The self-proclaimed "King of All Media" had something to crow about this weekend -- and Howard Stern ought to send a cookie basket to Congress and the FCC as thanks.
Thanks to the renewed controversy regarding content on Stern’s morning show, the shock jock has posted huge ratings gains in New York, Los Angeles and Chicago.
According to Arbitron, which on Friday released winter 2004 ratings in those three markets, Stern is back on top with listeners 12+ in New York, where he pulled a 7.2 share (up 22% from 5.9 in the fall).
And here in Los Angeles, Stern pulled a surprise by scoring the #1 slot among listeners 25-54, something his show hadn’t done in the market since 1995.
Overall, Stern’s show – which airs locally on KLSX-FM (97.1 "The FM Talk Station") – moved up to fourth place (from sixth) among listeners 12+, behind only KFI’s Bill Handel (who remained in first), and KROQ’s Kevin & Bean and KPWR’s Big Boy (who tied for second).
It's pretty obvious much of the ratings gains come thanks to the return of Stern as a controversial figure. Let's face it, Howard had begun to seem pretty tame in recent years -- especially after the late 90s release of "Private Parts," which humanized him in much the same way "The Apprentice" has given Donald Trump an image makeover.
By the beginning of 2004, Stern's sex talk wasn't all that unique -- the girls on "Sex and the City," after all, could be just as dirty. And if you really want to hear it discussed in excrutiating detail, just tune in to the Oxygen network's "Sunday Night Sex Show with Sue Johannsen."
But then came 2/1 -- the day that changed everything.
Yup, the Janet Jackson boob flash is still making an impact on popular culture. In the wake of 2/1, radio congloms like Clear Channel and Infinity vowed to clean up their act.
Stern suddenly found himself under fire from both the FCC and politicos like Sen. Sam Brownback (R-Kan.). Facing fines for alleged indecency, Clear Channel dropped Stern from the six markets where it was airing the jock.
Stern has been able to capitalize on the controversy, going as far as to warn listeners that Infinity Broadcasting may fire him if Washington’s content crusade continues. His website has also gone political, featuring a quote from former Supreme Court Justice William Brennan at the top of the page.
"A few vocal prudes want to paint Howard Stern as not ‘mass appeal,’ when the King of All Media is No. 1 with adults in Los Angeles, New York and Chicago," KLSX program director Jack Silver told Don Barrett at LARadio.com.
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Meanwhile, in other Arbitron news, Emmis’ hip-hop oriented KPWR remained tops in Los Angeles this winter.
Talk outlets suffered the biggest declines this book in L.A.; KFI-AM dropped from a 4.7 share to a 3.9 share, while KABC-AM also saw drops. Radio observers said the drops were inevitable, given the huge news cycle last fall (recall election, wildfires, several high-profile legal cases). KLSX, which airs more entertainment-oriented talk, didn’t see the same declines.
A big shift is also afoot in the Spanish-lingo arena, where longtime ratings leader KSCA-FM continues to see declines. Univision-owned KSCA recently parted ways with Renan Almendarez Coello, the top-rated jock also known as "El Cucuy."
Coello recently moved to SBS’ KLAX-FM, which is expected to see a huge bump next book thanks to the DJ, who was No. 1 in L.A. morning drive for six years at KSCA.
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