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By Kent Larsen
Ratings Say Bonneville Format Change Right Move
CHICAGO, ILLINOIS -- The Spring radio ratings for Chicago show strong
ratings for Bonneville International's new radio station, WDRV, indicating
that Bonneville's critics may have been wrong about the station's change of
format from classical to classic hits. The ratings gave WDRV, "The Drive," a
2.2 percent share of listeners, up from 1.3 percent when the station was
known as WNIB last Winter. They also show that WDRV didn't take listeners
away from its sister station, WLUP.
Bonneville's purchase of then-WNIB from long-time owners William and Sonia
Florian drew criticism from classical music fans, who rightly feared that
Bonneville would change the station's format, leaving Chicago with just one
classical music station, WFMT. Fans of WNIB generally didn't like WFMT
because of its play list. However, the recent ratings show that in spite of
the fact that WNIB had 1.3% of listeners last Winter (who are presumably not
listening to WDRV now), the remaining classical station, WFMT, did not see
an increase in listeners in the Spring, implying that WNIB's listeners have
either switched to another format or stopped listening to the radio.
After Bonneville decided to change the station's call letters to WDRV and
format to "classic hits," competitors claimed that the new format was too
close to its sister station, WLUP, which plays "classic rock," and said WDRV
would only get an audience at the expense of WLUP. However, the new ratings
show that they were also wrong. The ratings showed that in spite of WDRV's
increased share, WLUP remained at about 2.5% of listeners.
Other Bonneville stations in Chicago also remained at about the same share
of listeners in the Spring. Its highest-rated station, WTMX, "The Mix," was
8th overall, with 3.5% of listeners. It was also 4th among stations in the
highly desirable 25-to-54 age category and the top station in the morning
drive-time for that category. Bonneville also owns WNND and WNIZ in Chicago.
Like most of the radio industry, Bonneville restructured following the
deregulation of the radio spectrum in 1996, which allowed companies like
Bonneville to own up to eight stations in a single market. [The previous
limit was nationwide] Bonneville has bought and sold stations in recent
years to concentrate its holdings in St. Louis, Salt Lake City, Washington
DC and San Francisco. Normally, a company's stations in a single market
share overhead, office space, management, advertising sales staff, etc.,
significantly cutting costs while increasing revenues.
Sources:
Format shift to classic hits lifts WDRV-FM
Chicago Tribune 18Jul01 B4
By Jim Kirk: Tribune marketing columnist
Radio newcomers a hit with audience
Chicago Sun-Times 18Jul01 B4
By Robert Feder: Sun-Times columnist
See also:
WNIB renamed WDRV by Bonneville International
News Analysis: Bonneville Faces Future of Radio
Bonneville Joins Broadcasters in Suit Over Webcast Royalties
Bonneville Buys Chicago's WNIB, Fans Fear Format Change
LDS Church's Bonneville Communications Swaps LA Station for 4 in St. Louis
LDS Church-owned Radio Station air's childbirth
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