History took a turn in St. Louis Thursday with the release of PPM. Yes for the first time in 130+ Arbitron surveys, Variety Hits WARH-FM (106.5 The Arch) became the first station to knock longtime ratings leader News/Talk KMOX-FM out of the #1 slot for Persons 12+, as The Arch now holds that #1 position.
In the latest PPM ratings period, 106.5 The Arch leads the St. Louis radio market in Total Reach with 10.9 rating of Persons 12+. Cume not only remained at #1 with the new PPM system, but took a commanding lead over their competitors by 2.6 points in the overall Monday-Sunday 6am-Midnight time period.
The station's Cume experienced significant growth; WARH-FM reaches nearly a million listeners each week, or 40% of St. Louis' total listening audience.
The Arch PD Kevin Robinson noted, "We are honored to be the station to have broken KMOX's long-running and esteemed record as the number one radio station among Person 12+ in St. Louis. We're excited about our recent Arbitron survey results, and the entire staff is committed to do our best work possible in order to improve upon our success."
Robinson continues. "To put this achievement into perspective, the history of 130+ 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!"