Research Director Inc., Exclusive May 2021 PPM Analysis For Seattle-Tacoma


Courtesy of All Access

June 16, 2021

SEATTLE-TACOMA: Trading Spaces

Last month AUDACY Active Rock KISW (THE ROCK OF SEATTLE) ended the five-book 6+ winning streak for BONNEVILLE Talk KIRO-F. The tables turned this time as KIRO-F was back on top (6.2-6.6) while KISW stepped down to #2 (6.3-6.5). UNIVERSITY OF WASHINGTON N/T KUOW moved up to #3 as it ended a three-book slide (5.4-6.0). Speaking of ending a streak, the last time FRIENDS OF KEXP Alternative KEXP had a down book was in AUGUST. This time the station dipped to #4 (5.7-4.7). iHEARTMEDIA Classic Rock KZOK repeated at #5 but with its lowest share in over a year (4.8-4.5). It was paired with HUBBARD AC KRWM (WARM 106.9) which advanced from #7 (4.7-4.5). iHEARTMEDIA Classic Hits KJR-F (95.7 THE JET) slipped to #7 (4.8-4.4). However, the station did cruise into the cume lead (548,100-589,200) with a 7.5% increase. The market grew by 1.0%.

The top five 25-54 contained the same players as before with one minor adjustment. Last month, KISW and KEXP had been tied for the top spot. Both stations had down books but KISW had enough left in the tank to win for the fourth straight survey, while KEXP slipped to #2. Both were well ahead of KUOW, which repeated at #3 as it ended a three-book slide. A couple of format rivals were duking it out on the next rung. HUBBARD Top 40/M KQMV (MOVIN’ 92.5) was at #4 with a slight loss while iHEARTMEDIA Top 40/M KBKS (HITS 106.1) repeated at #5 with a slight gain. There was precious little daylight between the two stations.

The 18-34 arena continued to be an alternative universe. KISW was #1 for the seventh straight survey, while #2 KEXP suffered its first down book since DECEMBER (when it was tied at #19). KBKS had its best performance in over a year as it stepped up to #3. It narrowly defeated KQMV, which slipped to #4 with its smallest share since Ma was in her kerchief. KUOW moved up to #5 with a small loss while AUDACY Country KKWF (100.7 THE WOLF) ended a robust five-book surge while slipping to #6.

Last month, KEXP and KISW were #1 and #2 respectively, 18-49 and had each landed in double digits. This time they fell out of that rarefied position as KISW moved back to the top spot and KEXP dipped to #2.  Staying at a solid, if distant, #3 was KUOW with its best book since JANUARY. KQMV repeated at #4 with a slight increase and held a healthy advantage over KBKS, which remained at #5 with a small gain.

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