2005 - SETTING SUN LEADS TO STELLAR DEBUT
While
the year saw several notable stories in the D/FW radio landscape, without
question the biggest story of the year was the debut of the latest full-market
signal to enter the Hispanic radio fray. After only 15 months as
"Sunny 97.1", the adult contemporary format was jettisoned in favor of a
gold-based regional Mexican format. "La Preciosa" debuted on August 25 and
the impact was immediate. Just one look at the Fall ratings report
tells the story: Hispanic stalwarts KLNO and KESS both saw serious
audience erosion (KLNO so much so that it fell out of the top 10), and the new
KEGL made history with the highest debut ever seen in the Dallas/Fort Worth
market. Its 2nd place finish with a 5.1 share eclipsed a record set almost
three decades before, when in the Spring 1977 survey, KFJZ-FM "Z-97" earned a
4.6 in its first ratings period as a top 40 station. Coincidentally, both
of these debuts occured on the same frequency: 97.1 FM.
The
Fall of 2005 also saw the end of an era, as a fresh coat of paint was applied to
the legendary 103.7 frequency. While the official call letters were left
alone, as of the day after Christmas the station was no longer referenced on the
air by those four legendary letters (with the exception of a quick
top-of-the-hour ID), instead it was known as "Lite 103.7".
Ironically, one of the many challengers KVIL faced in its dominant years was a
station known as "Lite 97.9". Twelve years after KVIL ran that
station out of the format, it adopted that very same moniker!
Also of note: KKDA-FM's three-year streak of first place finishes was put
to an end in the Spring book by "La Que Buena" KESS-FM. The 12-book
run at number one for K104 is the second-longest streak in market history.
KESS-FM's finish in first was also the first time a Hispanic-formatted radio
station finished first in the overall ratings.
| 12+ Ratings for Winter 2005 | ||||
| Call Letters | Frequency | Format | Fa 2004 | Wi 2005 |
| KKDA-FM | 104.5 | Urban | 6.1 | 5.6 |
| KESS-FM | 107.9 | Regional Mexican | 4.1 | 4.6 |
| WBAP | 820 | News/Talk | 5.2 | 4.6 |
| KPLX | 99.5 | Country | 4.0 | 4.6 |
| KBFB | 97.9 | Urban | 4.1 | 4.4 |
| KHKS | 106.1 | CHR | 4.0 | 4.4 |
| KLNO | 94.1 | Regional Mexican | 3.6 | 4.1 |
| KLTY | 94.9 | Christian AC | 2.9 | 3.5 |
| KSCS | 96.3 | Country | 4.2 | 3.3 |
| KDGE | 102.1 | Alternative | 3.1 | 3.2 |
| 12+ Ratings for Spring 2005 | ||||
| Call Letters | Frequency | Format | Wi 2005 | Sp 2005 |
| KESS-FM | 107.9 | Regional Mexican | 4.6 | 5.7 |
| KKDA-FM | 104.5 | Urban | 5.6 | 5.5 |
| KPLX | 99.5 | Country | 4.6 | 4.6 |
| KHKS | 106.1 | CHR | 4.4 | 4.4 |
| KLNO | 94.1 | Regional Mexican | 4.1 | 4.2 |
| WBAP | 820 | News/Talk | 4.6 | 4.1 |
| KSCS | 96.3 | Country | 3.3 | 3.8 |
| KLUV | 98.7 | Oldies | 3.1 | 3.5 |
| KDGE | 102.1 | Alternative | 3.2 | 3.4 |
| KBFB | 97.9 | Urban | 4.4 | 3.3 |
| 12+ Ratings for Summer 2005 | ||||
| Call Letters | Frequency | Format | Sp 2005 | Su 2005 |
| KKDA-FM | 104.5 | Urban | 5.5 | 5.9 |
| KESS-FM | 107.9 | Regional Mexican | 5.7 | 4.5 |
| KHKS | 106.1 | CHR | 4.4 | 4.1 |
| KSCS | 96.3 | Country | 3.8 | 4.0 |
| WBAP | 820 | News/Talk | 4.1 | 3.9 |
| KLUV | 98.7 | Oldies | 3.5 | 3.8 |
| KPLX | 99.5 | Country | 4.6 | 3.8 |
| KLNO | 94.1 | Regional Mexican | 4.2 | 3.6 |
| KBFB | 97.9 | Urban | 3.3 | 3.3 |
| KLLI | 105.3 | Talk | 2.4 | 3.2 |
| 12+ Ratings for Fall 2005 | ||||
| Call Letters | Frequency | Format | Su 2005 | Fa 2005 |
| KKDA-FM | 104.5 | Urban | 5.9 | 6.0 |
| KEGL * | 97.1 | Reg.Mex. Oldies | 2.9 | 5.1 |
| KHKS | 106.1 | CHR | 4.1 | 4.5 |
| KPLX | 99.5 | Country | 3.8 | 4.5 |
| WBAP | 820 | News/Talk | 3.9 | 4.3 |
| KBFB | 97.9 | Urban | 3.3 | 4.1 |
| KLUV | 98.7 | Oldies | 3.8 | 3.8 |
| KESS-FM | 107.9 | Regional Mexican | 4.5 | 3.5 |
| KSCS | 96.3 | Country | 4.0 | 3.5 |
| KDGE | 102.1 | Alternative | 2.6 | 3.2 |
| KVIL | 103.7 | Adult Contemporary | 2.5 | 3.2 |
* was Soft AC "Sunny 97.1" until
August 25
©2006 Arbitron Inc.