April PPM Analysis For Philadelphia Market

 

WBEB (MORE) was a dominant #1 for the second straight book
despite posting its lowest number of the year (8.6-8.0)

Less Is Still MORE

They may change the name but the location remained the same. WEAZ-FM RADIO AC WBEB (MORE) was a dominant #1 for the second straight book despite posting its lowest number of the year (8.6-8.0). It had a new #2 to contend with as BEASLEY Country WXTU rose two spots thanks to its best book in over a year (5.7-6.1). This caused CBS RADIO Classic Hits WOGL to take one small step back to #3 (6.3-5.9). GREATER MEDIA Active Rock WMMR moved up a space to #4 thanks to a slight increase (5.5-5.6) while its slightly older and less tattooed cluster brother GREATER MEDIA Classic Rock WMGK used its flat book to break into the top five (5.2-5.2). The news was far less engaging last month as CBS RADIO News KYW-A reported its lowest number in over a year (6.0-4.5) as the station dropped four spots to #7. Hope springs eternal for PHILLIES fans as their unfounded optimism helped CBS RADIO Sports WIP-F end a three-book slide (3.6-4.2) as it moved from a tie at #11 into a tie at #8.


WMMR’s on again/off again love affair with the #1 25-54 position was on again as the station was up enough to edge out WBEB, which ended a two-book surge. This back and forth could go on for a while. WXTU was flat but remained firmly entrenched at #3. WMGK was up slightly to gain a square to #4 while CCM+E Alternative WRFF (RADIO 104.5) returned to the top five with a slight increase in share. WOGL popped its lowest share since DECEMBER and fell from #4 into a tie at #6.

Things changed rather abruptly 18-34 thanks to CCM+E Urban WUSL (POWER). The station made a two-spot jump to #1 with its best book since JULY. WXTU had a pretty healthy increase, as well, but fell back to #2 by the smallest of margins. WBEB remained a little farther off the pace as it dropped to #3 while WRFF remained at #4 even though it shed some share. WMMR has lost almost two full shares in this demo over the last two books and slid from a tie at #4 to #5.

Once again, WXTU posted its best 18-49 book in over a year. However, this time it allowed the station to move forward two paces to #1. WBEB had its lowest number since its pre-SANTA days and fell back into a tie at #2 with WMMR, which was down for the third straight survey. WUSL had its biggest book since JULY to remain at #4 while WRFF held fast at #5 with a slight increase. CCM+E Top 40/M WIOQ (Q102) dropped one spot to #6 despite a slight increase in share.

 excerpt from allaccess.com
Source: Research Director, Inc