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

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by Steve Allan

Research Director Inc.

All Access

August 11, 2022

SEATTLE-TACOMA: They’re Twins

This was the third book in a row – and eleventh time in the last 14 surveys – that BONNEVILLE Talk KIRO was #1 6+, though the station did land its lowest share since APRIL (7.3-6.7). Moving up close behind its cluster mate was BONNEVILLE Sports KIRO-A (710 ESPN), which jumped from a tie at #7 to #2 with its highest score in over a year (4.6-5.8). As recently as MARCH, the station was at #14 with a 2.9 share – which was when the station re-branded as SEATTLE SPORTS. Also landing in second place was iHEARTMEDIA Classic Rock KZOK, which posted its best number since NOVEMBER (5.5-5.8). iHEARTMEDIA Classic Hits KJEB (95.7 THE JET) descended to #4 (6.3-5.7), while UNIVERSITY OF WASHINGTON N/T KUOW stepped down to #5 (5.1-5.4). AUDACY AC KSWD (94.1 THE SOUND) inched up from that tie at #7 to #6 (4.6-4.8), while HUBBARD AC KRWM (WARM 106.9) slipped to #7 with its lowest mark since AUGUST (5.0-4.4). It was tied with HUBBARD Top 40/M KQMV (MOViN’ 92.5) (4.5-4.4). KJEB was still the leading cumer despite a 9.8% decrease (653,600-589,300). The market rose by 2.5%.

With the exception of talking about our planet, being flat can have its benefits. Witness AUDACY Active Rock KISW. The station had a flat 25-54 book but moved up to #1. KJEB had the slightest of increases yet moved from a tie at #4 to #2. Last month’s leader was FRIENDS OF KEXP Alternative KEXP. It drifted down to #3 as it returned most of last month’s large increase. KQMV slipped to #4 with its lowest mark since FEBRUARY, while KUOW went from a tie at #8 to #5 as it regained some of last survey’s big share loss. KIRO dropped to #6 with its smallest share since JANUARY.

Back in MAY, AUDACY Rhythmic AC KHTP (HOT 103.7) rose to #1 18-34. Then JUNE took a large chunk of share away from the station. JULY was more favorable as KHTP was back on top as it regained most of that large share loss. KISW was forced to step down to #2 as it ended a three-book surge. KQMV moved up to #3, while KZOK landed at #4 from a tie at #5 with iHEARTMEDIA Adult Hits KJAQ (96.5 JACK FM). Both stations had small increases. KEXP dropped from #2 into a tie at #5 with iHEARTMEDIA Top 40/M KBKS (HITS 106.1), which climbed up from a #7 tie. AUDACY Alternative KNDD (107.7 THE END) posted its smallest share since JANUARY as it fell into a tie at #9 with KJAQ.

The 18-49 contest was all about the ties. KQMV was #1 for the third book in a row but was forced to share the moment with KISW, which moved up from a tie at #2. Both stations had small decreases. KJEB and KHTP moved up and into an arrangement at #3. KHTP did have its best book in over a year. Two other stations dropped down and into a tie at #5. KEXP fell from a tie at #2 while KIRO slipped from a tie at #4. KUOW just missed joining the party as it rebounded from a down book.

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