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

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Courtesy of All Access

by DC Rahe

August 11, 2021

SEATTLE-TACOMA: On The Move

There was a lot of stuff happening in the 6+ paradigm. To begin with, there was a new #1 station as BONNEVILLE Talk KIRO-F moved back to #1 for the seventh time in the last nine surveys. It also posted its largest share in over a year (5.9-7.8). iHEARTMEDIA Classic Rock KZOK had its largest share since SEPTEMBER as it rose two places to #2 (5.5-6.8). Last month, AUDACY Active Rock KISW and SINCLAIR News KOMO-A were the market’s co-leaders. KISW dipped to #3 (6.5-6.5), while KOMO-A landed at #4 (6.5-6.3). iHEARTMEDIA Classic Hits KJR-F (95.7 THE JET) landed its largest share since AUGUST (4.7-5.3) as it stepped up to #5. UNIVERSITY OF WASHINGTON N/T KUOW received its lowest grade in over a year (5.3-4.2) as it slipped to #6. KJR-F was back in the cume lead (597,700-642,200) with a 7.4% increase. The market was up by a more modest 0.5%.

Nothing to see 25-54 as KISW continued to plow through the competition. The station was #1 for the sixth straight survey and led KZOK – which zoomed from #9 to #2 with a huge share increase – by better than three shares. HUBBARD Top 40/M KQMV (MOVIN’ 92.5) stepped down from a #2 tie to #3 with a slight loss and was just ahead of iHEARTMEDIA Top 40/M KBKS (HITS 106.1), which had a slight increase. KJR-F repeated at #5 with a small increase, while KUOW fell from a tie at #2 to #8.

The two top 40 stations were duking it out 18-34. KBKS stepped up to #1 with its sixth straight up book. KQMV advanced to #2 with its highest share in over a year. The two archrivals were less than a half share apart. This ended the eight-book winning streak for KISW, which slipped to #3 with its smallest share since NOVEMBER. KZOK came close to doubling its previous share as it leapt from a tie at #10 to #4. Speaking of that number, three stations had been tied at that #4 spot. AUDACY Country KKWF (100.7 THE WOLF) ended up at #5 with a slight increase. AUDACY Rhythmic AC KHTP (HOT 103.7) and HUBBARD AC KRWM (WARM 106.9) both had the same slight decrease and landed together at #6.

A flat KISW was #1 18-49 for the third book in a row. That also meant the station was in double digits for the second straight survey. KQMV repeated at #2 with a slight decrease, while KBKS moved up to #3 with a modest gain. KZOK busted a move from #10 to #4 with its best showing since NOVEMBER. KUOW dropped from #3 to #6 with its lowest mark since AUGUST and was just ahead of KIRO-F, which leapt from #16 to #7 with its biggest book in over a year.

 

 

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