Seattle-Tacoma Radio Ratings: January 2023

[pjc1961]

Covering the survey period from Thu. 1/5/2023 thru Wed. 2/1/2023, age 6+ overall:

Seattle/Tacoma

Nielsen Audio PPM Monthly Ratings Seattle/Tacoma (Market #12) Population: 4,137,900 Black: 311,600 – Hispanic: 469,600 Average Quarter Hour Share for Persons 6+, Mon-Sun 6AM-Mid All ratings are Copyright © 2005-2024 The Nielsen Company. All rights reserved. Nielsen radio audience estimates and...

radioinsight.com

95.7 The Jet flies to the top with 6.3 while most of the music stations recovered from the Santa slide.

Top 5+ demo rankings analysis via AllAccess.com will be available on Thu. 2/23/2023.

 

[fordranger797]

Good for 95.7.. one of the best sounding stations in town by far (and a great example of classic hits).

 

[leethalweapon]

After flipping to AAA KPNW-FM following the survey period, Hubbard Country “98.9 the Bull” KNUC trends up 1.9 – 2.4 – 3.5 although the demographic numbers tell a different story. Audacy Country “100.7 The Wolf” KKWF trends up 3.0 – 3.1 – 3.8

The demographic story must have been a shocker... I wonder if there was enough room for 2 country stations. Hubbard obviously thought it wasn't a fight worth having.

 

[bobdavcav]

Given that both country stations were trending up in the market this month, there had to be more to the decision to flip formats at 98.9 than what we see. This sticks out to me as a very compressed book, but there's nothing shocking here.

 

[Kelly A]

Given that both country stations were trending up in the market this month, there had to be more to the decision to flip formats at 98.9 than what we see. This sticks out to me as a very compressed book, but there's nothing shocking here.

Could be several things. They might not have been hitting their target demos well enough. 6+ won't reveal that.
There might not be a large enough slice of agency dollars split among two of the same format in the market. Again, 6+ won't reveal that either.

 

[pjc1961]

Top 5+ demo rankings analysis for ages 25-54, 18-34 + 18-49:

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25-54: 1. KEXP 2. KISW 3. KQMV 4. KHTP (up from #12) 5. KJEB (up from #10)
(cont'd) 10. KRWM (down from #1) 15. KSWD (down from #3) (KCMS drops out of Top 20)
18-34: 1. KHTP (up from #6) 2T. KEXP 2T. KZOK (up from 9T) 4T. KISW 4T. KKWF 6T. KSWD 6T. KUOW 6T. KQMV
(cont'd) 11. KRWM (down from #1)
18-49: 1. KEXP 2T. KISW 2T. KQMV 4T. KKWF 4T. KHTP (up from #10T) 10. KSWD (down from #3) 14. KRWM (down from #1)

 

[boombox4]

Top 5+ demo rankings analysis for ages 25-54, 18-34 + 18-49:

Radio Industry News, New Music, Music Promotion, Radio Station Song Charts

All Access offers the latest radio industry news and music news, music promotions for record companies new music, radio station song charts, and much more. AllAccess.com has been serving the radio and music industry since 1995, always bringing you the highest quality content with...

www.allaccess.com

25-54: 1. KEXP 2. KISW 3. KQMV 4. KHTP (up from #12) 5. KJEB (up from #10)
(cont'd) 10. KRWM (down from #1) 15. KSWD (down from #3) (KCMS drops out of Top 20)
18-34: 1. KHTP (up from #6) 2T. KEXP 2T. KZOK (up from 9T) 4T. KISW 4T. KKWF 6T. KSWD 6T. KUOW 6T. KQMV
(cont'd) 11. KRWM (down from #1)
18-49: 1. KEXP 2T. KISW 2T. KQMV 4T. KKWF 4T. KHTP (up from #10T) 10. KSWD (down from #3) 14. KRWM (down from #1)

Some of this explains the direction that the new station, KPNW, seems to be taking.

 

[Bongwater]

Is Mount Vernon now a Nielsen rated market?
I just moved back and I got this in my mail:

And for some reason, they included $2.00, as an enticement for people not to throw it out with the junk mail.

I've got news for these MoFos; $2.00 isn't enough pay these days to even open up the damn envelope. And $2.00? How about $200. Two crispy Benjamins. Is that too much to ask from a billion dollar corporation? C'mon Nielsen! Ante up. You want our opinion of anything? Fork it over.

Anyway, the envelope still sits unopened on my desk. I'll scan the contents later if you want....

 

[davideduardo]

Is Mount Vernon now a Nielsen rated market?

No city is a Nielsen "market". Cities are in counties, and one or more counties make up a market. If you got a diary, you are not in the Seattle market and likely you are in the annual "all county" Nielsen ratings.

Did you check if this is a radio or TV study?

I just moved back and I got this in my mail:
View attachment 4374
And for some reason, they included $2.00, as an enticement for people not to throw it out with the junk mail.
View attachment 4375
I've got news for these MoFos; $2.00 isn't enough pay these days to even open up the damn envelope. And $2.00? How about $200. Two crispy Benjamins. Is that too much to ask from a billion dollar corporation? C'mon Nielsen! Ante up. You want our opinion of anything? Fork it over.

Anyway, the envelope still sits unopened on my desk. I'll scan the contents later if you want....

They use the $2 as "guilt money" to get people to participate. Enough do to make it worthwhile. So you won't participate... lots of people find it fun or entertaining to be taken into account.

Remember, it does not matter how much money Nielsen has. Surveys are paid for by the advertisers and stations that use them. At present, many companies are questioning the cost and even a major New York City station that is in the top 10 stopped subscribing to save the expense.

Don't scan the contents. Nielsen has been known to get annoyingly nasty to people who talk about being in the sample.

 

[boombox4]

Is Mount Vernon now a Nielsen rated market?

Maybe it's part of the Bellingham / Whatcom County market? Skagit is the next county down....

 

[davideduardo]

Maybe it's part of the Bellingham / Whatcom County market? Skagit is the next county down....

That is no longer a Nielsen rated market. And I do not see it on the Eastlan market list, either.

So this would tend to confirm that the survey was either for TV or for the national circulation study.

 

[Kelly A]

That is no longer a Nielsen rated market. And I do not see it on the Eastlan market list, either.

So this would tend to confirm that the survey was either for TV or for the national circulation study.

I'd say probably the second. Most of the Seattle/Tacoma TV stations don't cater to Whatcom county because it's out of their coverage, and it's mostly low-population-density-rural.
Even way back when, there was technically only one TV station in that area (KVOS), and it used to capture 99% of revenue dollars North of the Canadian border. Unfortunately, the ability for a U.S. TV station to sell cross border ended back in the 90's. Even then, technically KVOS was/is considered a Seattle station, because it's a must carry on local MVPD's.

 

[Cobra14]

Is Mount Vernon now a Nielsen rated market?
I just moved back and I got this in my mail:
View attachment 4374
And for some reason, they included $2.00, as an enticement for people not to throw it out with the junk mail.
View attachment 4375
I've got news for these MoFos; $2.00 isn't enough pay these days to even open up the damn envelope. And $2.00? How about $200. Two crispy Benjamins. Is that too much to ask from a billion dollar corporation? C'mon Nielsen! Ante up. You want our opinion of anything? Fork it over.

Anyway, the envelope still sits unopened on my desk. I'll scan the contents later if you want....

Just write them back and tell them you listen to the radio using headphones like millions of other people so their system won’t work.

 

[TheBigA]

The demographic story must have been a shocker... I wonder if there was enough room for 2 country stations. Hubbard obviously thought it wasn't a fight worth having.

There isn't enough room for two CHRs either.

You know you're in trouble when Movin' is tied with The Sound in demo.

 

[Cobra14]

Is Mount Vernon now a Nielsen rated market?
I just moved back and I got this in my mail:
View attachment 4374
And for some reason, they included $2.00, as an enticement for people not to throw it out with the junk mail.
View attachment 4375
I've got news for these MoFos; $2.00 isn't enough pay these days to even open up the damn envelope. And $2.00? How about $200. Two crispy Benjamins. Is that too much to ask from a billion dollar corporation? C'mon Nielsen! Ante up. You want our opinion of anything? Fork it over.

Anyway, the envelope still sits unopened on my desk. I'll scan the contents later if you want....

If they pay you $2 for every “person you represent” then it might be a fair deal. You = several hundred or several thousand people. Hahaha

 

[bobdavcav]

If any CHR is going to flip, it's going to be 106.1. I don't think that thing has sounded good since early 2012, and it hasn't done well since it flipped back to CHR in 2018. I will never understand why they reversed the changes they made in 2016 in May of 2018, as it appeared Kiss was doing pretty well as a Hot AC. Sure Power couldn't seem to gain a foothold against 92.5, but it was doing quite a bit better than KUBE was in its last few books before the change, and Kiss seemed to be doing well.

 

[fordranger797]

If any CHR is going to flip, it's going to be 106.1. I don't think that thing has sounded good since early 2012, and it hasn't done well since it flipped back to CHR in 2018. I will never understand why they reversed the changes they made in 2016 in May of 2018, as it appeared Kiss was doing pretty well as a Hot AC. Sure Power couldn't seem to gain a foothold against 92.5, but it was doing quite a bit better than KUBE was in its last few books before the change, and Kiss seemed to be doing well.

I probably would have left Power 93.3 alone if I were iheartmedia, but I’m sure that sports would have found a home on 106.1 if they didn’t already have a failing format on 93.3 before the flip.

 

[crainbebo]

I'm more interested in the February report (at the end of March). Will KPNW be a 6-month fad, or a multi-year staple in the Seattle market? The reason why KBCO, KPND, and other AAAs still exist.

 

[Gregg.]

If anyone was still wondering, why in 2023 a commercial radio station would switch to Adult Album Alternative, we now have our answer. Isn't that a format that skews too old? Only aging hippies will listen?

KEXP 18-34 #2 tie
............18-49 #1
.............25-54 #1

That's all you need to know. Hubbard figures, if a non-commercial station with few resources can do that, let me try too! Whether the format is AAA or Classical or Hungarian Zither music, those demo ratings are amazing!

KEXP 90.3 .............. 4,700 watts ... 211 meters (611 feet)
KPNW-FM 98.9 ... 68,000 watts ... 698 meters (2,290 feet) .

After a year, who's gonna win this match-up? I'm betting on Hubbard. Yes, maybe some of the appeal of KEXP is that it is non-commercial with a staff who's probably doing it more for the love of the music than a paycheck or radio career. But if you don't live within 10-15 miles of downtown Seattle or you don't want to hear an appeal for donations or you don't want to hear an hour of reggae or you would rather hear DJs with more than just passing radio experience, then maybe you'll switch to 98.9 KPNW-FM.

I'm just wondering why it took so long for a commercial station to try it?

 

[TheBigA]

Isn't that a format that skews too old? Only aging hippies will listen?

That's usually the situation, at least it was for KFOG. Keep in mind that KEXP has had some ups and downs.

My view on the current 18-49 ranking is that those are weighted numbers. If you were to see actual numbers, and not rankings, there would be more actual people in the upper age groups. But in Seattle, there are fewer young people listening to the radio. So formats that might typically skew older are showing higher in the younger demos. For example KSWD is #6 in 18-34. But whatever the demo, Hubbard apparently thinks the size & economics of the audience will make it easier to sell.

But if you don't live within 10-15 miles of downtown Seattle or you don't want to hear an appeal for donations or you don't want to hear an hour of reggae or you would rather hear DJs with more than just passing radio experience, then maybe you'll switch to 98.9 KPNW-FM.

KPNW has played a lot of reggae in their first few weeks. And we'll see who Hubbard actually hires before commenting on their experience. I think Matt Pinfield is still in LA, but only working weekends. Hubbard tends to have respect for personalities.