English-Language Station Tops for 1st Time in 6 Years

Proving that rock is still alive in the Southland, quarterly Arbitron ratings released Tuesday show alternative rock station KROQ-FM (106.7) jumping from third to first place in the market--the first time in six years that an English-language station has topped the charts in terms of listenership.

Kevin Weatherly, KROQ programming director, attributed the gain in part to the station’s cast of on-air personalities and promotions such as the “KROQ Punk Rock Prom” and a secret Depeche Mode concert. “For a station that’s been around so long, and when you’ve had so many generations grow up with KROQ, it’s pretty exciting to finally be No. 1,” he said.

The boost in KROQ’s ranking was followed by the ascension of hip-hop and R&B; station KPWR-FM (105.9), “Power 106,” from fifth place in the winter to a tie for second with Spanish-language KSCA-FM (101.9), which has ranked No. 1 for most of the last six years.

The spring ratings cover the period from March 29 to June 30 and are based on a station’s share of the 10.5 million listeners age 12 and over in Los Angeles and Orange counties. Stations also emphasize the 25-to-54 age demographic, which is primarily used in negotiating deals with advertisers.

In that demographic during the morning drive-time hours, KSCA still grabbed the No. 1 slot with a 10.3 share--almost double the next station’s ratings. KLSX-FM (97.1) saw its audience share grow with Howard Stern, the top English-language show among adults, topping KROQ’s “Kevin & Bean.” Power’s “Big Boy” morning program was fourth overall in the general market, as comedian Steve Harvey of KKBT-FM (100.3) lost more than half a percentage point, sliding to fifth place among English-language shows after jumping to first-place in the winter.

“Honestly, any time you have the sudden increase in popularity and ratings that Steve had, I think you need to expect some sort of wobble or readjustment,” said Nancy Leichter, general manager of KKBT (the Beat). “It happens. Overall, we are very consistent.”

Part of Power 106’s gain came from its afternoon show, “The Goodfellas and Tito,” which rose 1% to claim the general market lead in that time period, in front of KROQ and KIIS-FM (102.7).

Jimmy Steal, Power 106’s general manager, the station’s mainly Latino audience and its crossover hip-hop and R&B; music make it “the most competed-against station in L.A. We are up against the Spanish stations and the pop stations, but I think we have proved to be one of the most resilient brands,” he said. “It seems like a lot of stations fall victim to the ‘flavor of the month’ club, and we reap the benefits of consistency.”

On the talk radio side, KFI-AM (640) continued to dominate with an overall market share of 3.6%, while KABC-AM (790) and FM talk station KLSX (97.1) rose to 1.9% and 2.5%, respectively.

While talk ratings increased, all-news AM stations KNX (1070) and KFWB (980) each fell about half a percentage point, to 20th and 22nd place overall.

The country station, KZLA-FM (93.9), also lost listeners after a bounce last quarter.

Competition for audience remains fierce, with the top five stations in the overall ratings separated by less than one share point.

Ken Christensen, vice president and general manager of Hispanic Broadcasting, which owns KSCA as well as KLVE-FM (107.5) and KTNQ-AM (1020), said regarding the gains for KROQ and Power, “They must have gotten a lot of younger listeners. Our listenership grew in the [demographics] that are important to us, which is 25 to 54. In the demos where advertisers care, we’re solid. If they want the younger [audience], let them have it.”

Patrick Duffy, market captain of Infinity Broadcasting, whose stations include KLSX, KROQ and KTWV, said Arbitron’s diary-based ratings system can result in glitches that could explain the upswing for English-language stations.

“To me, this would suggest that the diaries fell into the hands of a white audience,” he said. “You look at the numbers for the top two Spanish stations, KSCA and KLVE, and they are both down about one share point from last year.”

Times staff writer Dana Calvo contributed to this report..

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Radio Ratings

The area’s Top 25 stations and their average share of audience as measured by Arbitron for the spring months compared with the previous three-month period.

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Last Current Quarter 1. KROQ-FM 5.1 4.5 2. KSCA-FM 4.8 4.8 KPWR-FM 4.8 3.9 4. KIIS-FM 4.6 4.5 5. KLVE-FM 4.3 4.6 6. KFI-AM 3.6 3.1 7. KKBT-FM 3.4 3.6 8. KTWV-FM 3.3 3.4 9. KOST-FM 3.2 3.7 KYSR-FM 3.2 2.5 11. KRTH-FM 3.0 3.1 KLAX-FM 3.0 2.1 13. KLOS-FM 2.6 2.7 KCMG-FM 2.6 2.3 15. KLSX-FM 2.5 2.1 KBIG-FM 2.5 2.5 17. KCBS-FM 2.4 2.2 18. KBUE-FM 2.3 2.8 KZLA-FM 2.3 2.9 20. KNX-AM 2.2 2.7 21. KABC-AM 1.9 1.8 22. KJLH-FM 1.7 1.7 KFWB-AM 1.7 2.1 24. KLAC-AM 1.6 1.4 25. KRLA-AM 1.3 1.3

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The ratings survey covers people 12 and older listening between 6 a.m. and midnight, from March 29 to June 20.