From the Unknown AnalystTM:
SUMMER 2007 DEMOS (First number is Spring '07. Second number is Summer '07.)
25-54 PERSONS, MON-SUN, 6A-MID
KSHE 7.8 -- 6.4
WARH 6.4 -- 6.0
KMJM 5.4 -- 5.5
KEZK 4.9 -- 5.2
KIHT 5.2 -- 5.0
KLOU 2.6 -- 4.6
WIL-FM 5.3 -- 4.6
KYKY 3.6 -- 4.6
KSD 4.7 -- 4.1
WFUN 4.3 -- 3.8
KFTK 4.2 -- 3.8
KTRS 4.0 -- 3.8
KATZ-FM 2.9 -- 3.5
KMOX 3.3 -- 3.4
KPNT 2.8 -- 3.1
WMVN 3.1 -- 3.0
WHHL 2.2 -- 2.8
KSLZ 3.1 -- 2.7
KATZ-AM 1.8 -- 1.9
KFNS 1.5 -- 1.4
Notes: Good books for KLOU and Y98. KFTK falls out of the top ten where it finds company with both KMOX and KTRS. KSLG finally appears for the first time, at #22.
25-54 PERSONS, MON-FRI, 6A-10A
KSHE 7.5 -- 7.7
KIHT 6.2 -- 6.7
WARH 7.0 -- 6.7
KMJM 4.9 -- 5.4
WIL-FM 5.7 -- 5.4
KEZK 4.2 -- 5.3
KYKY 4.3 -- 5.1
KSD 4.7 -- 4.6
KMOX 4.8 -- 4.2
KLOU 2.1 -- 3.9
KSLZ 4.5 -- 3.8
KATZ-FM 2.9 -- 3.4
WFUN 4.0 -- 3.2
KFTK 3.3 -- 3.0
KPNT 2.4 -- 2.8
WHHL 2.2 -- 2.6
WMVN 2.5 -- 2.3
KTRS 2.4 -- 1.7
KFNS 1.7 -- 1.4
KATZ-AM 1.6 -- 1.3
Notes: A trend that will be repeated here often as The Arch is falling big-time but still a major player, while KLOU scores across the board. KMOX over both KFTK (which falls out of the top ten) and KTRS which drops more than they can afford to. Most of the big morning shows like Bob & Tom, JC and The U-Man, Magic, Ed Goodman and Guy Phillips all solid.
25-54 PERSONS, MON-FRI, 10A-3P
WARH 7.5 -- 6.8
KSHE 8.0 -- 6.8
KIHT 5.7 -- 6.0
KEZK 5.8 -- 5.6
KYKY 3.7 -- 5.5
KLOU 2.6 -- 4.9
KMJM 4.2 -- 4.8
WIL-FM 4.9 -- 4.8
KMOX 3.6 -- 4.3
KSD 4.1 -- 3.9
Notes: KMOX wins the mid-day talk war beating KFTK (12th tie) and KTRS (18th). KSHE down, but with The Arch dropping, good enough for a first-place tie. Y98 up big. KLOU up everywhere with the new approach.
25-54 PERSONS, MON-FRI, 3P-7P
KFTK 7.3 -- 6.9
WARH 5.9 -- 5.5
KTRS 4.4 -- 5.2
KEZK 4.7 -- 5.2
KSHE 7.2 -- 4.8
WFUN 5.3 -- 4.5
KMJM 4.2 -- 4.5
WIL-FM 5.0 -- 4.5
KIHT 4.7 -- 4.1
KYKY 4.0 -- 4.1
Notes: Glover, Glover, Glover. He's making believers out of everyone who thought the spring book might have been a fluke. Frank Opinion bounces back from 8th to 3rd. KSHE down big! Paul Harris is 15th.
25-54 MEN, MON-SUN, 6A-MID
KSHE 11.7 -- 9.5
KIHT 6.0 -- 6.5
WARH 5.7 -- 5.8
KTRS 5.1 -- 4.9
KFTK 5.1 -- 4.8
KLOU 2.4 -- 4.6
KPNT 4.1 -- 4.5
KMJM 4.3 -- 4.1
KSD 4.3 -- 3.9
KMOX 3.9 -- 3.9
Notes: KTRS wins talk war here (4th) by a .01 over KFTK (5th) and KMOX (9th tie). KFNS not bouncing back yet, dropping .02, 13th to 16th. In 25-54 MEN, 6A-10A, KSHE, KIHT, WARH, KMOX, KLOU, WIL, KSD, KMJM, KPNT, KFTK (dropping 7th to 10th). KFNS drops 3.3 to 2.4 (10th to 16th). Kevin Slaten down to 13th from 8th a year ago which could be reflective of the miserable local sports this year compared to last along with the overall downturn for the station over the past year.
25-54 WOMEN, MON-SUN, 6A-MID
KEZK 7.2 -- 7.8
KYKY 5.4 -- 7.6
KMJM 6.6 -- 7.1
WARH 7.2 -- 6.2
WIL-FM 7.4 -- 5.8
WMVN 4.0 -- 4.5
KLOU 2.8 -- 4.4
KSD 5.2 -- 4.2
WFUN 5.5 -- 3.8
KATZ-FM 3.4 -- 3.7
Notes: Fairly good book for Y98 (up 6th to 2nd) in adult women. Arch falls another point (from 2nd to 4th). "Movin's" last five books go 10th, 13th, 6th, 9th and 6th. In 25-54 WOMEN, 6A-10A, KYKY (4th to 1st), KEZK, KMJM, WIL, WARH (2nd to 5th), KSD, KIHT, KSLZ, KMOX, KATZ-FM.
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