Rightwing Talk Radio Ratings Deflate in DC

This may be largely attributable to the fact that current ratings are being compared with ratings during the elections last fall but there has been a drop in the ratings for talk radio across the board in the nation’s capital:

WMAL-AM (630), home of Rush Limbaugh, Sean Hannity and other mighty righty talkers, was one of the big losers in the latest survey. WMAL lost nearly 30 percent of its core audience (adults ages 25-54) from the preceding three months, when the election was the dominant story. What had been an up-and-coming station a few months ago (WMAL ranked 11th among all stations during the fall) is now a middle-of-the-pack afterthought (it tied for 16th in the latest survey)…

WMAL was at least able to record some ratings. Two of its AM talk competitors, WTNT (570) and WRC (1260), barely registered. WTNT — which features conservatives Laura Ingraham and Joe Scarborough — captured an average of just 0.5 percent of the Washington area’s 2.3 million adult (25-54) listeners; it finished in a tie for 26th. WRC, which turned to a liberal talk format in January by adding Al Franken and some of his “Air America” crew, was nowhere to be found. It captured less than 0.1 percent of the audience, too low to be counted…

[One theory for why this is happening]: Conservative talk, the most popular kind on the radio, has long been driven by a passionate “us vs. them” underdog mentality. In case you missed the last election results, conservatives now dominate national and state politics. With fewer “thems” to bash, right-wing ranters may be finding it harder to maintain their traditional put-upon posture.


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