WAXX, Z-100 tied for top Arbitron position
Posted: March 18, 2011
WAXX-FM 104.5, a Maverick Media property, and WBIZ-FM 100.7 (Z-100), a Clear Channel Radio station, are statistically tied as the top radio stations in the market, according to the Spring 2010/Fall 2010 Arbitron 12+ Ratings Survey.
"The fall ratings book by itself demonstrates that Z-100 is the number one station in the market, but the rolling average of the last two books has us in a tie with WAXX," said Clear Channel Vice President and Market Manager Rick Hencley, who added that Z-100 is the dominant station with younger listeners.
George Roberts, vice president and market manager for Maverick Media, said WAXX has been a consistent ratings performer and attracts an attractive demographic.
"WAXX is a leader in the 25-54 demographic, which advertisers call the "money demo". It is also the number one station in the mornings for 25-54 year-olds and is second with women of the same age," said Roberts, who praised the efforts of Z-100 in the most recent arbitron survey.
"Z-100 is a station that has no competition and the CHR (Contemporary Hit Radio) format itself is hot nationally right now. Plus, let's not forget that they carry the Packers' games and they had a great season," said Roberts.
WQRB-FM 95.1 (B-95) placed third in the 12+ ratings book, which is the broadest survey of radio listeners. However, B-95 is a strong station with women listeners in the 18-49 year-old demo as well as with 25-54 year-olds. Hencley admitted that WISM-FM 98.1 (The Mix) stumbled a bit in the recent ratings survey. Yet, he said the station is attracting a large women-at-work audience and is a solid performer in the adult contemporary format.
Both station executives cited small declines in audience share for their respective rock music stations. However, Hencley reported that the "Bob & Tom Morning Show" on WMEQ-FM 92.1 (Classic Rock 92-1)is dominant with male listeners, while Roberts said WECL-FM 92.9 (The Big Cheese) is a healthy station that has narrowed the gap with its competitor.
On the AM dial, WEAQ-AM 790 has the fourth highest rated morning show with male listeners, according to Roberts.TBL