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Listeners Tuning in to New Radio Station

Posted on: Thursday, 9 March 2006, 18:00 CST

By DOUGLAS DUREN

In its first Arbitron survey, new radio station WWLB-FM (Liberty 98.9) scored big, ranking No. 4 in its target audience, listeners 25 to 54.

In another advertiser-friendly number (and that's what ratings are for), the station that plays anything was No. 1 among adults 25 to 54 in households earning $75,000 or more, said Dan Savadove, CEO of Main Line Broadcasting, which launched WWLB in September.

In overall numbers, which measure listeners 12 and older, WWLB ranked No. 8 in the market with a 4.7 share.

Also showing an increase was inspirational station WPZZ-FM (Praise 104.7), whose overall market share boosted it to No. 3 in the Richmond area, according to the Fall Arbitron Radio Survey.

"Contemporary inspirational stations are doing very well in the high-density African-American markets, like Atlanta, Raleigh and Hampton Roads," said Linda Forem, general manager and vice president of Richmond's Radio One stations.

The top six radio stations in overall market share represent three radio conglomerates.

Clear Channel's WTVR (Lite 98), WRVA-AM (Newsradio 1140) and WBTJ (The Beat 106.5) ranked Nos. 1, 4 and 6, respectively. Radio One's WKJS/WKJM simulcast (Kiss FM 105.7 and 99.3) and WPZZ were Nos. 2 and 3. Cox Radio's WKHK (Today's Country 95.3) tied at No. 4.

WCVE (88.9 FM) is not included in Arbitron figures because it's a noncommercial station. According to figures supplied separately to the public radio station, WCVE received a 6.1 share of the 12-plus listeners, easily putting it among the 10 most-listened-to stations.

Morning drive numbers put WTVR first, followed by WRVA and WKJS/ WKJM. WTVR also led the afternoon drive, followed by WPZZ and WKHK in a tie.

* * * *

Radio One's WPZZ (Praise 104.7) was recently honored with the 2005 Stellar Award as contemporary-gospel radio station of the year in mid-size radio markets. The Stellar Awards honor the year in gospel music.

Radio ratings

Station / Fall / Summer

1. WTVR / 10.6 / 9.3

2. WKJS-WKJM / 8.3 / 10.5

3. WPZZ / 8.0 / 6.7

4. WKHK / 7.1 / 7.8

4. WRVA / 7.1 / 7.2

6. WBTJ / 6.4 / 7.4

7. WCDX / 5.9 / 7.5

8. WWLB / 4.7 / *

9. WKLR / 4.4 / 4.0

10. WRXL / 3.8 / 3.9

One share point represents 1 percent of the number of people listening to radio at any given time 12 and older in Richmond and surrounding counties. Source: Arbitron Radio Survey, fall 2005. Average share trends 6 a.m.-midnight, Monday through Sunday, listeners 12 and older during the Sept. 22-Dec. 14 survey period. Summer 2005 numbers are from the previous ratings period.

* WWLB went on the air in September.

Contact staff writer Douglas Durden at ddurden@timesdispatch.com or (804) 649-6359.

Source: Richmond Times - Dispatch

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