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Morning winners.

The KLEC-FM, 106.3 (now oldies KOLL-FM) ratings collapse over 12 months may make some wonder who's winning the Little Rock radio market's morning battle.

After all, the time slot is a key advertising revenue generator. About 40 percent of all revenue in some cases during a 24-hour period comes from that 6 a.m.-10 a.m. period.

As we're well aware now, Archway Broadcasting-owned KLEC, with what was an "alternative" format, dropped 68.2 percent in the 12-plus age demographic ratings from Winter 2003 to Winter 2004, according to Arbitron Inc. radio ratings.

The Lick lost ground to active rock rival KDJE-FM, 100.3, owned by Clear Channel Communications, which saw a roughly 26 percent gain to 4.3 from 3.4 for the same period and demographic. Corey and Jay's move from KLEC to KDJE in March 2003 appeared to hurt KLEC even more than it helped The Edge.

Morning ratings show KSSN and Bob Robbins as the morning chump, with better numbers than the usual 12-plus numbers Arbitron makes available to the public.

A look at the top-10 ratings by the 35-to-64 age group and 25-to-64 shows more details on who's really grabbing the ears of morning listeners--at least for those demographic groups for Winter 2004 released on May 5.

Most of the top-10 stations in the 35-64 group had better morning numbers than their 12-plus, 24-hour numbers.

Despite all the fanfare and trash talking between rival morning DJs, Corey and Jay didn't fare as well with the 35-64 group with a 1.7 share (No. 15) but moved up considerably with the 25-64 group (4.2 share, No. 9 rating). Tommy Smith at KMJX-FM, 103.7, more than doubled the station's numbers for the 35-64 and 25-64 groups over the 12-plus numbers. KIPR in the morning was lower than its overall numbers.

Stanley Knox's crew at The Morning Buzz, KABZ-FM, 103.7, had the No. 14 ranked morning show with a 2.1 share for 35-to-64, lower than KABZ's 3.2 overall in 12-plus (No. 12 in the market). KABZ rose to No. 12, but slipped to a 2.0 share, in the younger 25-64 group in the mornings.

Coming in as trash talkers, Les (Staley) and Terry (Jaymes) at Archway's KKZR FM, 93.3, The Razor, had a 0A share for the 35-64 group, and a 1.8 for 25-64, which put them at a tie at No. 13.

They've since been replaced by Hoser (operations manager Andrew Todd) and Taco Bob (Jamie Eatman).
Winter Demographics

6-10 a.m. 35-64/ 12-Plus
Station Format Share (24 hours)

KSSN-FM Country 15.0 12.1
KARN(A/F) News/Talk 8.8 6.9
KMJX-FM Classic Rock 8.6 4.1
KOKY-FM Urban AC * 7.8 5.5
KURB-FM Hot AC * 6.3 6.0
KHKN-FM Country 5.5 5.2
KKPT-FM Classic Rock 4.8 3.7
KMSX-FM AC * 3.6 2.9
KLAL-FM Hits/Pop 3.2 4.7
KIPR-FM Urban 2.9 7.4

 25-64/
Station Format Share 12-Plus

KSSN-FM Country 11.0 12.1
KMJX-FM Classic Rock 8.9 4.1
KURB-FM Hot AC * 8.7 6.0
KOKY-FM Urban AC * 7.9 5.5
KARN(A/F) News/Talk 6.5 6.9
KLAL-FM Hits/Pop 5.7 4.7
KIPR-FM Urban 5.2 7.4
KKPT-FM Classic Rock 4.7 3.7
KDJE-FM Active Rock 4.2 4.3
KMSX-FM AC * 3.0 2.9

* Adult Contemporary
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Article Details
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Title Annotation:Outtakes: an inside look into Arkansas media
Comment:Morning winners.(Outtakes: an inside look into Arkansas media)
Author:Holcombe, Carl D.
Publication:Arkansas Business
Geographic Code:1U7AR
Date:Jun 14, 2004
Words:576
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