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Friday, October 19, 2001

By Adrian McCoy, Post-Gazette Staff Writer

A battle for younger radio listeners is shaking up the radio market. In the summer 2001 Arbitron ratings, the competition between a longtime contemporary hits format -- WBZZ-FM -- and newcomer WKST-FM caused the biggest shakeups..

Among total listeners, WBZZ lost nearly three ratings points and dropped to fifth place -- down from second place a year ago. WKST, which wasn't even a top 10 station in the Summer 2000 ratings, tied for seventh place with WWSW-FM this time around.

In morning drive, KDKA-AM and WDVE-FM remain strong first- and second-place holders, with both picking up more listeners compared to year-ago levels. WBZZ regained the No. 3 spot, but lost listeners, as did WXDX-FM.

Among 25- to 54-year-olds, the top 10 stations were: WDVE, WDSY-FM, WRRK-FM, WXDX, KDKA, WBZZ, WWSW, WZPT-FM, WSHH-FM and WLTJ-FM. The top five morning shows were: WDVE (posting its highest numbers in the past five ratings periods), WXDX, KDKA, WRRK and WBZZ.

Summer is traditionally a strong season for the contemporary hits format. Among 18- to 34-year-olds, a key target audience for the format, WKST edged ahead of WBZZ to the No. 3 spot, although it was a close race: the two were apart by a fraction of rating point. WDVE and WXDX were No. 1 and 2, respectively, for this age group.

Radio ratings

Among listeners 12 and over, Monday through Sunday, 6 a.m. to midnight:

Summer 2001 Summer 2000

1. KDKA.......11.7 KDKA.......10.6

2. WDVE.........8.9 WBZZ.........8.1

3. WDSY.........6.0 WDVE.........7.7

4. WJAS ........5.8 WDSY ........7.2

5. WBZZ..........5.4 WXDX..........6.7

6. WXDX..........5.1 WJAS..........6.0

7. WWSW.......4.9 (t) WSHH..........5.2

8. WKST.........4.9 (t) WJJJ...........4.9

9. WSHH.........4.8 WWSW........4.4

10. WRRK.........4.2 WAMO.........3.8

Morning drive, from 6 to 10 a.m.:

Summer 2001 Summer 2000

1. KDKA......17.4 KDKA......15.3

2. WDVE......10.6 WDVE........9.1

3. WBZZ.........6.0 WXDX.........8.6

4. WXDX ........5.9 WBZZ ........8.4

5. WRRK.........5.7 WDSY.........6.2

6. WDSY.........5.2 WRRK.........5.0

7. WJAS.........4.3 (t) WSHH.........4.6

8. WSHH.........4.3(t) WJAS.........4.5

9. WWSW.......4.1 WJJJ..........3.9

10. WKST.........3.2 WWSW.......3.8

Each number represents a share of the market.

(t) denotes tie

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