Research Director Inc’s Analysis of Seattle Radio PPM’s (Feb. 2019)


SEATTLE-TACOMA: Speaking Of Talk

Two of the top three 6+ stations specialize in speaking. UNIVERSITY OF WASHINGTON N/T KUOW repeated itself at #1 and posted its largest share in over a year (7.4-8.0). BONNEVILLE Talk KIRO-F remained at #3 with its second straight up book (5.6-5.9). In between was HUBBARD Top 40/M KQMV (MOVIN), which was oddly stationary (7.0-6.8). ENTERCOM AC KSWD (THE SOUND) had its best outing in its new digs (3.8-5.1) as it whooshed from a tie at #10 to #4. Two stations moved up and into a tie at #5. iHEARTMEDIA Classic Rock KZOK was up for the third book in a row (4.4-4.5) while ENTERCOM Country KKWF (THE WOLF) had its best litter in over a year (4.3-4.5). (Okay, that was a bit of a stretch …) The two stations previously tied at #4 went their separate ways. iHEARTMEDIA Classic Hits KJR-F (THE JET) slipped to #7 with its lowest share in over a year (4.8-4.4). HUBBARD AC KRWM (WARM) fell to a tie at #9 as it reverted to pre-Santa levels (4.8-4.0).

KQMV kept up its 25-54 pace as it remained #1 with a slight decrease. KUOW moved up to #2 with a strong increase but was still about a share off the lead. ENTERCOM Alternative KNDD (THE END) slipped to #3 with a modest loss while ENTERCOM Active Rock KISW remained at #4 but with its smallest share in over a year. KKWF and KIRO-F had been tied at #8. Both moved up. KKWF landed at #5 with its best book in over a year and KIRO-F settled in at #6 with its highest mark since NOVEMBER. KSWD jumped six places to #9 while KRWM dropped the same number as it fell to a tie at #11.

For the third straight survey, KQMV topped the double-digit threshold 18-34. While KUOW again had its best book in over a year as it moved up to #2, the gap between these stations was over two shares. KISW slipped to #3 with a modest loss while KNDD stepped back to #4 with a slight decrease. SINCLAIR Hot AC KPLZ (STAR) moved up to #5 with its best showing since OCTOBER. KRWM fell to a tie at #6 with its lowest mark since that same month.

The only thing that changed with the top two 18-49 stations was that they grew more distant. KQMV returned at #1 with a slight decrease while KNDD repeated at #2 but with its first down book since SEPTEMBER. KUOW was very close behind at #3 after – again – posting its largest share in over a year. KISW slid back to #4 as it returned most of last month’s modest increase. KKWF loped up to #5 with its best showing in over a year. KRWM fell five slots to a tie at #10, which is where it was before all the holiday hoo-hah started.

(courtesy All Access Music Group)


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