Research Director Inc.’s Analysis of Seattle Radio PPM’s + Demo Leaders

There were three, count ‘em, three stations all huddled together under the mistletoe.  HUBBARD AC KRWM (WARM) ended up #1 6+ (6.7-10.9) though it was below last year’s 13.4 mark.  The last time HUBBARD Top 40/M KQMV (MOVIN) was not #1 was exactly a year ago.  The station slipped back to #2 with its lowest share since SEPTEMBER (7.1-6.8).  The second yuletide crooner was SINCLAIR Hot AC KPLZ (STAR).  The station easily had its best book in over a year (3.4-5.5) as it advanced from #12 to #3.  A year ago it registered a 3.5 share.  BONNEVILLE Talk KIRO-F had its lowest score since MAY (5.5-4.9) and dropped back to #4.  iHEARTMEDIA Classic Hits KJR-F (THE JET) remained at #5 (4.8-4.6) while UNIVERSITY OF WASHINGTON N/T KUOW fell to #6 with its lowest total since SEPTEMBER (5.3-4.4).  Our third member of the seasonal trio was CRISTA Christian Contemporary KCMS (SPIRIT).  It moved up five places to a tie at #8 (3.1-3.6) and was just ahead of last year when it posted a 3.5.

KRWM assumed command of the 25-54 demo though it was a share and a half behind last year.  KQMV saw its winning streak (it was probably tired of winning) end at twelve books as it dropped down to #2.  KPLZ more than doubled its share in moving up nine spots to #3.  A year ago it was #9.  ENTERCOM Active Rock KISW slipped back to #4 with a flat performance while KJR-F dropped back to #5, ending a three-book run.  The two stations previously known as #5 split up and moved down.  KIRO-F ended up at #7 while iHEARTMEDIA Hot AC KBKS (KISS) dropped to #11 with its smallest share since MAY.  KCMS was up three places to a tie at #9, which was better than last year when it finished its holiday run tied at #11.

There was a new sheriff in 18-34 town as KRWM almost doubled its share in advancing from #5 to #1.  However, it was still two shares off of last year’s pace.  KQMV saw its string of double-digit books end at three as it slid back to second place.  ENTERCOM Alternative KNDD (THE END) had its best outing since JUNE but still dropped back a spot to #3.  ENTERCOM Rhythmic AC KHTP (HOT) regained some of the share it lost last book but also dropped back to #4.  KPLZ was up from #12 to #5.  A year ago it sat at #10.  KBKS had its lowest share since MAY and fell five places to #9.  KCMS moved up to #10, which was much better than last year’s tied at #17 finish.

The demo sweep was complete as KRWM moved up to #1 18-49 and topped double digits to boot.  Still, it was almost two shares behind last year.  KQMV stepped back to #2.  This was the first time the station had back-to-back down books since MARCH-APRIL.  KPLZ was up ten places to #3, which was higher than last year when it ranked #6.  Two cluster bro’s moving in opposite directions decided to hang at #4.  KISW stepped back from #3 despite a small increase while KNDD stepped up from #5 with its best showing since AUGUST.   KBKS fell from #4 to #9 while KCMS was up four slots to #10.  Last year it was at #14.