Research Director, Inc Exclusive March PPM Analysis for Seattle-Tacoma

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Courtesy of All Access

SEATTLE-TACOMA: Rock And Talk
The information stations had been fairly dominant over the last few surveys. However, this time we did see their 6+ numbers fall off. BONNEVILLE Talk KIRO-F was #1 for the fifth straight survey but with its lowest share since SEPTEMBER (7.3-6.4). AUDACY Active Rock KISW moved up to #2 though it ended a three-book surge (6.5-6.0). UNIVERSITY OF WASHINGTON N/T KUOW dipped to #3 with its lowest mark since AUGUST (6.7-5.6). FRIENDS OF KEXP Alternative KEXP was up two places to #4 with its fourth up book in a row (4.9-5.3). When this streak began, the station was ranked #20. SINCLAIR News KOMO-A remained at #5 (5.2-5.0) but was forced to share with HUBBARD AC KRWM (WARM 106.9), which rose from #8 with its best Frosty-free share in over a year (4.5-5.0). The station also became the cume leader (502,000-550,600) – an increase of 9.7%. The market grew by 4.0%. iHEARTMEDIA Classic Rock KZOK slid to #8 (5.4-4.6).

The top four 25-54 stations remained unchanged but the top two were well clear of the rest of the field. KISW was #1 with its highest share in over a year and was about a share ahead of #2 KEXP, which was up slightly. KUOW repeated at #3 but fell a share and a half behind the leaders. HUBBARD Top 40/M KQMV (MOVIN’ 92.5) was #4 again with a small increase. KRWM leapt from a tie at #8 to #5 with a solid increase. It was just ahead of iHEARTMEDIA Top 40/M KBKS (HITS 106.1), which was up to #6 with a slight increase. iHEARTMEDIA Classic Hits KJR-F (95.7 THE JET) descended to #8 as it returned a good portion of last month’s big increase.

KISW continued to completely own the 18-34 demo. The station was #1 for the fifth straight survey and just missed hitting double digits for the third book in a row. A flat KQMV remained at #2 but was almost three shares off the lead. Three stations moved up and into a tie at #3. KBKS advanced from a tie at #5 with a slight increase while KUOW stepped up from #4 with a slight decrease. AUDACY Country KKWF (100.7 THE WOLF) loped in from #7 with its best book in over a year. KRWM slipped to #6 with a small loss while KZOK fell to #7 with its smallest share in over a year.

KISW and KEXP were the dominant players in the 18-49 sphere. KISW was off slightly but remained #1 for the eleventh straight survey. KEXP repeated at #2 with its eighth up book in a row. KQMV was at #3 again with its best book since JULY but was still about two shares behind the leaders. KUOW was #4 again with a slight increase. KRWM was up to #5 with a slight increase. This pushed KBKS – which was off slightly – down to #6.

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