Research Director Inc: Demo Leaders & PPM Analysis for Seattle
(courtesy All Access Music Group.. Jan. 25 2019)
SEATTLE-TACOMA: Five For Fighting
Believe it or not, five stations officially declared allegiance to the northern powers (all-Xmas music format). The leader of the pack was once again HUBBARD AC KRWM (WARM), which remained at #1 (8.8-11.2) though it was off a bit from last year’s 11.8. UNIVERSITY OF WASHINGTON N/T KUOW remained undaunted at #2 (6.0-5.9) while HUBBARD Top 40/M KQMV (MOVIN) bounced back from a down book (5.3-5.7) to move up to #3. The second holiday player was SINCLAIR Hot AC KPLZ (STAR). It jumped seven spaces to #4 (3.8-5.1) though it was off from last year’s 5.7 pace. BONNEVILLE Talk KIRO-F dropped to #5 with its smallest share in over a year (5.7-4.9) while iHEARTMEDIA Classic Hits KJR-F (THE JET) slipped to #6 (4.7-4.8). Another player in the holiday game was CRISTA Christian Contemporary KCMS (SPIRIT). It turned it up to a tie at #11 with its strongest showing in over a year (3.0-3.7). We are not contractually obligated to go beyond the top 20 and that is where the other two holiday-infused stations were languishing. Thus, we chose to ignore them.
Before Santa’s much-anticipated arrival, KRWM was sitting at #14 25-54. The station has more than tripled its share since then and sat at #1 again. KQMV was on the move up to #2 as it regained about half of last survey’s big loss. A couple of bros were tied at #3. ENTERCOM Active Rock KISW slipped from #2 with a slight decrease while ENTERCOM Alternative KNDD (THE END) remained in place with a slightly smaller decrease. KUOW remained at #5 despite giving back all of last survey’s solid increase. KPLZ jumped seven places to #6 with its best showing since SEPTEMBER. However, it just missed matching last year’s pine-scented number. KCMS was up a spot to #17 but did post its largest share in over a year.
For the second straight survey, KRWM was both #1 18-34 and in double digits. It was also well ahead of last year’s pace. KQMV remained #2 but also passed the double-digit barrier and posted its largest share since MARCH. KNDD was alone at #3 with a flat performance. KPLZ moved up to #4 and managed to best last year’s score. iHEARTMEDIA Top 40/R KUBE remained at #5 with a small gain. KISW fell to #6 with its lowest share in over a year. KUOW dropped to a tie at #7 with a small loss while KCMS was up six slots to a tie at #15 with its best book in over a year.
KRWM completed the demo sweep by winning the 18-49 race for the second straight survey. The station was also a bit heftier than last year. KQMV again bounced back from a down book to remain #2 while KNDD moved up to #3 with its best outing since JULY. KISW dropped back to #4 with its lowest total in over a year. KPLZ was up four places to #5 and was ahead of last year’s pace. KUOW slipped to #6 with its smallest share since JUNE. Though KCMS remained at #18, it did post its best number in over a year.
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