98 Rock leads with ages 25-54

By PAMELA DAVIS

© St. Petersburg Times, published May 12, 2000

There's been a changing of the guard in Tampa Bay area radio, according to the latest Arbitron ratings.

With a share of 8.1, WXTB-FM 97.9 (98 Rock) moved from second to first place among listeners ages 25 to 54, the group most valuable to advertisers. In the previous ratings period, the top slot belonged to contemporary hit station WFLZ-FM 93.3, which slipped to second among listeners 25 to 54 with a share of 7.5. A share is the percentage of radios in use.

Jazz station WSJT-FM 94.1 went from ninth place to fourth and modern adult contemporary station WSSR-FM 95.7 (Star) came in at fifth among listeners 25 to 54.

98 Rock also came out on top in the 18 to 34 age group. In the previous ratings period the station came in third with that group. WFLZ moved from first to second with listeners 18 to 34. Urban hit station WLLD-FM 98.7 was third, WSSR was fourth and country station WRBQ-FM 104.7 was fifth.

"We're very excited. It's the first time in the station's history that it's been No. 1 25 to 54," said WXTB operations manager Brad Hardin.

Hardin attributed the popularity of WXTB's music (including harder rock by Creed and Kid Rock) and the on-air personalities for its boost in the ratings.

Among morning shows, Bubba the Love Sponge on WXTB remained at No. 2 with a 10.9 share among listeners 25 to 54, while the MJ & BJ Morning Show on WFLZ remained at No. 1 with an 11.8 share. The real surprise in the morning wars is the drop suffered by WSSR and the incredible leap made by WMTX-FM 100.7 (Mix).

WSSR's Carmen & Chris Morning Show took a dive from third to eighth place among listeners 25 to 54. Country station WQYK-FM 99.5 was bumped to third from fourth, while competing country station WRBQ remained at fifth.

"Country did very well, I'm sure that hurt us a little bit," said WSSR program director Scott Chase. "We didn't have a large marketing plan for the winter (ratings) book so we're not freaked out."

Adult contemporary station WMTX, with Nancy Alexander and Mike Reeves in the morning, shot from ninth to fourth.

WMTX operations manager Tony Florentino attributes the solid showing to adults, particularly women, connecting with a morning show that can be listened to with kids in the car.

News/talk station WFLA-AM 970, which revamped much of its lineup at the beginning of the year, suffered one of the biggest overall drops. Among listeners 25 to 54 WFLA earned a 3.8 share, taking the station from seventh place to 12th (where it is tied with soft rock station WWRM-FM 94.9).

"Considering the size and the amount of changes that we made to this radio station on Jan. 3 that's not too shabby," said WFLA operations manager Sue Treccase. In the wide open age group of listeners 12 and older, there was no change in the top three stations: WDUV-FM 105.5 (The Dove), WFLZ and WLLD.