Research Director Inc. Analyzes Seattle PPM Demo Leaders


Seattle-Tacoma: Movin’ Back Up

Things were proceeding in the right direction for HUBBARD Top 40/M KQMV (MOVIN).  After dropping to #3 6+ last time, the station bounced back and returned to #1 (5.8-6.8).  It just outpaced BONNEVILLE Talk KIRO-F, which was up for the third straight survey and posted its highest share in over a year (6.1-6.6).  Last month’s leader – UNIVERSITY OF WASHINGTON N/T KUOW – was also up for the third book in a row (6.2-6.3) but that wasn’t good enough as it fell to #3.  ENTERCOM AC KSWD (THE SOUND) had its best book in its new incarnation (4.2-4.9), which advanced it from #8 to #4. It was tied with iHEARTMEDIA Classic Rock KZOK, which took a step forward despite a slight loss (5.1-4.9).  iHEARTMEDIA Classic Hits KJR-F (THE JET) slid to #6 with its lowest share since JANUARY (5.2-4.6) and was tied with ENTERCOM Active Rock KISW, which had its lowest mark since the scent of pine was ubiquitous (5.1-4.6).

For the first time since DECEMBER, KQMV hit #1 on the 25-54 chart and did so with authority.  The station had its best showing since FEBRUARY.  KISW was knocked back to #2 as it posted its lowest total since DECEMBER.  In the end the two stations were a share and a half apart.  KIRO-F jumped five places to #3 with a massive increase that yielded the station its highest share in over a year.  KUOW slipped back to #4 despite a slight increase.  The two stations previously sharing time at #5 dissolved their relationship.  ENTERCOM Alternative KNDD (THE END) remained in place with a small increase while KJR-F descended to #8 with its lowest score since ELTON hopped on the old QRK turntable.  SINCLAIR Hot AC KPLZ (STAR) gave back almost all of last month’s huge increase as it dropped from #4 to a tie at #11.

Check out the big 18-34 ratings on KQMV.  The station zoomed from #3 to #1 and crashed through the double-digit barrier for the first time since MARCH.  KISW was up slightly at #2 but trailed the leader by almost three shares.  KNDD gave back most of last month’s increase but managed to worm its way up to #3.  KPLZ’s stay at #1 was short lived as the station returned most of last month’s massive increase and it dropped to #4.  ENTERCOM Country KKWF (THE WOLF) moved up to #5 with a slight increase while iHEARTMEDIA Top 40/R KUBE stepped up to #6 as it regained all of last month’s loss.  HUBBARD AC KRWM (WARM) cooled off considerably as it fell ten places to #15 with its smallest share since NOVEMBER.

KQMV climbed to the top of the 18-49 heap with its best outing since MARCH.  This ended KISW’s string of #1 books at six as the station dropped to #2 with its third down book in a row.  KNDD remained alone at #3 with a flat performance while KIRO-F advanced from #10 to #4 with its best outing in over a year.  KUOW inched up to #5 with a slight increase while two stations dropped out of the top five.  KPLZ fell five spots to #8 as it returned all of last month’s huge increase.  KJR-F slid four spots to #9 with its lowest total since the lords were leaping.

(courtesy All Access Music Group)


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