Stern Ratings Effect Continues
April 29, 2004

Howard Stern's position at the center of the indecency firestorm continues to reap ratings rewards for many -- but not all -- of his affiliates. So far, the station enjoying the biggest Winter Arbitron residual is WCCC/Hartford, whose morning drive 12+ share exploded 6.4-12.6, Fall to Winter.  In total week, Stern carried the station from 9th (4.6) to third (7.5) 12+.

FMQB reporterd earlier on dramatic increases for Stern stations in New York, L.A., Chicago, Boston, and Cleveland. Other stations experiencing the Stern affect* include:

  • FM Talker KLLI/Dallas: 2.7 (13T) - 3.9 (7)
  • Active Rock KISW: 4.1 (5) - 5.7 (2T)
  • FM Talk WXYV/Baltimore: 3.1 (10) - 4.5 (8)
  • Active Rock WBZX/Columbus: 5.9 (7) - 7.2 (4)
  • Rock WBUF/Buffalo: 6.8 (4T) - 7.2 (4)

* Ratings cited above are 12+ morning drive, Fall to Winter.

But not all of Stern's stations trended up in the Winter.  Modern Rock KITS/San Francisco slipped from fourth (4.2) to fifth (3.6) in mornings. Ditto WAQZ/Cincinnati: 3.6 (12) - 2.9 (13T).

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