by Steve Allan
Research Director Inc.
June 16, 2023
As predicted, The Ratings Experts from RESEARCH DIRECTOR, INC. are back with another revealing episode of the numbers game. We take a deep dive into the MAY survey to determine where the chips have fallen – which programming teams were smiling and which had furrowed brows. This book was devoid of any “work-free” holidays and ran from APRIL 27th through MAY 24th. And, as always, we could not complete this task without the efforts of the algorithmic alchemists from XTRENDS.
SEATTLE-TACOMA: The Jet Stream
Last month iHEARTMEDIA Classic Hits KJEB (95.7 THE JET) experienced some unexpected turbulence as it descended from first to second. This month the station got back most of that lost share and returned to the top spot with the 6+ crowd (5.9-6.9). AUDACY Country KKWF (100.7 THE WOLF) was forced to step down to #2 (6.6-6.5), while iHEARTMEDIA Classic Rock KZOK dipped to #3 as it ended a two-book slide (5.9-6.1). AUDACY AC KSWD (94.1 THE SOUND) was up two places to #4 (5.1-5.0), while HUBBARD Top 40/M KQMV (MOViN’ 92.5) posted its best number in over a year (4.0-4.9) to rise from #10 to #5. AUDACY Active Rock KISW was close behind at #6 as it also halted a two-book slide (4.4-4.8). iHEARTMEDIA Adult Hits KJAQ (96.5 JACK FM) returned a good portion of last survey’s large increase as it slid to #7 (5.3-4.5). UNIVERSITY OF WASHINGTON N/T KUOW had its lowest score in over a year as it fell from #4 to #10 (5.5-4.0). KJEB continued to soar with the most cume (592,000-617,300) – a 4.3% increase. The market rose by 2.0%.
In the all-important money demo of 25-54, the top four stations were within a share of one another. KISW had its best showing since OCTOBER as it jumped from #6 to #1. KJEB and KQMV were tied at #2. Both stations had the identical solid increase to remain in their previous positions. KKWF was the market leader last survey. The station was off slightly as it slid to #4. AUDACY Rhythmic AC KHTP (HOT 103.7) dipped to #5, while FRIENDS OF KEXP Alternative KEXP had its third down book in a row as it slipped to #6.
KEXP fared far better in the 18-34 space as it led the way for the third book in a row. KJEB has had quite the journey over the past couple of books. Last month the station lost more than half its share to tumble from #2 to #12. This time it more than doubled its previous share to claim a share of the title. KQMV stepped down to #3 with a slight decrease. KZOK moved down to #4 with its smallest share since pa-rum-pum-pum-pumming was a thing. It was tied with KISW, which stepped up from #5 with a solid increase. KUOW went from #4 to #6 with its third straight down book.
KISW had its best 18-49 book since AUGUST to leap from #6 to #1. KJEB rebounded from a down book to advance from #4 to #2. KKWF and KQMV had been tied at #1. Both stations remained tied but at #3, despite receiving a solid share increase. KHTP repeated at #5 with a slight decrease, while KEXP dropped three places to #6 with its smallest share in exactly a year.
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