Research Director Inc. Analyzes Seattle PPM’s … Dec. 2017


SEATTLE-TACOMA: Warmest Holiday Wishes

Now here’s something you don’t hear every day. Four –- count ‘em –- four different stations dove into the holiday pool this survey. The traditional leader has been –- and remained -– HUBBARD AC KRWM (WARM). It flipped first on 11/15 and that pushed the station to #1 6+ (5.3-8.1), which outpaced last year’s 6.7 share. We’ll get to the other entrants in a moment. Although UNIVERSITY OF WASHINGTON N/T KUOW is currently on a six-book winning streak, nevertheless, it dropped back to #2. And that was despite landing its largest share in over a year (6.5-7.0). Sometimes life just isn’t fair. The two stations previously identified as an item at #2 remained together but dropped back to #3. HUBBARD Top 40/M KQMV (MOVIN) and BONNEVILLE Talk KIRO-F both went 6.0-5.7. iHEARTMEDIA Adult Hits KJAQ (JACK) was up to #5 with its best book since AUGUST (4.1-4.4). iHEARTMEDIA Classic Hits KJR-F (THE JET) fell to #6 with its lowest share in over a year (5.3-4.2). Now, as for those other holiday players. CRISTA Christian Contemporary KCMS (SPIRIT) made the move on 11/24. It fell to #11 (3.9-3.5). SINCLAIR Hot AC KPLZ (STAR) switched on 11/16. It climbed a spot to a tie at #12 despite a flat performance (3.4-3.4). Finally, the station formerly known as KMPS – ENTERCOM AC KSWD (THE SOUND) – turned to the Yule side on 11/17. It dropped seven slots to a tie at #15 (3.8-3.2).

Not even the power of the mighty Claus could dislodge KQMV from the top spot 25-54. The station was off slightly but maintained enough of an edge to hold off KRWM, which advanced five squares to #2. ENTERCOM Active Rock KISW stepped back to #3 despite landing its best book since AUGUST. KJAQ remained at #4 but with its highest share since MAY. ENTERCOM Alternative KNDD (THE END) moved up three slots to #5 with its highest score since JUNE. KIRO-F fell back to #8. In between and tied at #6 were KUOW and ENTERCOM Rhythmic AC KHTP (HOT).

SANTA could only show 18-34 as KQMV and KISW repeated as the #1 and #2 stations, respectively. The gap between the two narrowed a bit as MOVIN was off slightly while KISW had a slight increase. KRWM advanced ten spots to #3 as it more than doubled its previous share. KNDD moved back to #4 despite posting its best score since JANUARY. KHTP slid back to #5 as it returned most of last month’s healthy increase. Becoming the lone, ahem, wolf, reaped benefits for ENTERCOM Country KKWF (THE WOLF). The station rose from #12 to #6 with easily its best performance in over a year. KJR-F fell to #9 after achieving its lowest cruising altitude in over a year.

Make it an even dozen for KQMV. The station was #1 18-49 for the 12th straight survey. KRWM moved from #13 to #2 and nearly doubled its number but was still a full share behind the leader. KISW slipped back to #3 as it bounced back from a down book while KNDD dropped back to #4 but with its highest mark since JUNE. KJAQ moved up to #5 with its best outing in over a year. Two stations exited the top five this time. KIRO-F fell to a tie at #8 while KJR-F dropped to #13.


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