Posted by chicagomedia.org on January 02, 2009 at 08:28:16:
In Reply to: Final Chicago PPM Ratings For 2008 Released (December) posted by chicagomedia.org on January 01, 2009 at 08:42:21:
Local ratings logjam
3 radio stations tied at top, but all benefit from portable people meter
January 1, 2009
LEWIS LAZARE | Chicago Sun-Times
The fall 2008 Arbitron radio ratings book was released Wednesday, and the book, which averages the numbers from October, November and December ratings books, once again showed how the recently introduced portable people meter has helped shake up the local ratings competition. We'll take a closer look at the numbers next week, but for now it's worth noting that three radio stations tied for first place in the 25- to 54-year-old adult demo of primary interest to advertisers: WVAZ-FM (102.7), WDRV-FM (97.1), and WBBM-AM (780), each of which had a 5.3 share. The new people meter technology apparently helped boost the fortunes of all three stations. WLIT-FM (93.9) was the big winner in the December book (also released Wednesday), when it benefitted enormously from an all holiday music format.
But the Clear Channel adult contemporary station dropped slightly to fifth in the fall book with a 4.5 share in the 25-54 demo. And the new people meter also has been good for oldies music WLS-FM (94.7) and news/talk WLS-AM (890), which finished ninth and 12th respectively in the fall book with 3.7 and 3 shares. It's no secret that WGN attracts large numbers of listeners over the age of 55.
Which probably explains why the station could do no better than a 2.6 share in the fall book in the 25-54 adult demo, putting the Tribune Co. news/talk station in a tie for 15th place with WKSC-FM (103.5). But in the 12-plus demo that includes all adults older than 54, WGN jumped to second place in the fall ratings book, ahead of WLIT in third place and behind WBBM-AM, which had sole possession of first place.