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

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by Steve Allan

Research Director Inc.,

All Access

October 9, 2022

The wheel of time keeps on turning. The Ratings Experts from RESEARCH DIRECTOR, INC. – with the full cooperation of the data geeks at XTRENDS – once again go boldly forward into the past. This time, however, we extend our reach as this marks the tenth anniversary of our collaboration with ALL ACCESS. Market ranks have changed, companies have disappeared and sprang forth, and stations have come and gone. Yes, it has been a long, strange trip. This SEPTEMBER survey ran from AUGUST 18th through SEPTEMBER 14th and featured a long weekend, school buses on the streets, and football fever. Let’s dive in…

SEATTLE-TACOMA: History Is Made

We are waxing nostalgic this survey. BONNEVILLE Sports KIRO-A (710AM ESPN) moved to #1 6+ with its best book in over a year. (6.2-7.0). This was likely fueled by the fact that the station is the MARINERS flagship – a baseball team that qualified for the playoffs for the first time since 2001. iHEARTMEDIA Classic Hits KJEB (95.7 THE JET) descended to #2 despite landing its largest share in over a year (6.6-6.7). BONNEVILLE Talk KIRO inched up to #3 as it bounced back from a down book (6.1-6.6). AUDACY AC KSWD (94.1 THE SOUND) slid to #4 as it returned most of last month’s huge increase (6.3-5.0). FRIENDS OF KEXP Alternative KEXP also posted its largest share in over a year as it advanced from #9 to #5 (4.0-4.8). It was just ahead of iHEARTMEDIA Classic Rock KZOK, which stepped up to #6 (4.6-4.7). AUDACY Active Rock KISW gave back all of last survey’s increase (5.0-4.3) as it dropped into a seventh-place tie with UNIVERSITY OF WASHINGTON N/T KUOW (4.9-4.3). KJEB remained on autopilot in the cume department despite a 6.2% decrease (614,600-576,800). The market was down 1.3%.

Historical marker. Back in the day, SEATTLE was market #13. Coming in at #4 ten years ago was HUBBARD AC KRWM (WARM 106.9). At the time, the station was owned by SANDUSKY.

The top five 25-54 players remained the same, though they were shuffled up a bit. KEXP had been enduring a two-book slide, but the station posted its largest number in over a year to return to the #1 slot after a two-month hiatus. It also narrowly edged KJEB, which stepped down to #2. KISW dipped to #3, once again returning all of last month’s huge increase. HUBBARD Top 40/M KQMV (MOViN’ 92.5) moved down to #4, despite accepting its biggest share since APRIL. KIRO-A repeated at #5 with its best book in over a year.

Historical marker: We wrote 10 years ago: KISW has been the #1 station 25-54 since the beginning of the year and that streak continued.

There was a lot to parse in the 18-34 world. First, KEXP moved from a tie at #5 to #1. As recently as MAY, the station was sitting in a tie at #11. AUDACY Rhythmic AC KHTP (HOT 103.7) repeated at #2 with a small increase. KQMV slipped from #1 to #3 as it halted a strong two-book surge. AUDACY Alternative KNDD (107.7 THE END) remained at #4 but with its largest share in over a year. KUOW was up two places from a tie at #7 to #5, while KRWM went from a tie at #11 to #6. Three stations – including two former top-fivers – were massed together at #7. KISW dropped from #3, while KZOK slipped from a tie at #5. iHEARTMEDIA Top 40/M KBKS (HITS 106.1) was stationary.

Historical marker: Ten years ago there was a tie at #1 between KQMV – a SANDUSKY property at the time – and the station then known as CCM+E Top 40/R KUBE.

Last month KQMV had its three-book 18-49 winning streak snatched from their grasp. The station rebounded with its best outing since APRIL to retake the crown. KISW was forced to step down to #2 where it was joined by KEXP, which advanced from a tie at #4. KJEB slid two places to #4, while KHTP went from the tie at #4 to #5 with a small increase.

Historical marker: In 2012, KISW continued its year-long domination of this demo.

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