Roanoke Times
Copyright (c) 1995, Landmark Communications, Inc.
DATE: TUESDAY, February 26, 1991 TAG: 9102260388
SECTION: EXTRA PAGE: E6 EDITION: METRO
SOURCE: Chuck Milteer
DATELINE: LENGTH: Medium
The Fall 1990 Arbitron radio ratings are in for the Roanoke-Lynchburg market and - no surprise - Roanoke's Top-40 powerhouse WXLK (K92, 92.3 FM) is still atop the heap. But the good news for Kenney is that the station posted its best overall ratings share numbers in two years and its biggest lead in 2 1/2 years.
Good news, in a sense.
"The only question is, what do you do for an encore?" said Kenney, who joined K92 in December from a Rochester, N.Y., station where he was the program director. Kenney replaced Al Casey, who transferred to Norfolk to take over as General Manager of WJQI-AM and FM, owned by K92 owner Aylett Coleman. Kenney said that most of the ratings survey was completed by the time he joined the station.
Nonetheless, the results are impressive.
According to a Radio & Records magazine survey of Arbitron ratings results, K92 once again has the largest audience share of any Top-40 station in the country.
And as if that weren't enough good news, the ratings also indicated that K92 has recaptured the lead in the coveted 25- to 54-year-old demographic segment. Lynchburg-based country music station WYYD (107.9) had been No. 1 in that segment in the Spring 1990 book.
WYYD and Roanoke easy-listening station WPVR (94.9 FM) continued their trend of trading the No. 2 and No. 3 overall spots, with WYYD coming out ahead this time.
The only other significant change in the market was that adult contemporary station WSLQ (Q99, 99.1 FM) edged past album-rock station WROV-FM (96.3 FM) into the No. 4 spot.
Since shifting to a softer and more oldies-intensive music mix about 18 months ago, Q99 has gained a steadily larger share of radio listening in the market. Q99 still has some ground to gain before challenging for No. 2 or No. 3, but Q99 and WSLC programmer Don Morrision said he's continuing to work toward that goal and build on the recent increases.
WROV-FM has maintained a consistent share of the market's audience since its sign-on on Valentine's Day 1989, but has been unable to fashion any significant increases - the station's share is almost identical to that from a year ago.
Other items from the Arbitron:
There was some minor shuffling among the second five stations. Country station WJLM (J93, 93.5 FM) showed a decrease in audience but stayed 6th. Roanoke all-news station WFIR (960 AM) is 7th and the market's top-rated AM station. Roanoke country station WSLC (610 AM) is 8th, and Lynchburg stations WJJS and WGOL round out the top 10.
Greensboro urban contemporary station WJMH (102 Jamz, 102.1 FM) came within a tenth of a ratings share point of landing in the top 10, finishing 11th. The ratings continually point to the potential audience available for an FM urban station in the market.
\ The Fall 1990 Birch survey of the Roanoke metro market showed continued significant increases in share for Q99, which moved into second place behind K92. WROV-FM dropped to third.
\ WSET's news broadcasts are now available on the radio as well as on TV in the three largest cities in the Roanoke-Lynchburg TV market. News 13's 6 p.m. broadcast is available on Roanoke station WRIS (1410 AM), as well as stations in Lynchburg and Danville.
BIRCH RATINGS\ ROANOKE METRO ONLY AUDIENCE SHARE, 12+\ Sum. '90 Fall '90 \
1. WXLK 24.6 23.8 2. WSLQ 11.2
13.3 3. WROV-FM 13.2 11.3 4. WPVR 7.6
9.1 5. WJLM 10.1 8.8 6. WFIR 5.0
7.5 7. WTOY 6.2 6.9
8. WSLC 7.0 3.6 9. WJMH 2.5
3.0 10. WROV-AM 3.1 2.8 11. WVTF 1.7
2.2 12. WYYD 1.4 1.1 WRVL 1.1
1.1 14. WAKG - .8 WKBA -
.8 16. WRIS .3 .3 WQOK -
.3 \
ARBITRON RATINGS\ ROANOKE/LYNCHBURG\ AUDIENCE SHARE, 12+\ Spr. '90 Fall '90
\ 1. WXLK 17.4 19.3
2. WYYD 12.0 12.1 3. WPVR 12.5
10.6 4. WSLQ 7.4 8.3 5. WROV-FM 8.0
7.5 6. WJLM 4.8 3.8 7. WFIR 2.8
3.3 8. WSLC 4.3 3.2 WJJS 2.6
3.2 10. WGOL 3.2 3.0 11. WJMH 2.0
2.9 12. WTOY 1.7 2.1 13. WXYU .8
2.0 WLLL .6 2.0 15. WROV-AM 2.3
1.4 WQOK 1.2 1.4 17. WKZZ .9
.9 18. WZST 1.1 .6 19. WRIS -
.3
by CNB