Research Director Inc., Exclusive June 2021 PPM Analysis For Seattle/Tacoma


Courtesy of Research Director Inc. and All Access

July 15, 2021


It was a good month to celebrate a 50th birthday as AUDACY Active Rock KISW (THE ROCK) moved up to #1 6+ (6.5-6.5). It did have to share the party favors with SINCLAIR News KOMO-A which also landed at #1 (up from #8) with its best outing in over a year (4.3-6.5). Last month’s leader – BONNEVILLE Talk KIRO-F – slipped to #3 with its lowest mark in over a year (6.6-5.9). iHEARTMEDIA Classic Rock KZOK stepped up to #4 with its highest score since JANUARY (4.5-5.5). UNIVERSITY OF WASHINGTON N/T KUOW had its lowest total since AUGUST as it slipped to #5. Two stations bid a fond farewell to the top five. HUBBARD AC KRWM (WARM 106.9) dipped to #7 (4.5-4.5) while FRIENDS OF KEXP Alternative KEXP dropped from #4 to a tie at #12 with its smallest share since DECEMBER (4.7-3.2). KRWM was back to the #1 cume spot with a 4.2% increase (575,300-599,600). The market grew by 0.9%.

KISW continued to dominate 25-54 as it sat in first place for the fifth book in a row. How dominant? It was better than three shares ahead of the two stations in a tie at #2. KUOW moved up from #3 but with its lowest mark since AUGUST. HUBBARD Top 40/M KQMV (MOVIN’ 92.5) advanced from #4 as it ended a two-book slide. Posting its fifth straight up book was iHEARTMEDIA Top 40/M KBKS (HITS 106.1). The station stepped up to #4. iHEARTMEDIA Classic Hits KJR-F (95.7 THE JET) landed at #5 with its best showing since AUGUST. KOMO-A had a massive share increase to launch itself from a tie at #13 to #6. KEXP fell five places to #7 as it lost a massive chunk of share.

Things got a bit interesting in the 18-34 arena. KISW was #1 for the eighth straight survey but with its lowest share since NOVEMBER. KBKS had its best book in over a year as it moved up to #2 and less than a half share behind the leader. KQMV stepped up to #3 as it rebounded from a down book. Three stations that had previously been outside the top five had their own private Zoom meeting at #4. AUDACY Country KKWF (100.7 THE WOLF) was off slightly while KRWM moved up thanks to its first up book since JANUARY. AUDACY Rhythmic AC KHTP (HOT 103.7) completed the triad by advancing from a tie at #8 with its highest total in exactly a year. Two stations fell out of the top five and became part of a trio at #7. KEXP slid from #2 while KUOW dropped from #5. iHEARTMEDIA Adult Hits KJAQ (96.5 JACK FM) leapt from a tie at #12 as it halted a two-book slide.

For the 13th time in the last 14 books KISW was #1 18-49. The station was also back in double digits. KQMV moved up a couple of slots to #2 with a solid share increase but trailed the leader by better than three shares. KUOW repeated at #3 but with its lowest number since OCTOBER. Moving up to #4 with its highest share in over a year was KBKS while KEXP fell to #5 with its lowest total since DECEMBER.


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