Seattle Radio PPMs (Feb.) Analyzed by The Research Director Inc.
SEATTLE-TACOMA: Bustin’ A Move
The sound of footsteps you heard belonged to HUBBARD Top 40/M KQMV (MOVIN) as it beat a path back to familiar turf as the #1 6+ station. The station had been away since AUGUST but returned to the winner’s circle with its best book since JUNE (6.2-7.1). UNIVERSITY OF WASHINGTON N/T KUOW slipped back to #2 as it returned a chunk of last month’s increase (7.9-6.8). BONNEVILLE Talk KIRO-F got back what it lost last time and moved back up to #3 (5.4-5.7). ENTERCOM Active Rock KISW stepped back to #4 despite landing its largest share in over a year (5.5-5.6). Speaking of landing, iHEARTMEDIA Classic Hits KJR-F (THE JET) touched down at #5 with its best outing since JUNE (4.3-5.4). HUBBARD AC KRWM (WARM) cooled off a bit as it dropped to #6 (5.5-4.9).
Last month KISW led KQMV by over a share in the 25-54 battle. Though their relative positions remained unchanged, this time the gap between the two shrank dramatically. KISW was up slightly but KQMV had its highest share since MARCH. These two were well clear of the rest of the field. iHEARTMEDIA Adult Hits KJAQ (JACK) remained at #3 but surrendered all of last month’s big gain. It was tied with ENTERCOM Alternative KNDD (THE END), which moved up despite losing all of last month’s modest increase. KJR-F jetted its way to #5 with its best performance since NOVEMBER. KUOW slipped to #6 and was tied with KIRO-F, which was up slightly.
This was truly the month of reversals. KQMV moved to the top of the 18-34 chart and passed the double-digit barrier. Last month KISW did the same thing but fell to #2 this go around. KNDD held on as a distant #3 as it lost most of last month’s increase. ENTERCOM Rhythmic AC KHTP (HOT) repeated as the #4 station with a modest decrease. iHEARTMEDIA Hot AC KBKS (KISS) advanced four squares to #5 with its highest score since SEPTEMBER. Three stations were in a dead heat and close behind at #6. KRWM slid from #5 while iHEARTMEDIA Top 40/M KPWK (POWER) remained in place. KJR-F took one step forward with a slight increase.
The trend from the previous two demos was continued 18-49. KQMV vaulted to the lead with its highest share since MARCH, which pushed KISW back to #2. KQMV turned a nearly full-share deficit into a half-share advantage. KNDD remained at #3 with a modest loss while KJAQ held steady at #4 as it ended a three-book surge. KJR-F took off from #10 and landed at #5 with its best book in exactly a year. The two previous occupants of the #5 position went their separate ways. KHTP slid to #7 with its lowest mark since OCTOBER while KRWM ended up in a tie at #9.
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