Research Director’s PPM Analysis for SEATTLE: Movin’ 92.5 Again Tops All Demos


Seattle: Bustin’ A Move

That HUBBARD Top 40/M KQMV (MOVIN) was #1 6+ again came as no surprise.  After all, the station has been lodged there ever since Santa put the sleigh in dry dock.  However, this time the station picked up a huge chunk of share (6.9-8.0) to increase an already strong advantage.  BONNEVILLE Talk KIRO-F remained at #2 but still with plenty to – ahem – talk about (5.7-5.5).

UNIVERSITY OF WASHINGTON N/T KUOW held steady at #3 (5.5-5.2).  iHEARTMEDIA Classic Hits KJR-F (THE JET) taxied up to #4 (4.4-4.7) while HUBBARD AC KRWM (WARM) – in its final tune up before the stockings are hung – inched up to #5 (4.3-4.4).  Two cluster siblings moving in opposite directions met up at #6.  CBS RADIO Classic Rock KZOK slid back from #4 with its lowest total in over a year (4.6-4.1) while CBS RADIO Country KMPS advanced from a tie at #11 (3.4-4.1) with its most productive outing since APRIL.

As it was above, so it is here.  KQMV had a big 25-54 increase – its biggest overall share since FEBRUARY – as it continued its dominance over the demo.  ENTERCOM Active Rock KISW remained at #2 with a small decrease and was over three shares in arrears.  KJR-F wrested control of the #3 slot with its best outing since JULY.  iHEARTMEDIA Hot AC KBKS (KISS) also had its best outing since JULY as it advanced three places to #4.  ENTERCOM Rhythmic AC KHTP (HOT) was up slightly and stable at #5.  KRWM can’t load the sleigh fast enough.  The station dropped four places to #7 as it was down for the second month in a row.  KMPS had its highest score in over a year and earned leap o’ the month honors as it rose from #16 to #9.

This was the second book in a row that KQMV hit double digits 18-34 – this time climbing to its highest point in over a year.  KHTP was flat at #2 but fell over four shares behind the leader.  ENTERCOM Alternative KNDD (THE END) got back last month’s small loss to remain at #3.  KBKS took two steps forward to #4 with a small increase, while KISW was steady at #5 but with its smallest share in over a year.  ENTERCOM Country KKWF (THE WOLF) lost a chunk of share as it dropped to #7 and was just whiskers ahead of hard-charging KMPS at #8.

The discrepancy between KQMV 18-49 and the rest of the market is startling.  The station hit double digits as it won for the eleventh straight book.  What’s more, it had almost double the share of the three stations locked together at #2.  KISW remained in place but was down for the third book in a row.  KHTP took one step forward as it ended a two-book slide.  And, KBKS advanced two squares with its best showing since JULY.  KNDD was up to #5 as it regained all of last month’s loss.  HUBBARD Rock KVRQ had its lowest score since MAY as it fell from #5 to #14.

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