Is Boom A Bust?

Radio One CEO Albert Liggins may have wanted to lower expectations for the company’s classic hip-hop brand when he told analysts last week that the format “takes off like a rocket and then the ratings come down to Earth.”

Inside Radio reports. the company’s three “Boom” stations fell further from the stratosphere in January PPM ratings released Tuesday by Nielsen.

Houston’s “Boom 92” KROI — which made the biggest initial burst, tripling its share in one month — posted a third consecutive monthly down trend.  KROI has lost one third of its 6+ AQH share in three surveys.  After debuting with an explosive 3.2 in November, Houston’s “Boom” is now more like a boomlet, trending 2.9-2.5-2.0.

In Dallas, “Boom 94.5” KSOC is back to the 2.6 share it had in September — before Radio One morphed it from urban AC “K-Soul 94.5” to classic hip-hop.  KSOC peaked in December with a 3.4.

Philadelphia’s “Boom 107.9” WPHI-FM is the only one to maintain its market position.  After debuting with a 3.8 in December, it has held 3.9-3.7.