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


Courtesy of

by Steve Allan

Research Director Inc. and All Access

January 28, 2023

SEATTLE-TACOMA: Dueling Santas

You’ll need popcorn for this one. Fully five stations turned their programming over to the elves. Three made an impact, with two landing at the top of the 6+ leaderboard. HUBBARD AC KRWM (WARM 106.9) reaped the most benefit as it remained at #1 (10.0-11.3). The station also topped last year’s 9.6 share. AUDACY AC KSWD (94.1 THE SOUND) also did quite well. It leapt from #7 to #2 (4.5-7.2), which was well ahead of last year when the station was at #5 with a 4.7 share. BONNEVILLE Talk KIRO-F posted its lowest number in over a year (6.6-5.5) as it stepped down to #3. It was met there by LOTUS News KNWN-A-F (NORTHWEST NEWSRADIO), which moved up from #5 (5.2-5.5). FRIENDS OF KEXP Alternative KEXP dipped to #5 (5.3-5.2), while UNIVERSITY OF WASHINGTON News-Talk KUOW remained at #6 (4.6-4.9). iHEARTMEDIA Classic Hits KJEB (95.7 THE JET) landed its lowest number in exactly a year (5.7-4.7) as it descended from #3 to #7. The other holiday player of note was CRISTA Contemporary Christian KCMS (SPIRIT 105.3). The station remained at #8 with the same share as a year ago (4.4-4.6). KRWM had the most cume (638,400-823,600) – a 29.0% increase. KSWD got a 46.5% bump (462,100-677,000). KCMS was up 1.4%. The market was down 0.6%.

KRWM was the 25-54 leader for the second book in a row and just made it into double-digit territory. KEXP repeated at #2 with a small increase, while KSWD jumped from #9 to #3 with its best outing in over a year. HUBBARD Top 40 KQMV (MOViN’ 92.5) remained at #4 with a slight decrease, while AUDACY Active Rock KISW dropped to #5 with its smallest share in over a year. KJEB dropped five places into a tie at #10 with KNWN-A. KCMS remained in a tie at #18.

For the second straight survey, KRWM was #1 and in double digits 18-34. KEXP was back at #2 but with its highest share in over a year. KSWD moved from a tie at #6 to #3. KUOW dipped to #4 with its lowest score since AUGUST. It was tied with KISW, which advanced from a tie at #9. KJEB fell out of a tie at #3 with KQMV and alit at #12, while the latter landed in a tie at #9.

KRWM was back at #1 18-49 and just missed hitting double digits. KEXP repeated at #2, again with its best outing in over a year. KSWD leapt from #8 to #3. KISW dipped to #4, KQMV stepped down to #5, and KIRO slipped to #6. All three stations posted their lowest shares in over a year.

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December 2022 PPMs HERE

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