Research Director’s PPM Analysis and Demo Leaders for Seattle

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Courtesy of All Access and Research Director, Inc.

January 28, 2021

SEATTLE-TACOMA: What A Mess!


This market was dealing with a lot of stuff. The election blowback, the SEAHAWKS, and, oh yeah, six stations playing some version of the holiday hits. Of those six, four will be worth mentioning. But first, the top two 6+ stations remained unchanged from the last book. BONNEVILLE Talk KIRO-F was #1 (7.2-7.2) and UNIVERSITY OF WASHINGTON N/T KUOW was #2 (6.9-6.4). The traditional holiday hitmaker is HUBBARD AC KRWM (WARM 106.9). It leaped from a tie at #8 to #3 (3.4-6.0) but was well off last year’s 9.2 shares. The station also assumed control of the cume column (448,200-666,200) with a 48.6% increase. The market was up by 0.9%. ENTERCOM Active Rock KISW ended a three-book slide as it moved up to #4 (5.0-5.4). Another holiday player was ENTERCOM AC KSWD (94.1 THE SOUND). It advanced from a tie at #15 to #5 (3.0-4.9). Last year it finished with a 5.1 share. SINCLAIR News KOMO-A slipped to #6 (5.3-4.6) and was paired with iHEARTMEDIA Classic Rock KZOK (5.5-4.6). HUBBARD Top 40/M KQMV (MOVIN’ 92.5) slid to #8 (5.2-4.1). Two other contributors to the holiday madness were SINCLAIR Hot AC KPLZ (STAR 101.5) (3.2-3.7) at #10 and CRISTA Christian Contemporary KCMS (SPIRIT 105.3) (3.2-4.0) at #9.

Things were interesting in the 25-54 space. KUOW was off a bit but remained #1 for the fourth straight survey. KISW stood alone at #2 with a slight increase. Leaping from a tie at #6 to #3 was UNIVERSITY OF WASHINGTON Alternative KEXP. KRWM more than doubled its previous share as it took a sleigh ride from #18 to #4. KQMV slid to #5 as it ended a two-book surge. KPLZ was up to #6 as it ended a three-book slide. KIRO-F dropped three places to #7 with a modest loss while KSWD advanced from #17 to #8 with its highest share in over a year. KCMS moved from #19 to #13.
For the second book in a row, KISW was #1 18-34 with a small increase. KRWM was up four places to #2 but was about two shares off the lead. KQMV remained at #3 with a small loss. However, it was locked in mortal combat with iHEARTMEDIA Top 40/M KBKS (HITS 106.1), which advanced from a tie at #9 with its best share in over a year. KZOK dropped to #5 with its lowest score since JUNE. KUOW slid to #6 and was tied with KCMS and ENTERCOM Alternative KNDD (107.7 THE END). iHEARTMEDIA Top 40/R KUBE went from #5 to #9 despite a slight increase.
KISW extended its 18-49 winning streak to eight with a solid increase. KEXP jumped from #7 to #2, easily its best book in over a year. It just edged out KUOW, which remained at #3. KQMV slipped to #4 and was joined by cluster sister KRWM, which came up from a tie at #16. Two stations dropped out of the top five and landed at #8. They were KZOK and HUBBARD Country KNUC (98.9 THE BULL). KSWD jumped from a tie at #16 to #10.

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