EVERY GROUP HAS ITS OWN TASTE IN RADIO STATIONS (January 19, 1985)

EVERY GROUP HAS ITS OWN TASTE IN RADIO STATIONS
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Miami Herald, The (FL) January 19, 1985
Author: LINDA R. THORNTON Herald Radio Writer

More listeners favor contemporary hit radio above other formats, women
generally go for softer music while men prefer rock, and teenagers are the most
loyal listeners, according to the Arbitron radio rating services’ Fall 1984
survey of the Miami/Fort Lauderdale/Hollywood market.

The Arbitron, conducted three times a year, reports on the

size and demographics of stations’ listening audiences, based on
surveys, or “diaries,” mailed in by a sampling of listeners.

An overall Arbitron survey of listeners age 12 and older, released late
last week, revealed that contemporary hit radio (CHR) station Y-100 (WHYI-FM)
was the most listened-to radio station in Dade and Broward counties for the
third consecutive period, with a 9.4 audience share. Easy listening Life
(WLYF-FM) and CHR station I-95 (WINZ-FM) followed in second and third place,
with respective 7.6 and 7.5 shares.

Other leaders in the general 12-plus survey included easy
listening/adult contemporary Joy 107 (WJQY-FM) with its 5.6 share (a big jump
from last period’s 3.1), Spanish-language WQBA-AM, with 4.8, and WIOD-AM (which,
as the official Dolphin station, does especially well during football season)
with 4.0. WEDR-FM went up nearly a point to a 4.9, a standing that will be
challenged next rating period by the new Hot 105 (WHQY-FM), whose urban
contemporary format is similar to WEDR’s soul/R&B music.

But while rating highly with the overall listening audience is
imperative to mass-appeal music stations, stations with specialized formats (and
their advertisers) pay closer attention to their standings with respective
target audiences. These Arbitron breakdowns, released this week, comprise more
than 80 surveys, rating stations’ popularity with listeners in specific age
and/or sex categories, and during different times and days of the week (such as
men age 18-34 weekdays, or women age 35-64

from 6-10 a.m. Saturdays).

For example, rock station SHE (WSHE-FM) did very well with young male
listeners. Listening patterns averaged over week-long periods placed SHE third
(following Y-100 and Life) with men 18 and older (a 6.6 share). SHE’s ratings
were double or higher than those of competitive rock station K-102 (WCKO-FM) in
most categories. And as usual, SHE’s standings with women were about five points
lower than with men.

According to Arbitron, women generally prefer mellow and contemporary
hit music: Life scored first with an 8.4 share of women age 18 and over,
followed by Y-100, Joy 107, I-95 and WQBA-AM.

Teens are more in accord than adults about radio, with large percentages
of 12- to 17-year-olds favoring the same three stations. I-95 was first with
teens, showing a 31.1 share, topping Y-100 (24.2) and WEDR (11.5). All other
stations rated under 10 points.

In the varying formats, country/western KISS (WKQS-FM) kept its usual
one- to two-point lead over WQAM-AM, rating 2.5 to WQAM’s 1.2 with total
listeners over age 12.

WQBA-AM was the most listened to Spanish-language station with its 4.8
share of total listeners, followed by WCMQ-FM (3.7), WOCN-AM (3.1), WHRC-AM
(2.9), Super Q (WQBA-FM, with a 2.1), Radio Suave (WSUA-AM, 1.6) and WCMQ-AM
(1.2).

WAXY-FM had a slight lead over other adult contemporary stations 97 AIA
(WAIA-FM), Love 94 (WLVE-FM) and EZ-105 (WEZI- FM, which changed its name to Hot
105-WHQT and its format to urban contemporary after the fall rating period).
WAXY had a 3.5 share of listeners age 12 and older, followed by AIA’s 3.2, Love
94’s 2.5 and EZ’s 1.9.

WMBM-AM, which changed format from urban contemporary to gospel during
the Fall ’84 rating period, was the only religious station to show results on
the Arbitron, with a 1.1 share of total listeners (a gain over last period’s
.8). Stations must have at least a .1 share to be included in the published
survey.

WTMI, which has a monopoly on full-time classical music in Dade and
Broward counties, rated 2.2 with total listeners.

WIOD-AM topped other news stations WNWS, WINZ-AM and WGBS, with a 4.0 to
their respective 3.7, 3.2 and 1.2 share of listeners over age 12. These shares
grew in the morning and night, when more listeners tune in for early news and
late-night talk. WNWS’ Tom Leykis had the top-ranking evening talk show (4.3)
according to the total listener survey, followed by WIOD’s syndicated evening
shows (4.2), Neil Rogers’ show on WINZ-AM (3.8) and Alan Burke’s show on WGBS-AM
(2.1) In separate surveys according to sex, Rogers rated higher than Leykis
with men, while Leykis was again the women’s favorite. Easy- listening
stations are a popular choice during office hours. Life and Joy 107 rated higher
from 10 a.m.-7 p.m. than in other parts of the day. Y-100, I-95, WEDR, WAXY and
SHE also proved popular during the workday.

Y-100’s morning show (hosted by Sonny Fox) was the top- ranking 6-10
a.m. weekdays program with total listeners, (9.5), followed by WQBA-AM, I-95 and
Life (these standings altered with total women listeners, who placed WQBA-AM
first, followed by Y- 100, WOCN and Joy 107).

Y-100 was also the most popular station with total listeners at night (7
p.m.-midnight weeknights), while Life rated highest with women during evenings.
Other nighttime leaders included I-95, WEDR, WQBA-AM, SHE, WCMQ-FM and WNWS-AM.
Edition: FINALSection: COMICS/TVPage: 4C
Record Number: 8501050683Copyright (c) 1985 The Miami Herald

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