The Spring 2009 Arbitron, which gives information about the amount, age, and gender of people who listen to our local radio stations, was issued last week. Here are the report’s results in a nutshell:

WHWK (98.1 FM) still leads the way in both women and adults 25-54, while WNBF (1290 AM)  and WWYL (104.1 FM) tied at second for adults 25-54.

WNBF and WWYL have grown steadily over the last three rating books, while WMRV (105.7 FM) and WMXW (103.3 FM) have declined. WKGB (92.5 FM) has remained steady in its ratings, and surprisingly increased in the Women 25-54 demographic.

WLTB (101.7 FM) has only grown slightly while WAAL (99.1 FM) has jumped up and down. This volatility potential is why Riger always uses two-book averages in our media buying strategies!

We get these ratings each quarter, so keep an eye out for our Summer 2009 ratings post in a few months.


Patty Farro, Media Buyer