by DC Rahe
September 13, 2021
If radio life is a highway, then the ratings are objects in the rearview mirror. Sometimes they are larger than they appear; sometimes they are smaller. Our job is to provide a dose of clarity. That is why the Ratings Experts from RESEARCH DIRECTOR, INC. – along with the alchemists of the algorithm from XTRENDS – are here to simplify, elucidate, and illustrate what transpired in the AUGUST survey. This was a narrowly defined period from JULY 22nd through AUGUST 18th. It went something like this
SEATTLE-TACOMA: Just Keep Talking
For the third time in the last four surveys, BONNEVILLE Talk KIRO was the leading 6+ station (7.8-7.3). AUDACY Active Rock KISW (THE ROCK OF SEATTLE) stepped up to #2 despite a slight loss (6.5-6.4), while two stations arrived simultaneously at #3. SINCLAIR News KOMO-A stepped up from #4 (6.3-5.8), while iHEARTMEDIA Classic Rock KZOK dipped from #2 as it returned most of last month’s large increase (6.8-5.8). iHEARTMEDIA Classic Hits KJR (95.7 THE JET) continued its holding pattern at #5 (5.3-5.2). The station also maintained its cume leadership (642,200-609,100) despite a 5.2% decline. The market was off by 2.4%.
Any drama to be found 25-54 occurred below the top spot as KISW was a dominant #1 for the seventh straight survey. UNIVERSITY OF WASHINGTON N/T KUOW got back all of last month’s dramatic share loss – plus a little extra – to move from #8 back up to #2. Yet, it still trailed the leader by two and a half shares. HUBBARD Top 40/M KQMV (MOViN’ 92.5) repeated at #3 and was just ahead of its archnemesis iHEARTMEDIA Top 40/M KBKS (HITS 106.1). Both stations had slight losses. KIRO had its best book in over a year. Here’s the station’s track over the last three books: a tie at #12, #9, and – now – #5. KJR descended from #5 to #8 as it ended a strong four-book surge. KZOK returned almost all of last month’s massive increase and fell from #2 to a tie at #9 with iHEARTMEDIA Adult Hits KJAQ (96.5 JACK FM).
Last month KISW saw its eight-book 18-34 winning streak come to an end. The station also had experienced its fifth consecutive down book. That all changed this month as the station was back at #1 thanks to a solid share increase. KQMV repeated at #2 but returned almost all of last month’s huge increase. KBKS tumbled from first to third as its six-book surge was halted. KZOK remained at #4 with a slight decrease, while KIRO moved up three spaces to #5 with its best outing in over a year. Just two books ago, it was sitting in a tie at #16. AUDACY Alternative KNDD (107.7 THE END) moved from a tie at #10 to #6 with its highest score since OCTOBER. AUDACY Country KKWF (100.7 THE WOLF) had its smallest share since JANUARY as it dropped from #5 into a tie at #10 with AUDACY Rhythmic AC KHTP (HOT 103.7).
18-49 is all about KISW. The station was #1 for the fourth book in a row – the last three of which were in double digits. KUOW rebounded very well from last month’s ratings decrease to move from #6 to #2 but was still more than three shares off the lead. KQMV dipped to #3 with a small loss, while KBKS slipped to #4 as it returned all of last month’s modest increase. KIRO leapt from #7 to #5 with – again – its largest share in over a year. KZOK fell from #4 to #7, while FRIENDS OF KEXP Alternative KEXP dropped from #5 to #8.
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