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September 2020 PPM 6+ Mon-Sun, 6a-12mid
- Thread starter DMK
- Start date
I wrote many months ago what an incredibly foolish move it was for Hubbard to fire much of the team who was responsible for building Movin' 92.5 into a powerhouse, especially Jubal.
Now, 92.5's AQH share is down 30% from peak and 106.1's AQH share has more than doubled.
106.1 was on the ropes, now it appears the station is going to be a major player in Seattle radio once again. As COVID-19 revenue erosion wasn't serious enough, now 92.5 will likely face even further revenue erosion caused by its sagging ratings!!!
Now, 92.5's AQH share is down 30% from peak and 106.1's AQH share has more than doubled.
106.1 was on the ropes, now it appears the station is going to be a major player in Seattle radio once again. As COVID-19 revenue erosion wasn't serious enough, now 92.5 will likely face even further revenue erosion caused by its sagging ratings!!!
Two words: 6+, pandemic
It's even more interesting when you look at the demos. According to AllAccess.com, the two stations are very close in both 18-34 and 18-49:
https://www.allaccess.com/net-news/...rch-director-inc-exclusive-september-ppm-anal
People obviously still like Brooke & Jubal. Speaking of Hubbard, what's going on at KNUC?
It would be interesting to see the exact breakdowns for KNUC and KKWF. As everyone is well aware, KKWF has gone through some significant changes this past month. Will they continue to be dominant? Deanna Lee has been a pretty important piece of the puzzle for over a decade at Entercom, then CBS, and Entercom again. I know we have beaten this topic to death, but now we will see what happens in the next book.
As someone earlier said 6+ means very little. The station that is number one 6+ in Seattle barely cracks the top ten 25-54 which is the demo that truly counts, though you could argue 18-49 is as important.
The top two stations 25-54 are KISW and KUOW with KIRO, KQMV and KPLZ virtually tied for third. 18-49 KIRO drops out and KNDD comes in. Seattle is pretty consistent with its top players, though Jubal did shake up morning drive 25-54 helping KBKS grow. KQMV, KISW, KIRO, KUOW and KPLZ remain strong too in mornings this book.
I do wonder what happened to Country radio, is it the music, the talent or just where the meters fall? Probably a combination of all three. Sports Radio seems to be a non-factor in Seattle even with all sports playing in September. (NBA, Mariners, Hockey, even start of Seahawks) KJR-AM slightly ahead of KIRO-AM, but both stations at the bottom of the ratings. One has to wonder if I-Heart might move sports to the FM dial replacing one of it's lower rated stations or if Bonneville might buy an FM to pair with KIRO-AM. This is what KOMO AM did buying 97.7 FM and they are having some nice success, especially during the pandemic. You see the same sports AM-FM stations in many other markets.
The top two stations 25-54 are KISW and KUOW with KIRO, KQMV and KPLZ virtually tied for third. 18-49 KIRO drops out and KNDD comes in. Seattle is pretty consistent with its top players, though Jubal did shake up morning drive 25-54 helping KBKS grow. KQMV, KISW, KIRO, KUOW and KPLZ remain strong too in mornings this book.
I do wonder what happened to Country radio, is it the music, the talent or just where the meters fall? Probably a combination of all three. Sports Radio seems to be a non-factor in Seattle even with all sports playing in September. (NBA, Mariners, Hockey, even start of Seahawks) KJR-AM slightly ahead of KIRO-AM, but both stations at the bottom of the ratings. One has to wonder if I-Heart might move sports to the FM dial replacing one of it's lower rated stations or if Bonneville might buy an FM to pair with KIRO-AM. This is what KOMO AM did buying 97.7 FM and they are having some nice success, especially during the pandemic. You see the same sports AM-FM stations in many other markets.
Comparing Seattle to other markets, it doesn't appear to be the music. Three consecutive down books for KNUC, this one is the lowest in over a year. Certainly the lowest since Fitz returned.
Maybe country is declining in general in Seattle, because it's less and less a country town.
Maybe IHeart was prescient in getting rid of KMPS, which sometimes topped the ratings in the 1990's. Perhaps they saw the distant writing on the wall.
As for Sports, the only local team of note in September was the Seahawks. The Mariners were socked by the corona issue, weren't contenders for the playoffs, and we have no NBA, NHL, etc. Sounders aren't a big deal except play by play on KIRO-FM, so sports radio here is probably more or less unaffected by whether they have a season or not.
Maybe IHeart was prescient in getting rid of KMPS, which sometimes topped the ratings in the 1990's. Perhaps they saw the distant writing on the wall.
As for Sports, the only local team of note in September was the Seahawks. The Mariners were socked by the corona issue, weren't contenders for the playoffs, and we have no NBA, NHL, etc. Sounders aren't a big deal except play by play on KIRO-FM, so sports radio here is probably more or less unaffected by whether they have a season or not.
Normally, KIRO (AM) is in the top 5 in 25-49, 25-54 and 18-49 men. Sports does well as there are more dollars for sports that don't ever touch music stations. They are what is sometimes referred to as "sports marketing" dollars.
KIRO (AM) is the 5th or 6th highest biller in the market under normal circumstances.
They bill about 40% to 50% more than KOMO.
iHeart never owned KMPS/94.1, CBS owned them and they were sold to Entercom who pulled the plug and changed formats.
Sounders moved to KJR-AM over a year ago.
Really? what demo?
I don't think you can generalize that country as a format had a bad book. Both country stations increased share in Phoenix, for example.
KNUC's decline has been pretty steady through three books.
How would you measure that? I don't see how it's less of a country town now vs. 20 years ago.
You're correct, I was mistaken about IHeart / Entercom.
As for the Sounders being on KJR-AM, it still supports my point. I doubt their season has boosted the ratings much, especially if one looks at the numbers.
KMPS was the most highly rated station several books in the 1990's, if memory serves. Of course, this was pre-PPM and during the 90's country boom, but cities and metros' tastes change over 20-30 years, along with demographics. I'm not saying country will fade away. I'm just suggesting the decline of a country audience in Seattle as a possibility.
Even KTTH-770 beat 98.9. Wow!
Also 106.9 ahead of 94.1.
How early will they push the Santa button? Could it be even earlier than expected because of the anger, stress, worries and overall fatigue of the Covid situation? We already have a couple holiday stations in KY and OH I think...
Also 106.9 ahead of 94.1.
How early will they push the Santa button? Could it be even earlier than expected because of the anger, stress, worries and overall fatigue of the Covid situation? We already have a couple holiday stations in KY and OH I think...
Correct, and a lot of the credit went to legendary morning man Ichabod Caine.
The Bull has made a strong commitment to country with Fitz, so I don't see them making a change.
Seattle COULD survive without country radio. San Francisco (our closest comparable city) hasn't had a country station in ages.
The market has always had a weird relationship with country music. It seems like Seattle/Tacoma has one really dominant country station at a time.
I attribute this phenomenon to population churn in the market.
It has country FMs both in the northern part of the market and in the southern segment. Santa Rosa and San Jose both have good country stations. In fact, Sonoma County has two of them.
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