Published on Tuesday, 07 August 2012 20:11
The Arbitron ratings for the Chicago radio market for the July period (which covers 6/21/12-7/18/12) were released this week. The following is a study of the local ratings for the demographics of Persons 6+ (All Ages) and Persons 25-54, along with quick looks at more specific demographics and some key stories.
Looking first at the all ages (6+) numbers...
WVAZ-FM was the #1 radio station in Chicago in the June ratings. In the newest July ratings, the station greatly increased its share even more, solidifying itself as the top station in town. V103 jumped from a 5.5 share in June to a 6.4 share in July -- a full 2.0 share increase since the start of this year. That is also the highest share the station has ever achieved since the start of PPM measured ratings.
The June period was very kind to CHR stations and the July ratings kept that summer tradition going strong. WKSC-FM/103.5 Kiss FM and WBBM-FM/B96 both saw decent increases in one month. WKSC-FM remained at #2, but increased its share by .2 to a 5.5 share -- which is yet another new high in the PPM era for the station. WKSC-FM also was #1 in cume, bringing in a very impressive 2,605,700. WBBM-FM remains at #5 with a 4.5 share, which is a 0.2 increase over June. WBBM-FM came in second place in the cume rankings, bringing in a cumulative audience of 2,354,400.
While June was not kind to Chicago's major AM radio stations, especially in the 6+ demographic, the July ratings helped change that trend. Most of them finally saw increases, after a month where every single major AM staion in Chicago trended downward. WBBM-AM/Newsradio 780 (which is also simulcast on WCFS-FM) moved back up to a #3 ranking with a 4.8 share, which is a .5 share increase over June. It is still not at the 5.2 share it saw four months earlier when the news radio station was #1, but it is a step in the right direction. WGN-AM, which fell out of the Top 10 in June, rebounds back strong, coming in at a tie for #5 and a 4.5 share for July. While that still isn't near the 5.4 share it possessed near the start of 2012, the .6 share increase in July is a sigh of relief for AM 720, ending a multi-month skid (although the station's cume continues to slip downward). WLS-AM saw a slight increase, not enough to make the Top 10 again, but good enough for a tie at #11 with a 3.6 share -- a .1 increase. For the July ratings, WSCR-AM stayed even with June with a 2.8 share, while WMVP-AM continues its downward spiral, now down to only a 1.2 share -- its lowest point in many years.
Here is how the top of the Persons ages 6+ rankings looked for the July 2012 ratings period...
Looking now at the highly-desired demographic (by advertisers, and therefore station owners) of Persons ages 25-54...
In the overall numbers (Monday-Sunday 6:00am-Midnight), the big winner has lately been WTMX-FM/101.9 The Mix. However, that is no longer the case. The new #1 radio station for Persons 25-54 is WKSC-FM/103.5 Kiss FM, with a huge 6.3 share. After a .6 increase in share in June, WKSC-FM leapt up another .7 share in July. WKSC-FM sister-station WVAZ-FM/V103 also increased its share by .7, coming in at 5.8, which moved the station up to #2. The former #1, WTMX-FM lost .7 share, falling to a 5.3 share and a third place finish. The simulcast of WDRV-FM/WWDV-FM was #4 with 5.1 share. WBBM-FM moved up to #5 with a 4.6 share. The rest of the overall Top 10 were (in order): WUSN-FM, WOJO-FM, WLUP-FM, WGCI-FM, and tied at #10 are WXRT-FM & WSCR-AM.
In the overall numbers (Monday-Sunday 6:00am-Midnight) for the demographic of Women 25-54, the rankings came out very similar to the overall numbers, with the longtime first place winner, WTMX-FM falling down and WKSC-FM surging upward. 103.5 Kiss FM moved up to #1 with a commanding 7.8 share. WVAZ-FM also shot way up to #2 with a 6.7 share (a 1.5 share increase). The aforementioned WTMX-FM fell 1.3 share to a 6.6 and is now only #3. WUSN-FM/US99.5, always strong with women, became even stronger at #4 with a 5.9 share, which is a .5 increase. WBBM-FM is #5 with a 5.6 share. The rest of the Top 10 for Women were WGCI-FM, WILV-FM, WLIT-FM, WOJO-FM, and WPPN-FM.
For Men 25-54 in the overall numbers (Monday-Sunday 6:00am-Midnight), the top stations are almost the same as they were for the last two months. WDRV-FM/WWDV-FM/The Drive is still on top, coming in at #1 with a 6.8 share -- increasing its lead by a .5 share. #2 is WSCR-AM/670 The Score with a 5.4 share. WLUP-FM is #3 with a 5.2 share, WVAZ-FM is at #4 with a 5.1 share, and WKSC-FM is #5 with a 5.0 share. The rest of the Top 10 for Men were: WOJO-FM, WTMX-FM & WXRT-FM (tie), WBBM-FM, and WBBM-AM/WCFS-FM.
For the Morning Drive time slot (6:00am-10:00am) for Persons (Men & Women) 25-54, the top station is as always, WTMX-FM. The catch is, this time the morning share has dropped from 8.3 in June to 7.5 in July. #2 is WTMX-FM's Hubbard-owned sister-station WDRV-FM/WWDV-FM, who moves up into second place with a 4.7 share. WBBM-AM/WCFS-FM keeps the share as the month before, 4.6, but moves up in ranking to #3. There is a tie at #4 between two CBS-owned stations, WUSN-FM & WSCR-AM, with each coming in with a 4.5 share. As has been the case for this whole year, for Women 25-54, their favorite morning station is WTMX-FM with an awesome 10.2 share, while for Men 25-54, their favorite is WSCR-AM with a 6.8 share.
With the Midday shift (10:00am-3:00pm) for Persons 25-54, The Drive is on top yet again, as WDRV-FM/WWDV-FM is in first place with a 5.9 share. Jumping up into second place is WKSC-FM, which gains 1.1 share in one month and now has a 5.8 share. #3 is WVAZ-FM, which jumps up by 1.2 share, to a 5.5 share. WTMX-FM slips down to #4 with a 4.6 share. WLS-FM moves up from #8 to #5, now with a 4.3 share.
In the Afternoon Drive time slot (3:00pm-7:00pm), first place with a giant 7.7 share is WKSC-FM, holding on to #1 with a .9 share increase. 103.5 Kiss FM has been #1 in the afternoon daypart every month in 2012, but this month's 7.7 share is its biggest ever, blowing away last month's record numbers. Second place goes to the surging WVAZ-FM, with a 6.4 share, a .7 share increase in just four weeks' time. WBBM-FM is #3 with a 5.5 share, increasing its share by .7. Fourth place is a tie between WDRV-FM/WWDV-FM and WTMX-FM, both with a 4.8 share.
For the Evenings (7:00pm-Midnight), WKSC-FM has a 6.7 share, staying at #1 for the second month in a row. WVAZ-FM remains at #2 with a 6.5 share, gaining another .8 share. WDRV-FM/WWDV-FM is #3 with a 6.1 share. WBBM-FM moves to #4 with a 5.2 share, a .5 increase. WGCI-FM comes in at #5 with a 5.1 share.
Update: The paragraph above has been changed to reflect the correct 7:00pm-Midnight Persons 25-54 numbers.
The Weekend ratings (Saturday & Sunday, 6:00am-Midnight) has WKSC-FM again at #1 in July with a 6.7 share. WVAZ-FM is #2 with a 6.4 share, while WTMX-FM slips to #3 with a 5.5 share (a .7 decrease). Tied at #4 is WLUP-FM and WUSN-FM, each with a 5.0 share.
In June, WKQX-LP/Q87.7 showed a great deal of promise, premiering at #19 with a 2.2 share in its first full month of ratings. For the July ratings, the station did not go up too much from there. Q87.7 only increased .2 share overall, averaging a 2.4 share for the month. Evenings and weekends were the Alt-Rock station's strong suits, with both gaining .4 share.
Taking a quick look at a younger demographic of Persons 18-34 now...
In the overall numbers (Monday-Sunday 6:00am-Midnight), WKSC-FM is now a powerhouse, in this, one of its target demographics. 103.5 Kiss FM now has a whopping 9.0 share and is #1 by far. That is an incredible 2.0 share increase in just two ratings periods. #2 is WKSC-FM's closest rival, WBBM-FM/B96, who increased by .8 share to a 7.4 share. WGCI-FM, May's #1, moves down a bit more -- now at #3 with a 7.0 share. Coming in at #4 once again is WUSN-FM, with a 5.7 share. #5 with a 5.4 share is WTMX-FM. In its second full month of ratings, WKQX-LP remains at #6 and a 5.1 share in its target demographic of 18-34 year olds. The rest of the Top 10 are (in order): WPWX-FM, WOJO-FM, WDRV-FM/WWDV-FM, and WVAZ-FM.
While WKSC-FM is the overwhelming favorite station overall, the favorite morning radio station is still WTMX-FM/101.9 The Mix, with a 7.6 share. However, catching up to The Mix's Eric & Kathy is Kiss FM's Brotha' Fred and Angi Taylor, who have gained a .8 share in July and are now rapidly closing the gap with a 6.8 share. For every other daypart outside of mornings -- middays, afternoons, evenings, and weekends -- WKSC-FM is by far #1. Before this summer is over, it is quite possible they will also own the mornings and make it a clean sweep in the Persons 18-34 demographic.
Ratings data © Copyright 2012 Arbitron Inc.
May not be quoted or reproduced without prior written permission from Arbitron.
The PPM ratings are based on audience estimates, and are the opinion of Arbitron and should not be relied on for precise accuracy or precise representativeness of a demographic or radio market.