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Seattle-Tacoma Radio Ratings: August 2023

P

pjc1961

Covering the survey period from Thu. 7/20/2023 thru Wed. 8/16/2023, age 6+ overall:
radioinsight.com

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 radioinsight.com

Top 5+ demo rankings analysis via Research Director Inc. will be posted on their "Hot Topics" blog at 2 PM PT on Thu. 9/7/2023.

Press release: https://researchdirectorinc.com/wp-...up-Is-Moving-to-Hot-Topics-August-31-2023.pdf

Blog link: Hot Topics | Research Director, Inc.
 
To quote Red Plume about KPNW in the last ratings thread: This is probably where it lives. To make matters worse, KPNW had a significant drop in cume.
 
KilowattKat said:
To quote Red Plume about KPNW in the last ratings thread: This is probably where it lives. To make matters worse, KPNW had a significant drop in cume.
Click to expand...
Of course, we're talking 6+ here, but an eventual drop in cume is pretty common for a station past its initial introduction.
 
It's surprising to me that KPNW hasn't done better than this. Of course, it can take time, especially nowadays when there are so many listening options. But how much time? If AAA can work in places like Chicago, and of course Portland... why not Seattle? However, KINK and WXRT are "heritage" stations. KPNW is trying to be an "instant heritage" station. You have to wonder how KMTT would be doing today if still around and true to its AAA roots. Probably better than KPNW. I think if KPNW wants to succeed, they will need a major promotional effort.
 
Wasn't PPM the reason that KMTT's ratings tanked? KPNW needs to get out there, sponsoring concerts, giving away tickets, if they haven't already. Otherwise they are toast by the time we toast to the ball on NYE.
 
It would have only made sense for KMTT to stay alive if Entercom/Audacy had nothing better to do with 103.7. It pains me to say that, because I loved The Mountain and was a regular listener until it flipped. Entercom has made wise format moves (among the best in the market). 103.7 carved out a niche in classic hip hop, and 94.1 is doing extremely well with soft AC. The only thing I wish that they would have done differently is NOT kill off KMPS, but it worked.

It's going to be hard with KPNW. Other cities that have a heritage AAA have dedicated listeners that are still around. KPNW needs to find avenues to find their dedicated audience. It will be an example of slow growth if they can do it.

Another interesting story unfolding: 106.1 and 92.5 are actually pretty close for the first time in a while. Maybe I'm mistaken, but I never recall seeing 106.1 that close to 92.5 in the 6+.
 
fordranger797 said:
It would have only made sense for KMTT to stay alive if Entercom/Audacy had nothing better to do with 103.7. It pains me to say that, because I loved The Mountain and was a regular listener until it flipped. Entercom has made wise format moves (among the best in the market). 103.7 carved out a niche in classic hip hop, and 94.1 is doing extremely well with soft AC. The only thing I wish that they would have done differently is NOT kill off KMPS, but it worked.

It's going to be hard with KPNW. Other cities that have a heritage AAA have dedicated listeners that are still around. KPNW needs to find avenues to find their dedicated audience. It will be an example of slow growth if they can do it.

Another interesting story unfolding: 106.1 and 92.5 are actually pretty close for the first time in a while. Maybe I'm mistaken, but I never recall seeing 106.1 that close to 92.5 in the 6+.
Click to expand...
Maybe it’s the Taylor Swift concert and T. Swift music weekend that did that for the station.
 
DrJerry said:
It's surprising to me that KPNW hasn't done better than this. Of course, it can take time, especially nowadays when there are so many listening options. But how much time? If AAA can work in places like Chicago, and of course Portland... why not Seattle? However, KINK and WXRT are "heritage" stations. KPNW is trying to be an "instant heritage" station. You have to wonder how KMTT would be doing today if still around and true to its AAA roots. Probably better than KPNW. I think if KPNW wants to succeed, they will need a major promotional effort.
Click to expand...
Maybe they should change their calls to KMTT and announce The Mountain is back! There's still the matter of getting the rights but that shouldn't cost too many millions.
 
They might try that if this continues to happen with the ratings. They changed the brand of Country 98.9 due to low ratings and then it soon showed that it was the branding that caused the bad ratings.
 
The thing about KPNW is it’s exactly the station you would get if you asked people what they wanted from radio: a wide variety of music, interesting DJs. But it’s extremely difficult to pull off in the PPM world. Every time you add variety, you lose the some of the common denominator that appeals to a mass audience. A lot of people like Taylor Swift. Fewer people like Taylor Swift and Marcy Playground. Even fewer like Taylor Swift, Marcy Playground and Ivan and Alyosha.

The PPM playbook answer is to hugely limit the playlist and add a tiny amount of variety as spice, but “music lovers” tend to see through and be offended by that.

I wonder if much of their issue is a marketing problem. The kind of people who would enjoy the station are the very same adventurous people who abandoned radio as soon as there were other options that better satisfied their music cravings. I’m not seeing much in the way of marketing to try to bring those people back. I get that that’s expensive, but then why try to build a station for such a complicated audience?

Or maybe the plan isn’t do well with PPM. PPM is not a perfect measuring system either. The stereotype has always been that people with more discerning tastes in music tend to have more disposable income. If you can somehow convince advertisers that those people won’t wear meters but that you do have them as a captive audience, maybe it could open up some direct buys. Again, not easy, but then why else would you go after such a difficult audience?
 
phantomcume said:
Every time you add variety, you lose the some of the common denominator that appeals to a mass audience.
Click to expand...
"Variety" does not mean "lots of songs". To each listener, it means "only the songs I like". When you survey a bunch of listeners, you find a limited number of songs everybody likes.

Play any other song, and every time you do, some of the listeners go away.
 
JackindaBox said:
They might try that if this continues to happen with the ratings. They changed the brand of Country 98.9 due to low ratings and then it soon showed that it was the branding that caused the bad ratings.
Click to expand...
Branding doesn't cause bad ratings. Fewer listeners than are required to thrive do.
 
Top 5+ demo rankings analysis from Research Director Inc. via their "Hot Topics" blog:

RADIO RATINGS ROUNDUP, AUGUST 2023, PART III | Research Director, Inc.

The Ratings Experts from RESEARCH DIRECTOR, INC. – along with the buckaroos from XTRENDS – are back in the saddle again for our final look at
researchdirectorinc.com researchdirectorinc.com

25-54: 1. KKWF 2. KISW 3T. KEXP 3T. KQMV 5. KIRO-AM (up from #10)
_______ 7T. KJEB (down from #3) 7T. KBKS 9T. KJAQ (down from #5) 9T. KUOW
18-34: 1. KKWF 2. KQMV 3. KEXP 4. KZOK 5. KJEB (up from #8) 14. KHTP (down from #5; was at #2 in June)
18-49: 1. KKWF 2. KISW 3. KQMV (up from #7) 4. KJEB 5T. KEXP 5T. KZOK
 
I noticed the jump at KPLZ too. As for Seattle getting a second country station, Shawn Ross had an interesting look at what happened when the competition disappeared in several markets in several different formats. Based on that analysis and assuming KPLZ continues to struggle, I could see the following happening:
101.5 goes 90s and 2K based pop.
106.1 shifts back to Hot AC.
98.9 does go back to country, but focusing on mid-1980s through maybe early 2000s.
 
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