Research Director Inc. Analyzes Seattle PPMs .. June 2014


July 10 2014


The Ratings Experts at RESEARCH DIRECTOR, INC. in cahoots with the folks at XTRENDS, bring you this exclusive analysis for ALL ACCESS.  For those new to the game, we go four demos deep into each market.  While we are only permitted to share the 6+ data, a careful reading between the lines will give you a good picture as to what is transpiring in the real world.  This analysis covers the JUNE 2014 survey and, for scorekeeping purposes, that covered 5/22 through 6/18.  Now, on with the show ……

SEATTLE-TACOMA: Hubba Hubba Hubbard

For the second book in a row, the top two stations share the same parking garage.  This time, however, they switched spaces.  HUBBARD AC KRWM (WARM) had its best frost-free book in over a year (5.8-6.3) to return to the top for the third time this year.  HUBBARD Top 40/M KQMV (MOVIN) busted a move back to #2 (6.2-5.9).  There was a noticeable gap between the two leaders and the rest of the market.  CRISTA Christian Contemporary KCMS (SPIRIT) moved up two places to #3 despite losing some share (4.9-4.8).  Two stations coming from opposite directions met at #4.  ENTERCOM Active Rock KISW fell from #3 (5.5-4.5) with its lowest number since SANTA was in town.  ENTERCOM Country KKWF (THE WOLF) moved up from #6 despite shedding some of its number (4.7-4.5).  CBS RADIO Classic Rock KZOK took on its smallest share in over a year (5.2-4.1) and fell three places to #7.

Ties were forged and ties were broken this survey 25-54.  Last month’s #1 draw ended as KQMV claimed the top spot all by its lonesome despite a slight decrease.  KISW stepped back to #2 with its lowest share since JANUARY.  Two stations moved forward to lay siege to the #3 position.  KCMS rose one spot despite a down book while KKWF loped ahead three with its highest number since OCTOBER.  There was also unity at #5.  KRWM remained in place with a slight loss of share while CBS RADIO Adult Hits KJAQ (JACK) moved up from #6 with its best showing in over a year.  KZOK was off two shares from this point a year ago and dropped from #3 to #7.

As we saw in the previous demo, 18-34 had a tie atop the leaderboard last survey and it featured the same two stations as above.  This time, the results left KQMV in place while KISW took a step back with its lowest share since JANUARY.  KKWF was down but steady at #3 while CCM+E Top 40/M KBKS (KISS) bounced back from its lowest book of the year to rise four spots to #4.  There was a three-way at #5.  ENTERCOM Rhythmic AC KHTP (HOT) has cooled considerably since its debut last fall.  This time the station slipped from #4 with its lowest share since the flip.  CCM+E Top 40/R KUBE moved up from #6 with a slight increase while KJAQ had a big book in moving up from #9.  The station has doubled its share in two months.  Finally, there was KZOK.  It literally lost more than half its share from the previous survey and fell from #5 to #16.

Last month there were seven stations in the top five 18-49.  The natural mathematical order was returned this time.  KQMV was off slightly but remained at #1.  The station saw its lead grow dramatically as #2 KISW had its lowest number since JANUARY.  KKWF moved up a spot to #3 with a slight increase while KBKS had its best showing since FEBRUARY to move up to #4.  KCMS remained at #5 by being flat.  The two dropouts were KZOK, which fell from #3, and KRWM which dropped from a tie at #5.

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