UTICA-ROME -- The latest audience estimates for radio listenership in the Mohawk Valley have been released by Arbitron. And just like when we saw the numbers for Syracuse earlier this week, it's difficult to get a "complete" picture of the market.
Once again, that's because Arbitron has a nationwide policy of releasing to the public only the ratings for stations which subscribe to Arbitron's full report. For the Utica-Rome market, it appears the subscriber list consists of Townsquare Media, the locally-owned Roser Communications Network and Leatherstocking's WUTI.
Our Utica-Rome Arbitron Ratings page here at CNYRadio.com has been updated with the new numbers, and you can check it out anytime through the "Ratings" menu at the top of the page.
Townsquare country Big Frog 104 (WFRG) maintains its position at the top of the list, despite dropping from 13.5 in the fall to 12.1 in the spring. Nipping at the Big Frog's heels is AC sister station Lite 98.7, which falls from 12.6 last fall to 11.8 in the latest survey, just about flat compared to last spring's 11.6.
The decline at WFRG and WLZW might be simply recycling elsewhere the building: classic hits Oldiez 96.1 (WODZ) posts an 8.4, it's best book out of at least the last four. It appears that some early spring changes in the WODZ programming office paid off for the station.
Next on the subscriber list is Roser's CHR Kiss-FM simulcast (WSKS/WSKU), posting a 5.9, its lowest book out of the last four. The station had a 7.4 in the fall, and a 9.3 one year ago.
Townsquare news/talker WIBX also took a hit, dropping a full point from 5.8 last fall to 4.8 in the latest book. Comparing spring-to-spring, the 4.8 is slightly better than last year's 4.5.
Last but not least on Arbitron's list is the only other station to post a gain since last fall: Roser's Bug Country (WBUG). The station more than quadrupled its audience from 0.6 in the fall to 2.5 in the newest book. That's also WBUG's best book out of the last four.
Notably absent from the list: Roser's news/talk/music hybrid 100.7 WUTQ-FM, which is also simulcast on WUTQ(AM) and WRCK. The station posted a 1.8 rating last fall and 1.9 last spring.
Leatherstocking's 1150 WUTI, which simulcasts CNY Talk Radio from Syracuse (along with WFBL and WMCR-AM) is also listed as a subscriber for the Spring 2012 book, but did not appear on the survey. It's curious that WUTI is listed as a subscriber, considering most of Leatherstocking's properties are in the Syracuse market, where they are not listed as subscribers.
The numbers released to the public by Arbitron represent an overall average of all listeners ages 12+ across all seven days of the week between 6am and midnight. These numbers do not necessarily indicate any station's performance within specific timeslots or demographics.
Also absent from the book are stations owned by Syracuse-based Galaxy Communications, including classic rocker 96.9 WOUR, modern rock K-Rock (WKLL) and hot AC Mix 102.5 (WUMX). Galaxy subscribes to the competing Eastlan Ratings service. It also appears Arjuna Communications, owners of 92.7 The Drive (WXUR) and sports/business hybrid talker 1420 The Fox (WNRS) did not subscribe for this book either.
Unlike Arbitron, Eastlan has traditionally released its full Persons 12+ report to the media, even including non-commercial stations. Earlier this week, Eastlan CEO Mike Gould told us the Spring 2012 numbers for Syracuse and Utica-Rome are among five market releases being held at this time. Gould said he'd let us know when that changes.