Research Director Inc., PPMs for March 2024, Analysis for Seattle-Tacoma


The MARCH survey ran from FEBRUARY 29TH through MARCH 27TH and besides the clock change thing, the month had several religious celebrations, a changing of the season, and a day when everyone was supposed to wear green. It’s like a law or something.

The Ratings Experts from RESEARCH DIRECTOR, INC. – in cahoots with the oracles of the numbers at XTRENDS – bring you part three of our latest audio – er, radio – ratings rundown.

A scoring change of note. NIELSEN initiated its annual Market Definition changes with the APRIL survey. While this did not technically affect the market rank order for MARCH, we made the change anyway. This month’s roundup reflects one of those changes.


SEATTLE-TACOMA: Meet The New Boss…

For the third book in a row, there was a new 6+ leader. This month’s champion was iHEARTMEDIA Classic Rock KZOK, which moved up from #3 with its highest mark in over a year (6.4-7.9). AUDACY Country KKWF (100.7 THE WOLF) remained at #2 (7.1-7.4), while last month’s victor – UNIVERSITY OF WASHINGTON N/T KUOW – slipped to #3 (7.2-7.2). AUDACY Active Rock KISW was back at #4 (5.3-5.6), while HUBBARD AC KRWM (WARM 106.9) moved up to #5 with its best Frosty-free share in over a year (4.3-4.8). HUBBARD Pop CHR KQMV (MOViN’ 92.5) slid to #7 (4.9-3.9). It was partnered with BONNEVILLE N/T KIRO (4.1-3.9). KRWM still had the most listeners (569,900-587,700) – a 3.1% increase. The market grew by 1.2%.

Last month KKWF and KISW were #1 and #2, respectively, 25-54 and separated by less than a half-share. The stations remained in place but the gap grew considerably wider. KKWF had its best outing in over a year, while KISW had a slight decrease. They were now a share and a half distant. AUDACY Rhythmic AC KHTP (HOT 103.7) also scored its highest share in over a year as it rose from #7 to #3. FRIENDS OF KEXP Alternative KEXP repeated at #4 with a slight increase. It was joined in that spot by KZOK, which moved up from #6. KQMV slid from #3 to #6, while iHEARTMEDIA Pop CHR KBKS (HITS 106.1) dropped from #5 to #9.

KISW had a nearly 50% 18-34 share increase as it leapt from #5 to #1. It was the station’s best book in over a year. Last month AUDACY Alternative KNDD (107.7 THE END) and KKWF were the co-leaders in this category. KNDD stepped down to #2, despite being up for the fourth straight survey, while KKWF landed at #4. KZOK moved up to claim a share of the #2 spoils. KRWM stood alone at #5 with a slight increase. KQMV slipped down to #6 with its lowest total in over a year and was paired with KHTP, which arrived from #9. KBKS fell from #3 to #8 and was joined by iHEARTMEDIA Adult Hits KJAQ (96.5 JACK FM), which turned it up from #11 with its highest score in over a year.

KKWF rebounded from a down book while KISW landed its largest share since JUNE. As a result, the two stations collided at #1 18-49. KQMV returned all of last month’s huge increase as it went from first to third. KEXP repeated at #4 with a slight decrease. It had company as KNDD moved up from #7 with its best performance in over a year. KBKS slipped from #5 to #7 and was hanging with KJAQ and KRWM.

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