UTICA-ROME –After steady decline over the past few ratings periods, country flamethrower Big Frog 104 (WFRG) has fallen out of the top spot in the Mohawk Valley. The latest topline ratings from Nielsen show Townsquare sister station Lite 98.7 (WLZW) — despite also losing some audience — has risen to the top of the survey.
Nielsen released its Fall 2025 ratings book for Utica-Rome in late January. The topline report shows average quarter hour shares for all persons age 12 and up, averaged across the entire week, Monday through Sunday, 6am to midnight, over a 12-week period spanning from October through December.
The report shows WFRG trending down since Spring 2024, losing about 2 share points per book: 13.3 – 11.1 – 9.6 and ending with a 7.1 That drop is enough to fall behind WLZW, which posted an 8.4 for the fall, following an 8.5 last spring, and a 9.3 the previous fall.
Nipping at Lite’s heels is classic hits 96.1 The Eagle (WODZ) with a 6.7, its second-best book out of the last four. It’s followed closely by Roser top 40 Kiss-FM (WSKS/WSKU), posting a 6.3, jumping almost 2 full points for its best book out of the last four.
Have Big Frog’s steady losses been offset by gains at Roser’s Bug Country (WBUG/WBGK) stations? That doesn’t appear to be the case, as the duo’s combined 1.3 share matches the previous fall book and ties it with Roser news/talker WUTQ and Oswego-based NPR news/talk affiliate WRVO.
As usual, the Nielsen only includes subscribing stations in the topline ratings it releases to the public. Notable non-subscribing stations omitted from the report include the Galaxy cluster (K-Rock, Mix 102.5, ESPN Radio) and Arjuna Broadcasting (92.7 The Drive and El Zorro Radio Latino).
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