RADIO RATINGS ROUNDUP, Holiday 2024, Part III
The Ratings Experts from RESEARCH DIRECTOR, INC. – along with the math mavens from XTRENDS – are back with another attempt at making sense out of the ratings. As you are well aware, the HOLIDAY book is sort of the forgotten survey. Any station with a bad book can chalk it up to those dastardly bells and drummers.
This book is notable for a few things. First, it was five weeks long. This allowed NIELSEN to readjust its circadian rhythms. As a result, the CHRISTMAS carnage only affected the first three weeks of the book, which ran from DECEMBER 5TH through JANUARY 8TH.
This is also the book where we bid a fond farewell to the five-minute rule. We wish it well in its future endeavors.
Let’s go inside the numbers…
SEATTLE-TACOMA: Multiple Santa Disorder
This is the market that is annually lousy with all holiday stations. However, there was one less participant this year, which paved the way for HUBBARD AC KRWM (WARM 106.9) to have a killer book. The station was again #1 6+ (7.3-11.1) and easily outpaced last year’s 9.7 share. UNIVERSITY OF WASHINGTON N/T KUOW stepped up to #2 (6.3-6.7), while iHEARTMEDIA Classic Rock KZOK dipped to #3 with its lowest mark since JANUARY (6.7-5.8). BONNEVILLE Talk KIRO held firm at #4 but with its smallest share since APRIL (5.0-4.4). It had company as AUDACY Country KKWF (100.7 THE WOLF) moved up from #7 (4.4-4.4). iHEARTMEDIA Classic Hits KJEB (95.7 THE JET) descended from #5 to #9 with its lowest score since the last time the bells were ringing the sad, sad news (4.9-3.6). The other station that changed format to seasonal ditties was CRISTA Christian AC KCMS (SPIRIT 105.3) It went from #14 to #10 (3.2-3.4), which was far better than last year when it was at #21 with a 2.2 share. KRWM was a cume magnet as it added 42.5% to its previous total (600,900-856,100). The market was down 2.7%.
Last survey KRWM and iHEARTMEDIA Pop CHR KBKS (HITS 106.1) were the 25-54 co-leaders. You can imagine that it did not endure. KRWM stood alone at the top with a double-digit share, while KBKS dipped to #2 with its smallest share since JUNE. AUDACY Alternative KNDD (107.7 THE END) repeated at #3 with a down book. It was paired with HUBBARD Pop CHR KQMV (MOViN’ 92.5), which stepped up a spot with third straight down book. AUDACY Active Rock KISW (THE ROCK) was back at #5 with a small decrease. It was joined there by AUDACY Hot AC KSWD (EMMA 94.1), which rose from #8 with its third up book in a row. Historically, KSWD also joined the holiday madness but, apparently, that is not something EMMA wanted to do. KKWF slipped to #7 with its smallest share in over a year. It was paired with SEATTLE PUBLIC SCHOOLS Rhythmic CHR KNHC (C89.5), which advanced from #14 with its best outing in over a year.
KRWM was #1 and in double figures 18-34 for the third straight survey. KNDD moved up to #2 as it rebounded from a down book, while AUDACY Rhythmic AC KHTP (HOT 103.7) vaulted from #8 to #3 with its best showing since MAY. KQMV repeated at #4 but with its lowest number since MARCH. Three stations found their way to the #5 rest area. KKWF fell from #2 as it shed half its previous share. KBKS dropped from #3, while iHEARTMEDIA Adult Hits KJAQ (96.5 JACK FM) advanced from #8 with its highest score since MARCH.
KRWM was the repeat 18-49 champion, this time landing a double-digit share. KNDD and KBKS had been tied at #3. Both stations experienced share loss and settled in at #2 and #3, respectively. KQMV stepped up to #4 with a slight share loss, while KSWD was up two places to #5 with its best book in a year. Reminder, last year’s number was all about BURL IVES. KKWF fell from #2 to #10.
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