Research Director Inc.’s Analysis of Seattle PPM’s (+ DEMO leaders)


courtesy     April 13 2016

Seattle-Tacoma: Movin’ Was Groovin’

For the second month in a row, HUBBARD Top 40/M KQMV (MOVIN) was the talk of the town … or, at least, the 6+ (and more) market leader.  This time the station was down (7.6-6.9) but still held a comfortable lead over its closest pursuer.  And, for the second straight survey that was iHEARTMEDIA Classic Hits KJR-F (THE JET), which also had a down book (5.7-5.4).  BONNEVILLE Talk KIRO-F moved up a couple of slots to a close #3 (5.1-5.3).  The two stations sharing the space at #3 last month fell apart and down simultaneously.  HUBBARD AC KRWM (WARM) continued to shed its seasonal shares (5.4-5.0) and landed at #4.  CBS RADIO Classic Rock KZOK was down for the second month in a row (5.4-4.7) to finish at #5.

After two months in the rarefied double-digit stratosphere 25-54, KQMV came back to earth … a little.  The station was still #1 by over two shares ahead of ENTERCOM Active Rock KISW, which lost a bit of its previous number.  KJR-F moved up to #3 with its highest altimeter reading since SEPTEMBER.  CRISTA Christian Contemporary KCMS (SPIRIT) was up for the third book in a row to climb three places to #4 while KRWM fell back two slots to #5.  Curiously, the station had about the same share as NOVEMBER’s when it was #9.  Gotta love that compression (turn it up to 11!).  Speaking of which, four stations thought the number six would bring them luck.  ENTERCOM Alternative KNDD (THE END) fell back to that position as it ended a solid three-book run.  Cluster mate ENTERCOM Rhythmic AC KHTP (HOT) advanced from a tie at #8 with its – ahem – hottest book since NOVEMBER.  KIRO-F ended a five-book slide as it advanced from #10.  Finally, SINCLAIR Hot AC KPLZ (STAR) stopped its four-book slide and jumped six places.

As with the previous demo, KQMV ended a two-book double-digit blast.  This time it was 18-34 though the station remained #1 with slightly more than a share lead over KISW, which was up slightly.  KJR-F continued to be a solid #3 despite a small loss.  KHTP was up for the fourth book in a row – and, at its highest point in over a year – as it advanced three squares to #4.  The station formerly known as KUBE – iHEARTMEDIA Top 40/M KPWK (POWER) was up slightly and at #5 for the fourth book in a row.  KNDD dropped to #6 – its first time outside the top five in over a year.

The top four positions 18-49 remained unchanged from the previous survey.  Yes, KQMV was #1 again but as we have seen before, its string of double-digit books ended at two.  KISW was flat and steady at #2 while KJR-F was also flat and stable but at #3.  KNDD ended a three-book run but held fast at #4.  KHTP moved up to #5 with its best book since AUGUST.  KRWM dropped five slots to #10 with its lowest number since OCTOBER.

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