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Saturday, January 20, 2007

Did Jason Lewis Help KTLK?

Or would they have been better off keeping Lambert and Janacek?

Compared with the previous fall, ratings dropped at Minnesota Public Radio's news and information station KNOW (91.1 FM), female-oriented WFMP (107.1 FM), talker KSTP (1500 AM), old-guard regional flagship WCCO (830 AM), conservative-geared WWTC (1280 AM) and sports-chat KFAN (1130 AM). Only liberal KTNF (950 AM) showed improvement.

The news also was bad at new conservative talker KTLK (100.3 FM), which launched last January. Executives had hoped that Jason Lewis' return in the summer would provide a sustained ratings boost. Initially his afternoon talk show drew more listeners ages 25-54 -- advertisers' prized demographic -- but ratings for KTLK's 3 to 7 p.m. slot (which also includes syndicated host Sean Hannity) sagged from a 3.7 share during the summer quarter to 2.1 in the fall.

Even Vikings broadcasts didn't improve KTLK's overall rating. Among listeners 12 and older, the station's share dropped to 1.9 percent compared with the previous fall, when it scored 2.8 with its smooth-jazz format.

Graphic of ratings here.