Research Director Inc.’s Analysis of Seattle Radio PPM’s – April 2019


Seattle-Tacoma: Down Is Up

Nobody likes a down book. But, for HUBBARD Top 40/M KQMV (MOVIN) it turned out fine as the station moved back to #1 6+ for the first time since NOVEMBER (6.8-6.6). UNIVERSITY OF WASHINGTON N/T KUOW reported its lowest share since JULY (7.0-5.7) as it dropped down to #2. iHEARTMEDIA Classic Rock KZOK moved up to #3 with its fifth up book in a row (4.8-5.6). It left behind its former partners at #4. They were HUBBARD AC KRWM (WARM) and BONNEVILLE Talk KIRO-F.  Both were flat (4.8-4.8). The MARINERS’ hot start translated well for BONNEVILLE Sports KIRO-A. The station had its best run production in over a year (2.9-4.3) to leap from #17 to #6. ENTERCOM AC KSWD (THE SOUND) ended a robust three-book surge and dropped five places to a tie at #8 (5.2-4.1).

KQMV continued its hot start to the year as it won the 25-54 contest for the fourth book in a row. ENTERCOM Alternative KNDD (THE END) remained at #2 with a slight decrease and was more than a share off the pace. KRWM climbed four places to #3 with its best Frosty-free share in over a year. ENTERCOM Active Rock KISW held steady at #4 but with its lowest score in over a year. KZOK stepped up to #5 with its best outing since SEPTEMBER. A couple of stations dropped out of the top five and landed at #6. KUOW fell from #3 with its lowest mark since JUNE while ENTERCOM Country KKWF (THE WOLF) took one step backwards with a small loss.

While KQMV again ran away with the 18-34 demo, the station saw its double-digit book streak end at four. KISW was off a bit at #2 and was about two and a half shares behind the leader. KNDD remained at #3 but with its lowest share since AUGUST. It was forced to share that space with iHEARTMEDIA Top 40/M KBKS (KISS), which moved up from #5 with its best performance in over a year. KUOW slipped to #5 with a modest loss.

The top three 18-49 stations were the same as before. KQMV completed the demo sweep with a slight increase and was over two shares ahead of #2 KNDD, which was off a bit. KISW repeated at #3 but with its third straight down book.  KWRM heated up. It jumped from a tie at #9 to #4 with its best Frosty-free share in over a year. KKWF returned as the #5 station but did end a strong three-book surge. KUOW dropped to #6 as it lost a rather large chunk of share. It was just ahead of KBKS, which posted its best score in over a year.



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