KOST-FM’s Soft Sound Stays on Top in Arbitron Survey

The “soft hits” format is still king of the Los Angeles radio hill.

KOST-FM(103.5) triumphed again over the Top 40 format of KIIS and the dance music of KPWR to retain its No. 1 spot as the area’s favorite radio station, the Arbitron ratings revealed Tuesday.

Most of the top-rated stations in the survey, which covers the 12-week period from March 29 to June 20, remained unchanged from last quarter’s rating. Top 40 station KIIS-FM/AM (102.7) stayed at No. 2, KPWR-FM (105.5) remained at No. 3 and talk-radio station KABC-AM (790) kept the No. 4 position.

However, KXEZ-FM (98.7), an “easy-listening” station that changed its call letters from KJOI-FM last February, staged a dramatic surge and climbed to No. 6 from No. 16. And KKBT-FM (92.3), which was converted from a classical format to rock last year, then changed to an urban contemporary format this year, soared from No. 25 to No. 10.

KXEZ operations manager Allan Hotlen said he was pleased with the station’s jump. “It’s the result of a lot of strategizing and research,” he said. “We say we play easy music back-to-back without all the talk, and our rating is a confirmation that we are filling a need in the marketplace.”

But Hotlen said that the station would not be breaking out the champagne just yet. “It’s too soon to celebrate. We’ve got a long way to go.”

KKBT-FM general manager Jim De Castro did feel like celebrating his station’s increased popularity, however. “This is the result of a lot of hard work by some very talented people,” he said. “We’re only three months into it, but the direction is what we want. I’m real excited for the future.”

KPWR promotions director Duncan Payton said that he was not discouraged by his station’s inability to take back the top spot from KOST. KPWR had been No. 1 almost exclusively for the two years prior to last winter’s ratings.

“We’re still the No. 1 station with our core demographics, which is between 18- and 34-year-olds,” said Payton. “The battle for No. 1 is a tight one, as we’ve all seen.”

For the second time, KLOS-FM’s (95.5) Mark Thompson and Brian Phelps garnered the largest audience share in the highly competitive morning drive-time slot, followed by Rick Dees on KIIS-FM/AM and Ken Minyard and Bob Arthur on KABC-AM. Dees was No.1 last quarter.

Following are the top 15 stations and their ratings for the recent spring quarter and the preceding winter quarter, as measured by Arbitron.

Spring Winter 1.KOST-FM 6.2 6.4 2.KIIS-FM/AM 5.7 5.9 3.KPWR-FM 5.0 5.6 4.KABC-AM 4.3 4.4 5.KLOS-FM 4.1 3.8 6.KXEZ-FM 3.4 2.9 7.KQLZ-FM 3.3 3.6 7.KFWB-AM 3.3 3.3 9.KWKW-AM 3.2 3.3 10.KTWV-FM 3.1 3.0 10.KLVE-FM 3.1 3.0 10.KKBT-FM 3.1 1.3 10.KROQ-FM 3.1 3.2 14.KMPC-AM 3.0 3.1 14.KBIG-FM 3.0 3.6