Austin American-Statesman from Austin, Texas • 93

Arbitron ups and downs La Nueva gains toehold while the Mix slips The spring 1998 Arbitron survey numbers for Austin radio strike me as the calm before the storm, which possibly comes later this year, when KQBT (the Beat) and the new Capstar station KFMK will begin to have their effect on Spring 1993 Arbitron survey audience shares Listeners 12-plus Adults 18-34 I Adults 25-54 1. KASE 11.0 1. KHFI 11.8 1. KASE 11.1 2. KHFI .9.0 2.

KASE 11.2 2. KHFI 7.9 3. KKMJ 6.0 3. KAMX 8.3 3. KKMJ 7,0 4.

KLBJ-FM 5.6 3. KLBJ-FM 8.3 4. KLBJ-FM 6.7 5. KAMX 5.2 4. KROX 5.5 5.

KPEZ 5.8 6. KLBJ-AM 4.7 4. KKMJ 5.5 6. KGSR 4.6 7. KVET-FM 4.6 5.

KPEZ 4.7 7. KAMX 4.4 8. KPEX 4.3 6. KVET-FM 3.0 7. KVET-FM 4.4 8.

KUT 4.3 7. KGSR 2.8 8. KLBJ-AM 4.0 8. KEYI 4.3 8. KQQQKQQA 2.6 9.

KAJZ 3.4 9. KROX. 3.7 9. KJFK 2.4 10. KROX 2.8 10.

KGSR 3.2 10. KELG 2.2 11. KAHK 1.8 11. KMFA 2.7 10. KJCE 2.2 12.

KJFK 1.6 12. KAJZ 2.4 10. KLBJ-AM 2.2 12. KJCE 1.6 13. KKIKKQBT 2.1 11.

KKIKKQBT 2.0 13. KQQQKQQA 1.5 14. KQQQKQQA 1.7 12. KEYI 1.8 14. KVET-AM 1.3 15.

KJCE 1.6 13. KKLB 1.6 15. KKLB 1.2 16. KELG 1.4 14. KAHK 1.2 16.

KELG 1.1 16. KJFK 1.4 14. KAJZ 1.2 16. KIXL 1.1 17. KAHK 1.3 15.

KIXL 0.6 17. KFIT 0.7 17. KKLB 1.3 16. KFON 0.4 17. KKIKKQBT 0.7 18.

KIXL 1.2 17. KVET-AM 0.2 18. KFON "0.6 18. KVET-AM 1.2 19. KFIT 0.7 20.

KFON 0.4 the market. The Mix (KAMX), which enjoyed a jiice ratings boost in the winter book, fell from third place to fifth in the overall ratings, down from 6.9 share back to a 5.2 share the same rating it had in summer and fall 1997 books. KAMX also dropped In the overall 18-34 and 25-54 age ranges, although its third- rcb rious competition, and the boast seems to have proven true. Otherwise, KASE still leads the pack, as it pretty much has since before many of us even lived here. KHFI continues to show a strong second, and also came in first with the 18-34 crowd, even though it dropped 1.2 ratings points in that demographic sinol the last book.

The drop by KAMX allowed sister station KKMJ to nab third place, while KVET-FM's share fell from a 6.2 to a 4.6 in the overalls, helping KLBJ-FM take fourth place (5.6 share). In the always competitive weekday morning show game, the most notable shift is for KLBJ-FM's "Dudley, Bob Debra," who dropped from second to fourth place overall. One wonders if the show's aural equivalent of a panty raid is alienating some female listeners. It still rules the roost with males 18-34 and 25-54, even with falling numbers in those demographics, yet lost ratings with women in the same age ranges. KASE continues to lead in the morning radio game, picking up listeners as its share rose from 10.2 to 11.6.

KHFI came in second, and Sammy Allred and Bob Cole on KVET-FM moved from fourth to third place, though both stations nabbed fewer listeners in this quarter than the previous one. The rise and fall of Mix (KAMX) since the last book showed up in the morning ratings, with the station dropping from a 6.6 share to a 5.5, ceding fourth place, where it landed in the winter book, to P-ittrson place showing in the heavily courted 18-34 demographic is still strong. Showing genuine new impact in the market is the Spanish-language La Nueva music format simulcasting on KQQQ-FM and KQQA-AM. Their combined signals scored a 1.7 overall, landing in 14th place, beating out such competing Hispanic music stations as KELG (16th place with a 1.4 share) and KKLB (17th place with a 1.3). The Nueva crew had bragged when they hit the airwaves that they would give the long-nuining Spanish stations here some se- cause indications are that the Beat is coming on very strong.

The effect of KFMK won't begin to really show up until the fall book. Last weekend's rain was an answer to the prayers of many locals, I am sure, after a long, hot and dry summer. But it prevented KMFA from holding its annual record sale, so it has been rescheduled to start at 8 a.nx this Saturday, at KMFA headquarters at 3001 N. Lamar sister station KKMJ, which held steady in its morning audience size at a 6.1 share. If you wonder what the numbers above mean in terms of actual listener-ship, note that each share point in the 12-plus category represents 2,157 listeners in the average quarter hour.

Each 18-34 point equals 699 folks in that demographic tuning in, while in 25-54, each point is worth 1,220 listeners. My prediction for the upcoming summer book is for more volatile shifts, be FM stations (107.7) Rock'n THE BEAT: LOCAL RADIO KAHK KOOPKL weekdays, 9 a.m. to 10 p.m. weekends. 472-KOOP.

roll from the '60s, '70s '80s. KNLE! (88.1) Contempor 365-7222. ary Christian musk. 257-8881. ifnRTi04j) iX' Contemporary hit radio.

390-1 043. (92.1) Spanish hit radio. 218-0111. KQQQ KFAN Blues, rock, country music (210) 997-2197. (88.7) Jazz, Ff liUCa I musk.

(800) 444-KVET. 390-KVET. ff fg- (98.5) Country Lillik I music (512) 446-6985, (800) 4864443. KAZI! I I blues, Ff IJI DW4 musk Big Band. (830) 693-5452.

If (1370) Urban I mm contemporary. (512) 390-KJCE or 390-5523. If CI national rock, Tejano. 453-1440. Ff I Irtl (WOJSpan-KUULish Christian musk and talk.

(210) 781-5528. Adult KBAE! gospel Stalk. 836-2887. (89.5) Classical KMFA AM stations I I lu 0 and dance music 390-5552. If A (M.3) Smooth lfAJCmaz2.

390-5933. (98.9) Talk, sports. 390-5989. 476-5632. KJFK! contemporary.

(830) 598-2840. KYCMSST in Bastrop) Contemporary Christian music 303-KYCM. (590) News, talk. 836059a (LBJ news. CUT! Howard Stern 1-800-44STERN.

if loa7 Country I iHS Em music 390-KASE or(800)950-KASE. (93.7) Rock'n'roll. 832-4094. KLBJ information, eclectic music 471-2345. (1490) Sports.

390- KFON (105.9) Modern KFMK KFON. (101.5) New KROX! rock. (Phone number unavailable) rock alternative. 390-KROX. ff I (970) Christian bWlii mm information, talk shows.

390-KIXL Ff I I pel. 328-1060. ECTE talk Spanish news and sports. 451-1949. 'kvetsbt sports.

390-UVE. KAMX Alternative hits. 390-5947 or (800) 578-9947. KKMJ rock. 390-KKKU or(800)MAJIC95.

fftlPI(96-7) I I I I Contemporary hits. 390-KHFI or (800) 750XHFI. Ff lilul listening and classical. (254) 526-1406. co cable) College radio.

7 p.m. to 9 a.m. weekdays, 10 p.m. to 9 a.m. weekends.

495-KVRX. FfnO A 1530)sPanish hit radio. 310- 9292. ff 15S0 Tejano I A.m hits, traditional favorites. 390-5560.

KHLB Country musk. (830) 693-5452. KGSRET" reggae, rock, blues and jazz. 390-KGSR. WT km Cm rock.

390-5000 or (800) 369-4102. KI- (103.5) Oldies mm I from the '50s and '60s. 390-5060. 7 What to do, where to go, who to see. Your weekly entertainment guide.

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