Radio Ratings Released

Here is the 9-29-17 release ofChicago Radio Ratings

http://ratings.radio-online.com/cgi-bin/rol.exe/arb005

In light of its dismal ratings, WFMT must have quite a few generous supporters to remain afloat.

Kemosabe said:

In light of its dismal ratings, WFMT must have quite a few generous supporters to remain afloat.

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All that N/A means is that the rating is not available. It could have slipped under 0.1 -- highly unlikely, IMO -- or the station is continuing to bump along in the high 1s and low 2s, as most classical-formatted public broadcasters do, but either isn't subscribing to Nielsen anymore or doesn't want the numbers made public.

CTListener said:

but either isn't subscribing to Nielsen anymore or doesn't want the numbers made public.

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Keep in mind that WFMT is a commercial station that airs commercials, but they have a policy that all must be live host reads...no produced spots from agencies. That makes published ratings less important. They might subscribe for a couple months a year rather than the full 12.

WFMT's audience is a tightly targeted group. They probably skew old but wealthy. Frankly, they really don't need ratings. The advertisers who they are and how to reach these guys.

TheBigA said:

Keep in mind that WFMT is a commercial station that airs commercials, but they have a policy that all must be live host reads...no produced spots from agencies. That makes published ratings less important. They might subscribe for a couple months a year rather than the full 12.

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That's an interesting arrangement: while WFMT is owned by Window To The World Communications, Inc. (the parent organization of WTTW), it operates commercially. I wonder whether it will eventually become a listener-supported, non-profit station.

Kemosabe said:

I wonder whether it will eventually become a listener-supported, non-profit station.

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The management has discussed this several times, and they seem quite happy with the current situation. Stations that depend on listener support often find that only about 7% of actual listeners contribute money.