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



If all the stations that flipped to the holiday hits were reindeer, they could probably pull Santa’s sleigh. In the Rudolph position would be HUBBARD AC KRWM (WARM 106.9). The station made the switch at the beginning of week two. It rose from #5 to #1 6+ (5.0-7.9) and easily beat last year’s 3.4 share. BONNEVILLE Talk KIRO dipped to #2 (6.5-6.6) as it ended two streaks – a four-book slide and a five-book run at #1. UNIVERSITY OF WASHINGTON N/T KUOW repeated at #3 though the station halted its four-book surge (5.8-5.4). LOTUS News KOMO-A got back most of last month’s share loss (4.9-5.3) as it rose from a tie at #6 to #4. iHEARTMEDIA Classic Rock KZOK posted its lowest number since MAY (6.0-5.2) as it dropped three places to #5. CRISTA Christian Contemporary KCMS (SPIRIT 105.3) made the holiday move towards the end of the NOVEMBER book. The station ended a three-book surge as it slipped from #4 to #6 (5.2-4.9). It was tied with AUDACY Active Rock KISW (THE ROCK), which moved up from #8 (4.8-4.9). Two other stations of not added BURL IVES to their playlist. AUDACY AC KSWD (94.1 THE SOUND) slipped from #9 to #11 (4.7-3.9), while LOTUS Hot AC KPLZ (STAR 101.5) moved up from a tie at #15 to a tie at #14 (2.7-3.1). KRWM became the cume leader (567,800-713,200) – an increase of 25.6%. The market was off by 0.3%.

Santa was not quite strong enough to capture the 25-54 crown. KRWM did move up from #8 but stalled out at #2. FRIENDS OF KEXP Alternative KEXP moved up to #1 and led KRWM by the slimmest of possible margins. KISW was up slightly but dipped to #3, which ended the station’s #1 streak at ten surveys. HUBBARD Top 40/M KQMV (MOViN’ 92.5) rebounded from a down book as it stepped up to #4. KIRO took one leap up to #5 with its best showing in over a year. Last survey, KZOK and KUOW were tied at #3. Both stations were down this month and landed at #6 and #7, respectively.

KRWM more than doubled its NOVEMBER 18-34 share as it rocketed from a tie at #9 to #1. KISW had been #1 for the last four surveys but dipped to #2 with its smallest share in over a year. Over the last three surveys, here’s KEXP’s journey: #16 to a tie at #4 to #3. The station also scored its best number since MAY. KQMV stood alone at #4 but bounced back from its lowest share of the year. KZOK returned most of last month’s huge increase as it slid from #2 to #5. iHEARTMEDIA Top 40/M KBKS (HITS 106.1) posted its smallest share in exactly a year as it fell from #3 to #6. It was tied with KPLZ – which rose from a tie at #12 – and AUDACY Rhythmic AC KHTP (HOT 103.7), which had its best book in over a year.

KRWM completed the demo sweep as it leapt from #8 to #1 18-49. It just barely beat KISW, which stepped down to #2 as its seven-book winning streak came to a close. KEXP was up three places to #3 with its best showing since MAY. KQMV bounced back from a down book to repeat at #4. Last survey, KUOW and KZOK were tied at #2. They both had identical down books and slid to #5. There were joined in that space by KIRO, which got back all of last month’s share loss.

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