There is no doubt this has been the wildest and bumpiest ride we have likely ever endured. The APRIL survey (which ran from 3/26 through 4/22) put our collective programming skills to the test. In normal times, we would fret over a single tenth of a share change in our numbers. Now, with radio cume declining in massive amounts, we are left to watch in amazement and wonder.
The Ratings Experts from RESEARCH DIRECTOR, INC., along with our cohorts at XTRENDS, are here to kind of pick up the pieces. As we have stated previously, we generally focus on share in this column but we encourage you to dig deeper into your data and look at other trends. Needless to say, we can help with that (ooh, another shameless plug!). Let’s go inside the numbers …
SEATTLE: Everybody’s Talkin’ At Me
The market’s 6+ cume was off by about 14% from the previous survey.
BONNEVILLE Talk KIRO-F was #1 for the second straight survey (6.0-6.9). iHEARTMEDIA Classic Rock KZOK had its highest share since OCTOBER (5.1-6.1) as it moved up to #2. KQMV stood alone at #3 (5.4-5.8) while iHEARTMEDIA Classic Hits KJR-F (95.7 THE JET) advanced seven spaces to #4 with its best book in over a year (4.1-5.4). It was forced to share the moment with UNIVERSITY OF WASHINGTON N/T KUOW, which slipped from #2 (5.5-5.4). ENTERCOM Alternative KNDD (107.7 THE END) was up to #6 (4.5-5.0) while SINCLAIR News KOMO-A slid to #7 (5.4-4.9).
KQMV bounced back from a down book to return to the top spot 25-54. KUOW moved up to #2 with a slight increase and was just ahead of ENTERCOM Active Rock KISW, which slipped to #3. KNDD stepped up to #4 with its highest score since SEPTEMBER. HUBBARD Country KNUC (98.9 THE BULL) had its best outing since JULY as it moved up to #5. iHEARTMEDIA Adult Hits KJAQ (96.5 JACK FM) slipped to #6 and was paired with KJR-F. HUBBARD AC KRWM (WARM 106.9) fell four places to a tie at #9.
KISW had a huge 18-34 share increase – its highest since JUNE – as it catapulted to #1. This pushed KQMV back to #2 for the first time since, yep, JUNE. Also landing in second place was KZOK, which advanced from a tie at #8 with a massive share increase. KNDD slipped to #4 despite ending a two-book slide and was tied with Classical KING, which remained in place. KUOW and KRWM had been tied at #5. Both were up but stepped down – in unison – to #6. SINCLAIR Hot AC KPLZ (STAR 101.5) slipped to #8 despite posting its fourth straight up book.
KISW was off slightly and KQMV was flat as the stations remained #1 and #2 18-49, respectively. KJAQ was up slightly and KJR-F had its highest share in over a year as the two stations moved up and into a tie at #3. KNDD repeated at #5 with a small gain and was joined by KZOK, which moved up from a tie at #9 with its best outing in over a year. KRWM fell from #3 to a tie at #10.