Research Director Inc., Exclusive February PPM Analysis For Seattle

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Courtesy of All Access

March 25, 2021

SEATTLE-TACOMA: Talk Of The Town
This is a market hungry for spoken-word stuff as three stations that eschew songs landed in the top five 6+ – again. For the fourth straight survey, BONNEVILLE Talk KIRO-F was #1 (7.4-7.3) while UNIVERSITY OF WASHINGTON N/T KUOW landed at #2 (7.3-6.7), also for the fourth book in a row. ENTERCOM Active Rock KISW was the leading music station as it repeated at #3 with its best outing in over a year (6.2-6.5). iHEARTMEDIA Classic Rock KZOK stepped up to #4 (5.6-5.4) while SINCLAIR News KOMO-A dipped to #5 (5.7-5.2). The two stations that had been tied at #6 remained in that space but with a better result. This included UNIVERSITY OF WASHINGTON Alternative KEXP (4.3-4.9) and iHEARTMEDIA Classic Hits KJR-F (95.7 THE JET) (4.3-4.9). KJR-F also rocketed back to the cume lead for the first time since SEPTEMBER (486,900-532,800) – an increase of 9.4%. The market was off by 1.0%.

KISW had its best 25-54 book in over a year as it surged into the demo lead. Following in its footsteps was KEXP, which was at #2 with its seventh straight up book. When the streak began back in AUGUST, the station was sitting at #17. KUOW had its five-book winning streak snapped as it dropped to #3. HUBBARD Top 40/M KQMV (MOVIN 92.5) was flat and stable at #4. KJR-F leapt from #10 to #5 with a rather large share increase. iHEARTMEDIA Adult Hits KJAQ (96.5 JACK FM) was close behind. The station repeated at #6 but with its best book since APRIL. KIRO-F was off slightly but fell from #5 to #8. It was tied with HUBBARD AC KRWM (WARM 106.9), which moved up from #13.

For the fourth straight survey KISW was #1 18-34, the last two of which have been spent in double-digit land. KQMV was up to #2 with its best showing since NOVEMBER. KZOK gave back a chunk of last month’s huge increase as it slipped to #3. KUOW dipped to #4 while two stations set up shop at #5. iHEARTMEDIA Top 40/M KBKS (HITS 106.1) remained in place with a small increase while KRWM advanced from a tie at #9 with its best Frosty-free share since OCTOBER.

This was the second straight survey that had two stations dominating the 18-49 space. KISW notched its tenth straight demo victory and came dangerously close to hitting double digits. KEXP had its highest share in over a year to finish in second place for the third book in a row. KQMV stepped up to a distant #3 with a small gain while KUOW dipped to #4 as it returned all of last month’s big increase. KBKS moved up to #5 with a small increase. KRWM rebounded from a down book to climb from #12 to #6. HUBBARD Country KNUC (98.9 THE BULL) dropped from #5 to a tie at #15.

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