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In the two months that Christopher “Brotha’ Fred” Frederick (pictured left) has been hosting mornings at Top 40 WKSC-FM (103.5), he hasn’t exactly set Chicago radio on fire in the ratings.
But officials of the Clear Channel Radio station say there’s no reason at all for concern, insisting that they’re “very pleased with the early success” of their new morning show.
Arbitron Portable People Meter ratings released this week show Kiss FM down slightly in mornings from January to February among listeners between the ages of 18 and 34 (the station’s target demographic), falling from seventh place with a 4.2 percent share to eighth with 4.0 share. Among all listeners age 12 and older, the station was flat on a month-to-month basis, ranking 19th with a 1.8 share.
During the same period, Kiss FM’s main competitor, CBS Radio rhythmic Top 40 WBBM-FM (96.3), held onto second place in the 18-to-34 demo, though its morning team of Jamar “J Niice” McNeil and Julian Nieh dropped from a 6.4 share to a 6.2. Among all listeners, B96 moved up in mornings from 12th place with a 2.6 to 11th place with a 2.7.
Frederick, who’d been touted as a rising star at Clear Channel Radio’s WIBT-FM in Charlotte, N.C., joined Kiss FM January 17 — about a month after the station dropped seven-year veteran Kevin “DreX” Buchar, citing declining ratings.
If Frederick’s first monthly ratings report had shown a dramatic improvement, Clear Channel no doubt would be shouting the news from the rooftops. But it’s not unreasonable to argue that it’s too early to draw any conclusions at this point.
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