Here’s another useless FEBRUARY fact for you. It is the only month that can pass without having a full moon. Betcha won’t see that on Jeopardy.
But we are not here for trivial factoids or meaningless drivel. No, The Ratings Experts from RESEARCH DIRECTOR, INC. – in a close-knit formation with the numbers crunchers from XTRENDS – are here to deliver industry-relatable knowledge. We are dealing with the ratings: that 28-day recurrence that can, among other things, lead us to question our very existence. Yes, it is that important (except when it isn’t).
The FEBRUARY survey ran from the 1st through the 28th, had a long holiday weekend and features a rodent predicting the weather. It does not get stranger than that.
SEATTLE-TACOMA: Cry Wolf
In seven of the nine previous surveys, AUDACY Country KKWF (100.7 THE WOLF) was #1 6+, including last month. Alas, that all changed this time as UNIVERSITY OF WASHINGTON N/T KUOW moved up to the top spot with its best book since OCTOBER (6.9-7.2). Shed not a tear for KKWF as it did step down to #2 but was still very much in the hunt (7.3-7.1). iHEARTMEDIA Classic Rock KZOK repeated at #3 with its highest score since JUNE (5.8-6.4), while AUDACY Active Rock KISW was back at #4 (5.4-5.3). HUBBARD Pop CHR KQMV (MOViN’ 92.5) jumped from #11 to #5 with its best showing since MAY (4.0-4.9). AUDACY AC KSWD (94.1 THE SOUND) dipped to #6 (4.6-4.8). HUBBARD AC KRWM (WARM 106.9) had the most cume again (556,900-569,900) – a 2.3% increase. The market rose by 0.9%.
After taking the last couple of books off, KKWF was back atop the 25-54 leaderboard. This dethroned KISW, which stepped down to #2. The stations were separated by less than a half share. KQMV repeated at #3 with its highest mark in over a year, while a flat FRIENDS OF KEXP Alternative KEXP remained at #4. iHEARTMEDIA Pop CHR KBKS (HITS 106.1) held firm at #5 with a small increase.
As recently as DECEMBER, AUDACY Alternative KNDD (107.7 THE END) was languishing at #15 18-34. The station has more than doubled its share since then, and this time it wound up in first place. It was sharing the spotlight with KKWF, which was unable to duplicate last month’s double-digit performance. Two stations moved up and into a tie at #3. KZOK had been at #5 and rebounded from a down book, while KBKS had its largest share in over a year to advance from #7. Three stations were a huddled mass at #5. KQMV dropped from #2 with its lowest total since JULY, while KISW slipped from #3 as it gave back some of last month’s large increase. KRWM joined the fray from a tie at #8 with its best Frosty-free share in over a year. AUDACY Rhythmic AC KHTP (HOT 103.7) fell from a tie at #5 into one at #9 with KSWD.
KQMV was, well, on the move as it arrived at #1 18-49 with its best book in over a year. KKWF stepped down to #2 and was a bit more than a half share behind the leader. KISW repeated at #3 with a slight increase, while KEXP held steady at #4 with its highest score since MARCH. KBKS maintained its presence at #5 with a solid increase. KZOK was not far behind at #6.
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