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

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By Steve Allan

All Access

July 14, 2022

Catching up on our JUNE recaps we realized we did not completely lay out the events that could have affected this survey. This book began on MAY 25th and concluded on JUNE 22nd. That means there were two federally-mandated three-day weekends: Memorial Day and Juneteenth. What does that mean for you? Well, the possibility exists that 50% of your weekend listening was affected IF your listeners got out of Dodge for those weekends. It also means that two Mondays were compromised, though your weekday numbers will be less affected by the twin holidays. The Ratings Experts from RESEARCH DIRECTOR, INC. in conjunction with our pals at XTRENDS give you the JUNE book.

SEATTLE-TACOMA: You Talkin’ To Me?

For the second book in a row – and the fifth time over the last six surveys – BONNEVILLE Talk KIRO was the leading 6+ station (6.9-7.3). Being stuck on autopilot is not necessarily a bad thing as iHEARTMEDIA Classic Hits KJEB (95.7 THE JET) stood alone at #2 just by showing up (6.3-6.3). iHEARTMEDIA Classic Rock KZOK was up two slots to #3 (5.4-5.5), while UNIVERSITY OF WASHINGTON N/T KUOW remained at #4 but with its smallest share since a pile of frozen water became sentient (5.8-5.1). HUBBARD AC KRWM (WARM 106.9) had its lowest score since NOVEMBER as it dropped out of the tie at #2 and landed at #5 (6.3-5.0). FRIENDS OF KEXP Alternative KEXP made the leap o’ the month as it rose from #15 to #6 with its highest grade in over a year (3.1-4.7). KJEB cruised to its third straight cume win with 1.5% increase (643,900-653,600). The market shrank by 0.9%.

It has been an interesting year for KEXP. In JANUARY the station was #3 25-54. It fell to #14 in MARCH. This time it leapt from #7 to #1 with – shockingly – its best book in over a year. It just nipped AUDACY Active Rock KISW, which slipped back to #2. HUBBARD Top 40/M KQMV (MOViN’ 92.5) had a slight increase, but that was enough to – ahem – move the station up two slots to #3. KIRO remained at #4 but was joined in that space by KJEB, which slipped from #2. KUOW had its lowest total since JULY as it fell from #3 and into a tie at #8 with KRWM.

After a three-month absence, KISW was back at #1 18-34 with its best performance since SEPTEMBER. KEXP announced its presence with authority as it jumped from a tie at #11 to #2. The stations were separated by about a share. AUDACY Rhythmic AC KHTP (HOT 103.7) returned all of last month’s large share increase and fell from first to third. KQMV slipped to #4 with its lowest mark since JANUARY. AUDACY Alternative KNDD (107.7 THE END) moved up to #5 with its highest share in over a year. It was tied with KZOK, which moved up with a slight increase. KRWM fell from #5 into a tie at #11 with FRIENDS OF 88.5 Jazz KNKX and BONNEVILLE Sports KIRO-A (710 ESPN).

The 18-49 fight was hotly contested as the top five stations were separated by less than a half share. KQMV and KJEB were tied at #1 last time but only KQMV remained on that lofty perch. It narrowly edged out a pair of stations languishing at #2. KISW rose from #5, while KEXP advanced from #9. KJEB ended up at #4 and was tied with KIRO. KUOW dropped from a tie at #3 to #8.

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