Research Director Inc., Exclusive November 2021 PPM Analysis for Seattle-Tacoma


Courtesy of All Access

December 3, 2021

by Charese Frugé


When it comes to the holiday hoopla, this market is a hot mess. Once the pine needles have fallen, there will have been five – count em – five stations playing BING freakin’ CROSBY. Four waited until the DECEMBER survey. One did not. Before we go there, let’s point out that BONNEVILLE Talk KIRO just finished #1 6+ for the fifth book in a row. Oddly, the station was also down for the fourth straight survey (6.8-6.5). iHEARTMEDIA Classic Rock KZOK repeated at #2 (6.3-6.0), while UNIVERSITY OF WASHINGTON N/T KUOW was up for the fourth book in a row to remain #3 (5.5-5.8). Two days prior to the end of the survey, CRISTA Christian Contemporary KCMS (SPIRIT 105.3) became all jolly. The station was up for the third book in a row, landed its largest share in over a year and leapt from #10 to #4 (4.5-5.2). HUBBARD AC KRWM (WARM 106.9) was still in regular format as it posted its largest Frosty-free share in over a year (4.6-5.0). This propelled the station from a tie at #8 to #5. iHEARTMEDIA Classic Hits KJR (95.7 THE JET) descended to #6 (5.1-4.9) and was tied with LOTUS News KOMO-A (5.4-4.9). KJR repeated as the cume champion (634,700-642,800) – a 1.3% increase. The market rose by 1.7%.

For the tenth straight survey, AUDACY Active Rock KISW (THE ROCK) was #1 25-54. The station broke out of a tie with KZOK, though it did post a fifth straight down book. Nipping at its nose was FRIENDS OF KEXP Alternative KEXP. Here is how the station has placed over the last four surveys: #12, a tie at #3, #13, and now #2. KZOK slipped to #3 and was tied with KUOW, which stepped up from #4. HUBBARD Top 40/M KQMV (MOViN’ 92.5) had its smallest share since MAY as it slid to #5. KIRO dipped to #6 with a small decrease.

A flat KISW finished in first place 18-34 for the fourth straight survey. KZOK went from #4 to #2 with its best outing since JANUARY but was still better than a share off the pace. iHEARTMEDIA Top 40/M KBKS (HITS 106.1) remained at #3 but with its lowest mark since JANUARY. KQMV slid to #4 with its smallest share in over a year. It was paired with KEXP, which rocketed up the chart from #16. HUBBARD Country KNUC (98.9 THE BULL) and KIRO had been tied at #5. KNUC dipped to #6 with a small decrease, while KIRO-fell to #17.

KISW was flat 18-49 but that was good enough to ensure the station’s seventh straight victory. KZOK repeated at a somewhat distant #2 and was joined in that space by KUOW, which stepped up from #3. KQMV was at #4 again with its lowest total since the weather outside was frightful. KIRO remained at #5 as it ended a four-book surge, while KEXP leapt from #14 to #6.

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