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Majic, the Bull barrel through the August Arbitron ratings

August is a strange month for Arbitron radio ratings, a transitional  time for families going from summer vacation into the school year.

If anything, people weren’t listening as much to news/talk stations. 640/WGST-AM had its worst ratings in people meter history (which began in early 2009). 90.1/WABE-FM had its lowest numbers since June 2009. And AM 750 and now 95.5FM News/Talk WSB, which added the FM signal just two days before the end of this ratings cycle, tied its lowest monthly ratings over the past two years.

f2d7ddbf3_0-300x136No other obvious patterns emerged. 94.9/The Bull had its highest overall ratings in its history, yet mysteriously lost its program director Scott Lindy soon after. (Neither Lindy nor Clear Channel management would say why.). And R&B station Majic 107.5/97.5 also had its strongest ratings since last December.

The Arbitron ratings follow four-week cycles so as the year goes along, the actual “month” gets earlier and earlier. The “August” Arbitron period actually covers July 22 through August 18.

Here’s a quick format-by-format review:

R&B/Hip-Hop

V-103 remains the top dog as usual but it has seen steady slippage over the past six months. Its 7.2 ratings share in August was its worst since people meters were officially introduced in early 2009. Last year, the station averaged a 9.4 and garnered a 9.0 as recently as March this year. Frank & Wanda lost to Q100’s the Bert Show for the second time in four months among 18- to 34 year olds.

As noted earlier, Majic had a strong month, beating older-skewing R&B station Kiss 104.1 for the first time in people meter history among 25- to 54 year olds, ranking seventh. Majic’s morning host Steve Harvey has also outranked Kiss’s Tom Joyner two months in a row.

Hot 107.9 held firm from July, ranking third among 18- to 34 year olds. 95.5/The Beat, in its final month of existence, had a typical month, ranking fifth in that same demographic.

Top 40

Q100’s Bert Show landed its best 18-to-34 year old morning numbers since January 2009. It has been in second place with 25- to 54 year olds all year. The station overall ranked sixth among 25- to 54 year olds. Star 94 matched its best 25- to 54 year old numbers of the year while its 18- to 34 year old figures jumped into the top 10 for the first time in a year,  ranking seventh. Star’s Cindy & Ray also hit the top 10 for the first time this year in that demo.

Groove 105.7 was flat overall and had its worst 18-34 number since January, ranking 17th. We’ll see if the Beat’s absence the past month will have any impact on the next ratings book.

B98.5, after a steady slide this year, rebounded a bit in August, finishing fifth among 25 to 54 year olds. And Vikki Locke, minus Steve McCoy, finally reversed her fortunes. She rebounded to a tie for 12th from 15th place.

True Oldies 106.7, which has been very consistent this year, tied its best performance of the year in shares and ranked 10th for the third month in a row.

Christian

Fish 104.7, after a relatively poor July, bounced back to more typical numbers last month, ranking eighth among 25- to 54 year olds and fourth for morning hosts Kevin & Taylor. (Its 18- to 34 year old numbers, though, do seem a bit depressed relative to earlier in the year.)

Praise 102.5’s string of strong performances continues unabated. It ranked second for the third time in four months overall and with 25- to 54 year olds. And it’s top 10 among younger 18- to 34 year olds, too.

Rock

Project 9-6-1 had an average month overall, finishing sixth among 18- to 34 year olds. Morning show Shaffee and Jefe, though, had its worst numbers since  January.

92.9/Dave FM, after an unusually strong July, fell back a bit but remained top 10 among 25- to 54 year olds and the mid-day time slot with Mara Davis ranked fifth in that demo.  97.1/The River had its best 25- to 54 year old share numbers this year, tying for 11th, and remains strong among 18- to 34 year olds, ranking 10th.

Rock 100.5, fueled by the Braves, finished fourth at night among 25- to 54 year olds compared to 21st in the late afternoon when they mostly play music. The Regular Guys finished ninth, their fourth month in a row in the top 10. Among 18- to 34 year olds, the show is seventh and has been top 10 all year.  99X at 97.9 , with its weaker signal, is way back, tied for 22nd among 18- to 34 year olds.

Country

94.9/The Bull’s big numbers included huge 18- to 34 numbers. It finished a station-best fourth place in that demo. Its share is nearly triple what it was in February.

But Kicks 101.5 is still the country king overall and among 25- to 54 year olds, though the Bull has beaten it in the younger demo two months in a row. Kicks is tied for third overall and sixth among 25- to 54 year olds but a softer 12th among 18- to 34 year olds.

News/talk

The results were noted up above. It wasn’t pretty. News was definitely not on people’s minds in August.

Sports

The two sports stations focus on men ages 25 to 54. I only have 25- to 54 numbers for both genders. In that arena, 680/The Fan, overall, is a clear leader over 790/The Zone, which recently went through an ownership change and some lineup shifting. I don’t have the breakdowns for specific shows this month though the Zone tends to do better in the afternoons than the mornings.

Top 25 radio stations overall
1. V-103
2. Praise 102.5
3. Kiss 104.1, Kicks 101.5 (tie)
5. WSB
6. B98.5
7. Majic 107.5/97.5
8. 97.1/The River, 94.9/The Bull (tie)
10. True Oldies 106.7
11. Hot 107.9, Q100 (tie)
13. Fish 104.7
14. 90.1/WABE-FM
15. 92.9/Dave FM
16. 95.5/The Beat (ended its run 8/16)
17. Project 9-6-1, Star 94 (tie)
19. 105.3/El Patron
20. Rock 100.5
21. 680/The Fan
22. Groove 105.7
23. 640/WGST-AM
24. 99X at 97.9
25. 790/The Zone

Top 15 25-54
1. V-103
2. Praise
3. Majic
4. B98.5
5. Kiss
6. Q100
7. Kicks
8. Fish
9. Dave
10. Hot
11. River/Bull (tie)
13. WSB/Star/El Patron (tie)

Top 25-54 top 10 mornings
1. Frank & Wanda, V-103
2. The Bert Show, Q100
3. Steve Harvey, Majic
4. Kevin & Taylor, Fish
5. Rickey Smiley, Hot
6. Scott Slade, WSB; Tom Joyner, Kiss (tie)
8. Yolanda Adams, Praise
9. Regular Guys, Rock 100.5
10. Cadillac and Dallas, Kicks

Top 10, 25-54 mid-days
1. Fill-ins, V-103
2. Jordan Graye, B98.5
3. Darlene McCoy, Praise
4. Sari Rose, Kicks
5. Mara Davis, Dave FM
6. Carol Blackmon, Majic
7. (tie) Cynthia Young, Kiss; Scott Shannon, True Oldies
9. Parks Stamper, Fish
10. Neal Boortz, Clark Howard, WSB

Top 15 18-34
1. V-103
2. Q100
3. Hot
4. Bull
5. The Beat
6. Project
7. Star
8. Praise
9. El Patron
10. The River
11. Majic
12. Kicks
13. B98.5
14. Dave
15. Kiss

Top 10 mornings 18-34
1. Bert Show, Q100
2. Frank & Wanda, V-103
3. Rickey Smiley, Hot; Jason Pullman & Kristen Gates, Bull
5. Patrones de la Manana, El Patron
6. Yolanda Adams, Praise
7. Regular Guys, Rock
8. CJ & Murph Dawg, the Beat
9. Steve Harvey, Majic
10. Cindy & Ray, Star 94

Top 10 18-34 mid-days (10 a.m. to 3 p.m.)
1. Fill-ins, V-103
2. Brittany, Q100
3. K-Dub, the Beat
4. Heather Branch, Star
5. Maria More, Hot
6. Aly, Project
7. Deborah Reece, The River
8. Madison, the Bull
9. Sari Rose, Kicks
10. El Sinverguenza, El Patron

SOURCE: Arbitron

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32 comments Add your comment

Does anybody but advertisers...

September 16th, 2010
7:33 am

…really care about this stuff?

light

September 16th, 2010
8:12 am

Let God will be done thru this blog http://lightoftheearth.blogspot.com/

Mr. C

September 16th, 2010
8:44 am

V-103 is on their way down. Right the ship before it sinks! Change the morning show! Bring in someone that now works 2 to 6.

marco

September 16th, 2010
8:45 am

The only reason I care about it is because I’m hoping the the downward spiral on WSB will cause them to re-evaluate their programming and become a local news/talk station instead of a syndicated talk station. Just because Boortz and Howard are based locally, their shows are still syndicated nationwide, so don’t address local issues. Even though I lean right, I can’t bring myself to listen to Hannity as he constantly repeats the party line — I would love for WSB to develop an afternoon drivetime news show, similar to WGST’s old 60 at 6 with Denis O’Hayer.

Dre

September 16th, 2010
8:51 am

Let the Steak bashing begin….

exnuyawker

September 16th, 2010
8:58 am

I enjoy my Sirius radio and dont bother listening to any Atlanta station. It’s worth the $12.95 a month.

RK

September 16th, 2010
9:15 am

Who is Phil Inn?

marco

September 16th, 2010
9:16 am

@exnuyawker — I agree – with the exception of listening to Braves broadcasts, I’m listening to satellite radio in the car and internet radio at home — since the “local” stations seem to think having “local” content is beneath them, I feel no allegiance to them. The only thing “local” on any of the Atlanta stations is traffic, and in over 20 years of commuting, I have never saved any time as a result of a traffic report — what a total waste of money and resources.

M. Johnson

September 16th, 2010
9:49 am

Go Yolanda Adams!

U Gotta B Kidding

September 16th, 2010
9:58 am

Amen to Marco. WSB-AM lost its soul — and many of its listeners — when they cut back on local news and local talk. Sure, going syndicated is cheaper and perhaps a bigger bang for the buck, but it is costing them in the long run.

WhoKnew50

September 16th, 2010
10:09 am

If Kiss 104.1 would play something other than Anita Baker and Luther Vandross every hour perhaps they could capture more listeners after TJMS.

Jim

September 16th, 2010
10:13 am

Congratulations to the Bull, keep up the good work. Hopefully the new PD (whoever that will be) will continue the foundation that Scott Lindy built.

PTC DAWG

September 16th, 2010
11:00 am

I totally agree about the Local Talk on WSB….I used to listen…not much anymore.

PTC DAWG

September 16th, 2010
11:04 am

2ndly, we all know you can get Sirius/XM for x amount of dollars. IF you enjoy over compressed music, that’s a great way to go. But alas, this isn’t an Sirius/XM discussion.

lisa

September 16th, 2010
12:03 pm

Kiss needs to add variety to the station, they have great djs, but they need to play a better variety of music. Perhaps throw in a couple of current songs, other than Charlie Wilson

Michelle

September 16th, 2010
1:29 pm

I think I am going to Sirius…. I would like to see the clear channel go under. I no longer have a choice anymore. They took the legend and left Jason? Really???? The rest of the program at the bull is ok, but since they got rid of the legend, I won’t support anything that clear does and that includes listening to the bull.

lkjlkj

September 16th, 2010
1:29 pm

I agree with Marco. Both Boortz and Hannity are about the party-line, not about thoughtful, reasoned analysis. I’d prefer to get a mostly- or all-news format.

cowboys67

September 16th, 2010
1:31 pm

The thing I never understood about Kiss is they never play current songs or 80’s hip hop which Majic does. Come on Kiss 80’s hip hop heads are now dads and moms in there 30’s and 40’s get with the program because Majic is eating your lunch.

don't understand

September 16th, 2010
1:54 pm

What I don’t understand about Kiss is they don’t play the same music that the TJMS show plays..so you hear good music from 6 to 10 and the rest is the same ‘ol BS

levelhead

September 16th, 2010
2:34 pm

Loo cowboya67 and Dont understand Listen to 91.9 from 8 am – 6pm.

8-10 Morris in the Morning. Artist like Ndambi, Avery Sunshine, Ronnie laws

10 – 2 Nicloe Sweeny- – Jazz Delights

2-6 Jamal Acmed- – Sweet soulfunkjazz.

Elimante the commercials.

Give it a try for a week and then try to listen to that crap on the other stations. You will see the difference!!!

Freakshow blue

September 16th, 2010
6:20 pm

When will the nightmare that is Steak Shapiro be taken off the air. The only thing I regret is that it will probably done in the middle of a weekend night when nobody knows instead of the public firing he so richly deserves. This town will be better, safer and more productive the minute Steak and his brood load up that Uhaul for Mom and Dad’s basement in Boston.

radioGuy

September 16th, 2010
8:41 pm

love the bull. long music sweeps and they play some great new bands, mix it up with some deep tracks.

Rodney Ho Moe

September 16th, 2010
9:59 pm

“fueled by the Braves” – you already used this line last month Rodney.

Come up with some new anti-Rock 100.5 material you hack.

Patrick

September 16th, 2010
10:19 pm

Marco nailed the problem with WSB. Boortz can be more entertaining and more interesting, when he’s not simply rehashing the same thing every single day. Clark Howard is the same every day but that’s not his fault. His listeners get duped by the same scams every day. Hannity has no excuses. He could do one show a year and let it repeat and nobody would notice.

I’m a conservative through and through but the same thing every day is like eating mashed potatoes every meal every day. Boring as hell. And Hannity (and to a lesser extent Boortz) gloss over and skip any failing by any conservative anywhere. It’s not like the Republicans walk on water. They are perfectly capable of sinking into the slime and mud like any other party. What good is a show like Hannity that could use its power to shine the light of truth on all, but which instead condemns one side and totally lets the other one get away with things? It’s baloney. That’s what.

Rodney Ho

September 16th, 2010
10:25 pm

@ Rodney Ho Moe Guilty of laziness there about the Braves verbiage. But the Braves are helping Rock 100.5’s ratings for sure, far more than the music. I promise to come up with something more creative next month! And I don’t see that as an anti-Rock 100.5 statement but hey, whatever floats your boat.

Michelle

September 17th, 2010
7:54 am

Agree Mr. C. Ryan and Elle in the morning

sally sue

September 18th, 2010
9:55 am

Neal Boortz has been saying the same thing for as long as I allowed myself to listen. The ring days even…….Thank goodness for Jamie at noon I actually change the station I am listening to to him.

Danny Ricci

September 18th, 2010
11:08 pm

I think it’s safe to say cox communication it’s the worst at programming they seem to think playing the same songs every hour works for them that’s just lazy with no diversity. 99X would have alot higher ratings if it wasn’t for their signal

Eric

September 18th, 2010
11:30 pm

I’m happy to see that even some of the conservative listeners are tired of the garbage that
boortz, hannity, limbaugh, and beck spew every day. Regardless of the issue you already know what their take is going to be.

On another note….680 &790 both need some new blood bad.

ynot

September 19th, 2010
7:58 pm

97.1 the river is in the top ten. I do listen for a song or two, but when they play ‘Blinded by the Light ‘ for the millionth time; I have to turn it off. Really? Who wants to hear that all day? I mean, really! They didn’t play it that much when it was a #1 song in the 70’s.

Radio 24/7

September 20th, 2010
1:45 pm

WSB is dropping for several reasons: 1) There is no local content, all syndicated, national talk – you would never know there is a governor’s race going on 2) Except for Clark Howard, all the syndicated talkers are very grumpy old men. 3) the news is a 10 second spew of crime & fire, and WSB can’t even provide that every half hour (try 7.30a Sundays)
4) the Sports sucks – they shortchange every team not on WSB – Falcons, Braves, Jackets, etc.

WSB does do Traffic reports well – that is the only reason most people tune in, then flip back to another station. Going to FM is simply rearranging the chairs on the Titanic deck.

1baddman

September 20th, 2010
4:02 pm

One thing i agreed on is what a lot of people is saying about Kiss 104.1 is they played the same song over and over if you’re going to play the artist’s records played their other songs as well (for example; if you’re going to play Frankie Beverly & Maze they’re other songs beside Joy and Pain and Happy Feelings its a shame you have to go on YouTube to hear the songs you don’t hear on the radio anymore unless that artist has passed away.