Research Director Inc., Exclusive July PPM Analysis For Seattle


Courtesy of All Access

August 5, 2020

Summertime and the living is … strange. Still, despite all the weirdness in the world, the reality of radio ratings marches ever on. That’s why you have the Ratings Experts from RESEARCH DIRECTOR, INC. and our socially distant compadres from XTRENDS to cut through the clutter to expose the raw truth of what NIELSEN has wrought. This is our third – and final – pass at the JULY data. This one ran from 6/18-7/15 and featured a somewhat different holiday weekend plus the usual pandemic madness.


It’s not like this market has been devoid of huge events. For the fifth straight survey, BONNEVILLE Talk KIRO-F was #1 6+ (7.1-7.1). iHEARTMEDIA Classic Rock KZOK was #2 for the fourth book in a row (6.7-6.3). iHEARTMEDIA Classic Hits KJR-F (95.7 THE JET) soared from a tie at #6 to #3 with its best book in over a year (4.8-5.5). The station also landed in the top cume spot with an increase of 21.2% (500,700-608,300). The market gained 3.5% in cume. UNIVERSITY OF
WASHINGTON N/T KUOW repeated at #4 (5.1-5.4) while ENTERCOM Active Rock KISW moved up to #5 with its largest share in over a year (4.6-5.2). HUBBARD Top 40/M KQMV (MOVIN 92.5) slipped to #6 with its lowest total in over a year (5.0-4.9) and was joined by SINCLAIR News KOMO-A, which advanced from a tie at #8 (4.6-4.9). The soothing sounds of CLASSICAL RADIO INC. Classical KING slid to #8 (5.3-4.4).

After a short hiatus, KQMV was back on top 25-54 with a modest increase. KISW stepped up to a pretty close #2 with a small gain. KUOW was up two places to #3 with a strong gain while ENTERCOM Alternative KNDD (107.7 THE END) repeated at #4 with a slight loss. ENTERCOM Country KKWF (100.7 THE WOLF) loped from a tie at #10 to #5 with its best outing in over a year. KJR-F was up six spaces to #6 as it ended a two-book slide. HUBBARD Country KNUC (98.9 THE BULL), which rocketed to first place last month, dropped to #12 this time.

The 18-34 arena had a bit of an edge as three of the top four stations were rock related. KISW repeated at #1 but with its best book in over a year. KNDD was up to #2 with a small gain but trailed its cluster bro by over a share and a half. KQMV slipped to #3 with its smallest share in over a year while KZOK was up three places to #4 with a solid increase. KING dipped to #5 with a large loss. Last month HUBBARD AC KRWM (WARM 106.9) and KUOW were tied at #5. They fell to #6 and #13, respectively.

KISW was again #1 18-49 with another one of those “best book in over a year” type performances. KQMV remained #2 with a modest increase while KNDD stepped up to #3 with a small gain. A flat KZOK moved up to #4 while KUOW advanced three spaces to #5. KJR-F jetted – see what we did there – from #13 to #6. Last month KNUC charged from #16 to #3. This time it was back at #16.

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