a market, one CHR, one AC, one Country, one AOR, one B/EZ, one News/Talk and one Religion, yeah, you can get the B/EZ into the top 5 18-34 women. But it'll likely be number five behind the CHR, the AC, the Country and the AOR. But it's in a small enough market and a product of lack of choice, so it doesn't indicate anything about any strength in 18-34 women in the B/EZ format.
When I got to Reno in 1977, there were 12 stations---seven AMs and five FMs. There were 200,000 people in the market---120,000 in Reno and 80,000 in Sparks. There were two Country stations---both AM. Two Top 40s, one AM, one FM. One Classical on AM. One AOR on FM. Two B/EZs---one AM, one FM. One News/Talk AM. Two ACs, one AM, one FM. And one very weird FM that blended really bad elevator music with polka music.
Even there, I'm gonna say 18-34 women chose the two Top 40s, the AOR, at least one of the two Country stations and both ACs (the FM first, then my station second) ahead of the B/EZ. Because all that was left was Classical on AM, News/Talk and bad elevator music with polkas sprinkled in.
At best, the B/EZ comes in seventh---eighth if they chose both Country stations. And that was a lousy market in terms of choice.