Research Director Inc., Exclusive April PPM Analysis For Seattle-Tacoma


by Steve Allan

Research Director Inc.

All Access

May 19, 2023

There were a lot of momentous events during the month of APRIL and The Ratings Experts from RESEARCH DIRECTOR, INC. – along with the intrepid numbers merchants from XTRENDS – are here to tell the story of their effect on the ratings. We had PASSOVER, EASTER, EARTH DAY, and tax day. But the most critical event was National Pigs-in-a-Blanket Day. We’re sure there were plenty of radio promotions centered around that event. This book ran from MARCH 30TH through APRIL 26TH and unfolded like this:

SEATTLE-TACOMA: Another Leadership Change

For the third book in a row, there was a new 6+ champion. Though AUDACY Country KKWF (100.7 THE WOLF) ended a seven-book surge (7.1-6.6), the station rose to the top. Last month’s leader was iHEARTMEDIA Classic Hits KJEB (95.7 THE JET). It descended to #2 as it returned all of last survey’s increase (7.2-5.9). Also arriving in second place was iHEARTMEDIA Classic Rock KZOK (6.2-5.9). UNIVERSITY OF WASHINGTON N/T KUOW remained at #4 (5.1-5.5), while iHEARTMEDIA Adult Hits KJAQ (96.5 JACK FM) posted its largest share in over a year (4.0-5.3) to jump from #12 to #5. AUDACY AC KSWD (94.1 THE SOUND) slipped to #6 (5.1-5.1). Baseball was very, very good to BONNEVILLE Sports KIRO-A (SEATTLE SPORTS 710AM) as it scooted from #14 to #7 with its best offensive output since NOVEMBER (3.1-4.7). KJEB may have lost 2.1% of its cume, but the station was still the market leader (604,900-592,000). The market improved by 0.8%.

As recently as NOVEMBER, KKWF was languishing at #17 25-54. The station had its best in-demo book this time as it loped from #4 to #1. Last survey’s winner was KJEB, and it gave back most of last month’s big increase to slip to #2. It was tied with HUBBARD Top 40/M KQMV (MOViN’ 92.5), which stepped up from #3 with a small share loss. AUDACY Rhythmic AC KHTP (HOT 103.7) was up to #4 with its best outing in over a year, while FRIENDS OF KEXP Alternative KEXP dropped three places to #5 with its smallest share since MAY. KJAQ rose from #11 to #6 and was tied with a flat AUDACY Active Rock KISW.

Though KEXP had its lowest score since DECEMBER, the station had enough left in its tank to repeat as the 18-34 leader. KQMV remained the #2 station, though it ended a strong three-book surge. KZOK and KUOW had been tied at #5. KZOK rebounded from a down book to move up to #3, while KUOW stepped up to #4 despite a small share loss. KISW advanced three places to #5, even with a down book. KHTP dipped to #6 with its lowest total since DECEMBER. KKWF fell from #4 to #8 where it was in league with KSWD, AUDACY Alternative KNDD (107.7 THE END) and HUBBARD AC KRWM (WARM 106.9).

KKWF and KQMV each had a down 18-49 book. However, both stations moved up into a tie for first place. KEXP repeated at #3 but with its lowest mark since AUGUST. KJEB slid from first to fourth as it returned all of last month’s massive share increase. KHTP stepped up to #5 with a solid increase, which relegated a flat KISW to #6.

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