SEATTLE-TACOMA: On The Move
This market likely set the record for the most stations making the Frosty flip. There were four of consequence and we will deal with them shortly. First, and in first place 6+, was HUBBARD Top 40/M KQMV (MOVIN 92.5) (6.5-6.6). There was a lot of chatter in the air as the next two slots went to stations that refuse to play songs. BONNEVILLE Talk KIRO-F had its highest share in over a year (4.9-6.0) to move up to #2. UNIVERSITY OF WASHINGTON N/T KUOW remained at #3 (5.3-5.5).
The leading Santa station was HUBBARD AC KRWM (WARM 106.9). It slipped from first to fourth (9.2-5.3) but was in a better place than NOVEMBER when it was #5 (4.8). ENTERCOM Active Rock KISW advanced to #5 with its best book in over a year (4.4-4.9). Now for our other tinsel-encrusted stations. ENTERCOM AC KSWD (94.1 THE SOUND) dropped from #4 to a tie at #14 (5.1-3.2). Its NOVEMBER score was #8 and 4.4. SINCLAIR Hot AC KPLZ (STAR 101.5) fell from a tie at #7 to #16 (4.4-3.1). In NOVEMBER it was #17 (2.7). And, finally, CRISTA Christian Contemporary KCMS (SPIRIT 105.3) slipped from #17 to #20 (2.7-2.4). In NOVEMBER it was tied at #18 with a 2.6 share.
Things were returning to normal in the 25-54 arena. KQMV moved back to #1 despite a small loss while KISW stepped up to #2 with its highest share in over a year. KUOW moved up one spot to #3 as it got back most of what it lost last survey. KRWM fell from first to fourth. That is where the station was in NOVEMBER but with a lower share. ENTERCOM Alternative KNDD (107.7 THE END) remained at #5 but with its highest score since SEPTEMBER. ENTERCOM Rhythmic AC KHTP (HOT 103.7) also held steady – at #6 – but with its best book in over a year. KPLZ fell five places to #13 while KSWD dropped from #10 to a tie at #19. In NOVEMBER those stations were #16 and #10, respectively.
There were a lot of shares to be had 18-34 and several stations were rather greedy. KQMV was back in double digits with its best outing since NOVEMBER while KISW scored its largest share since JUNE to move up to #2. KNDD had its best total in over a year to move up three slots to #3. KUOW slipped to #4 with a small loss. KHTP also had its best performance in over a year to move up three places to #5. It was tied with a flat iHEARTMEDIA Classic Rock KZOK, which slipped from a tie at #4. Surprisingly, KPLZ actually improved its lot as it stepped up to #7 from #10 (#12 in NOVEMBER). KRWM fell from a tie at #4 to #10 (tied at #13 in NOVEMBER) while KSWD dropped from #11 to where it was in NOVEMBER at #18.
KQMV was back to its customary spot at #1 18-49 despite a slight loss. KISW moved up to #2 with a strong increase and was less than a half share off the lead. KRWM slid to #3, which is where it was in NOVEMBER. KUOW remained at #4 as it bounced back from a down book and was tied with KHTP, which moved up thanks to its largest share in over a year. KPLZ slipped a spot to #12 while KSWD fell from a tie at #9 to a tie at #18. In NOVEMBER those stations were #15 and #8, respectively.
(courtesy Research Director Inc. as published by All Access Music Group)
