With a little help from the portable people meter, WARH-FM, Bonneville’s Classic Hits station in St. Louis has ended the 40-year ratings dominance of KMOX-AM, the heritage News/Talk station owned by CBS Radio.
WARH, known as “The Arch,” had a 8.8 average quarter-hour rating share, an ample lead over KMOX’s 7.1, according to Arbitron’s September portable people meter ratings report. The station’s cumulative audience reached nearly 1 million listeners a week, about 40 percent of the total radio audience.
“We are honored to be the station to have broken KMOX’s long-running and esteemed record as the number one radio station,” said Kevin Robinson, program director of WARH. “To put this achievement into perspective, the history of 130 plus Arbitron surveys since a competitor overtook KMOX in the ratings is well over 42 years ago, when the Beatles were on the charts, the original Busch Stadium was just a few years old and the Gateway Arch still had that fresh, ‘new Arch smell’ to it.”