Courtesy the Houston Chronicle

(September 15, 2010) After a two-month bump from the World Cup, ESPN Radio affiliate KFNC (97.5) came back to earth a little during August but is still running neck and neck with KILT (610 AM) for top spot among Houston's four sports talk stations.

KILT retook the lead in the weeklong Arbitron numbers for men 25-54, the key demo for sports radio, by two-tenths of a point over KFNC, which led by two-tenths of a share point in July. The ESPN affiliate, however, leads by two-tenths of a point in morning drive (down from six-tenths of a point in July). KBME is six-tenths of a point behind KFNC, and KGOW trails by a full point. The four stations combined for a 5.4 percent share in morning drive, down from 5.9 in July.

At midday, KFNC and KILT tied, with KILT erasing the ESPN affiliate's half-point lead in July. KBME and KGOW trail the leaders by seven-tenths and five-tenths of a point, respectively. Total for the four in this daypart is only 4.4 percent, even with July.

Both stations also are tied in afternoon drive. KBME trails by eight-tenths of a point, and KGOW lags by more than a full point. The four stations total 4.9 percent, up from 4.7 percent in July.

From 7 p.m. to midnight, KILT leads by four-tenths of a point over KFNC. KBME trails by a full point, and KGOW barely registers.

In persons 12-plus, the one demo where Arbitron allows newspapers to cite specific numbers, KILT ranked 25th last month with a 0.9 share and an average weekly cumulative audience of 202,600. KFNC is a 0.6 with 106,300 weekly cume, KBME was 0.5 with 128,900 weekly cume and KGOW did not rank among the top 40 stations in the market and was not on the list that I received.

For comparison purposes, KODA (99.1 FM) was the top-ranked station among persons 12-plus in August with a 7.5 rating and a 1.8 million cume, followed by KTBZ (94.5 FM) at 7.1 and 1.08 million.

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