Thunder's classic rock makes leap in ratings

WTBT-FM rebounded to fourth place from its plummet to 14th during the last ratings period.

By PAMELA DAVIS

© St. Petersburg Times, published August 1, 2000

Despite the gibes of its main competitor, classic rock station WTBT-FM 103.5 (Thunder) shot from 14th place to fourth place with listeners ages 25 to 54, the most desirable demographic to advertisers, in the Arbitron ratings released last week.

WTBT, dissed in commercials by WHPT-FM 102.5, brought in a 6.3 share during the three-month spring ratings period. Even WTBT's morning show, hosted by longtime Tampa Bay area personality Ron Diaz, made a dramatic leap going from 13th to fourth place with a 5.8 share.

Competing classic rock station WHPT earned a 4.0 share which kept it at 12th place. A share is a percentage of people listening to the radio at any given time.

WTBT's gain was WBBY-FM 107.3's loss. WBBY (The Bay), which includes classic and soft rock songs in its play list, dropped from sixth place to 13th with a 3.5 share.

WTBT general manager Dan DiLoreto attributed his station's drop during the last ratings period (winter) to listeners sampling competing station WHPT.

"But it looks like people came back to Thunder for their classic rock," he said. "There was a challenge to our market position, but we have a very durable brand."

The leader in Tampa Bay area radio in the 25-54 demo is contemporary hit station WFLZ-FM 93.3, which pulled ahead of second place WXTB-FM 97.9 (98 Rock). In the last ratings book, WXTB reached No. 1. for the first time in the station's history. This time, WFLZ had a 7.6 share and WXTB a 7.1.

Holding steady at third place with a 7.0 share was country station WQYK-FM 99.5. WQYK's Randy and Dave Show moved into first place in the 3 to 7 p.m. time slot with listeners 25 to 54.

"We're doing a morning style show in the afternoon," said WQYK operations manager Eric Logan. "The biggest thing good ratings do is validate all the innovations that WQYK is making."

With a 5.3 share, WSSR-FM 95.7 (Star) came in fifth place, the same spot it held in the last ratings period.

WYUU-FM 92.5 (U-92), with its recent format adjustment to '60s and '70s music and the addition of veteran radio personality Mason Dixon in the mornings, was bumped up from 16th place to 14th with listeners 25 to 54.

However, with listeners 35 to 64, WYUU leapt from 11th to 7th place. WTBT had a good showing with that age group as well moving from 11th to fourth. WQYK was the leading station among listeners 35 to 64.

"We refocused the entire radio station and basically went after, targeted and researched adults 35 to 64," said WYUU program director and morning man Dixon. "The hot adult contemporary format can't deliver the music that demo wants to hear."

In the morning show wars, listeners 25 to 54 kept WFLZ's MJ & BJ Morning Show in the No. 1 position where it's been for the past three ratings periods. WXTB's Bubba the Love Sponge Show came in second place where it has also been for the past three ratings periods.

WQYK's morning show, Skip Mahaffey with Les, Rita and Braden, kept hold of the third place position. The Ron Diaz Show on WTBT was fourth and The Carmen & Chris Morning Show on WSSR came in fifth.

Easy listening station WDUV-FM 105.5 kept its stronghold on the largest Arbitron category -- listeners 12 and older. WDUV (The Dove) was first, WFLZ was second, WLLD-FM 98.7 (Wild) was third, WQYK was fourth and WXTB was fifth in that group.

The spring ratings period -- which covers April, May and June -- is considered critical because the amount of money a station can charge for its commercials is determined by how it performs during that time.