Research Director Inc.’s Analysis & Demo Breakout of Seattle Radio PPM’s


Seattle-Tacoma: Christmas Conflicts

To quote the immortal Crash Davis: “We’re dealing with a lot of stuff here.”  Format changes, multiple stations flipping the Frosty switch, dogs and cats living together … but we digress.  Let’s start at the top with HUBBARD AC KRWM (WARM), which rode Santa’s sleigh to another 6+ victory (8.1-11.8).  And, despite all the competition, managed to beat last year’s number (10.9).  UNIVERSITY OF WASHINGTON N/T KUOW remained at #2 but ended a strong five-book run (7.0-6.4).  BONNEVILLE Talk KIRO-F was flat (5.7-5.7) and stable at #3.  However, it was joined by another holiday hit maker – SINCLAIR Hot AC KPLZ (STAR) – which moved up from a tie at #12 with its best book in over a year (3.4-5.7).  HUBBARD Top 40/M KQMV (MOVIN) slipped to #5 with its lowest score in over a year (5.7-5.2) while ENTERCOM Active Rock KISW inched up to #6 with its highest total since JULY (3.9-4.6).  iHEARTMEDIA Adult Hits KJAQ (JACK) was flat (4.4-4.4) but dropped two places to #7.  What of our other holiday hosts?  CRISTA Christian Contemporary KCMS (SPIRIT) dropped three places to #14 (3.5-3.2) while the newly minted ENTERCOM AC KSWD (THE SOUND) moved down to a tie at #17 (3.2-2.8).

KRWM vaulted into the 25-54 lead with a healthy dose of BURL IVES and managed to beat last year’s number, too.  KISW also moved up – to #2 – with its best showing since JULY.  KQMV saw its string of demo wins end at five as it fell to #3.  KJAQ remained at #4 with a flat book while ENTERCOM Alternative KNDD (THE END) was close behind at #5 after landing its largest share in over a year.  KPLZ rocketed from a tie at #15 to #6.

Getting a fifty per cent share increase from book to book is a good thing, right?  That’s what KRWM did as it took control of the 18-34 arena.  It was also over two shares larger than last year.  KQMV slipped to #2 for the first time since FEBRUARY and was joined by KNDD, which moved up from #4 with its best score in over a year.  KISW dropped back to #4 with a modest decrease.  ENTERCOM Rhythmic AC KHTP (HOT) remained at #5 but with its best outing since APRIL.  Surprisingly, KJAQ came close to doubling its previous number as it moved from #15 to #6.  KPLZ also did well in rising from a tie at #11 to #7.

It’s been a pretty good 18-49 run for KRWM as it has gone from #13 to #2 to #1.  It also beat last year’s number by almost a share.  KISW stepped up to #2 with a strong increase while KQMV dropped to #3 with its lowest share since SEPTEMBER.  KNDD was rock solid at #4 with its third up book in a row while KJAQ repeated at #5 with its best showing in over a year.  KPLZ jumped from a tie at #14 to #7.



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