Seattle PPM Analysis, Demo Leaders by Research Director, Inc.


Seattle-Tacoma: Movin’ And Groovin’

While that may not be the official station slogan, it could describe the feeling within the halls of HUBBARD Top 40/M KQMV (MOVIN), which landed its fifth straight 6+ win (6.0-6.2).

However, the station may be hearing footsteps as #2 iHEARTMEDIA Classic Hits KJR-F (THE JET) had its best book since SEPTEMBER (5.8-6.1) to narrow the gap to the slimmest of margins.

The two #3 stations from last month went their separate ways.  BONNEVILLE Talk KIRO-F remained in place (5.0-4.9) while CBS RADIO Classic Rock KZOK moved back to #4 (5.0-4.8).

This time, three stations were jammed up at #5.  HUBBARD AC KRWM (WARM) remained in place but with a somewhat tepid showing (4.9-4.4) – its coolest since OCTOBER.  UNIVERSITY OF WASHINGTON N/T KUOW moved up from #7 with its best showing since JUNE (4.2-4.4).  ENTERCOM Active Rock KISW was up from #8 as it ended a two-book slide (4.1-4.4).

Baseball was very, very good to BONNEVILLE Sports KIRO-A as the station rose from #20 to a tie at #10 (2.5-3.4).

In what is destined to be the central theme of this market, KQMV was #1 25-54 for the fifth book in a row.  The station did post its lowest total in over a year but managed to keep a solid lead over KISW, which moved up to #2 as it ended a three-book slide.  ENTERCOM Rhythmic AC KHTP (HOT) moved up one spot to #3 with its best performance in over a year.  KJR-F dropped back a couple of places to #4 as it lost a chunk of share.  The MARINERS-fueled KIRO-A had its highest run total since OCTOBER and jumped ten places to #5.  CRISTA Christian Contemporary KCMS (SPIRIT) slid back to #6 where it was partnered with ENTERCOM Alternative KNDD (THE END), which moved up from a tie at #9.

Yes, KQMV was down 18-34 for the third straight survey.  And, yes, the station posted its lowest number since AUGUST.  Still, the station was #1 for the fifth book in a row.  However, the race became, well, a race, as the next two stations had their best performances in over a year.  KJR-F was oh so close to winning as it became the sole occupant of the #2 slot, and KHTP was a hair behind as it rose to #3.  KISW fell to #4 with its lowest total in over a year while KNDD was off slightly but steady at #5.

Three of the top four stations 18-49 were flat and unmoved from last month.  KQMV was #1 for – naturally – the fifth book in a row while KISW maintained its #2 pace of being a share and a half behind.  KJR-F was steady at #3 but was forced to share with KHTP, which moved up a spot with its best book in over a year.  KNDD was off slightly but stable at #5. iHEARTMEDIA Top 40/M KPWK (POWER) ended a two-book slide as it rose from #11 to #6 where it was in league with SINCLAIR Hot AC KPLZ (STAR), which was off slightly.

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