*Some stickers of DFW stations in 1991
In picture: unused bumper sticker of 96.3 KSCS (Country), Q102 (Rock), 97.1 KEGL The Eagle (Top 40), Power 95 (Top 40), KPLX 99.5 (Country), 92.5 KZPS (Classic Rock) and 94.1 KLTY (Christian / Religion)
The highest ratings achieved in the 90's were scored in 1991, as KSCS recorded an 11.2 share in the Fall book. It is also the highest share ever recorded on the 96.3 frequency.
While KSCS enjoyed its second straight year of sweeping the ratings, there was a lot of shaking elsewhere in the top 10. With the demise of KZEW (The Zoo), the rock market was in a state of flux. Classic rocker KZPS made its first top 10 appearance in the Winter book, while KTXQ (Q102) - which was now the market's heritage rock station - finished in second place in the summer, marking its highest rank ever in the ratings.
Two other stations made top 10 debuts in 1991, adult contemporary KMGC (Magic 102.9) gave way to KDMX (Mix 102.9) and a hot AC format in May. Mix made it into the top 10 in its first full ratings period. KLRX (Lite 97.9) entered the top 10 in the fall, marking the return of the frequency once occupied by The Zoo.
Of the stations making exits in 1991, possibly the most notable was top 40 KHYI. When it signed on in 1986, Y95 almost immediately forced KZPS out of the format and helped push KTKS (Kiss 106) out as well. Within eighteen months, Y95 had topped market-leading top 40 KEGL (The Eagle) and went on to beat the Eagle in a total of nine surveys. However, the beginning of the decade saw top 40 cooling off, and KHYI fell out of the top 10 in 1991. KHYI was relaunched in April as "Power 95" and with a more rhythmic approach, but the effort was too little, too late. In October, KHYI gave way to KODZ (Oldies 94.9) making DFW one of the only markets in the nation with two oldies outlets on the FM dial.
DFW ratings for Spring and Summer 1991
source: http://www.dfwradioarchives.info/1991.htm, http://www.dfwretroplex.com/fmlist.html
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