Posted by Bud on March 25, 2010 at 15:11:41:
WOJO-FM hits numero uno in February radio ratings
Ethnic radio stations have long been a force in the Chicago market, but the February Arbitron ratings book released Wednesday demonstrated just how strong a force they are here right now.
Univision's regional Mexican music station WOJO-FM (105.1) had been hovering around the top of the heap in the key 25- to 54-year-old demo for many months, but in February WOJO moved right up to the No. 1 position. WOJO's dominance certainly speaks to the growing Hispanic presence in Chicago, as well as that community's loyalty to those radio stations catering to it.
Clear Channel Radio Chicago urban adult contemporary WVAZ-FM (102.7), No. 1 in January, dipped just a notch from first to a tie for second in the rankings with Bonneville's powerhouse hot adult contemporary WTMX-FM (101.9), home to the city's top-ranked morning drive team of Eric Ferguson and Kathy Hart. "WVAZ has solid and consistent programming, and the station plays an active role in the community," said Clear Channel Radio Chicago programming honcho Tony Coles, by way of explaining WVAZ's ratings strength in the market.
Though executives at competing radio stations don't doubt the appeal of top-performing outlets such as WOJO and WVAZ, there is a lingering suspicion in some corners that Arbitron is putting its portable people meters in the hands of more ethnic radio listeners to skew the ratings in favor of ethnic outlets -- something Arbitron has emphatically denied doing.
Meanwhile, classic hits WDRV-FM (97.1) was a solid fourth, underscoring the popularity of the straight-ahead rock music format and owner Bonneville's skill at keeping its cluster of three stations well-positioned in the rankings. Bonneville's third outlet, WILV-FM (100.3), was just off the pace in a tie for 13th with CBS Radio's adult hits WJMK-FM (104.3).
February was not a good month for the city's sports talk radio outlets. A little event known as the Winter Olympics, which played out all over TV, may have adversely affected the numbers. CBS Radio's WSCR-AM (670) plunged from 10th to 19th among adults 25 to 54, and from first place to a tie for sixth among males 25 to 54, the station's core demo. ESPN Radio's WMVP-AM (1000) could do no better than a tie for 24th in February among adults 25 to 54, down from a tie for 17th in January.
Stripped of the hugely popular holiday music format that invariably sends the station to the top of the ratings charts, Clear Channel Chicago's WLIT-FM (93.9) remains a top-10 performer -- ranking ninth in February. While Citadel Broadcasting's 26th-ranked news/talk WLS-AM (890) continues to work on getting back into its groove, sister oldies outlet WLS-FM (94.7) remains strong, ranking eighth in February, up from 11th in January. And public radio outlet WBEZ-FM (91.5) jumped to a tie for 11th.
TOP 10 CHICAGO RADIO STATIONS
Among adults 25 to 54 in February Arbitron ratings book.
1. WOJO-FM (105.1) Regional Mexican music
2. WVAZ-FM (102.7) Urban adult contemporary
2. WTMX-FM (101.9) Hot adult contemporary
4. WDRV-FM (97.1) Classic hits
5. WGCI-FM (107.5) Urban contemporary
6. WXRT-FM (93.1) Adult rock
7. WUSN-FM (99.5) Country
8. WLS-FM (94.7) Oldies
9. WLIT-FM (93.9) Adult contemporary
10. WBBM-AM (780) All-news