PPM Analysis for Seattle Tacoma


Courtesy of All Access

Research Director Inc.

October 1, 2020

SEATTLE-TACOMA: Don’t Settle For Second Best

For the previous five surveys, iHEARTMEDIA Classic Rock KZOK was #2 6+. Finally, the station had its day in the sun as it moved up to #1 (6.9-6.9). This ended the six-book winning streak for BONNEVILLE Talk KIRO-F, which stepped down to #2 with its lowest total since MARCH (7.1-6.4). ENTERCOM Active Rock KISW remained at #3 with its best book in over a year (5.7-6.0). UNIVERSITY OF WASHINGTON N/T KUOW inched up to #4 (5.3-5.8). SINCLAIR News KOMO-A broke into the top five for the first time since MARCH (4.4-5.0). iHEARTMEDIA Classic Hits KJR-F (95.7 THE JET) descended to #6 (5.5-4.8) but remained the cume leader (635,000-589,700) despite a decrease of 7.1%. The market shrank by 0.8%.

KISW continued to run roughshod over the 25-54 arena, winning for the second book in a row with its highest share in over a year. KUOW moved up to #2 as it rebounded from a down book but was better than a share behind the leader. ENTERCOM Alternative KNDD (107.7 THE END) stepped up to #3 with a slight increase. The CHR war was on full display. It was at the beginning of week two that the artist formerly known as KISS rebranded into iHEARTMEDIA Top 40/M KBKS (HITS 106.1) and added a new morning show that was previously on HUBBARD Top 40/M KQMV (MOVIN 92.5). The results were dramatic. KQMV slipped from #2 to #4 with its lowest share in over a year. Meanwhile, KBKS jumped from a tie at #13 to #5 with easily its best book in over a year. The stations were a half share apart. Also coming in at #5 was SINCLAIR Hot AC KPLZ (STAR 101.5), which advanced from #9 with its best performance in over a year. KJR-F dropped from #4 to #7, ending a two-book surge.

The 18-34 demo was honed to a hard edge. KISW was #1 for the fourth straight survey despite a large loss. However, it was forced to share the stage with KZOK, which stepped up from #2 with its highest mark in over a year. Repeating at #3 was KNDD, which was a bit more than a share behind. We go from rock to BACH as CLASSIC RADIO INC. Classical KING-F moved up to #4 with a strong increase. KQMV slipped to #5 with its lowest total in over a year and was not far in front of KBKS, which rose to #6 with its best book in over a year. KJR-F slid from a tie at #5 to a tie at #9.
Rock was also the coin of the 18-49 realm as KISW reigned supreme for the fourth straight survey. KZOK remained #2 with a small loss while KNDD stepped up to #3 as it got back half of last month’s big loss. KUOW moved up to #4 with its best performance since JANUARY.  KPLZ has been on a strong, three-book uptrend, had its highest share in over a year, and has risen four places to #5. KQMV slid three places to #6 while KBKS rose six slots to a tie at #8. KJR-F fell from a tie at #4 to a tie at #10.


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