Research Director Inc., Exclusive Holiday ’21 PPM Analysis For Seattle-Tacoma


Courtesy of All Access and Research Director Inc.

January 27, 2022

Before The Ratings Experts from RESEARCH DIRECTOR, INC. – along with our partners in data from XTRENDS – round out our coverage of the third book from CHRISTMAS, we have a question. Why does Santa get all the credit? Sure, he works his butt off for one day a year. But what about the elves? They work doggedly (and tirelessly) all year in sweatshop-type conditions. Have you ever seen their living quarters? No. What kind of benefits do they receive? Is there a union? It’s clearly not an equitable situation. Perhaps they should form a partnership with the elves from “The Lord of the Rings.” That would give them leverage. Now about this HOLIDAY book. It ran from DECEMBER 9TH through JANUARY 5TH so 17 of the 28 days were polluted by the fetid sounds of the TRANS-SIBERIAN ORCHESTRA. As we have seen so far, it was a winning combination.

SEATTLE-TACOMA: Multiple Choice Christmas

The correct answer is d) all of the above. Five – count ‘em, five – stations made the Frosty flip this season. The one that had the most success was HUBBARD AC KRWM (WARM 106.9). It remained at #1 6+ (7.9-9.6) and easily crushed last year’s 6.0 share. BONNEVILLE Talk KIRO-F repeated at #2 (6.6-6.6), while LOTUS News KOMO-A inched up to #3 with its best outing since AUGUST (5.3-5.5). iHEARTMEDIA Classic Rock KZOK dipped to #4 (5.2-5.3), while another one of Santa’s helpers – AUDACY AC KSWD (94.1 THE SOUND – leapt from #11 to #5 (3.9-4.7). Though, it should be noted that the station recaptured all the share it lost in the previous book. CRISTA Christian Contemporary KCMS (SPIRIT 105.3) stood alone at #6 (4.9-4.6), while LOTUS Hot AC KPLZ (STAR 101.5) went from a tie at #14 to #12 (3.1-3.7). Both stations were part of Santa’s mafia. The fifth station to make the flip – CRISTA Christian Contemporary KWPZ (PRAISE 106.5) did not crack the top 20. KRWM was the cume leader again with an increase of 25.4% (713,200-894,400). The market fell by 3.8%.

KRWM vaulted into the top spot 25-54 with a strong share increase. A year ago, the station only made it to #4. AUDACY Active Rock KISW (THE ROCK) had its best showing since SEPTEMBER as it stepped up to #2. FRIENDS OF KEXP Alternative KEXP fell from first to third, while HUBBARD Top 40/M KQMV (MOViN’ 92.5) remained at #4 but with its smallest share in over a year. UNIVERSITY OF WASHINGTON N/T KUOW and KZOK both had down books but moved up the chart to land in a tie at #5. KIRO slipped to #7 with its smallest share since JULY. KPLZ went from #12 to a tie at #9 with KOMO-A and KSWD. KCMS moved from #18 to #14.

KRWM repeated as the 18-34 leader and landed in double-digit territory, as well. KEXP posted its largest share in over a year as it stepped up to #2, while a flat KISW dipped to #3. KPLZ also had its best book in over a year as it rose from #6 to #4. It was tied with KZOK, which moved up from #5 after regaining some of last month’s large share loss. KQMV slipped to #6 as it returned a portion of last survey’s huge increase.

In NOVEMBER KRWM was #8 18-49. Mix in a little performance-enhancing music and the station finished in first place for the second straight survey. A year ago, it was tied at #4. KISW repeated as #2 with its highest score since SEPTEMBER, while KEXP remained at #3 with its best showing since MAY. KZOK stepped up to #4 despite a small decrease, while KQMV dipped to #5 with its lowest total in over a year. KIRO and KUOW had been tied at #5 but slipped to #6 and #7, respectively. KPLZ had its best book in exactly a year as it moved from a tie at #11 to #8.

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