Syracuse Ratings: B104.7 Back on Top

January 9, 2012 by

SYRACUSE -- The Fall 2011 ratings report from Eastlan Ratings has been released for the Syracuse market. After several books where talk stations ruled the market, B104.7 is back at #1. And did Cumulus make a mistake in flipping "The Big Talker" to classic rock last week?

We've just updated our Syracuse Eastlan Ratings page, which shows audience share estimates for the entire market, persons age 12+, Monday through Sunday from 6am to midnight.

Posting a 10.5, WBBS tied its best book out of the last five, and came in first place, an honor it consistently enjoyed when Abitron used to release its own numbers to the general public. While Arbitron continues to conduct ratings in Syracuse, the company has "embargoed" the data -- providing it only to subscribing stations and ad agencies -- since 2008.

Among other country stations, WOLF Radio Inc.'s New Country WOLF 105.1 ranked #11 in the market with a 2.9 share, and the strong signal from Utica-Rome's Big Frog 104 (WFRG) managed to capture a 1.9 share in Syracuse.

Talk, Talk, Talk

Clear Channel news/talker WSYR comes in second place overall, first among talk stations. Eastlan lists WSYR-AM alone with an 8.2, good enough to clinch the #2 ranking on its own. But when you add the 1.9 from separately-listed simulcast WSYR-FM, it totals a 10.1. Meantime, public broadcaster WRVO, the big winner in the Spring 2011 book, loses more than two full points and drops to third place -- perhaps the fallout from the many personnel changes which transpired over the past few months?

And while some talk radio fans were vocally upset about Friday's format flip at 105.9 The Big Talker, it appears Cumulus had good reason to flip to classic rock. In its last book as a talk station, WXTL garnered a 0.8 share. The station consistently earned a "zero-point-something" every book dating back to Fall 2009. We'll see in a few months, if "105.9 The Rebel" does any better.

Rock vs. Rock vs. Rock

Galaxy's TK99/105 (WTKW/WTKV) lead the market's rock stations, coming in 6th place overall, with a 5.0 share -- it's best book out of the past five. Active rocker 95X (WAQX) in the Cumulus camp trails by exactly two points, tying with the religious Mars Hill Network (WMHR) for the #9 overall ranking among Syracuse radio stations. Galaxy sister station modern rock K-Rock (WKRL/WKRH) dropped one-half point to 2.6, it's lowest book out of the last five, coming in 13th overall in the market.

Contemporary Music

Maintaining a lineup of local talent could be a key factor in Cumulus CHR 93Q (WNTQ) tying with WRVO for the distinction of ranking #3 in the market overall, and tops among contemporary music stations. Clear Channel's increasingly-automated Hot 107.9 (WWHT) dropped a full point to 5.7, it's lowest share on the Eastlan charts since Fall 2009. AC sister station Y94FM (WYYY) ranked 7th with a 3.4 share, relatively flat compared to the Spring 2011 book. Although Eastlan lists WOLF Radio's MOViN 100.3/96.5 (WMVN-FM) as "rhythmic oldies," we think it sounds more like a Hot AC; the station earned a 0.8 share, tying with Utica-Rome classic rocker WOUR and Syracuse University CHR Z89 (WJPZ-FM).

Important Ratings Info

Please note that the estimates released by Eastlan Ratings represent an "overall" look at ratings. The numbers here reflect listening habits for all listeners ages 12+, seven days a week, 6am to midnight. These ratings do NOT reflect any station's performance within a specific target demographic. (For example, a station which appears to be "middle of the pack" in this report might be only concerned with targeting men ages 25-54, and it could be doing extremely well in that particular demographic.)

Click here to see the full Persons 12+ report provided to by Eastlan Ratings.

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