Spring 1998 Portland Metro Ratings

[Dib9@aol.com]

The preliminary Spring 1998 Portland Ratings were released on Thursday.

The overall 12+, ratings had WBLM on top, followed by WPOR AM + FM, WJBQ,
WMGX, WGAN, WLAM AM + FM, WYNZ, WCYY/WCYI, WHOM, WTHT, WCLZ, WZAN, WMWX, WRED,
and WBQQ.  WBLM was down from a 10.7 in the fall to 9.8 in the Spring, but the
station retained it's top position.  The Biggest drop in the 12+ ratings was
WCYY/WCYI which lost 2 points and the biggest gain was by WLAM AM & FM which
gained 1.6 points.

In the group battle, Saga Communications (WPOR, WMGX, WYNZ, WGAN, & WZAN)
topped Fuller/Jeffrey (WBLM, WJBQ, WCYY/WCYI, WHOM, WCLZ, WJAE) with a total
rating of 34.2 to 33 for Fuller/Jeffrey.

In the important 25-54 demographic, WMGX was first, followed by WBLM.  WYNZ &
WJQB tied for third and WPOR AM + FM was fifth.   WMGX was first in Women
25-54, with WJBQ second.  WBLM was first with Men 25-54, with WMGX second.

The 25-54 Mornings ratings, WMGX was on top, followed by WBLM, WPOR AM + FM,
WYNZ, WGAN, WJBQ, WTHT, and WZAN.

In the 18-34 demographic, WBLM was first, followed by WJBQ, WMGX, and
WCYY/WCYI.  In this demographic, Alternative WCYY/WYCI lost 40% of their
audience dropping 5.5 points.  CHR WJBQ gained 4.8 points in this demographic.

Overall, WBLM and WMGX stayed strong.  WJBQ made the biggest gains and
WCYY/WCYI was the biggest loser.  WPOR was strong overall, but rival country
station WTHT made significant gains in the younger demographics and actually
topped WPOR with Adults 25-54 in afternoons.  WLAM AM + FM showed ratings
growth with their standards format.  Their addition of Bud Sawyer came late in
the ratings period.  It will be interesting to see if having Bud for a full
ratings period results in further gains for the station in the fall.

Dan Billings
Bowdoinham, Maine

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