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


courtesy of All Access and Research Director Inc.

by Charese Frugé

November 3, 2021

SEATTLE-TACOMA: The Song Remains The Same

To be more precise, three of the top four 6+ stations eschew the playing of musical entertainment. BONNEVILLE Talk KIRO was down for the third book in a row (7.1-6.8) but remained the market leader for the fourth consecutive survey. iHEARTMEDIA Classic Rock KZOK repeated at #2 as it ended a two-book slide (5.5-6.3). UNIVERSITY OF WASHINGTON N/T KUOW stood alone at #3 with its third straight up book (5.4-5.5), while LOTUS News KOMO-A receded to #4 (5.4-5.4). iHEARTMEDIA Classic Hits KJR (95.7 THE JET) rounded out the top five again (5.1-5.1). It was hotly pursued by AUDACY AC KSWD (94.1 THE SOUND) and moved up to #6 with its best outing since MARIAH CAREY was in regular rotation (4.6-4.9). KJR was back as the cume leader (614,800-634,700) – a 3.2% increase. The market rose by 1.2%.

The 25-54 competition entered a new phase. AUDACY Active Rock KISW (THE ROCK) was #1 for the ninth book in a row. However, the station posted its lowest share of the run. Meanwhile, KZOK posted its largest share in over a year as it was launched from a tie at #9 into a tie at #1. HUBBARD Top 40/M KQMV (MOViN’ 92.5) stood alone at #3 and less than a half share off the lead after landing its largest share since DECEMBER. KUOW slipped to #4, while KIRO stepped up to #5 with its best outing in over a year. KJR remained at #6 with a slight increase but was feeling pressure from HUBBARD AC KRWM (WARM 106.9), which advanced from #11 to #7 with its best book since MARCH. iHEARTMEDIA Top 40/M KBKS (HITS 106.1) slid from #5 to #8.

KISW’s 18-34 lead grew larger this survey. The station was #1 for the third book in a row despite a modest loss. However, KQMV notched its fourth straight #2 finish but with its lowest total since MAY. That stretched the gap between the two stations to better than two shares. A flat KBKS stepped up to #3, which pushed KZOK down to #4. KIRO slipped to #5 where it was met headlong by HUBBARD Country KNUC (98.9 THE BULL), which rose from #10 with its highest share in over a year.

Last month KISW led the 18-49 field by more than two shares. This survey, the station was still #1 – for the sixth book in a row – but saw its lead shrink dramatically. KISW had its lowest mark since DECEMBER, while KZOK advanced from #8 to #2 with its best performance in over a year. In the end, the two stations were separated by less than a half share. KUOW repeated at #3 with a slight increase, while KQMV slipped two places to #4 with a slight decrease. KIRO remained at #5. FRIENDS OF KEXP Alternative KEXP lost more than half its previous share as it descended from #4 to #14.

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