Analysis: Seattle PPM’s with Demo Leaders, courtesy Research Director Inc.



HUBBARD Top 40/M KQMV (MOVIN) has placed a virtual stranglehold on the market. The station was #1 for the third month in a row (6.2-6.3) and held a commanding lead over its nearest challengers.  Part of the reason for this has been due to the fact that most of the pursuers have regressed while KQMV has continued to grow.  ENTERCOM Active Rock KISW had its best book since MAY (4.9-5.0) to move up two spots to #2.  ENTERCOM Country KKWF (THE WOLF) remained at #3 despite a bit of slippage (5.0-4.8).  HUBBARD AC KRWM (WARM) was likely having visions of roasting chestnuts as it dropped two spots to a tie at #4 with its lowest share since NOVEMBER (5.8-4.6).  Though there was only one regular season game within this survey, it is likely the power of the shield that contributed to the gain for BONNEVILLE Talk KIRO-F.  The station had its best book since MARCH (4.3-4.6) to move up three places into a tie at #4.  CRISTA Christian Contemporary KCMS (SPIRIT) was flat (4.5-4.5) as it dropped to a tie at #6.  BONNEVILLE Sports KIRO-A used the ultimately futile playoff push by the MARINERS to score its best book in over a year (3.7-4.5) as it moved up three spots to claim a share of the #6 spot.  This was the first book in the post-BOB RIVERS era for iHEARTMEDIA Classic Hits KJR-F (THE JET).  The station was up slightly (3.7-3.8) but dropped two places to a tie at #11.

Last month, KISW unseated KQMV as the #1 station 25-54.  This month, MOVIN returned the favor with its best share in over a year.  KKWF remained a solid #3 despite a small loss of share while KIRO-F marched up the field two places to #4 with its best showing since MARCH.  Three stations were rubbing elbows at #5.  KCMS moved in from #7 with a modest increase.  Two cluster mates that were tied at #4 last time dropped into this three-way from above.  CBS RADIO Classic Rock KZOK was off for the second straight book while CBS RADIO Adult Hits KJAQ (JACK FM) was down the exact same amount.  Otherwise they wouldn’t still be tied.  It’s a math thing.  KIRO-A advanced four places in the standings to #8 thanks to MLB.  It was the station’s best book in over a year.  Of course, it’s the first time in several years that the hometown nine were playing meaningful games during this time frame.

The same three stations that occupied the top three spots in the previous two demos were at it again 18-34.  KQMV was #1 for the fifth book in a row with a small decrease.  KISW and KKWF swapped roles as the former had its best book since MAY while the latter was off for the second month in a row.  This would mark the third book that ENTERCOM Alternative KNDD (THE END) had been promoting the #2MinutePromise.  The station remained at #4.  Though the shares have fallen since the first month, the station is still well above its previous threshold.  The two cluster brothers who were tied at #5 last time were united no more.  iHEARTMEDIA Top 40/R KUBE remained in place with a slight loss while iHEARTMEDIA Top 40/M KBKS (KISS) dropped to #6 with its smallest total in over a year.

Make it five in a row at #1 18-49 for KQMV as the station posted its best number in over a year.  The most recent share is a full two points higher than last year’s.  KISW remained at #2 with a slight increase while KKWF was down slightly but held on at #3.  KCMS used a small gain to jump two spots to #4.  There was a meeting of the minds at #5.  KJAQ remained in place with a slight decrease while KBKS posted a modest gain and moved up from #9.  ENTERCOM Rhythmic AC KHTP (HOT) could not hold on to the strong gain it had last month and dropped four places to #8.


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