System Challenged in New Ratings of S.D. Radio Stations

More San Diegans are tuning their radios to stations featuring mellow music, according to the latest Arbitron ratings released this week. However, industry experts disagree on the cause of the ratings surge for formats often dubbed “elevator music.”

Among listeners 12 and older, the “lite and easy” music of KJQY-FM (103.7) posted a 8.3 share, up from a 6.2 the previous quarter. KYXY-FM (96.5) and its “soft relaxing favorites” were given a 5.2 share after showing a 3.6 in the fall book.

Overall, KJQY, better known as “KJOY,” was second only to the Top 40 music of KKLQ-FM (Q106), which once again won the 12-and-over ratings sweepstakes with an 8.9 share (including the .8 share of the AM station, which simulcasts the FM programming).

Perennial ratings power KGB-FM, featuring a traditional album-oriented rock format, slipped to a 6.5 share, down from a 7.0 share the previous quarter and a 9.0 the station posted last year. KGB retained its ratings strength in its key demographic groups, the station’s program director, Ted Edwards, said.

Most industry professionals downplay the importance of the 12-and-over numbers, since most stations program for specific demographics. However, the general ratings number, the only ratings released to the media by Arbitron, do reflect the overall size of a station’s listening public.

“The 12-and-over numbers are really for bragging rights,” Edwards said. “It really comes down to who you program for.”

There are various theories to explain KJOY and KYXY’s success.

KJOY Operations Manager Neil Matthews said a shift in his station’s music programming played a major role in the ratings jump.

“Basically we made the station sound a bit more contemporary,” Matthews said. “We feel we’re appealing to a younger audience--younger being 35 years and older.”

“Consistency” has been the key for KYXY, which has stuck with its format for almost three years, general manager Jim Price said.

“The baby boomers are coming into the format,” he said. “We’ve been waiting for them to catch up to us.”

However, others point to a new style Arbitron diary implemented in the last ratings period as the cause of the jump in mellow music ratings. Although the general ratings methodology has not changed, the so-called “soft” diary asks participants in the survey to list stations they “heard,” instead of stations they “listened to.”

Broadcasters throughout the country are complaining that the new books aid stations who are often heard in workplaces, restaurants and other public settings.

“When you look at KYXY and KJOY, there is simply no reason” for the ratings jump, Q106 program director Garry Wall said. “We’re very mass appeal, which help’s insulate us. But I believe we’d have a 10 or 11 share” if not for the new book.

Price downplayed the effect of the “soft” book. In the last ratings period, the first with the new book, KYXY slipped from a 5.4 to a 3.6.

“The change in the diary would have shown up in the fall book,” KJOY’s Matthews said. “I will say (the new book) had something to do with it, but I wouldn’t give it a lot of weight.”

The news-talk format of KSDO-AM (1130) was fourth overall in the market with a 5.6 share. XTRA-AM (690), which has been struggling to establish its news-talk format, posted a slim .9 share.

However, the news was not all grim for XTRA. The FM side (91X) and its “cutting edge” rock ‘n’ roll format chalked up a 5.0 share.

KFMB-FM (B100) had a 5.2 share, while KFMB-AM posted a 4.4. The country music of KSON-FM (97.3) had a solid 5.0.

The adult contemporary format of KKYY (Y95) continued to show steady improvement with a 3.8 share.

In the race for the light jazz market, KIFM (98.1) and its “Lite’s Out” format had a 3.2, while KSWV-FM (102.9), also known as the “The Wave,” had a 1.8 share. KPOP-AM’s (1360) “hits of the ‘40s-’70s” format had a 3.7 share, while XHRM-FM (92.5) posted a 3.8.

The oldies rock of KCBQ (Eagle 105), which is simulcast on AM and FM, had a total 3.5 share.