Research Director Inc’s PPM Analysis (& Demo Leaders) for Seattle (Feb. 2017)


Seattle-Tacoma: Movin’ And Groovin’

Over the last fourteen surveys, the only obstacle preventing HUBBARD Top 40/M KQMV (MOVIN) from being #1 6+ was that big guy in the red suit.  Since he is currently relaxing on a beach somewhere, MOVIN was in its customary leadership position (7.1-7.2).  However, its lead shrank to under a point because second-place UNIVERSITY OF WASHINGTON N/T KUOW had its best book in over a year (5.8-6.7).  iHEARTMEDIA Classic Hits KJR-F (THE JET) moved up two places to #3 with its highest score since JULY (5.1-5.6).  HUBBARD AC KRWM (WARM) continued its post-HOLIDAY decline (5.6-5.3) but remained at #4.  CBS RADIO Classic Rock KZOK was up to #5 with its best showing in exactly one year (5.0-5.2).  BONNEVILLE Talk KIRO-F gave back most of last month’s increase (5.7-5.1) to drop three places to #6.  ENTERCOM Rhythmic AC KHTP (HOT) had its best outing since AUGUST (3.2-4.1) to climb six rungs to #7.

It was another big 25-54 win for KQMV as the station stretched its lead over the rest of the market to two-plus shares. This despite the fact that the next two stations in line had their best books in over a year.  KJR-F was up a slot to #2 while KHTP rose five places to #3.  ENTERCOM Active Rock KISW returned almost all of last month’s large increase and dropped back to #4.  KUOW was up two places to #5 with its best share in over a year.  Just two surveys ago, the station was tied at #12.  KRWM fell three places to #6 with a small decrease.  The two stations previously referred to as #5 parted ways and moved south.  iHEARTMEDIA Hot AC KBKS (KISS) ended up at #7 while KIRO-F dropped to #8.

Check out the big 18-34 book on KHTP.  The station grew by over four shares, crashed the double-digit barrier and moved up to #1.  Quite the trifecta.  KQMV also hit double digits with its best book since NOVEMBER but still dropped back to #2.  ENTERCOM Alternative KNDD (THE END) slipped back to #3 with its lowest score since NOVEMBER.  KBKS remained at #4 with a slight decrease while two stations moved up and into a tie at #5.  KRWM took one step forward with a slight increase while KJR-F advanced three places with its highest share since JUNE.  KISW fell back to #7 as it lost a chunk of last month’s big gain.

KQMV solidified its hold on the 18-49 demo with its best book since NOVEMBER. Though KHTP moved up three places to #2 with its highest number in over a year, the station was still over two and a half shares out of the lead.  KJR-F was up four slots to #3 with its largest share since MAY.  KISW was off a bit and fell back to #4.  The two previous occupants of the #3 position were up in ratings but down in rankings.  KBKS dropped back to #5 while KRWM was close behind at #6.

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