Are you listening, Boise? Your No. 1 radio station took a dive. Ratings winners, losers
When it comes to the inner workings of terrestrial radio, few things can trigger more back slapping — and teeth gnashing — than the Nielsen Audio ratings.
The Nielsens, which measure listener share, come out twice a year in the Boise market. Because they rely on human beings to report diaries of what they supposedly listened to during the survey period, results can be, well, unpredictable sometimes. One day, a station can be on top of the world. Six months later? Clawing its way out of the cellar.
That’s why the folks at 101.9 FM The Bull probably aren’t sweating too hard. Crazy swings from book to book — when they do occasionally happen — should be viewed with healthy skepticism.
Normally a ratings-stomping beast, The Bull suddenly dipped in the newly released fall 2024 book — from a market-dominating 6.4 share in spring to a 3.9 in the fall. That’s the biggest points decrease of any station. To be clear, we’re talking about the bragging-rights category — listeners 12 and older between 6 a.m. and midnight in the metro survey area. (Let’s call it 12+.)
So who is No. 1? News-talk station 670 KBOI-AM and adult contemporary format 107.9 Lite FM tied for first place with a 5.4 share.
KBOI (which simulcasts at 93.1 FM) is a proven Idaho commodity. After a rare ratings slip last spring, it had lots of conservative politics to rally around last fall. And Lite always seems to get a bump playing Christmas music for several weeks. (Lite had the biggest book-to-book increase — up from a 3.3 in spring.)
Variety hits station Bob FM 96.1 and hot AC format My 102.7 tied for second with a 4.7 share. And classic-rock station 96.9 The Eagle tied for third with — whaat? — the classical stylings of Boise State’s KBSU 90.3. (KBSU’s last four Nielsen books: 1.7, 2.7, 2.9 and, now, 4.3?)
Nothing personal, maestro, but don’t be shocked if KBSU slides backward six months from now. And The Bull shoots right back up.
Speaking of The Bull? Its new country competitor, 107.1 Hank FM (formerly K-Hits), came out of the gate looking like a bucking bronco last spring. Flipping formats during the survey, it wound up with a 4.4. That changed in the fall when Hank returned to reality with a 2.9. It will be interesting to see how that shakes out.
Ultimately, these 12+ numbers have limited significance, anyway. Sure, it’s the all-encompassing demographic. But the Nielsens are pared down to various other niches — with money repercussions.
The listener slice important to advertisers — ages 25 to 54 between 6 a.m. and midnight — resulted in a slightly different set of happy stations. The top dogs in 25-54 were active-rock station 100.3 The X with a 7.3 share, Lite FM with a 6.3 and My 102.7 with a 5.7.
Still, 12+ is where the overall chest-thumping occurs.
Fall 12+ numbers
Below is the Treasure Valley breakdown. These are stations’ quarter-hour shares among listeners 12 and older between 6 a.m. and midnight.
▪ KBOI-AM 670 (news/talk, Cumulus Media): 5.4
▪ KXLT-FM 107.9 (Lite FM, adult contemporary, Townsquare Media): 5.4
▪ KSRV-FM 96.1 (Bob, variety hits, Iliad Media Group): 4.7
▪ KZMG-FM 102.7 (My 102.7, hot AC, Iliad Media Group): 4.7
▪ KBSU-FM 90.3 (classical, Boise State): 4.3
▪ KKGL-FM 96.9 (The Eagle, classic rock, Cumulus Media): 4.3
▪ KKOO-AM 1260 (101.5 Kool FM, classic hits, Iliad Media Group): 3.9
▪ KQBL-FM 101.9 (The Bull, country, Iliad Media Group): 3.9
▪ KIDO-AM 580 (news/talk, Townsquare Media): 3.7
▪ KQXR-FM 100.3 (The X, active rock, Lotus Boise): 3.7
▪ KAWO-FM 104.3 (Wow country, Townsquare Media): 2.9
▪ KBSX-FM 91.5 (public radio, Boise State): 2.9
▪ KTHI-FM 107.1 (Hank FM, classic country, Lotus Boise): 2.9
▪ KTSY-FM 89.5 (Christian contemporary, Idaho Conference of Seventh-Day Adventists: 2.9
▪ KIZN-FM 92.3 (Kissin’ 92.3, country, Cumulus Media): 2.7
▪ KJOT-FM 105.1 (Jack, variety hits, Lotus Boise): 2.3
▪ KSAS-FM 103.5 (Kiss FM, contemporary hits, Townsquare Media): 2.3
▪ KQFC-FM 97.9 (Magic 97.9, adult contemporary, Cumulus Media): 2.1
▪ KCIX-FM 105.9 (Mix 106, Hot AC, Townsquare Media): 1.9
▪ KRVB-FM 94.9 (The River, adult album alternative, Lotus Boise): 1.6
▪ KTIK-AM 1350 (sports, Cumulus Media): 1.4
▪ KWYD-FM 101.1 (Wild 101.1, rhythmic contemporary hits, Iliad Media Group): 1.4
▪ KQBL-FM HD2 99.1 (I-Rock, Iliad Media Group): 1.0
▪ KQBL-FM HD3 96.5 (The Alternative, alternative rock, Iliad Media Group): 1.0
▪ KSRV-FM HD2 99.9 (Fox Sports, Iliad Media Group): 1.0
▪ KOAY-FM 88.7 (Christian contemporary, Idaho Conference of Seventh-Day Adventists): 0.4
▪ KFXD-AM 630 (Power 105.5, urban contemporary): 0.2