Utica Ratings Part II: Arbitron's Turn

July 27, 2011 by

UTICA/ROME -- Just a day after we shared and reviewed the Spring 2011 numbers from Eastlan, we now have a partial look at the numbers from Arbitron.  Just like the Fall 2010 book, Arbitron has limited public ratings to "subscriber only" status, meaning the media and the public only get to see the results for stations which subscribe to the book.

Similar to the Eastlan Spring 2011 rankers, the leader in Arbitron's book is Townsquare country Big Frog 104 (WFRG), chalking up a 13.8 among listeners ages 12 and up, Monday through Sunday, 6am to midnight.  They're followed by adult contemporary sister station Lite 98.7 (WLZW), with an 11.6.

But the similarities end there; Arbitron has Roser CHR Kiss-FM (WSKS/WSKU) listed next, with a 9.3.  That duo is followed by Townsquare's remaining two stations, but in opposite order from Eastlan -- Arbitron has Oldiez 96.1 (WODZ)  earning a 4.8, followed by news/talker WIBX with a 4.5.

Similar to Eastlan's findings, Arbitron finds B95.5 has improved since the Fall book, gaining a full ratings point for the simulcast consisting of WUTQ, WADR and FM translator W238CA.  The news/talk/music hybrid posts a three-way tie with two Syracuse country stations -- Clear Channel's B104.7 (WBBS) and WOLF Radio Inc's New Country WOLF 105.1.

Missing from Arbitron's public release are Galaxy stations like K-Rock (WKLL), 96.9 WOUR, hot AC Mix 102.5 (WUMX) and ESPN Radio (WTLB/WRNY/WIXT).  That's because Galaxy doesn't subscribe to Arbitron (rather, they subscribe to Eastlan).  Audience estimates for these stations have only been provided directly to Arbitron subscribers.

That's why we didn't necessarily say any station ranked "first, second, third" and so on -- these stations did get ratings, but Arbitron simply chose to omit their listings from the data released to the public.

Visit our Utica-Rome Arbitron Ratings Page for the full list of ratings released this week by Arbitron. The Spring 2011 survey was conducted between March 31 and June 22. The Fall 2011 survey period will run from September 15 to December 7.

It is worth noting that the estimates provided for media publication represent the overall average of all respondents age 12+, for all 7 days of the week, 6am to midnight. As a result, the numbers here may not accurately represent any specific station’s performance in targeting specific demographic segments of the overall audience. Breakdowns for specific demographics, days of the week, timeslots, etc. are only provided to subscribers.

Disclosure: editor Peter Naughton is a part-time weekend on-air personality for WLZW, and as such, it is our policy to include a disclosure statement anytime we publish a story involving WLZW.
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