Research Director, Inc.: Exclusive April PPM Analysis For Houston, Washington, DC, Philadelphia, Atlanta, Boston

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Markets #6-#10


We’re baaack! The Ratings Experts from RESEARCH DIRECTOR, INC., along with our distant cousins from XTRENDS, are difficult to avoid. Once again, we delve into the latest PPM ratings in our attempt to provide perspective on exactly what is going on. Five more markets are ready for your perusal. For those of you keeping score at home, this one covers the APRIL survey, which was defined as running from 3/29 through 4/25. 


HOUSTON-GALVESTON: Was A Sunny Day …


Last survey URBAN ONE Urban AC KMJQ (MAJIC) had assumed control of the 6+ demo. The station remained in first place this time (6.8-7.0) but it had company. iHEARTMEDIA AC KODA (SUNNY) bounced back from last month’s down book (6.2-7.0) to forge the tie. COX RADIO Country KKBQ (93Q) remained at #3 but with its highest share in over a year (6.0-6.4). iHEARTMEDIA Alternative KTBZ (THE BUZZ) returned at #4 (5.5-5.2) while UNIVISION Regional Mexican KLTN (QUE BUENA) took sole control of the #5 position (5.0-5.0). Its previous partner – ENTERCOM Adult Hits KKHH (THE SPOT) – fell to #8 as it returned most of last month’s big gain (5.0-4.5). In between and in a tie at #6 were COX RADIO Classic Rock KGLK (THE EAGLE) (4.8-4.8) and CUMULUS Top 40/M KRBE (4.8-4.8).


There was a bit of shuffling in the 25-54 top five but the players remained the same. KTBZ was #1 for the third book in a row but its lead over KODA – which moved up to #2 – shrank to a very slim margin. KKBQ again had its best book in over a year as it moved up to #3. KLTN dropped back to #4 with a small loss while KMJQ repeated at #5 with a small increase. The next closest station at #6 was iHEARTMEDIA Urban KQBT (THE BEAT) but it was over a half share out of the top five despite a slight increase.


Things were neck and neck in the 18-34 race as the top four stations were separated by less than half a share. KTBZ was #1 for the second book in a row but suffered a small loss. KKBQ moved up to #2 with –- yup -– its highest share in over a year and was this close to upending the leader. Not far behind at #3 was KQBT, which was flat and it was closely followed by URBAN ONE Top 40/R KBXX (THE BOX), which ended a steep three-book slide to remain at #4. KODA remained at #5 though it was down for the fourth straight survey. It was joined by ENTERCOM Spanish Contemporary KLOL (MEGA), which got back a portion of last month’s loss.


This was the third straight 18-49 win for KTBZ though the station was off a bit. #2 KODA closed the gap to less than half a share as it got back a good chunk of last month’s decrease. KLTN slipped back to #3 despite a slight increase while KQBT moved up to #4 with a small increase. KKBQ dropped back to #5 with a slight decrease and was partnered with KBXX, which moved up a spot with a slight increase.


WASHINGTON, DC: They Called It The Streak


For the last three books in a row, not only was HUBBARD News WTOP #1 6+ but the station surpassed the double-digit barrier each time. Alas, ‘twas not meant to be this time. The station did win the race again but fell short of its previous rarefied air (10.4-9.6). AMERICAN UNIVERSITY N/T WAMU was the show dog for the fourth straight survey, though it did end a two-book slide (8.1-8.5). For the first time in over a year, the Urban AC contest went to URBAN ONE Urban AC WMMJ (MAJIC) as the station posted its best share in over a year (5.6-5.8) to move up to #3. HOWARD UNIVERSITY Urban AC WHUR had its lowest score in over a year to slip to #4 (6.1-5.7). iHEARTMEDIA Classic Rock WBIG moved up to #5 (4.8-4.8), which pushed CUMULUS Talk WMAL back to #6 (5.0-4.5). Though they stumbled out of the gate, the NATS breathed some ratings life into ENTERCOM Sports WJFK (THE FAN) as it moved up five places to #13 (2.4-3.1) with its best book since OCTOBER.


The two versions of news programming switched places 25-54. WAMU moved back to #1 as it recovered from last month’s down book while WTOP slipped to #2 as it took a bit of a hit. WMMJ remained at #3 but with its best performance in over a year. URBAN ONE Urban WKYS (KISS) held steady at #4 with a slight decrease while its chief rival – ENTERCOM Top 40/R WPGC – maintained its grip on the #5 position with a slight increase. iHEARTMEDIA AC WASH slid to #6 with its lowest mark since NOVEMBER and was just ahead of the hard-charging WBIG, which moved up three places to #7 with its best showing since SEPTEMBER. WHUR slid to #8 with its least productive outing in over a year.


The top three 18-34 positions were unchanged from the previous survey. iHEARTMEDIA Top 40/M WIHT (HOT) was #1 for the fourth book in a row despite a small decrease. WKYS inched a bit closer at #2 with a slight increase while WPGC continued to be the #3 station with a slight decrease. iHEARTMEDIA Alternative WWDC (DC101) moved up to #4 with a small loss while ENTERCOM Hot AC WIAD (FRESH) moved up to #5 – its first appearance in the top five in over a year – with its third up book in a row. CUMULUS Hot AC WRQX (MIX) had its highest share in over a year to advance three squares to #6. WASH fell four slots to #8 with its lowest score since OCTOBER.


WAMU regained all the 18-49 share it lost last month and captured the demo for the fourth book in a row. WPGC moved up to #2 with a small increase, which pushed WKYS back to #3 as it endured a slight decrease. WIHT moved up to #4 with a slight increase while WTOP slid back to #5 with its lowest total since DECEMBER.


PHILADELPHIA: And They Cried More, More, More


JERRY LEE RADIO AC WBEB (MORE) is nothing if it is not consistent. The station’s 6+ share since Santa’s departure has been maddeningly consistent. It won the demo for the second book in a row (8.4-8.3) as it continued to crush the competition. There was a tie at #2. ENTERCOM Classic Hits WOGL was there last time and remained with its third up book in a row (6.9-7.0). It was joined in that space by BEASLEY Classic Rock WMGK, which bounced back from a down book (6.7-7.0). The two previous occupants of the #5 position dissolved their partnership. ENTERCOM Sports WIP-F recovered from its post-SUPER BOWL hangover to move up to #4 (5.8-6.9). Perhaps with a little help from the PHILLIES? iHEARTMEDIA Urban AC WDAS remained at #5 (5.8-6.0).


For the fourth book in a row, the 25-54 contest had a hard edge to it. BEASLEY Active Rock WMMR was #1 again. It was followed by its older cluster bro’ WMGK. That is the way it has been for all of 2018. WIP-F moved up to #3 with its best EAGLES non-playoff book since NOVEMBER. WBEB held steady at #4 with a slight increase while WOGL dropped two places to #5 as it returned most of last month’s big increase. WDAS slid back to #6 despite ending a two-book slide with a solid increase.


This is kind of amazing. WBEB topped the double-digit mark 18-34 for the sixth straight survey. Sure, the first two books of that run were enhanced by the vocal stylings of BURL IVES but the station has kept it up all year. WMMR remained at #2 but was down for the third book in a row. iHEARTMEDIA Urban WUSL (POWER) held steady at #3 with its highest share since OCTOBER. ENTERCOM Country WXTU had its best book since JUNE to move up to #4. iHEARTMEDIA Alternative WRFF (RADIO 104.5) stepped back to #5 with a slight decrease. Close behind at #6 was iHEARTMEDIA Top 40/M WIOQ (Q102), which got back most of last month’s loss.


The top three 18-49 players were in their same positions as last month. WMMR was #1 for the fourth month in a row but did have its first down book since DECEMBER. WBEB was off slightly but remained at #2 while WUSL strengthened its hold on the #3 position with its best performance since OCTOBER. WIP-F moved up five places in the standings – to #4 – with a huge increase while WMGK made a more modest two-place advance to #5 with a solid increase. The two previous stations sitting at #4 fell down in the standings. WDAS dropped to #6 despite a slight increase while WOGL dropped to #11 as it ended a strong two-book surge.


ATLANTA: The Song Remains The Same


There was no change to the order of the top five 6+ stations from the previous survey. That’s not to say there was not a bit of drama. Let’s begin at the top where COX RADIO Talk WSB-A continued its string of #1 books. However, the station was down for the third book in a row and posted its lowest share in over a year (8.4-7.7). ENTERCOM Urban WVEE (V-103) repeated at #2 but had its best book in over a year (6.3-6.7). COX RADIO Classic Hits WSRV (THE RIVER) was up for the fourth consecutive survey (6.0-6.4) to remain a close #3. COX RADIO AC WSB-F (B98.5) was again the #4 station and had its highest share in over a year (5.5-5.9). URBAN ONE Urban AC WAMJ (MAJIC) held steady at #5 (5.4-5.1).


The top three 25-54 players were in their same spots as the previous survey. WVEE had its second straight #1 book and opened up a share and a half lead over #2 WSRV, which bounced back from a down book. WSB-F was up for the fifth book in a row to strengthen its grip on the #3 position. CUMULUS Top 40/M WWWQ (Q100) moved up a couple of places to #4 with its best showing in over a year. This forced WAMJ to drop back to #5 as it was off a bit and WSB-A to take a step back to #6 as it posted its lowest score in over a year.


The previous tie atop the 18-34 heap was broken. URBAN ONE Urban WHTA (HOT) remained on top for the fourth book in a row with its highest total since JUNE. WVEE was forced back to #2 despite a slight increase. WWWQ had a solid increase to remain at #3 while iHEARTMEDIA Country WUBL (THE BULL) raged through the china shop as it moved up to #4 with its best share in over a year. WSRV dropped back to #5 as it returned all of last month’s modest increase. iHEARTMEDIA Top 40/M WWPW (POWER) was close behind at #6 after getting back a decent portion of last month’s huge loss. ENTERCOM Hot AC WSTR (STAR) had its lowest share in over a year and that dropped the station from #5 to #12.


The 18-49 demo was totally predictable as the top six stations remained the same from last month. WVEE had its fourth straight #1 book with its highest share in over a year. WSB-F was up slightly but more than two shares behind at #2. WWWQ was just behind at #3 with its best outing since OCTOBER. WHTA was flat at #4 while WSRV was off slightly at #5. CUMULUS Rock WNNX held steady at #6 with a slight decrease.


BOSTON: Kiss Is King


iHEARTMEDIA Top 40/M WXKS (KISS) is back with a bullet as the station took all four demos that we track every survey. It all starts with 6+ where the station won for the fourth book in a row (7.6-7.1). ENTERCOM AC WMJX (MAGIC) managed to slice KISS’s lead to under a share as it moved up to #2 (6.0-6.2). BEASLEY Classic Hits WROR repeated at #3 but was down for the third book in a row (6.1-6.0). BOSTON UNIVERSITY N/T WBUR was up to #4 despite a down book (5.9-5.6). Two stations with similar call letters and moving in opposite directions collided at #5. iHEARTMEDIA News WBZ-A slipped from #2 as it returned most of last month’s big increase (6.4-5.5). BEASLEY Sports WBZ-F (THE SPORTS HUB) ended a two-book slide to move up a slot (5.2-5.5). The SOX were a boon for ENTERCOM Sports WEEI-F as the station gained a full share (3.4-4.4) and moved up to #9.


Though WXKS gave back all of last month’s increase, the station was #1 25-54 for the third straight survey. WMJX moved up to #2 with its best Frosty-free book in over a year and cut its deficit to almost a share. WBZ-F slipped back to #3 with a slight decrease while WROR was up two spots to #4 as it ended a two-book slide. There was another tie at #5. WEEI-F was up three places as it got back all of last month’s loss while iHEARTMEDIA Classic Rock WZLX took two steps forward as it got back some of what it surrendered last month. BEASLEY Country WKLB slipped to #7 with its lowest mark since OCTOBER while WBUR dropped to #8 as it returned, as used, most of last month’s big increase.


WXKS fell short of the double-digit three-peat but did win the 18-34 race for the fourth straight survey. WBZ-F was down a bit but held firm at #2 while WMJX moved up three slots to #3 with its highest share (unaided by that performance-enhancing holiday music) since JUNE. BEASLEY Rhythmic AC WBQT (HOT) slipped back to #4 with its lowest mark since JULY while iHEARTMEDIA Top 40/R WJMN (JAM’N) stepped back to #5 with its least productive outing in over a year. WKLB dropped back to #6 with its third straight down book. ENTERCOM Top 40/M WODS (AMP) had its best performance since DECEMBER to advance four spaces to #7.


The top three stations 18-49 repeated this time, as well. WXKS was #1 for the third straight survey but with its lowest share since Santa was in town. WBZ-F was off slightly at #2 while WMJX remained at #3 but with a rather large increase. WBQT moved up to #4 despite a slight decrease. WROR moved up four slots to be a somewhat distant #5 while WKLB slipped to #6 with its lowest total since OCTOBER. WZLX moved up three places to #7 as it got back most of last month’s decrease.


So there you have it … round two of our exclusive ratings analysis as seen on this here website. The Ratings Experts from RESEARCH DIRECTOR, INC. have one more trick up our collective sleeves … wait for it. On tap are five more markets -– DETROIT, MIAMI, SEATTLE, PHOENIX, and MINNEAPOLIS. Stay tuned.


E-mail: sallan@researchdirectorinc.com

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