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


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June 15, 2022


Last month BONNEVILLE News-Talk KIRO-F saw its three-book 6+ winning streak come to a screeching halt. The station shook that off as merely a flesh wound and returned to the top spot (6.3-6.9). The previous leader was HUBBARD AC KRWM (WARM 106.9). It slipped to #2 after returning all of last month’s huge increase (7.8-6.3). It was sharing that moment with iHEARTMEDIA Classic Hits KJEB (95.7 THE JET), which was soaring, thanks to its highest share in over a year (5.7-6.3). UNIVERSITY OF WASHINGTON News-Talk KUOW repeated at #4 (5.4-5.8), while iHEARTMEDIA Classic Rock KZOK was back at #5 (5.3-5.4). CRISTA Christian Contemporary KCMS (SPIRIT 105.3) had its best book since DECEMBER (4.0-4.9) as it rose from #10 to #6. KJEB maintained cume control thanks to an 8.7% increase (592,300-643,900). The market was up by a slim 0.1%.

A lot of shares were exchanging hands in the 25-54 arena. AUDACY Active Rock KISW was back at #1 after a two-book hiatus. KJEB posted its largest share in over a year to advance three places to #2. It just nipped KUOW, which was up to #3 after regaining all of last month’s share loss. It, in turn, narrowly eclipsed KIRO, which was back up to #4 as it rebounded from a stressful down book. Two other stations were in a giving mood – and not in a good way. HUBBARD Top 40 KQMV (MOViN’ 92.5) slipped from #2 to #5 as it returned all of last month’s huge increase. KRWM dropped from #1 to #6 as it surrendered most of last survey’s massive gain.

Two books ago, AUDACY Rhythmic AC KHTP (HOT 103.7) was on fire as it was the leading 18-34 station. Last month it cooled off, but the station rebounded with its best book in over a year to capture the top spot with authority. KISW jumped from a tie at #6 to #2 as it shook off two soft books. KQMV remained at #3 with its highest share since JULY and was paired with KUOW, which moved up a slot with its highest score in over a year. Three books ago the station was sitting in a tie at #15. KRWM dropped from first to fifth as it – once again – gave back most of last month’s huge increase. KZOK dipped to #6 with a small loss.

The 18-49 leaderboard was littered with ties. KQMV gave back all of last month’s very large share increase but was able to step up to #1. It was sharing the moment with KJEB, which advanced from #5 with its best mark in over a year. KUOW stepped up to #3 and was partnered with KIRO, which leapt from #6. Both stations bounced back from serious down books. KRWM fell from #1 to #7.

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