KGOW (1560 AM) has the highest audience share of the four sports stations during morning drive among men 25-54, the key demographic for sports radio, although it was down by more than a full point from August. KILT (610 AM) was up six-tenths of a point and cut KGOW's August lead by one-half. KFNC (97.5 FM) is third in morning drive, and KBME (790 AM) is fourth.

KILT continues to have more cumulative listeners in morning drive, but KGOW carries the day with the highest average time spent listening in the market.

KILT also continues to lead in midday in audience share and cume (cumulative audience), with KGOW second in the former and KBME second in the latter.

In afternoon drive, KGOW closed within a tenth of a point to KILT, based on heavy time spent listening. KILT leads in cume in that daypart, followed by KBME.

For the weeklong numbers, it’s KILT, KGOW, KFNC and KBME in that order in audience share. KILT leads KGOW by better than 3-to-1 in average weekly cume, with KBME second and KFNC third.

Bottom line: KILT continues to have the most listeners, and KGOW continues to have the most loyal listeners. In persons 12-plus, the only demo in which Arbitron allows public disclosure of numbers, KILT has a 1.2 share and 265,000 average cumulative listeners per week. KGOW has 0.5 and 48,200, KFNC has 0.5 and 120,100 and KBME has 0.5 and 157,000.

Put them all together, and they still have less weekly cume than 14 stations in this market, which again indicates the fractured and relatively weak state of sports radio in Houston.