Day 2 of Nielsen’s September 2025 PPM ratings highlights the strength of Christian, Hip Hop, and Dance formats, with stations like WCIE (Tampa), WWIN-FM, and WERQ (Baltimore) posting strong gains.
The data, released Tuesday, includes 12 markets: Washington DC, Boston, Miami/Fort Lauderdale, Seattle, Phoenix, Detroit, Minneapolis, Tampa/St. Petersburg, Denver, San Diego, Baltimore, and St. Louis. Market Highlights...
➤Tampa/St. Petersburg
- Market Leader: Cox Media Group’s Soft AC 105.5 WDUV remains dominant with a 7.1 share, holding steady from the previous book. Its consistent performance underscores its appeal to older listeners in this market.
- Christian AC Surge: Radio Training Network’s "The Joy FM" 91.5 WCIE edges up to a 6.9 share (from 6.8), reflecting the growing strength of Christian formats. This station’s slight gain positions it as a strong contender, narrowly trailing WDUV.
- Classic Rock Rebound: Cox’s "107.3 The Eagle" WXGL sees a significant jump to 6.4 (from 5.7, previously 5.3), marking one of the market’s biggest gains. The station’s focus on classic rock resonates with the 25-54 demographic.
- Country Recovery: iHeartMedia’s "US 103.5" WFUS bounces back to a 5.3 share (from 4.8, previously 5.3), recovering from a dip and reinforcing country music’s competitive presence in Tampa.
- Other Notes: The market shows a mix of stability among leaders and upward momentum in niche formats like Christian AC and Classic Rock, with WXGL’s climb being a standout.
➤Baltimore
- Top Performer: Radio One’s Adult R&B "Magic 95.9" WWIN-FM strengthens its lead, rising to a 9.4 share (from 8.6). This marks a continued upward trajectory for the station, cementing its dominance in the market.
- Hip Hop Gains: Radio One’s "92Q" WERQ continues its impressive run, climbing to a 7.7 share (from 6.8, with prior books at 5.7, 5.4, and 5.0). This consistent growth highlights the increasing popularity of Hip Hop/Urban formats in Baltimore.
- Rock Steady: Hearst’s "98 Rock" WIYY gains modestly to a 5.9 share (from 5.6), maintaining its appeal among rock listeners.
- AC Decline: Audacy’s "Today’s 101.9" WLIF slips to a 5.3 share (from 5.8, previously 6.2), reflecting a downward trend for Adult Contemporary in this market.
- Market Dynamics: Baltimore shows strong performances in R&B and Hip Hop, with Radio One stations leading the pack. The softening of AC formats suggests shifting listener preferences.
➤Other Markets (General Trends)
- Washington DC: Christian and Urban formats also show strength here, with several stations posting gains. Specific leaders are not detailed in the summary but align with the broader trend of niche formats performing well.
- Boston: Dance and Hip Hop stations are noted for hitting new highs, contributing to format-wide growth in the market.
- Miami/Fort Lauderdale: Urban stations, particularly those with strong local programming, see upward movement, while AC and Classic Hits hold steady.
- Seattle: Rock formats gain traction, with some stations posting record shares, while Country sees mixed results.
- Phoenix, Detroit, Minneapolis: Christian formats, especially Christian AC, continue to perform strongly, with select stations reaching new audience peaks.
- Denver, San Diego, St. Louis: Similar trends emerge, with Dance and Hip Hop formats showing notable growth, alongside stable performances from market leaders in AC and Classic Rock.
✔Christian Formats Thrive: Across multiple markets, Christian AC and Contemporary Christian stations (e.g., "The Joy FM" in Tampa) are seeing consistent gains, reflecting a growing listener base for faith-based content. This trend is particularly pronounced in Tampa, Minneapolis, and Phoenix.
✔Hip Hop and Urban Momentum: Stations like WERQ in Baltimore demonstrate the sustained rise of Hip Hop and R&B, with significant share increases in markets like Baltimore, Miami, and Boston. This suggests strong engagement among younger and diverse audiences.
✔Dance Format Resurgence: Dance music stations are hitting new highs in markets like Boston and San Diego, indicating a revival of interest in electronic and rhythmic formats.
✔Mixed Results for Traditional Formats: While Soft AC (e.g., WDUV in Tampa) and Classic Rock (e.g., WXGL in Tampa, WIYY in Baltimore) remain strong, Adult Contemporary stations like WLIF in Baltimore are seeing declines, possibly due to competition from streaming or shifting listener preferences.
✔Market-Specific Nuances: Each market shows unique dynamics, with Tampa favoring softer and classic formats, Baltimore leaning into Urban and R&B, and Boston/Seattle embracing Dance and Rock. These variations highlight the importance of localized programming.