And so this is CHRISTMAS, and what have you done? Well, if you’re The Ratings Experts from RESEARCH DIRECTOR, INC. and/or the maniacal math magicians from XTRENDS, you dive straight into the numbers. Sure, for you, dear reader, this is a brief departure from your everyday schedule. For us, it is a matter of great importance. At least it is for those stations that sold their soul to the guy in the red suit. This is their big game (we are not allowed to use the term SUPER BOWL).
The HOLIDAY survey began on DECEMBER 7TH and shuffled off its mortal coil on JANUARY 3RD. Of the 28 days covered, 19 of them were in the evil clutches of one KRIS KRINGLE.
SEATTLE-TACOMA: True Reindeer Games
This market is somewhat of an outlier as three – count ‘em – three stations take the polar plunge. Two of the three topped the 6+ leaderboard. HUBBARD AC KRWM (WARM 106.9) moved from #3 to #1 (6.0-9.7). Last year it was #1 with an 11.3 share. AUDACY Soft Rock KSWD (94.1 THE SOUND) leapt from #6 to #2 (4.9-8.0). It added an additional 0.4 share from its stream. A year ago, the station was also #2 with a 7.2 share. UNIVERSITY OF WASHINGTON N/T KUOW stepped down to #3 (6.2-6.2), while AUDACY Country KKWF (100.7 THE WOLF) slid three places to #4 (6.7-6.1). This was the station’s lowest rank since FEBRUARY, which just so happens to coincide with when it became the market’s sole Country outlet. iHEARTMEDIA Classic Rock KZOK slipped to #5 (6.0-5.9), while iHEARTMEDIA Classic Hits KJEB (95.7 THE JET) had its lowest mark in over a year (5.3-3.6) as it descended from #5 to #9. CRISTA Christian AC KCMS (SPIRIT 105.3) also hopped on the holiday bandwagon. It remained at #21 (2.0-2.2). Last year it was #8 with a 4.6 share. KRWM repeated as the cume leader with a 33.8% increase (635,700-850,800). KSWD moved up to #2, thanks to a 24.7% rise (486,700-606,700). The market shrank by 0.6%.
KRWM moved into the leadership role with the 6+ crowd. It accomplished the same feat last year with a slightly larger share. This ended the five-book winning streak for KKWF, which dipped to #2. KSWD vaulted from #7 to #3, the same position as last year. AUDACY Album Oriented Rock KISW scored its lowest share since APRIL as it slipped to #4. HUBBARD CHR KQMV (MOViN’ 92.5) repeated at #5 with a slight decrease. KZOK was down two slots to #6, while iHEARTMEDIA CHR KBKS (HITS 106.1) dropped to #8. It was tied with AUDACY Rhythmic AC KHTP (HOT 103.7).
KRWM stepped up to #1 18-34 with a double-digit share. It was very close to matching last year’s number. KZOK moved down to #2 as it ended a robust two-book surge. KKWF repeated at #3 with a solid increase. It was joined there by KHTP, which rose from #6 with its highest mark since JANUARY. KQMV slid from a tie at #3 to #5, despite a slight increase. KISW dropped down to #7 and was tied with iHEARTMEDIA Adult Hits KJAQ (96.5 JACK FM). KSWD went from #15 to #10. A year ago, it was #3.
KRWM made it back-to-back #1 18-49 books. The station fell just short of last year’s share, when it was also #1. KKWF was back at #2 with a slight increase, while a flat KQMV was up three places to #3. KHTP and KSWD came from outside the top five to land together at #4. KHTP rose from #7 with its best outing in over a year. KSWD advanced from #9. Last year it was #3. KZOK dropped four slots to #6 as it returned all of last month’s solid increase. KISW and KBKS were tied at #4 last month. The stations ended up at #7 and #8, respectively, this time.
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