Only in the world of radio are there 13 months.
How? If every month had 28 days, 364 days would be the equivalent of 13 months. That’s how.
So not only is there a December ratings book, and a January ratings book – there is a holiday ratings survey conducted between them.
The results of that survey for the Milwaukee area are below.
They show that the all Christmas music format on WRIT-FM earned a huge rating, up 5.6 share points from, um, December to 14.4.
The Christmas book, as it is called measures listening Dec. 3 through 30th.
The December ratings book was released Dec. 29, but measured listening only through Dec. 2.
Lord knows what Leap Year will do to these calculations.
Also of interest: WKLH muscled itself into second place, though dipping slightly; WTMJ dipped more than 2 share points, possibly reflecting Packer malaise, conservative talk radio fatigue or seasonal affected disorder: conservative talk WISN dipped slightly; and country music WMIL dropped half a point to 5.4.
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 and measure listening by total audience, 6 years and older.
–WRIT-FM 14.4, +5.6
–WKLH-FM 6.5, -.3
–WTMJ-AM 6.1, -2.1
–WMYX-FM 6.0, -8
–WMIL-FM 5.4, -.5
–WISN-AM 5.2, -.3
–WXSS-FM 5.0, -.2
–WJMR-FM 4.7, +.3
–WKKV-FM 4.5, -.3
–WHQG-FM 4.4, same
–WLUM-FM 4.0, -.4
–WLDB-FM 2.9, -.4
–WRNW-FM 2.9, -.1
–WKTI-FM 2.8, same
–WUWM-FM 1.9, +.1
–WSSP-AM 1.8, +/2
–WNRG-FM 1.7, +.1
–WHAD-FM 1.3, -.3
–WYMS-FM 1.0, same
–WZTI-AM 1.0, +.1
–WOKY-AM 0.4, -.5
–WJYI-AM 0.2
–WMSE-FM 0.2, same