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Seattle-Tacoma Radio Ratings: September 2023

P

pjc1961

Covering the survey period from Thu. 8/17/2023 thru Wed. 9/13/2023, age 6+ overall:

Seattle/Tacoma - RadioInsight (refresh page if not updated immediately)

OR Radio Industry News, Radio Show Prep, Radio Promotions, Radio Station Data, Podcast News

Top 5+ demo rankings analysis from Research Director Inc. will be available on Thu. 10/5/2023 at 1 PM ET.
 
The first actually-relevant to the radio industry post in like, a month, and… crickets.
I’ll start: when is Clear Channel… I mean iHeart… gonna flip one of their Seattle signals to country?
I mean, I’m sure Audacy is celebrating their huge success on KKWF at $.50 a share (after a 30x reverse stock split).
Also: listener behaviors change after summer. Curious what the actual demos show two months ago compared to today.
 
AmusedObserver said:
The first actually-relevant to the radio industry post in like, a month, and… crickets.
I’ll start: when is Clear Channel… I mean iHeart… gonna flip one of their Seattle signals to country?
I mean, I’m sure Audacy is celebrating their huge success on KKWF at $.50 a share (after a 30x reverse stock split).
Also: listener behaviors change after summer. Curious what the actual demos show two months ago compared to today.
Click to expand...
I don’t think iHeart would have any interest in flipping any of their successful FMs in the market. They’ve got an extremely solid cluster.
 
I really don't get what's been up with RI in the last couple months. Every time I log onto that site I have to refresh the page in order to get the latest content. I do not have to do that on any other site. I'm sure I'll have something to say about the ratings in a little bit.
 
Top 5+ demo rankings analysis from the Research Director Inc. "Hot Topics" blog:

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

The Ratings Experts from RESEARCH DIRECTOR, INC. in a tight-knot formation with the math mavens from XTRENDS are back to wrangle more SEPTEMBER data.
researchdirectorinc.com researchdirectorinc.com

25-54: 1. KKWF 2. KQMV 3. KIRO-AM 4. KISW 5. KUOW (up from #9) 8. KEXP (down from #3)
18-34: 1. KZOK 2. KKWF 3T. KQMV 3T. KIRO-AM (up from #10) 5. KHTP (up from #14)
_______ 6T. KEXP 6T. KUOW 13T. KJEB (down from #5) 13T. KJAQ
18-49: 1. KKWF 2. KQMV 3. KZOK 4. KISW 5. KIRO-AM (up from #10)
_______ 6. KHTP (up from #15) 9. KEXP (down from #5) 12T. KJEB (down from #4)
 
bobdavcav said:
I really don't get what's been up with RI in the last couple months. Every time I log onto that site I have to refresh the page in order to get the latest content. I do not have to do that on any other site. I'm sure I'll have something to say about the ratings in a little bit.
Click to expand...
I know what you mean but I haven't had the problem for a week or so. It also did it on the Razzle Puzzles site.
 
Now a 0.8 for KPNW. What, if anything, can boost the ratings of this station?
Large drop for KSWD too, with a MASSIVE jump for Hot 103.7!!
 
Watch 94.1 retool after the Holidays. More local talent, hotter mix of music. Less softer AC and will look to secure soldily the AC lead relagting Star and Warm to battle for scaps. Thus forcing Lotus to really rexamine their market position with Star and consider a flip to Country. Warm will never flip. ( EDIT: KNPW more like KPNobodyCares-W - Gonna need to get John to up his Facebook posting from the stuio with his old pics of old artist that don't mean anything to a listener.)
 
CTListener said:
Tighter playlist, more familiar music?
Click to expand...
Nothing. This dog don't hunt. Add it to the list of Click, The Rock, The Bull, - bodies just keep piling up over there in Bellevue / Factoria. Maybe they should call it Mourge FM and play all the dead formats that came prior on the frequency. Bet it does better than a pultry .8 - which is over the legal limit anyway. You have to be drunk to listen to it. LMAO
 
Looks like the #1 status for The Wolf is not a fluke or mistake.

Back when Hubbard flipped 98.9 to country, there was a lot of doubt here about Seattle as a country market.

Now you can see the real preferences for people in the PNW. And it's not for AAA.
 
To me, there's really not a lot to see in this book. I do wonder how long Hubbard can realistically keep 98.9 going with its current format. I gave them two years starting with the July book I think it was, when they showed their first decline. Given how low the ratings are though, I'm thinking that might even be generous. Seattle doesn't have a 90s and 2K station yet, I'm going to go with that as the next format on 98.9.
 
There is a large enough audience for Country to support two in the format. Whoever takes on the Wolf, would need to differentiate by going in a gold based 90,'s-2k direction instead of being a copycat of the Wolf. Maybe the Bull would have done better if they had tried that approach back then. It's not too late for 98.9 to give it a try...
 
KilowattKat said:
There is a large enough audience for Country to support two in the format. Whoever takes on the Wolf, would need to differentiate by going in a gold based 90,'s-2k direction instead of being a copycat of the Wolf. Maybe the Bull would have done better if they had tried that approach back then. It's not too late for 98.9 to give it a try...
Click to expand...
Wrong. History has shown; every time a second or third country station comes to town, they suck wind. Country listeners are brand loyal, especially the station with the best morning show.
 
Kelly A said:
Wrong. History has shown; every time a second or third country station comes to town, they suck wind. Country listeners are brand loyal, especially the station with the best morning show.
Click to expand...

Not exactly true. When Hubbard went country with 98.9, they beat The Wolf. They hired Fitz, who was popular in morning drive. The fact is that when Entercom bought CBS, they flipped KMPS to soft rock at a time when KMPS was rated higher than the Wolf, and was making more money. Seattle listeners are now listening to the Wolf because they have no choice.
 
TheBigA said:
Not exactly true. When Hubbard went country with 98.9, they beat The Wolf. They hired Fitz, who was popular in morning drive. The fact is that when Entercom bought CBS, they flipped KMPS to soft rock at a time when KMPS was rated higher than the Wolf, and was making more money. Seattle listeners are now listening to the Wolf because they have no choice.
Click to expand...
So you predict another country station without a strong morning show could make a dent? For years KMPS was top hound dog (country metaphor) because of Ichabod. When he left it floundered and ended up changing formats. As you pointed out already, Fitz made the difference, kneecapping the Wolf. Bottom line always is; the country station with the established popular morning show wins. Everyone else ends up sucking wind as an also-ran. History teaches, it's funny how some folks don't learn.
 
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