WRIT-FM tied WMIL for first place in the May A.C. Nielsen radio ratings for the Milwaukee market, behind country station WMIL-FM.
WRIT is up a substantial 1.7 share, the same amount lost by now third ranked WTMJ-AM, E.W. Scripps Company’s talk sports and information station. Perhaps the Milwaukee Brewer’s flagship station is suffering from the team’s performance. WRIT and WMIL are Clear Channel Broadcasting stations.
WMIL is also down a full point and possibly vulnerable to a change in format and call letters earlier this month by Scripps’ WLWK-FM, now Country WKTI-FM. WRIT hopes to lure former WLWK listeners to its adult pop format, even posting a greeting to former WLWK listeners.
Rounding out the top five are Entercom’s Hot AC station WMYX-FM jumped .6 of a share point, to 6.3 and Clear Channel’s conservative talk radio WISN-AM, which held steady at 5.7. Seventh ranked WKLH-FM jumped a tick after rebranding itself from Classic to Hometown Rock. The Saga owned station’s 9th ranked sister WHQG-FM was in ninth, down .6.
The ratings, provided by industry newsletter Tom Taylor Now, represent a percentage of those listening to radio who are listening to a station in an average-quarter hour.
They measure listening by total audience, 6 years and older. But since broadcasters tend to aim at specific audiences, a measurement of total listening is an imprecise gauge of a station’s success, and not valuable by advertisers. It is, however, the only ratings numbers Nielsen will allow to be made public.
(An earlier version of this story incorrectly reported WRIT was in second place.)
Here is the comparison to last month.
WMIL-FM 9.5 (-1.0)
WRIT-FM 9.5 (+1.7)
WTMJ-AM 8.4 (-1.7)
WMYX-FM 6.3 (+.6)
WISN-AM 5.7 (no change)
WKKV-FM 5.6 (+.1)
WKLH-FM 5.5 (+.1)
WLUM-FM 4.0 (+.1)
WHQG-FM 3.9 (-.6)
WXSS-FM 3.8 (-.1)
WLDB-FM 3.5 (+1.0)
WJMR-FM 3.3 (+.4)
WLWK-FM 2.9 (-.4)
WRNW-FM 2.6 (+.2)
WNRG-FM 2.3 (-.2)
WHAD-FM 2.1 (-.3)
WSSP-AM 2.0 (+.7)
WUWM-FM 1.6 (+.1)
WYMS-FM 0.8 (no change)
WMSE-FM 0.3 (+.1)
WOKY-AM 0.3 (-.3)
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