Think his stance regarding Elian is a factor????????/
Bill.
Face the music - Eli�n gave Spanish station a big boost
May 10, 2000
The Eli�n Gonzalez contretemps might not have been good for South
Florida, but it was a boon to at least one Spanish language radio station.
News/talk WAQI (AM 710) saw its average audience share jump more than 36
percent and it soared from seventh to second overall in the Miami-Fort
Lauderdale market in Arbitron's winter ratings book.
The survey was taken during January through March, when Eli�n's fate was
practically the only topic of conversation on talk radio.
However, the dominance of urban contemporary WEDR ("99 Jamz," FM 99.1) is
impervious to outside forces. Not only was WEDR again No. 1 among all
listeners 12-plus (the industry standard for the entire audience), as it has
been for three years, it also was tops among listeners 25-to-54. This segment
is nicknamed the money demographic because it is the one most sought by
advertisers.
There was little other significant movement among the market's
most-listened-to stations.
Easy listening WLYF ("Lite," FM 101.5) was third in 12-plus, followed by
dance hits WPOW ("Power 96," FM 96.5), Spanish hits WXDJ (FM 95.7),
contemporary hits WHYI ("Y-100," FM 100.7) and Spanish hits WAMR ("Amor," FM
107.5). Tied for eighth were Spanish hits WRMA ("Romance," FM 106.7) and
urban contemporary WHQT ("Hot 105," FM 105.1). The Top 10 was completed by
smooth-jazz WLVE ("Love," FM 93.9) and classical WTMI (FM 93.1), which tied
for 10th. All were Top 10 stations in the fall book; only their rankings
changed slightly.
The continuing Top 10 presence for WTMI could prove crucial. An ownership
change is expected to be approved by the Federal Communications Commision any
day now.
There is rampant speculation that new owner Cox does not plan to keep WTMI
the market's only classical outlet. However, any format shift would be
measured against the potential to improve on WTMI's current performance.
Among listeners 25-to-54, the top five after WEDR was filled out by WXDJ,
WLYF, WHQT and WHYI. WZTA ("Zeta," FM 94.9), WFLC ("The Coast," FM 97.3) and
WBGG ("Big," FM 105.9) tied for sixth and WRMA, WLVE and WMGE ("Mega," FM
103.5) tied for ninth.
The Eli�n controversy also seemed to be a factor on English language
radio, where Neil Rogers abandoned his free-ranging irreverence to comment
and field calls on otherwise all-sports WQAM (AM 560).
Rogers always rules between 10 a.m. and 2 p.m. in his target audience of
men 25-to-54, but he also enjoyed significant spikes in other categories. His
audience share was up more than 20 percent in 12-plus, as he jumped from a
tie for eighth to fourth. Among all listeners 25-to-54, he soared from 10th
to second, as his share increased by more than 30 percent.
News/talk WIOD (AM 610) also saw its ratings rise 20 percent and its
competitive position improve from a tie for 19th to No. 15 among listeners
12-plus. It also claimed the distinction of being the market's highest-ranked
English language AM station.
WQAM, which generally makes this claim, wound up tied for 19th despite the
boost from Rogers. It did hold its No. 4 ranking in its target demo of adult
males.
Howard Stern's nationally syndicated morning drive show on WBGG had one of
its best showings since entering the market. The New York-based Stern was
third in 12-plus (first among English stations but behind WAQI and WAMR).
However, among both genders 25-to-54, he was tops in addition to his
runaway dominance among his target, men 25-to-54.
WQAM's new competitor in sports talk, WAFN ("The Fan," AM 1700), failed to
register a measurable audience for the third consecutive quarterly rating
since it signed on last summer.
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