Big 98.7 replaces Y94 as top Fargo FM station
FARGO - KFGO is still at the top of local radio, but competing pop and country stations have seen their positions shift in the Fargo-Moorhead market.
FARGO – KFGO is still at the top of local radio, but competing pop and country stations have seen their positions shift in the Fargo-Moorhead market. KFGO took in a topline share of 13.3 during the spring Nielsen ratings period from March 26 to June 17. The talk station boasted a 15.5 share in spring 2013, but has since declined slightly. The latest ratings are down from 13.6 last fall and up from 11.4 in spring 2014. A share is the percentage of listeners 12 and older tuned to a station from 6 a.m. to midnight. New FM leader After a long reign as the top FM station and No. 2 station overall, Y94's 6.5 share tied for third place with The Fox and Froggy 99.9. Y94 got an 11.5 share in fall 2013 but has since seen its ratings drop to 10.6 last spring and 8.9 last fall. At the same time, Y94's pop music competitor, Big 98.7, bounced back from a 4.7 share last fall and climbed to 6.9, making it the top FM station in town. Program director and morning show host Jesse James said Big 98.7 performed well among key listener groups, topping the 25-54 demographic and pulling in an "out of this world" share of 18.1 among women 25-54 during the 6 to 10 a.m. weekday slot. The station's closest competitors among women during the morning period was Bob 95 (13.3) and Y94 (12.0). Still, James said the local radio market is just as competitive as the larger cities he's worked in before. "Everybody thinks that Fargo is small and they don't really give it much credit, but the radio wars are pretty fierce here," he said. "We're just very, very happy to be on top." Y94 on-air personality JT, who also serves as Midwest Communications' FM operations manager in Fargo, said the shake-up shows how competitive the local market has become. In the fall 2014 ratings period, Big 98.7's share fell to 4.7 from 7.9 the previous spring, while Y94 fell this time around. "It kind of tells me that Fargo is really competitive and there are a lot of really good radio stations, and people are flipping around the dial," he said. Other trends Bob 95 ranked No. 6 with a 6.0 share, dropping below Froggy 99.9's 6.5 - the first time since the spring of 2013 that Froggy beat its new country music competitor. The other top 10 stations are: The Eagle, 4.0; Q 105.1, 4.0; WDAY, 3.6; and Mix FM, 2.8. Two stations that charted have changed formats since the spring ratings period. On July 22, Midwest Communications took No. 11 station Rock 102 off the air. Mix FM took over Rock 102's old spot at 101.9 FM, while country station Duke FM was added to 104.7 FM.