107.5 WBLS Post Solid Ratings in New York City ...But There's a Problem
But we still question the numbers that show WBLS rising from a 3.5 share of the audience to a 5.7. WBLS is now the number 4 ranked station in the tri-state metro area. In it's target demo of 25-54 adults, WBLS ranked as the number 3 station in New York City just behind Lite FM and Z100. WBLS cume (cumulative audience) went from 1.86 million to 2.4 million listeners according to Arbitron.
So was wrong with the numbers??? Well in April the former 98.7 Kiss FM posted ratings of 4.0, while WBLS' saw a 3.5 in April. So naturally one would expect the former Kiss FM listeners would gravitate over to WBLS. Former Kiss FM hosts Shaila and Lenny Green are now on 'BLS. Now if you add that up...(Do the math!) the station should be somewhere in the neighborhood of at least a 7.0. So unless a whole lot of African American listeners became sports talk fans and kept their radio dial set on the new ESPN Radio 98.7 FM, the numbers don't make sense. But PPM is the flawed ratings system that the radio industry uses. And to think hirings, firings, bonuses, and advertising rates are based on this rating system.
Maybe PPM is not as bad as the boxing decision of the Manny Pacquiao Timothy Bradley fight last Saturday night, but many have argued for years since it has been put into place, that it is.