IT’S LYF AT THE TOP AGAIN (May 2, 1986)

IT’S LYF AT THE TOP AGAIN
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Miami Herald, The (FL) May 2, 1986
Author: LINDA THORNTON Herald Staff Writer

Aside from two marked shifts of the dial to favor a nighttime talk host
and a new Spanish station, there were few big surprises in Arbitron radio rating
service’s winter 1986 survey of the Miami/ Fort Lauderdale/Hollywood radio
market.

Most of South Florida’s long-time favorite stations held their own in
the winter book. Life (WLYF 101.5 FM) again proved most popular with an 8.9
share of listeners on an overall average, boasting even higher numbers during late mornings and afternoons, when its easy listening format is a natural for office listening.

An impressive 6.0 share of total listeners over age 12 propelled South
Florida’s only full-time rock station, WSHE (103.5 FM), into second place (it
ranked third in the fall book), followed by Contemporary Hit Radio (CHR, or Top
40) Y-100 (WHYI 100.7 FM) and Spanish-language WQBA (1140 AM), which tied for
third place with a 5.7.

But the most interesting results in Arbitron’s breakdown of winter
listening habits were on the AM dial.

Neil Rogers, WINZ’s (940 AM) 8 p.m.-to-midnight weeknights talk host,
proved true to his grandiose title of “King of South Florida talk” in Arbitron’s
measurement of 7 p.m. to midnight weekdays (which includes the last hour of John
Broward’s show and all of Rogers’). During those hours, 7.7 percent of people
listening to radio were tuned in th WINZ-AM — a bigger share than that of any
other station. Rogers’ surge (from last Arbitron’s 5.6) apparently accounted for
much of WINZ-AM’s rise in Arbitron’s overall winter listening survey.

WINZ-AM was the top-ranked news/talk station with a 4.1 share of total
listeners. WNWS (790 AM) fell from a 3.9 to a 3.1 in its first complete Arbitron
survey since merging with WGBS last fall. Ironically, its highest rating in the
winter was a 3.9 share for 6-10 a.m. weekdays, a time spot dominated during that
survey by news anchors Chuck Dent and Gretchen Graham, who were recently given
notice of dismissal from WNWS.

News/talk WIOD also slipped, from a 3.3 to a 3.1 share of total listeners overall. The station rose slightly in all weekday dayparts but suffered low ratings on weekends.

Spanish-language Radio Mambi WAQI (710 AM), which purchased the former
WGBS frequency last fall, was the most promising newcomer in Arbitron’s winter
survey, nearly doubling its rating to a 3.5 share of total listeners. WQBA (1140
AM) was still the top-ranked Spanish station, holding onto a 5.7 share of total
listeners for five consecutive Arbitron rating periods. Other Spanish stations
ranked as follows: WCMQ (92.3 FM), 3.6; WRHC (1550 AM), 3.2; WQBA (107.5 FM),
2.7; WCMQ (1220 AM), 1.7; WSUA (1260 AM), 1.4; WOCN (1450 AM), 1.0.

Among contemporary music stations, WSHE was No. 1, followed by CHR Y-100
and Adult Contemporary WAXY (105.9 FM). SHE’s highest ratings were at night
(6.5). Y-100’s 5.7 overall share, and its 21.6 share of teen listeners, shows a
recovery from last Arbitron’s drop in listeners. CHR I-95 (WINZ 94.9 FM)
repeated its 3.5 total listener rating. CHR newcomer 96 X (WCJX 96.3 FM) fell a
bit, from its initial 2.0 to a 1.5; while “Contemporary Adult” Majic (102.7 FM)
rose slightly in most dayparts.

In the year since its debut, Hot 105 (WHQT 105.1 FM) has been gradually
slipping in the Arbitron ratings, from last winter’s 4.5 to this winter’s 3.3.
But Hot is still burning from 7 p.m. to midnight weekdays, when deejays Bo
Griffin (6-10 p.m.) and Freddie Cruz (10 p.m.-2 a.m.) and the station’s urban
contemporary sounds lured a 5.5 share of listeners. Black/Urban WEDR (99.1 FM)
also pulled an admirable 5.2 share of listeners from 7 p.m. to midnight.

WAXY was the top-rated Adult Contemporary station with a 4.0 overall
share, followed by Love 94 (WLVE 93.9 FM) with a 2.5 (a drop from the fall’s
2.9) and 97 A1A (WAIA 97.3 FM), which repeated its former 2.3 share.

Joy (WJQY 106.7 FM), whose easy listening format includes semi-current
pop hits, was sixth place among all South Florida stations, though its 3.8 share
was its lowest rating in more than a year.

In other assorted formats, country music KISS (WKQS 99.9 FM) rose
one-tenth of a percent to a 3.5 share of total listeners, while country WQAM
(560 AM, which is owned by the same company as KISS) dropped exactly that amount
to a 1.3. WTMI (93.1 FM), the area’s only classical music station, repeated its
fall 2.2 share (but still hasn’t pulled up to last year’s 2.6/2.8 ratings).

Nostalgic pop WKAT (1360 AM) moved up to a 1.9. Its competitor in
Broward, WFTL (1400 AM), also inched upward, to a 1.4.

photo: Neil ROGERS
Memo: RADIO also see: ARBITRON WINTER RATINGS Edition: FINAL Section:
COMICS/TVPage: 17D
Index Terms: LIST RANKING Record Number: 8602040357
Copyright (c) 1986 The Miami Herald

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