Research Director Inc.’s Analysis of Seattle PPM’s .. w/Demo Leaders


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Seattle-Tacoma: Nice Move

There were a lot of switches and swaps that had their first full-book hearing this month.  Alas, none of the changes had a major impact on the top of the 6+ chart.  HUBBARD Top 40/M KQMV (MOVIN) was #1 again (7.7-7.6) while iHEARTMEDIA Classic Hits KJR-F (THE JET) soared to #2 with its highest share since SEPTEMBER (4.8-5.7).  CBS RADIO Classic Rock KZOK was off slightly as it dropped back to #3 (5.6-5.4) and into a tie with HUBBARD AC KRWM (WARM), which took a step forward (5.5-5.4).  A year ago WARM was at #2 with a 5.5 share.  BONNEVILLE Talk KIRO-F dropped three places to #5 thanks to its lowest share since JUNE (5.6-5.1).

For the second consecutive survey, KQMV was not only #1 25-54 but the station was flat.  That’s okay because that meant it eclipsed the double-digit barrier again.  ENTERCOM Active Rock KISW remained at #2 with a small decrease.  It was about three shares behind the leader but almost two shares clear of the rest of the field so the station had a comfortable niche.  KRWM was up slightly at #3 (last year it was in a tie #9).  KJR-F requested flight-level clearance to #4 thanks to its best showing since OCTOBER.  Last month’s cozy gathering at #4 was broken up.  ENTERCOM Alternative KNDD (THE END) fell back to #5, despite posting its best number in over a year.  KZOK ended up at #6 with a small decrease.

As with the previous demo, KQMV was #1 18-34 again with a double-digit share – again.  The station was at its highest point in over a year and led the #2 station by over two shares.  That would be KISW, which ended a three-book run.  KJR-F came pretty darned close to doubling its share as it climbed five levels to #3.  The station had more than doubled its share since the HOLIDAY book when it was tied at #11.  KNDD was up slightly but still dropped back to #4.  The station formerly known as KUBE – iHEARTMEDIA Top 40/M KPWK (POWER) was up for the third book in a row to remain at #5.  KRWM dropped three places to #6, but that was still much better than last year when it was sitting at #12.

Alas, poor KQMV.  It was flat.  Oh, but that meant the station was still #1 18-49 and in double digits for the fourth time in the last five books.  KISW was off slightly at #2 and more than three shares out of the lead.  KJR-F moved up two spots to #3 with a strong increase while KNDD dropped to #4 with a slight gain.  Last month four stations claimed to be #5.  Now, only one station holds the title, and it wasn’t one of the previous contenders.  Instead, KRWM remained flat, which dropped it a step to #5.  However, back to the #5s from last month.  While the previously mentioned KJR-F gained in altitude, the others fell off the pace, though two were still paired together.   KPWK was up slightly but dropped to #7 along with ENTERCOM Rhythmic AC KHTP (HOT).  iHEARTMEDIA Hot AC KBKS (KISS) dropped from the top five to #9.

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