Research Director INC.
February 22, 2024
Followers of the JANUARY survey fall into two camps. The devotees of all things merry and bright are looking to see how the mighty have fallen. Those who rail against the scourge of the incessant jingling of bells (not to mention drumming of drums) are hoping to see the great quarter hour migration return to its original nesting grounds. (If you read this as if it was being narrated by DAVID ATTENBOROUGH, it makes a lot more sense.)
The Ratings Experts from RESEARCH DIRECTOR, INC – along with math maestros from XTRENDS – are about to take you on a guided tour through another gang of five markets. This particular book ran from JANUARY 4th through JANUARY 31st and lacked any trace of the ghosts of CHRISTMAS past (looking at you, ELVIS). It did have a three-day weekend, saw the kids back on the bus, and featured plenty of football. Let us begin.
SEATTLE-TACOMA: The Leader Of The Pack
This was where three stations of significance had dueled it out over who could play the most ANDY WILLIAMS records. More on that in a second. Charging back into the 6+ lead for the third time in the last four surveys was AUDACY Country KKWF (100.7 THE WOLF) (6.1-7.3). UNIVERSITY OF WASHINGTON N/T KUOW landed its first up book since OCTOBER (6.2-6.9) to move up to #2. iHEARTMEDIA Classic Rock KZOK was up two slots to #3 (5.9-5.8), while AUDACY Album Oriented Rock KISW ended a three-book slide as it made its way up to #4 (3.8-5.4). The next three stations were all swimming in the frigid waters of the NORTH POLE. AUDACY Soft Rock KSWD (94.1 THE SOUND) dropped from #2 to #5 (8.0-4.6). It had a 5.1 share last year. HUBBARD AC KRWM (WARM 106.9) fell from #1 to #6 (9.7-4.5). Last year’s share was an identical 4.5. CRISTA Christian AC KCMS (SPIRIT 105.3) dipped from #21 to #23 (2.2-1.4). It had a 2.9 share a year ago. KRWM was still the cume leader but lost 34.5% of its previous total (850,800-556,900). KSWD was #3 with a 17.6% drop (606,700-500,00). KCMS shed 22.9% of its cume (203,100-156,500). The market was off by 2.8%.
KISW landed its largest 25-54 share in over a year as it rose from #4 to #1. KKWF repeated at #2 as it bounced back from a down book. HUBBARD CHR KQMV (MOViN’ 92.5) moved up to #3 with a solid increase, while FRIENDS OF KEXP Alternative KEXP rose three places to #4 with its best book since MARCH. iHEARTMEDIA CHR KBKS (HITS 106.1) leapt from #8 to #5 with a solid increase. KSWD slid from #3 to #6, while KRWM fell from #1 to #11.
Back in NOVEMBER, KKWF was #1 and in double figures 18-34. Then the geese started laying and things got messy. The station was back to where it once belonged as it moved from #3 to #1. KQMV jumped three places to #2 with a more NOVEMBER-like performance. Between the two stations, they garnered about a fifth of the market’s share. KISW vaulted from #7 to #3 with its highest score since FEBRUARY. It was forced to share with AUDACY Alternative KNDD (107.7 THE END), which moved in from #11 as it almost doubled its previous share. KZOK slipped from #2 to #5 with its smallest share since MAY. It was paired with AUDACY Rhythmic AC KHTP (HOT 103.7), which slipped from #3 as it gave back most of last month’s huge share increase. KRWM dropped from #1 to #8, while KSWD slid from #10 to #16.
There was a whole lotta shaking going on in the 18-49 ranks. KKWF and KQMV were back at #1 and #2, respectively, after a two-book hiatus. KISW jumped from #7 to #3 with its best outing since AUGUST, while KEXP rose from #9 to #4 with its highest mark since JULY. KBKS moved from #8 to #5 with a solid increase. KSWD and KHTP moved their partnership from #4 to #8. KRWM fell from #1 to #12.
