Research Director Inc., Exclusive January ’22 PPM Analysis for Seattle-Tacoma


Courtesy of All Access

by Steve Allan

February 25, 2022

SEATTLE-TACOMA: Normalcy Resumes

Before Santa commandeered the airwaves, BONNEVILLE Talk KIRO-F had reeled off a five-book 6+ winning streak. The station returned to its familiar haunts with its best outing since SEPTEMBER (6.6-6.9). There were many holiday players, but HUBBARD AC KRWM (WARM 106.9) was the leader. It slipped to #2 (9.6-5.9) but was stronger than NOVEMBER (5.0) and last year (3.6). UNIVERSITY OF WASHINGTON News-Talk KUOW bounced back from a down book (4.4-5.7) as it jumped from #8 to #3. iHEARTMEDIA Classic Rock KZOK repeated at #4 (5.3-5.6), while the station formerly known as KOMO — LOTUS News KNWN-A — slipped to #5 (5.5-5.2). AUDACY Active Rock KISW (THE ROCK) had its best showing since SEPTEMBER as it stepped up to #6. iHEARTMEDIA Classic Hits KJR (95.7 THE JET) had its first up book since JULY (3.8-4.9) as it climbed from a tie at #10 to #7. Another of the holiday participants was AUDACY AC KSWD (94.1 THE SOUND). It slid from #5 to #8 (4.7-4.5). KRWM remained in cume control (894,400-600,800) – a 32.8% drop. The market increased by 0.7%.

KISW had its best 25-54 book since AUGUST as it returned to the top spot. Before all the holiday hoopla began, the station was on a ten-book winning streak. KUOW went from a tie at #5 to #2 with its best outing since MAY, while FRIENDS OF KEXP Alternative KEXP repeated at #3 but with a large loss of share. KRWM dropped from #1 to #4. It was #8 in NOVEMBER. HUBBARD Top 40 KQMV (MOViN’ 92.5) dipped to #5 despite an up book. KZOK slipped to #6 despite regaining all of last survey’s lost share.

KZOK has been close to being #1 18-34 a couple of times over the last 13 surveys. The station posted its largest share in over a year as it advanced from a tie at #4 to the top spot. KISW was up to #2 despite a slight share loss, while KQMV went from #6 to #3 with its highest score since SEPTEMBER. KRWM dropped from first to fourth. It was tied at #9 in NOVEMBER. Two stations moved up and landed in a tie at #5. AUDACY Rhythmic AC KHTP (HOT 103.7) made it from #7 with its highest mark in over a year, while iHEARTMEDIA Adult Hits KJAQ (96.5 JACK FM) bounced back from a down book as it rose from #10. KEXP fell from #2 into a tie at #9 with KSWD.

After a two-book hiatus, KISW was back at #1 18-49 despite a small share loss. KUOW recovered nicely from a down book as it leapt from #7 to #2, while KZOK was up a spot to #3 as it ended a three-book slide. KQMV stepped up to #4 as it got back most of last survey’s share loss. KRWM dropped from first place into a tie at #6 with KIRO.

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