There are far more Arbitron rating estimates each quarter than just the three main age groups. There's a 200-plus page booklet that has all the rankings you can imagine and more. It's a statistician's manual, but it's also more, because stations rise and fall, switch formats or change DJs based on what this survey indicates.
Probably the most interesting part outside the usual three main age groups is the teenage audience, ages 12-17. KZHT (FM-94.9) has owned the teen audience for years, but KUUU ("U-92") has overtaken it for only the second time.
Here's a ranking of the top 10 teen stations for the summer 2002 Arbitron book:
1. KUUU (12.2 percent audience share); 2. KZHT (11.2); 3. KUDD (9.6); 4. KCPX (7.4); 5. KXRK (6.9); 6. (tie) KQMB and KUBL (5.9); 8. (tie) KSFI, KENZ and KWKD (3.7).
However, among teen morning shows, "The Z-morning Zoo" is still on top with an 11.8 share.
The ratings we usually publish are for "persons" — a combined male-female listening audience. But the separate gender ratings do show some significant differences. For example, among women, ages 18-49, KSFI has the No. 1 weekday audience with a 9.2 percent share. Among men of the same age, it's KRSP that's on top with a 7.4 percent share, followed closely by KURR ("Rock 99") at 7.1 percent.
Women prefer easy-listening in general, while men go for classic rock. If there's a battle for the radio dial on a car occupied by married couples, that's why; it's a matter of taste.
Tom Barberi of KALL, a long-time critic of some rating estimates, may not show up well in the three main age group ratings of late, but he still does well with men, ages 35-64. Barberi's weekday morning show pulls a 3.1 percent audience share.
That's 11th place and compares to No. 1, being KSL at 11.2 percent.
TOYS FOR TOTS — This benefit program is under way again, with Clear Channel Broadcasting and Albertsons as the main sponsors. Drop off a new, unwrapped toy at any Albertsons store, or at Clear Channel Broadcasting, 2801 S. Decker Lake Drive. Toys For Tots is geared toward children ages 1-15 years. Last year, the program gave 16,000 children more than 70,000 toys. More than $81,000 in cash was also donated to the campaign and used to buy additional toys.
TEN YEARS AGO — KSFI begins a local marketing agreement with KRSP; KJQN becomes "The Killer Bee"; Robin Morales leaves the KRSP morning show as Greg Thomas remains; Rob Riesen and Robyn Wright are the new morning personalities on "The Mountain," FM-105.7.
RADIO HAPPENINGS — Christmas music is now playing on KEYY (AM-1450), a non-commercial Christian station, for the holiday season. KOSY (FM-106.5) is also now playing all-holiday music through Christmas Day.
— "Rockett and Erica" on KISN were busy braving the cold earlier this week, "Stuck on the Truck," until they could gather what they considered enough food donations for the needy.
— "The Z-Morning Zoo" on KZHT sponsored a contest for the movie "8-Mile," which included a trip to Detroit. The winners also visited the house where DJ "Frankie C" grew up. And for those who are tired of Christmas decorations popping up too early, the Zoo DJs sent a sidekick, "Lil' Joe," out last week to call on houses with early holiday lights turned on. He fooled homeowners by initially telling them Salt Lake City had a new ordinance that such lights can't be turned on until after Thanksgiving.
— "Fisher and Laura" on KQMB have a Trip-to-Disneyland vacation contest going.
— KSFI ("FM-100") will present a series of Christmas mini-concerts at the Simmons Media Group Airwaves Radio Cafe, 515 S. 700 East, from Dec. 2-20. Fourteen local and national artists or groups, each a featured contributor to the "FM-100" Continuous Soft Hits Christmas CD, will make a live appearance, 8:30-9 a.m., during the "Dain and Peggy" morning show.
The artists include Kurt Bestor, Cherie Call, Viva Voce, Eclipse, Hilary Weeks, Michael McLean, Jon Schmidt, Peter Breinholt, Ryan Shupe and the Rubberband, Voice Male, Paul Cardall, Thurl Bailey, David Tolk and Jim Brickman. Each concert is free to the public, but seating is limited to 75 people on a first-come, first-served basis. Schedules may be found online at www.fm100.com.
E-MAIL: lynn@desnews.com