Seattle PPM’s: Research Director’s Analysis & Demo Leaders

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Courtesy of Research Director Inc & Access

SEATTLE-TACOMA: The Christmas Conflict
Every year this market is flooded with stations that take the twelve days theme to the ultimate extreme. This DECEMBER was no different as six – count ‘em – six stations made the switch before the end of the survey. However, Santa was no match for the twin forces of the election meltdown and SEAHAWKS football. BONNEVILLE Talk KIRO-F enjoyed seeing RUSSELL WILSON feast as the station moved up to #1 6+ with its highest share since MAY (6.6-7.2). UNIVERSITY OF WASHINGTON N/T KUOW slipped to #2 (6.9-6.9) while iHEARTMEDIA Classic Rock KZOK dipped to #3 with its smallest share since MARCH (6.6-5.5). SINCLAIR News KOMO-A stepped up to #4 (5.1-5.3), which meant three of the top four stations were devoid of musical accompaniment. HUBBARD Top 40/M KQMV (MOVIN 92.5) was up to #5 with its highest share since MAY (4.6-5.2). It was also the market cume leader again (574,800-579,700) – an increase of 0.9%. The market was off by 0.8%. ENTERCOM Active Rock KISW slipped to #6 (5.2-5.0). Two of the early holiday adopters had mixed results. HUBBARD AC KRWM (WARM 106.9) moved up to a tie at #8 (3.7-3.4) but fell well short of last year’s 6.6 share. CRISTA Christian Contemporary KCMS (SPIRIT 105.3) did better as it rose from a tie at #23 to a tie at #10 (2.0-3.2). Both stations made the switch prior to the beginning of the survey.

KUOW increased its lead over the rest of the 25-54 field as it landed its largest share in over a year. KQMV had a solid increase as it moved up to tie KISW at #2 but both stations were two shares off the pace. KIRO-F advanced three spaces to #4 as it got back most of last month’s share loss. iHEARTMEDIA Classic Hits KJR-F (95.7 THE JET) propelled itself from a tie at #14 to #5 as it ended a three-book slide. KZOK slipped to #6 with a modest loss and was tied with UNIVERSITY OF WASHINGTON Alternative KEXP, which leapt from #11 thanks to a slight gain. iHEARTMEDIA Top 40/M KBKS (HITS 106.1) dropped to a tie at #8 as its five-book surge came to a halt.

It was rock on top again 18-34 but with a new flavor. KISW moved into first place as it regained most of last month’s big loss while KZOK stepped down to #2 with its lowest total since JULY. KUOW moved up to #3 with a small increase and was tied with KQMV, which slipped from a tie at #2 with a modest decline. iHEARTMEDIA Top 40/R KUBE had its best book in over a year as it zoomed from #15 to #5. KRWM slipped to a tie at #6 but KCMS advanced from a tie at #21 to a tie at #9, more than tripling its previous share.

For the seventh book in a row, KISW was #1 18-49. The station was up slightly. KQMV stood alone at #2 with its third straight up book while KUOW stepped down to #3 even though it was up slightly. KZOK repeated at #4 but with a down book while HUBBARD Country KNUC (98.9 THE BULL) moved up to #5 despite a small loss. KBKS dropped from #5 to a tie at #10, ending its strong five-book surge.

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