Research Director Inc., Exclusive June ’23 PPM Analysis For Seattle-Tacoma


Today’s opening paragraph is brought to you by AI. I asked GOOGLE’s Bard the following: Why is JUNE a month? Frankly, it was cloyingly positive. ‘JUNE is a month of new beginnings,’ blah, blah, blah. We crave grit and snark but until AI can give it to us, we’ll have to continue making stuff up. So The Ratings Experts from RESEARCH DIRECTOR, INC. — along with our partners in data from XTRENDS — will have to stick to the facts. This survey began on MAY 25TH and concluded on JUNE 21st. It had two long weekends, dads’ day and the longest day of the year. Hopefully, that motivated radio listeners to spend more time with us. Let’s see how that worked out.

SEATTLE-TACOMA: A Revolving Door

For the sixth book in a row, a different station was sitting atop the 6+ chart. This time the honors went to AUDACY Country KKWF (100.7 THE WOLF), which secured its highest share in over a year (6.5-7.4). iHEARTMEDIA Classic Rock KZOK moved up to #2 with a solid showing (6.1-6.5), while iHEARTMEDIA Classic Hits KJEB (95.7 THE JET) descended to #3 as it returned most of last month’s strong increase (6.9-6.0). Last survey UNIVERSITY OF WASHINGTON N/T KUOW fell from fourth to tenth. ‘Twas merely a flesh wound as the station was back to #4 (4.0-5.6). AUDACY Active Rock KISW inched up to #5 (4.8-4.9), while AUDACY AC KSWD (94.1 THE SOUND) slipped to #6 (5.0-4.8). HUBBARD Top 40/M KQMV (MOViN’ 92.5) fell three places to #8 (4.9-4.5). There was a new cume leader as KZOK went from #5 to #1, thanks to a 4.0% increase (544,800-566,600). The market fell by 0.6%.

The 25-54 competition was a one-horse race as KISW ran away with the demo, thanks to its highest score since AUGUST. The station had nearly a two-share lead over a tightly packed group of stations. Positions two through six were within a share of each other. KQMV repeated at #2, KKWF moved up to #3, and KJEB slipped to #4. All three stations had down books. AUDACY Rhythmic AC KHTP (HOT 103.7) remained at #5, while KZOK was close behind at #6. Both stations had their best books in over a year.

There was quite a shakeup on the 18-34 leaderboard. KZOK jumped from #4 to #1 with its best book since FEBRUARY. KHTP rose from #7 to #2 with its highest mark since JANUARY and was tied with KQMV, which posted its largest share since MARCH. KJEB and FRIENDS OF KEXP Alternative KEXP had been tied at #1. KJEB was off slightly to #4, while KEXP had its least productive outing since AUGUST and ended up at #5. It was tied with KISW, which had a slight increase.

KISW repeated as the leading 18-49 station with its highest total since AUGUST. The fight was for second place, which went to KJEB. KQMV repeated at #3 despite a small decrease. KZOK leapt from #7 to #4 and narrowly edged KKWF, which slid to #5. KHTP stepped down to #6 despite a slight increase.

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