1978 – THE YEAR FM TAKES HOLD
Even though the simulcast of KVIL AM and FM had already topped the DFW ratings (Oct/Nov 1976), that victory was made possible by the few tenths of a share that KVIL's AM added to the two stations’ total. KVIL’s first place finish in the fall of 1978 was by a full two shares, and even without the AM’s numbers, KVIL-FM was still a solid number one. This marked the very first time in the market that the most listened-to radio station was on the FM band.
FM’s success in Dallas/Fort
Worth seemed to be an almost overnight occurrence.
In the fall 1978 survey, the only AM stations remaining in the top 10
were the two 50,000 watters. Just
four years before, there were
only three FMs in the top 10.
It was a rapid and resounding swing of listening habits.
One example of FM's rise came in the country arena, where KSCS scored two
top 5 finishes in ’78 - 1978 was the last top 10 finish for its main
competitor (and AM country stalwart) KBOX.
A new rock war was waging, as
KZEW's main competition was re-born as KTXQ “Q102” at the beginning of
the fall ratings period.
Q102 wasted no time, debuting in the top 10 in the Fall book and
beating The Zoo after just two months on the air.
The fall
book also showed a tight race
developing between KFJZ-FM “Z97” and a re-invigorated KNUS, which had
slumped after Z97's debut.
Unfortunately, KNUS’s new life would be short-lived, and the fall
appearance was its last in the top 10.
| 12+ Ratings for April/May 1978 | ||||||||
| Call Letters | Frequency | Format | O/N 1977 | A/M 1978 | ||||
| WBAP | 820 | Country | 8.9 | 11.6 | ||||
| KVIL-A/F | 1150/103.7 | Adult Contemporary | 6.9 | 10.5 | ||||
| KSCS | 96.3 | Country | 6.3 | 6.5 | ||||
| KFJZ-FM | 97.1 | Top 40 | 5.1 | 6.2 | ||||
| KOAX | 105.3 | Easy Listening | 6.1 | 6.1 | ||||
| KKDA-FM | 104.5 | Disco | 5.7 | 5.7 | ||||
| KRLD | 1080 | News | 7.7 | 4.8 | ||||
| KMEZ | 100.3 | Easy Listening | 5.4 | 4.8 | ||||
| KZEW | 97.9 | Rock | 3.1 | 4.0 | ||||
| KBOX | 1480 | Country | 3.9 | 3.7 | ||||
| 12+ Ratings for October/November 1978 | ||||||||
| Call Letters | Frequency | Format | A/M 1978 | O/N 1978 | ||||
| KVIL-A/F | 1150/103.7 | Adult Contemporary | 10.5 | 9.8 | ||||
| WBAP | 820 | Country | 11.6 | 7.8 | ||||
| KRLD | 1080 | News | 4.8 | 7.2 | ||||
| KSCS | 96.3 | Country | 6.5 | 6.4 | ||||
| KMEZ | 100.3 | Easy Listening | 4.8 | 5.8 | ||||
| KOAX | 105.3 | Easy Listening | 6.1 | 5.6 | ||||
| KKDA-FM | 104.5 | Disco | 5.7 | 5.5 | ||||
| KFJZ-FM | 97.1 | Top 40 | 6.2 | 4.9 | ||||
| KTXQ * | 102.1 | Rock | 2.8 | 4.6 | ||||
| KNUS | 98.7 | Top 40 | 2.3 | 4.1 | ||||
| * was KFWD until October 6. | ||||||||
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