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Published: Thursday, 10/31/2002

WKKO almost sweeps the ratings

BY RUSS LEMMON
BLADE STAFF WRITER

WKKO-FM (99.9) No. 1 overall? Check.

WKKO No. 1 during the morning drive? Check.

WKKO No. 1 middays? Check.

WKKO No. 1 during the afternoon drive? Check.

WVKS-FM (92.5) No. 1 at night? Check.

The top spots in Arbitron's summer survey were occupied by the same stations as the spring survey. If nothing else, the Toledo radio market is remarkably consistent.

Among listeners age 12-plus, WKKO has been No. 1 overall for 27 consecutive ratings periods, dating back to 1996. (Arbitron has four 12-week surveys each year.) By winning the first three ratings periods of 2002, the Cumulus-owned country station has all but clinched its 11th consecutive year of being No. 1 overall.

Perhaps the biggest surprise of the summer survey - conducted June 27 to Sept. 18 - was adult contemporary WRVF-FM (101.5) wrestling the No. 2 spot from WVKS-FM (92.5). WVKS, which has a contemporary hits/pop format, had been a perennial No. 2 behind WKKO.

Among listeners 12-plus, WKKO had a 13.5 percent share of the audience (Monday to Sunday, 6 a.m. to midnight). WRVF's share was 10.0, followed by WVKS at 9.9.

WKKO's morning show, hosted by Gary Shores and Harvey J. Steele, finished No. 1 for the third consecutive ratings period. Since their switch from afternoons to mornings in October, 2000, Shores and Steele have been No. 1 in six of the eight Arbitron surveys. They had a 13.2 share of the 12-plus audience during the summer survey, compared to 12.7 during the spring.

The 6 to 10 a.m. shift is considered radio's "prime time" because it generates about half of a station's advertising revenue.

The WVKS morning show, hosted by Denny Schaffer, remained No. 2 with an 11.5 share of the 12-plus audience. WRVF's morning show, hosted by Mitch and Mary Beth, jumped two spots, to No. 3. Its 9.8 share is the highest since Mitch and Mary Beth made their debut on WRVF in July, 2001. The pair had been hosts of WKKO's morning show from 1986 to 2000.

Among listeners age 25 to 54, which is the demographic coveted by advertisers, WKKO was No. 1 overall with a 12.6 share, followed by WRVF at 9.9. During the morning drive, WIOT-FM (104.7), which airs nationally syndicated Bob and Tom, was No. 1 in the key demographic with a 12.2 share, and WKKO and WVKS tied for second with a 12.0. However, because WKKO simulcasts on its sister station, WTOD-AM (1560), Shores and Steele are heard by 12.4 percent of the 25-54 crowd, the most of any local morning show.

As was the case in the spring survey, WKKO was also No. 1 during the 10 a.m. to 3 p.m. and 3 to 7 p.m. time slots, with WVKS preventing a WKKO sweep by winning the 7 p.m. to midnight period.

WIOT, which has an album-oriented rock format, placed No. 4 in the overall ratings with a 6.3 share among listeners age 12-plus. WWWM-FM (105.5), with a hot adult contemporary format, and news/talk WSPD-AM (1370) tied for fifth with a 5.4 share.



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