WBUF uses Stern to lift ratings
Business First of Buffalo
Howard Stern is living up to his billing as the "king of all media."
Stern, the sometimes controversial New York-based talk show host, is making the most of his second go-around in Buffalo radio. According to the Spring 2001 Arbitron Co. ratings book, Stern's presence has taken WBUF (92.9) from an also-ran to near the top of the ratings pack.
WBUF brought Stern back to Buffalo in late February, using him as the cornerstone for its rock-orientated format and clearly taking aim at traditional radio powerhouses WGRF-FM (96.9) and its sister station, WEDG-FM (103.3).
In the advertiser-friendly, adult 25-54 morning drive time bracket, Stern took WBUF from a 3.8 share in the Spring 2000 book to a 9 share in the just released Arbitron book.
"It doesn't surprise me," said Tom Bolling, CEO of Wolf Group New York-Buffalo, the region's largest advertising agency. "Howard Stern has got an amazing track record. He delivers what he says he is going to deliver."
Stern, during a March 1 press conference, said he thought it would take an Arbitron ratings book or two to overtake WGRF and WEDG, his principal local rivals.
"I've won everywhere else," he said during the conference.
WGRF also saw its ratings rise, going from an 11.2 share to a 12.6 share, but the biggest hits were absorbed by CILQ-FM (107.1), the Toronto station whose signal is picked up in Buffalo and has been carrying Stern for the past five years and by WEDG. CILQ went from a 4.1 share to a 0.6 share while WEDG dropped from a 6.1 share to a 4.7 share.
Morning drive time ratings are considered critical in advertising circles because many feel that is a station's true strength. Morning drive time often carries listeners throughout the day.
In the more advertiser specific, 25-54 male morning drive time slot, Stern took WBUF from a 3 share last year to a 12.3 share in the Spring Arbitron book.
Before the change, WBUF was programming a dancing oldies format.
In that same category, WGRF also rose from a 14.8 share to a 17.4 share while CILQ dropped from a 6.6 share to a 0.9 share and WEDG fell from a 9.2 share to a 6.6 share.
"The ratings speak for themselves," said Jeff Silver, WBUF vice president and general manager. "The listeners love it and the advertisers love it. Whether you love or hate Howard Stern, you have to recognize just how big he is."
WGRF, in the 12-plus full week ratings, saw its numbers increase from a 13.1 share to a 14 share. WBUF went from a 3.5 share to a 3.8 share, a number that further validates Stern's drawing power.
"Even with a direct competitor, we are extremely excited by the total week numbers," said John Hagar, Citadel Communications operations manager.
Citadel owns WGRF, WEDG and WHTT-FM.
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