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Radio Roundup II: ‘105’ Not As ‘Hot’

Urban contemporary music continued to be the hot sound in the Miami-Fort Lauderdale market in Arbitron’s fall ratings book, but WHQT-FM (“Hot 105”) no longer dominates the market.

WEDR-FM has replaced WHQT as the most popular spot for the black-music sounds. WEDR’s move to a taller, more strategically located broadcast tower, which enabled it to gain full penetration in the market, accounts for a major part of its success – prior to the April relocation, the station signal was limited primarily to the Miami section of the market.

In the summer book, WEDR tied WHQT for the No. 2 slot, and in the latest rankings, WEDR holds second place overall with a 6.2 audience share while WHQT has backslid to No. 8 with a 4.4 share. Even more significant, WEDR was No. 1 in the advertiser-coveted 25-to-54 demos.

Easy-listening WLYF-FM continued to hold the overall top spot in the market with an 8.1, and also had a big story to tell among 25-to 54-year-olds. WLYF improved dramatically among young adults, leaping from a tie for 13th last summer to No. 3 – thanks to a change in which original versions of songs, rather than the softer cover versions, are played.

WFLC-FM (“The Coast”), which changed formats and call letters from hard-rocking WGTR to hits of the ’70s and ’80s about a year ago, also continued to rally in the 25-to-54 demo, ranking second, up from fourth in the summer and 17th last spring. And in the all-encompassing 12-plus category, WFLC tied for fifth place with Spanish talk station WAQI-AM at 4.4.

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