KBVA-FM ?Variety’ Takes No. 3 Slot
by August 27, 2007 12:00 am 139 views
Clear Channel Communications’ and Cumulus Broadcasting’s stranglehold on Northwest Arkansas’ top three radio slots has been broken by Bella Vista’s KBVA-FM, 106.5 “Variety.” The station plays mostly light pop and standards from stars like Frank Sinatra, Nat King Cole and Kenny Rogers
KBVA had a 6.2 percent share in the 12-year-old and higher demographic. The numbers come from the recently released Arbitron spring 2007 ratings.
Gayla McKenize, station manager for KBVA, said the station focuses on a 45-plus demographic, but she’s hearing a lot of feedback from younger listeners who are just discovering the station. McKenize said she also plays songs that don’t typically get airtime, and listeners have been responsive.
KBVA-FM tied at No. 7 in Arbitron’s previous ratings books, so the spring numbers reflect a 24 percent increase for the station, which is owned by Hendren Communications Inc. of Gravette.
Still at No. 1 was Clear Channel’s country-formatted KKIX-FM, 103.9 “KIX 104,” which has enjoyed 22 consecutive years as the area’s top station.
Two other Clear Channel stations, KIGL-FM, 93.3 “The Eagle” landed as the No. 2 station and KEZA-FM, “Magic” 107.9 was demoted to No. 4. The two stations frequently trade for second and third place.
Atlanta-based Cumulus Broadcasting’s KMCK-FM, “Power” 105.7, a contemporary hits station, was the Cumulus leader with a 5.4 percent share, down slightly from the fall ratings. Country-formatted KQSM-FM, 98.3 “Sam 98,” rose 15 percent from a 3.3 percent share in the fall 2006 ratings to a 3.8 percent share in the spring ratings.
“Sam 98” tied at No. 9, with sister Cumulus station KAKS-FM, 99.5 “La Tremenda,” a Spanish language format.