Posted by Grant Sears on March 23, 2011 at 13:45:02:
Pucker up: Kiss FM waits patiently for new morning show to catch on
by Robert Feder
March 23rd, 2011 @ 12:00 am
In the two months that Christopher “Brotha’ Fred” Frederick has been hosting mornings at Top 40 WKSC-FM (103.5), he hasn’t exactly set Chicago radio on fire in the ratings.
But officials of the Clear Channel Radio station say there’s no reason at all for concern, insisting that they’re “very pleased with the early success” of their new morning show.
Arbitron Portable People Meter ratings released this week show Kiss FM down slightly in mornings from January to February among listeners between the ages of 18 and 34 (the station’s target demographic), falling from seventh place with a 4.2 percent share to eighth with 4.0 share. Among all listeners age 12 and older, the station was flat on a month-to-month basis, ranking 19th with a 1.8 share.
During the same period, Kiss FM’s main competitor, CBS Radio rhythmic Top 40 WBBM-FM (96.3), held onto second place in the 18-to-34 demo, though its morning team of Jamar “J Niice” McNeil and Julian Nieh dropped from a 6.4 share to a 6.2. Among all listeners, B96 moved up in mornings from 12th place with a 2.6 to 11th place with a 2.7.
Frederick, who’d been touted as a rising star at Clear Channel Radio’s WIBT-FM in Charlotte, N.C., joined Kiss FM January 17 — about a month after the station dropped seven-year veteran Kevin “DreX” Buchar, citing declining ratings.
If Frederick’s first monthly ratings report had shown a dramatic improvement, Clear Channel no doubt would be shouting the news from the rooftops. But it’s not unreasonable to argue that it’s too early to draw any conclusions at this point.
“We are not looking at January as good or bad, since it was a transition,” said a Clear Channel spokeswoman, who noted that the month between DreX and Brotha’ Fred featured only music in morning drive. In November and December, Kiss FM posted 4.1 and 3.9 shares, respectively, in the 18-to-34 demo.
“Were we expecting a ratings increase in the first 30 days? No,” the spokeswoman said. “The ratings decline with the previous morning show did not happen overnight, and we do not expect to be back at No. 1 overnight. We are very pleased with the early success of 103.5 Kiss FM’s new morning show.”
Here’s a snapshot of the Arbitron ratings for February:
Top 10 stations among listeners age 12 and older, followed by format and audience share:
•WBBM-AM (780) news, 6.3
•WGN-AM (720) news/talk, 5.1
•WVAZ-FM (102.7) urban adult contemporary, 4.9
•WLS-AM (890) news/talk, 4.5
•WGCI-FM (107.5) urban contemporary, 4.0
•WTMX-FM (101.9) hot adult contemporary, 3.9
•WUSN-FM (99.5) country, 3.9
•WLIT-FM (93.9) adult contemporary, 3.7
•WLS-FM (94.7) oldies, 3.7
•WDRV-FM (97.1) classic hits, 3.6
Top 10 stations among listeners between the ages of 25 and 54, followed by format and audience share:
•WVAZ-FM (102.7) urban adult contemporary, 5.1
•WTMX-FM (101.9) hot adult contemporary, 5.0
•WDRV-FM (97.1) classic hits, 4.7
•WGCI-FM (107.5) urban contemporary, 4.3
•WOJO-FM (105.1) regional Mexican, 4.2
•WUSN-FM (99.5) country, 3.9
•WILV-FM (100.3) adult contemporary, 3.8
•WXRT-FM (93.1) adult rock, 3.8
•WLIT-FM (93.9) adult contemporary, 3.8
•WBBM-AM (780) news, 3.8
Top 10 stations among listeners between the ages and 18 and 34, followed by format and audience share:
•WGCI-FM (107.5) urban contemporary, 7.4
•WBBM-FM (96.3) rhythmic Top 40, 6.2
•WOJO-FM (105.1) regional Mexican, 6.0
•WKSC-FM (103.5) Top 40, 5.8
•WKQX-FM (101.1) alternative rock, 5.1
•WVAZ-FM (102.7) urban adult contemporary, 4.6
•WTMX-FM (101.9) hot adult contemporary, 4.1
•WNUA-FM (95.5) Spanish adult contemporary, 3.8
•WUSN-FM (99.5) country, 3.8
•WLEY-FM (107.9) regional Mexican, 3.7
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