Radio rater
So you read today's column, and you thought to yourself, "Not bad, but what we really need here are some radio ratings." Oh, and thank you for also thinking, "What a handsome guy."
The Aribtron ratings for July through September, as reported by CBS Radio and WBAL, show that Orioles games on WHFS (105.7 FM) peformed better in two key demographics than they did past summer on WBAL (1090 AM), though WBAL still had the bigger overall audience.
During the time period when most games aired (7 p.m. to midnight on weekdays), WHFS drew a 4.2 percent share of the audience aged 25 to 54 and 3.3 percent of the 18-34 group. In 2006, WBAL got 2.8 and .6 in those two, respectively. In overall (age 12 and older) audience, WHFS’ 3.9 was short of WBAL’s 4.6.
By adding the Orioles, WHFS nearly quadrupled its 12-plus rating from summer 2006.
