As the acrid aroma of pumpkin spice wafts through the HVAC system, The Ratings Experts from RESEARCH DIRECTOR, INC. – in a closed order formation with the math mavens from XTRENDS – bring you another scintillating round of crackerjack ratings analysis. Also, as the baseball playoffs continue to unfold, we are here to reveal an amazing fact. The numbers nerds at XTRENDS have the uncanny ability to immediately calculate a pitcher’s ERA – in their head! Take that, BILL JAMES!
Way back in ancient days when the Romans or Greeks or whatever dead civilization was naming our months, OCTOBER made sense. At the time it was the eighth month in the calendar and “octo” means eight. Fast forward to modern times and radio decided to co-opt the name and retitle it Roctober. We’ve railed about this in the past, but there is now a new bastardization of this period of time.
Apparently, the geniuses that run the marketing for the MINI line of automobiles have coined the phrase: MotorTober. I’m sure your initial reaction was just like mine – this will clearly compel me to go out and buy a brand new car. To their credit, the automaker admits that this is a “cheeky way to invite people into their nearest MINI showroom during the month of OCTOBER to test drive a new MINI.” Are you not motivated?
The Ratings Experts from RESEARCH DIRECTOR, INC. – along with our analytical partners from XTRENDS – will make better use of our time by dissecting more of the OCTOBER survey. This one ran from SEPTEMBER 12TH through OCTOBER 9TH and unfolded thusly:
SEATTLE-TACOMA: Wait, Wait …
… don’t tell me, but was UNIVERSITY OF WASHINGTON N/T KUOW #1 6+ for the fourth book in a row? Yes, it was (8.4-8.5). iHEARTMEDIA Classic Rock KZOK repeated at #2 as it bounced back from a down book (6.1-7.1). HUBBARD AC KRWM (WARM 106.9) landed its largest Frosty-free share in over a year (4.2-5.6) as it rose from #8 to #3. iHEARTMEDIA Classic Hits KJEB (95.7 THE JET) continued to circle the #4 position but with its best book in over a year (4.9-5.5). AUDACY Active Rock KISW was down for the third straight survey (5.4-5.1) as it slid to #5. BONNEVILLE N/T KIRO and AUDACY Country KKWF (100.7 THE WOLF) were previously seen at #5. KIRO was up (4.7-5.0) as it stepped down to #6, while KKWF bedded down at #7 (4.7-4.4). KJEB was soaring as it ascended from #6 to #1 in the cume chase, thanks to a 22.2% increase (435,600-532,300). The market was up 3.5%.
Last month there were three stations wearing the #2 mantle. They were no longer aligned. HUBBARD Pop CHR KQMV (MOViN’ 92.5) moved into first place with a strong share gain. KISW remained at #2 with a moderate increase, while KKWF slipped to #4 with a slight decrease. A flat iHEARTMEDIA Pop CHR KBKS (HITS 106.1) went from first to third with a slight increase. AUDACY Alternative KNDD (107.7 THE END) was back at #5 with its highest score in over a year.
KBKS made it three 18-34 wins in a row, though it did not reach double figures as it had in the two previous surveys. KQMV stepped up to #2 as it regained most of last month’s massive share loss. KRWM was up three places to #3 with, again, its best Frosty-free share in over a year. KKWF slipped to #4 as it gave back a good portion of last month’s huge share increase. It was paired with KNDD, which dipped from a tie at #3 with a small decrease. KJEB dropped from the tie at #3 to #6 as it surrendered all of SEPTEMBER’s large share increase.
KQMV had its five-book 18-49 winning streak shuttered last month. The station bounced back this time to move from a tie at #2 into the leadership position. KBKS dipped to #2 with a slight increase, while a flat KKWF stepped down to #3. KNDD repeated at #4 with its highest mark since MARCH, while KRWM inched up to #5 with its fourth up book in a row. KISW drifted from #4 to #6 with a slight decrease.
For other markets, Click HERE
