Wednesday, June 16, 2010

May Arbitron Ratings: KIIS dominates, while "The Wave" crests

L.A. radio junkies have been waiting for the demise of CBS Radio's KTWV-FM 94.7 "The Wave."

But don't count out the "smooth jazz" station just yet. While similar-formatted stations have been disappearing across the country, Los Angeles' "The Wave" still has quite a bit of life in it, if the May 2010 Arbitron ratings are any indication.

Part of The Wave's success is simple: It's not really a "smooth jazz" station at all. Program director Jhani Kaye, who also programs CBS Radio's KRTH "K-Earth 101," has repositioned The Wave as a much more approachable adult contemporary station.

And just as he found success in making K-Earth (now a solid No. 2 in the market, behind KIIS) much more current and mainstream, Kaye's done the same with The Wave.

Check out The Wave's current top 10 list:
Michael Buble – "Haven't Met You Yet"
Sade – "Soldier Of Love"
Usher – "Making Love (Into The Night)"
Sade – "Babyfather"
Leona Lewis – "Better In Time"
Fergie – "Big Girls Don't Cry"
Jason Mraz featuring Colbie Caillet – "Lucky"
Kenny G featuring Robin Thicke – "Fall Again"
Norah Jones – "Chasing Pirates"
Mary J. Blige – "I Am"

The May book is also the first with Kim Amidon in the morning, who replaced Brian McKnight in May as Pat Prescott's morning drive partner.

Overall, KIIS-FM is once again market leader, with a commanding 6.1% share of the L.A. radio audience. Meanwhile, the local rock radio race continues to heat up. KYSR 98.7 FM (3.5 share) continues to lead over KLOS (3.3 share) and KROQ (3.1 share).

The usual disclaimer, you should always take the 6+ audience share numbers -- the ones reported by everyone -- with a grain of salt. It's demos that stations and advertisers care about.

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