St. Louis has long been a strong news/talk radio city, served by brands such as Audacy’s KMOX and 97.1 FM Talk, and The Big 550 KTRS. The winter ratings period showcased the strength of the format with both KMOX and 97.1 FM Talk involved in a close race. Both stations are owned and operated by Audacy.
Starting with weekday prime (M-F, 6a-7p), KMOX saw its strongest ratings in the Persons 35-64 demographic with a 3.6 share, good for 11th place. When the station’s stream is added, the share rises to 4.1 in the demo. The station finished with a 2.5 share with Persons 25-54, earning a slightly higher share with Men 25-54 with a 2.9.
The Dave Glover Show, which airs from 2p-6p, earned the highest share on the station, finishing the quarter with a 4.1 in the Persons 35-64 sector. That number rises to a 4.5 share with the station’s stream added in. An identical 2.9 share was recorded in both Persons 25-54 and Men 25-54.
Total Information AM — hosted by Debbie Monterrey and Tom Ackerman — airs from 5a-10a on the Audacy-owned station. In the Persons 35-64 demo, Monterry and Ackerman produced a 3.8, which earned them a 10th place tie. With the station’s stream included, the figure grows to a 4.0 share. Total Information AM earned strong marks with Men 25-54, earning an 8th-place finish with a 3.4 share (3.6 with stream included). Among Persons 25-54, the show delivered a 2.5 share (2.6 with stream).
The Chris and Amy Show — featuring Chris Rongey and Amy Marxkors — is heard weekdays from 10a-2p on KMOX. With the Persons 35-64 demographic, the program recorded a 3.6 share. Chris and Amy also performed well with Men 25-54 sector, snagging a 12th-place finish with a 3.0 share. In the Persons 25-54 category, the program earned a 2.2 share.
For the full week (M-Su, 6a-12a), KMOX finished 12th with Persons 35-64 (3.3), tied for 12th with Men 25-54 (2.8), and 16th with Persons 25-54 (2.3).
Sister station 97.1 FM Talk meanwhile also enjoyed a strong showing in the winter ratings period. The station earned a 3.4 share with Persons 35-64 and Men 25-54 in the weekday prime (M-F, 6a-7p) category. That placed them 12th and 10th, respectively. In the Men 25-54 sector, the station’s share rises to a 3.9 share with the stream included. 97.1 FM Talk also attained a 3.7 in the Persons 35-64 demo, and a 2.1 with Persons 25-54. An additional three tenths of a share gets tacked on when streaming figures are added for both demos.
Middays was the biggest winner for the station. The nationally syndicated Brian Kilmeade Show heard from 9a-12p, and the first two hours of The Annie Frey Show occupy the daypart. During the 10a-2p window, the station produced a 5.2 share with Men 25-54, rising to a 5.4 with streaming. Among Persons 35-64, the daypart popped a 4.0 (4.2 with streaming included), good for 10th. It also ranked 10th with Persons 25-54 with a 3.4 share, finishing with a 3.7 once streaming is added.
The majority of the morning daypart features The Marc Cox Morning Show — which airs from 5a-9a. The first hour of The Brian Kilmeade Show also straddles the daypart. From 6a-10a, 97.1 FM Talk earned a 3.1 share (Persons 35-64), a 1.7 share (Persons 25-54), and a 2.4 share (Men 25-54). With streaming figures included, the numbers rise to a 4.1 share (Persons 35-64), a 2.5 share (Persons 25-54), and a 3.6 share (Men 25-54).
The final hour of The Annie Frey Show wades into the afternoon drive daypart, with the rest of the timeslot featuring The Mark Reardon Show. The station saw its best performance from the Persons 35-64 demographic with a 3.5 share (3.6 with streaming included). Meanwhile, the daypart scored a 2.7 share in the Men 25-54 demo, and a 1.7 share in the Persons 25-54 category.
For the full week (M-Su, 6a-12a), the station saw identical 2.8 shares with Persons 35-64 and Men 25-54. With Persons 25-54, the number drops to a 1.7 share. Adding streaming to the mix, the figures jump to a 3.1 (both Persons 35-64 and Men 25-54) and a 1.9 (Persons 25-54)
Ratings data for The Big 550 KTRS and NewsTalk STL was not available.
Ratings reports and analysis are written by BNM and sponsored by Crowd React Media, a division of Harker Bos Group. Learn more about the different ways media research can benefit your station and cut through the noise by clicking here.
