Radio Ratings Analysis for May 2024, Seattle-Tacoma – Research Director Inc.


June 12, 2024

Welcome back to another episode of that popular radio game show: What’s up with the numbers? We have a new batch of contestants ready to confront their demons or celebrate their victories. The stakes are high but so are the rewards. As always, your hosts are The Ratings Experts from RESEARCH DIRECTOR, INC. (or, as spell-check suggested, the “ravings” experts) as well as those spreadsheet superstars from XTRENDS.

The MAY survey ran from APRIL 25TH through MAY 22ND. There were no official three-day weekends, but we celebrated Mom, nerded out on STAR WARS, and saluted our Armed Forces.

SEATTLE-TACOMA: Meet The Old Boss…

For the third book in a row, iHEARTMEDIA Classic Rock KZOK was the preferred station with the 6+ crowd (8.2-8.0). UNIVERSITY OF WASHINGTON N/T KUOW stepped up to #2 (7.3-7.3), while AUDACY Country KKWF (100.7 THE WOLF) dipped to #3 with its smallest share since we were conspiring by the fire (7.5-6.2). AUDACY Active Rock KISW held steady at #4 (5.4-5.2), while iHEARTMEDIA Classic Hits WJEB (95.7 THE JET) landed its best book since DECEMBER as it ascended from #8 to #5 (4.1-4.8). HUBBARD AC KRWM (WARM 106.9) had its smallest share since AUGUST (4.8-3.9) as it slid from #5 to #11. Last month iHEARTMEDIA Pop CHR KBKS (HITS 106.1) dropped from #2 in cume to #8. The station got most of that back as it moved up to #1 (477,100-529,400) – an 11.0% increase. The market grew by 1.3%.

KKWF was #1 25-54 for the fourth book in a row but saw its four-book surge come to an end. KISW moved up to #2, despite its fourth down book in a row. HUBBARD Pop CHR KQMV (MOViN’ 92.5) dipped to #3 as it returned a good portion of last month’s big share increase. AUDACY Rhythmic AC KHTP (HOT 103.7) and KBKS had been tied at #7. KHTP bounced back from a down book to land at #4, while KBKS ended up at #5 with a rather large share gain. FRIENDS OF KEXP Alternative KEXP dipped to #6 with a slight decrease, while KZOK dropped three places to #7 as it ended a robust three-book surge.

The 18-34 race was anything but stagnant. KQMV received a massive infusion of share as it moved up from a three-way tie at #2 to #1. It had a half-share lead over KHTP, which rose from #5 to #2, while KBKS advanced from #8 to #3. Both stations posted their largest shares in over a year. KZOK slid from #1 to #4, while KJEB soared from #11 to #5 with its best outing since AUGUST. AUDACY Alternative KNDD (107.7 THE END) and KISW had been the other two partners in that #2 tie. The duo kept the arrangement in place as they dropped in unison to #6. KKWF made it a threesome as it landed its lowest total in exactly a year. KRWM dropped from a tie at #5 into an arrangement at #9 with iHEARTMEDIA Adult Hits KJAQ (96.5 JACK FM).

Despite a small share loss, KQMV made it back-to-back 18-49 wins. KKWF repeated at #2 but with its smallest share in over a year. KISW was back at #3 with a noticeable loss of share. It was partnered with KBKS, which advanced from #6 with a solid share gain. KEXP was motionless at #5, while KZOK dropped from #4 into a tie at #6 with KHTP.

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