Pop station KIIS-FM (102.7) regained sole possession of first place in the local radio ratings for March, and its Ryan Seacrest-hosted morning show also jumped into the top spot, according to figures released by Arbitron.
In February, KIIS had been tied for first with sister station KBIG-FM (104.3), the soft-rock station known as "MyFM." And even though KBIG improved in March, increasing its share of the Los Angeles-Orange County audience from 5.4% to 5.5%, KIIS jumped even further and claimed 5.8% of all listeners ages 6 and older, Arbitron said Monday.
Adult-contemporary station KOST-FM (103.5) held on to third, even though it dipped from 4.8% to 4.6%.
Top-40 station KAMP-FM (97.1) and talk station KFI-AM (640) rounded out the Top Five in overall rankings. The pair switched their respective positions from February, with KAMP increasing its audience share from 4.1% to 4.3%, while KFI slipped from 4.6% to 4.2%, based on the survey of listeners from Feb. 28 to March 27.
Morning drive, from 6 to 10 a.m. weekdays, is a critical time slot in radio because so many people are listening while preparing for work or school, and broadcasters hope to capture and hold them, or at least their pre-set buttons, for the rest of the day. Seacrest and co-host Ellen K claimed first place there in March, jumping from 5.4% to 5.7%, and reclaiming the perch they held in January.