Posted by chicagomedia.org on May 01, 2009 at 10:24:01:
Exclusive Chicago PPM Analysis
RADIOCRUNCH/MUSICRUNCH principals KEVIN McCABE and ANTHONY ACAMPORA take us through the demo results for CHICAGO TODAY. The duo will continue to to analyze stations by cluster.
Chicago: Bonneville Surges With A One-Two Punch 25-54; Univision Widens 18-34 Lead; Clear Channel Outlets Steady
BONNEVILLE:
Strong MARCH 2009 PPM performances for the BONNEVILLE/CHICAGO portfolio as Classic Rock WDRV (THE DRIVE) climbs to #1 in the 25-54 cell. Since the PPM became currency in OCTOBER of last year, WDRV has been a solid, consistent perfomer 25-54 -- but now is #1 in the MARCH monthly. WDRV is reaping the PPM benefits of a very hit-driven Classic Rock approach -- similar to the strong results generated by CLEAR CHANNEL Classic Rock WAXQ (Q104.3)/NEW YORK. WDRV jumps to 5th 18-49 in a tie with CLEAR CHANNEL Top 40 WKSC (KISS) from last month's 7th place ranking. WDRV falls from 10th in FEBRUARY to 17th in MARCH in the 18-34 cell.
Another big story out of BONNEVILLE/CHICAGO is the #1 finish at the top of 18-49 adults by Hot AC WTMX (THE MIX). WTMX improves its position 18-49 by moving from #2 in FEBRUARY to the top spot in the demo in MARCH. WTMX posts a stellar performance 25-54 as it moves from 5th to 2nd -- giving BONNEVILLE the #1 and #2 stations 25-54 in the MARCH PPM results. WTMX pulls ahead 18-34 as well moving from a 6th place tie in FEBRUARY with CBS Rhythmic WBBM-FM (B96) to 3rd.
And, for good measure, 80's-based AC WILV (the former LOVE-FM) shoots to its best PPM numbers yet, moving into 9th place 25-54, and beating rivals from CLEAR CHANNEL (WLIT) and CBS (WCFS). Ironically, this format is not too dissimilar era wise to what EMMIS was succeed in LOS ANGELES with KMVN before the plug was pulled.
UNIVISION:
Regional Mexican WOJO continues its winning streak at the top of the 18-34 demo as the outlet not only hangs onto #1 -- but widens its lead at the top. The station slips to #2 18-49 as WTMX surges. WOJO holds its top five position in MARCH but slips to #5 from its 4th place ranking in FEBRUARY.
Spanish Contemporary WPPN is steady 18-34 and holds #4 18-34 in a tie with CRAWFORD Urban WPWX. Between WOJO and WPPN, UNIVISION continues its dominance of the CHICAGO Spanish-Language radio market.
CLEAR CHANNEL:
WKSC is steady at #2 18-34 -- a position the station has held for three consecutive months in the CHICAGO PPM results. WKSC moves from 6th in FEBRUARY to a 5th place tie with WDRV in MARCH. Interestingly, unlike CLEAR CHANNEL Top 40 outlets WHTZ (Z100)/New York and KIIS/Los Angeles, WKSC does not pull big 25-54s. It ranks 16th in the demo for March. WKSC still holds a very healthy lead over CBS rival WBBM-F (B96) -- beating it by 45% 18-49 and 41% 18-34.
Urban AC WVAZ is steady in 3rd place 25-54 in MARCH while Urban WGCI slips from a 10th place tie in FEBRUARY with WILV to 15th in MARCH. WGCI moves to #7 from 3rd 18-34 and slips from 8th in FEBRUARY to a 9th place tie in MARCH.
AC WLIT slips from #8 in FEBRUARY to a tie at #10 with CITADEL Talk WLS-A and CBS AAA outlet WXRT -- losing the AC race to WILV for the first time.
While Smooth AC has been troubled in PPM (with really the exception of KTWV/LOS ANGELES for the most part), it is seeing some growth in CHICAGO, It moves into the top 20 25-54 for the first time in PPM (ranking 19th) and it is up 71% since DECEMBER.
CBS:
News outlet WBBM-A slides from two consecutive monthly #1 performances in JANUARY and FEBRUARY to 4th place in MARCH 25-54. Perhaps the news wasn't quite as hot in MARCH as the ROD BLAGOJEVICH story cooled.
Rhythmic WBBM-F (B96) slips from a 6th place tie with WTMX to 8th in MARCH. Similar to what is playing out in other PPM markets, B96 is locked in a fierce battle with Top 40 WKSC for CHICAGOLAND 18-34s who most prefer Rhythmic music. However, MEDIABASE music analysis shows the two stations with very similar playlists despite reporting to different panels.
Country WUSN (US-99) holds its #6 ranking 25-54 and its #3 position 18-49 -- this month in a tie with WVAZ. WUSN slides from a 4th place tie with WPPN in FEBRUARY to a 9th place tie in MARCH with ESPN Sports outlet WMVP-A. The 18-34 slide is not indicative of anything WUSN changed -- rather it was perhaps inflated in FEBRUARY as 18-34 is not WUSN's target.
Adult Hits WJMK (JACK-FM) holds steady in 13th place 25-54 -- but slips from a four-way tie at 11th in FEBRUARY to 13th in FEBRUARY tied with WPPN. JACK-FM has seen an overall nice increase since shifting more to a 70's and 80's rock hits focus and dropping STEVE DAHL from AM drive.
AC WCFS (FRESH) is not the PPM performer that sister WWFS (FRESH)/NEW YORK is. The CHICAGO FRESH is off 25-54 in MARCH to 21st -- from a tie at 19th in FEBRUARY with WMVP-A. FRESH competitors WLIT and and WILV are both top 10 25-54 -- leaving FRESH with quite a bit of PPM ground to catch up in the vital 25-54 demo.
AAA WXRT sees a nice lift to 10th 25-54 in a tie with WLIT and WLS-A. One of the most heritage AAA stations in the format, WXRT climbs from a 13th place tie in FEBRUARY with WJMK and WLEY.
CITADEL:
Classic Hits WLS-FM (TRUE OLDIES) moves from a 6th place tie with WUSN in FEBRUARY to #7 25-54 in MARCH and remains one of the shining stars of the format.
Talk WLS-A slips into a three-way tie for 10th with WLIT and WXRT -- off from FEBURARY's #9 ranking.
EMMIS:
A nice month for Classic Rock WLUP (THE LOOP) in the 25-54 cell as the station climbs from #12 in FEBRUARY to an 8th place finish in MARCH. Between the surge of WDRV and the growth for WLUP, it was a good PPM monthly for Classic Rock -- at least in the CHICAGO market.
Alternative WKQX (Q101) posts a slight improvement 18-34 by moving from a tie at 17th last month to 16th in MARCH. WKQX continues to try and find its niche in the PPM world,
SBS:
Regional Mexican WLEY ranks 6th -- up from #8 in FEBRUARY 18-34 but is still some distance from dominant WOJO.
CRAWFORD:
Urban WPWX surges from 23rd last month to 15th in a tie with WBBM-F 18-49 in MARCH.