Research Director Inc., PPM Exclusive February ’22 Analysis For Seattle-Tacoma

by Steve Allan

All Access

March 24, 2022


Three of the top five 6+ stations are not about the music. For the second book in a row, BONNEVILLE Talk KIRO was #1 with its largest share since JULY (6.9-7.4). LOTUS News KNWN-A — the artist formerly known as KOMO-A — had its best outing since AUGUST as it advanced from #5 to #2 (5.2-5.7). The leading music stations were tied at #3. HUBBARD AC KRWM (WARM 106.9) slipped a spot (5.9-5.5), while iHEARTMEDIA Classic Rock KZOK moved up one rung on the ladder (5.6-5.5). UNIVERSITY OF WASHINGTON N/T KUOW dipped to #5 (5.7-5.3). Close behind at #6 was AUDACY Active Rock KISW with its highest share since AUGUST (5.0-5.1). KRWM was still in front of the cume parade with a 2.3% decrease (600,800-586,700). The market was off by 1.8%.

KISW saw its strong three-book 25-54 surge grind to a halt, but the station was still strong enough to repeat at #1. It was better than a share and a half ahead of the three stations at #2. KUOW remained in place with a small decrease, while KRWM was up from #4 with its highest Frosty-free share in over a year. KIRO had its best book — period — in over a year as it moved up five spaces. A flat HUBBARD Top 40/M KQMV (MOViN’ 92.5) repeated at #5 and narrowly defeated iHEARTMEDIA Classic Hits KJR (95.7 THE JET), which climbed up to #6 with its highest number since JULY. FRIENDS OF KEXP Alternative KEXP dropped from #3 to #10 with its smallest share since OCTOBER. It was tied with KNWN-A.

The top two 18-34 stations moved up thanks to some solid increases. KISW made it back to #1 with its best book since SEPTEMBER, while KQMV was up to #2 with its highest score since JULY. This made KZOK’s stint at #1 a very brief one. The station dropped to #3 as it returned a large portion of last month’s huge increase. Three stations were linked together at #4. KRWM remained in place with a modest decrease, while iHEARTMEDIA Top 40/M KBKS (HITS 106.1) was up from #8 with its best outing since OCTOBER. AUDACY Alternative KNDD (107.7 THE END) advanced from a tie at #13 with its largest share in over a year. AUDACY Rhythmic AC KHTP (HOT 103.7) slid to #7 with a slight decrease. It was tied with what is now iHEARTMEDIA Sports KUBE, which is a simulcast of iHEARTMEDIA Sports KJR-A but also spent part of the survey as its original self and part of it as a simulcast of KBKS. Got that?

KISW repeated at #1 18-49 with a slight decrease, while KIRO leapt from a tie at #6 to #2 with its best showing in over a year. The stations were separated by about a half share. KQMV stepped up to #3 with a small increase, while KUOW slipped to #4. KRWM moved up to #5 with a slight increase. KZOK fell from #3 to #7 with its lowest mark since SEPTEMBER, while KEXP dropped from #5 to #9.

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