Seattle PPM Analysis (& Demo Breakouts) from Research Director Inc.


SEATTLE-TACOMA: A Moving Experience

Last month took on the appearance of a real race for the 6+ lead as HUBBARD Top 40/M KQMV (MOVIN) and BONNEVILLE Talk KIRO-F were separated by only .3 share. Well, that was merely a pipe dream. MOVIN had its best book since MARCH (5.7-6.4) while KIRO-F had a somewhat smaller increase (5.4-5.8). As a result, the gap doubled. HUBBARD AC KRWM (WARM) had its highest score since FEBRUARY (4.4-5.1) to move up to #3 while CBS RADIO Classic Rock KZOK slid to #4 (5.1-4.8). ENTERCOM Active Rock KISW was alone at #5 (4.4-4.5) while iHEARTMEDIA Classic Hits KJR-F (THE JET) descended to #6 with its lowest total in over a year (4.8-4.3). The big mover of the month was ENTERCOM Country KKWF (THE WOLF), which moved up six places to #7 with its best performance in exactly a year (3.3-4.1). It was tied with UNIVERSITY OF WASHINGTON N/T KUOW (4.3-4.1). ENTERCOM Rhythmic AC KHTP (HOT) dropped four places to #9 with its least productive outing since APRIL (4.4-3.7).

KQMV was #1 25-54 for the ninth book in a row with its biggest share since MARCH. With #2 KISW being off slightly this month, the gap between the two widened to over a share. KRWM regained all of last month’s big loss – and then some – to rise from #11 to #3. KHTP stepped back to #4 with its smallest share since MARCH. ENTERCOM Alternative KNDD (THE END) slid to #5 as it ended a strong two-book run. KJR-F lowered its cruising altitude from #5 to a tie at #8 with its smallest share in over a year.

For one brief, shining moment – last month – KHTP was #1 18-34. Alas, the station, which last had a down book in DECEMBER, took a big ratings hit and fell back to #2. KQMV was back on top with a solid gain and opened up a two-share lead in this category. KNDD remained at #3 as it gave back all of last month’s share gain while KISW was up to #4 as it ended a five-book slide. iHEARTMEDIA Top 40/M KPWK (POWER) had a small loss and dropped back to #5 where it was partnered with KKWF. THE WOLF was up from a tie at #10 with its highest score since NOVEMBER.

KQMV continued to crush it 18-49. The station had its best performance since MARCH and extended its lead over KISW – now up to #2 despite its lowest total in over a year – to over three shares. KHTP dropped back to #3 with its lowest score since APRIL. Two stations improved their games and were elevated to the #4 position. iHEARTMEDIA Hot AC KBKS (KISS) was up from #5 as it bounced back a bit from last month’s loss. KRWM jumped from a tie at #12 with its highest share since FEBRUARY.

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