Published on Friday, 16 July 2010 18:16
The Arbitron ratings for the Chicago radio market for the "June" period (5/27/10-6/23/10) were released yesterday. The all ages numbers can be found HERE
In the all ages ratings numbers, Chicago's AM news & news/talk-based stations, WGN, WBBM and WLS, dominated, taking 3 out of the top four spots. With their average listener age well higher than most, their high ratings continue to show the importance of the older listener, a demographic that is confusingly still not as welcomed by many advertisers or desired by my radio corporations.
Since the most desired demographic for advertisers and the corporations that enjoy making money from those advertisers is 25-54, we will take a deeper look at the ratings for that demo from yesterday.
Still king of the mountain for the Persons 25-54 demographic is Bonneville's WTMX-FM. Thanks largely to the incredible long-lasting success of The Mix's Eric & Kathy morning show and the station's strong female fan base, the station continues its dominance over all competitors. WTMX was #1 with Women 25-54, but tied for 13th place for Men 25-54, which again shows just how strong WTMX's female fanbase is to make the station #1 overall.
Bonneville continues to be a force to be reckoned with. In addition to WTMX's success, their other two stations, WDRV-FM/WWDV-FM and WILV-FM also come in within the Top 10 for the month. The Drive takes a tie for third place overall and 100.3 comes in with a 10th place tie. WILV also came in 5th place overall for Women 25-54. On June 7th, WILV rebranded itself
as Rewind 100.3 and the subtle change seems to have helped the station gain & retain ratings.
In second place for Persons 25-54 for June was Univision's WOJO-FM, the powerhouse Regional Mexican station that always tends to be at or near the top of the ratings each month.
As far as how the AM station winners in the all ages demographics fared, WGN-AM came in at 8th place, thanks largely to strong ratings for Chicago Blackhawks post-season broadcasts and Chicago Cubs fans who were still hopeful for a turnaround to their disappointing season. The heavy amount of publicity that WGN has caused -- both purposely and inadvertently; both positive and negative -- because of the numerous changes happening within the station, has not yet hurt them, either. It remains to be seen if the station can keep up its momentum with no Blackhawks broadcasts, a dying Cubs team and even more changes happening to its station line-up. With the 55 and over age group removed, WBBM-AM fell to a tie for 12th place and WLS-AM fell to 24th place.
Other notable moves include:
- WLIT-FM climbing higher without the use of Christmas music, coming in at #7, as well as a #2 showing for Women 25-54.
- WCFS-FM has dropped down to a tie for 25th place and continues to sink slowly each month, even dropping out of the Top 10 for Women 25-54, landing at #15 in their target demo.
- WBEZ-FM continuing to be one of the strongest Public Radio stations in the country, with another Top 10 showing, helped by an incredible #2 showing in the Morning Drive timeslot for a second month in a row.
- Clear Channel's two urban stations, WVAZ-FM & WGCI-FM continue to both be Top 10 superstations, with WVAZ tying for 3rd and WGCI tying for 5th place.
Here is how the top of the Persons 25-54 ratings looked for last month:
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without prior written permission from Arbitron.