MAY 15, 2024
Once again, The Ratings Experts from RESEARCH DIRECTOR, INC. – in a close-knit formation with the spreadsheet warriors from XTRENDS – are going boldly forward into the past. While being “present” and “centered” and “grounded” are perfectly good and certainly mindful, it does not help when looking over one’s shoulder.
Yes, this whole ratings paradigm is all about predicting the future based on what has already happened. So we gaze fondly back at the APRIL survey, a 28-day cycle that began on MARCH 28TH and became extinct on APRIL 24TH. We celebrated EASTER, Mother Earth, and collectively hummed “Take Me Out To The Ballgame.” Here’s what history has taught us…
SEATTLE-TACOMA: Same As It Ever Was
The top five 6+ stations were in the exact same positions as when we last visited the market. iHEARTMEDIA Classic Rock KZOK made it back-to-back wins with its highest mark in over a year (7.9-8.2). Despite picking up two new competitors, AUDACY Country KKWF (100.7 THE WOLF) was back at #2 (7.4-7.5). UNIVERSITY OF WASHINGTON N/T KUOW held steady at #3 (7.2-7.3), while AUDACY Active Rock KISW was back at #4 (5.6-5.4). HUBBARD AC KRWM (WARM 106.9) maintained its presence at #5 (4.8-4.8), while also continuing as the cume leader (587,700-627,300) – a 6.7% increase. The market was up 1.5%.
For the third book in a row, KKWF dominated the rest of the 25-54 competition. The station was also dangerously close to hitting double figures. Last month HUBBARD Pop CHR KQMV (MOViN’ 92.5) fell from #3 to #6. The station regained most of that lost share this time as it, ahem, moved up to #2. KISW dipped to #3 with its lowest score since some random kid asked to be gifted dental work. KZOK stood alone at #4 with its best outing in over a year. Its former partner in that space – FRIENDS OF KEXP Alternative KEXP – stepped down to #5 with a small share loss. AUDACY Rhythmic AC KHTP (HOT 103.7) dropped from #3 to #7 with its lowest score since AUGUST. It was tied with BONNEVILLE Sports KIRO-A (SEATTLE SPORTS 710AM) and iHEARTMEDIA Pop CHR KBKS (HITS 106.1).
KZOK had its best 18-34 book in over a year as it rose to #1. It led the market by more than two shares. Then we had six stations all within a half share of one another. Three were bunched together at #2. KISW stepped down from its leadership role as it returned most of last month’s huge share increase. AUDACY Alternative KNDD (107.7 THE END) remained in place as its strong four-book surge came to an end. KQMV moved up from #6 as it bounced back from a down book. The next three stations were a huddled mass at #5. KKWF dipped from #4 with a small decrease, while KRWM remained in place with a slight increase. KHTP stepped up from #6 with a solid share gain.
Last month KKWF and KISW were the 18-49 co-leaders. Both stations had noticeable share losses and they slipped to #2 and #3, respectively. KQMV leapt from #3 to #1 with its highest mark in over a year. KZOK was up two slots to #4 with its third up book in a row. KEXP dipped to #5 with a modest share loss. KNDD fell from #4 into a tie at #7 with KRWM and iHEARTMEDIA Adult Hits KJAQ (96.5 JACK FM).
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