Seattle-Tacoma Radio Ratings: December 2023

[pjc1961]

Covering the survey period from Thursday, November 9, 2023 thru Wednesday, December 6, 2023, age 6+ overall:
View 1: Seattle/Tacoma - RadioInsight
View 2: 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 at a later date.

 

[bobdavcav]

Wow, didn't think I'd see 93.3 beat 710 for the sports audience anytime soon. We will have to see whether this is a change that will be longer lasting. Also, did anyone else notice the owner change in the Neilson data for KPNW? That seems a bit odd as I don't think that station has been sold recently. Also, I wonder what's up at 106.1? The last couple books that station has been doing well.

 

[Huff]

Wow, didn't think I'd see 93.3 beat 710 for the sports audience anytime soon. We will have to see whether this is a change that will be longer lasting. Also, did anyone else notice the owner change in the Neilson data for KPNW? That seems a bit odd as I don't think that station has been sold recently. Also, I wonder what's up at 106.1? The last couple books that station has been doing well.

The ownership of KPNW has not changed, it is still owned by Hubbard, licensed locally as "Seattle FCC License Sub, LLC."

 

[Kelly A]

Wow, didn't think I'd see 93.3 beat 710 for the sports audience anytime soon.

Got that knife and fork ready for your crow dinner Bob? Although, we don't know how the two compare in-demo either.
6+ is only a beauty contest.

 

[guruofradio]

Seems I-Heart has made some good moves, much to the shock of some on this board. Moving 93.3 to Sports is paying off, KBKS doing well, especially in demo, with addition of Jubal and KZOK hopes to maintain its strength replacing Danny B with BJ Shea. Lesson to be learned is that change takes time to have an effect in a crowded media field. Changing format is not to be taken lightly and once you flip, you have to stick with it a couple years. The KZOK move is by no mean a guarantee but certainly a solid investment in talent from a company that at times in much maligned. December book is just a couple weeks of Christmas music on KRWM and KSWD yet they had huge jumps. Expect them 1 and 2 again in holiday book!

 

[fordranger797]

I suspect KJR is getting a major bump from the Washington Huskies having a great season. 710 KIRO really cooled off after the Mariners season ended. Programming wise, I still give 710 the edge, but it’s not shocking that KJR is performing well.

It’s great to see 106.1 with a lead over 92.5 for the first time in a long time. iHeart has an extremely solid cluster in Seattle, and their effort has paid off. That’s something I never would have expected.

 

[pjc1961]

Top 5+ demo rankings analysis from Research Director, Inc.:

Radio Ratings Roundup, December 2023, Part III | Research Director, Inc.

The Ratings Experts from RESEARCH DIRECTOR, INC. – in a tight formation with the reindeer-driving wizards from XTRENDS – are taking a break from

researchdirectorinc.com

25-54: 1. KKWF 2. KISW 3. KRWM 4. KZOK 5T. KQMV 5T. KBKS
_______ 7. KSWD (up from #15) 19. KCMS (had been #19)
18-34: 1. KZOK 2. KRWM (up from #6) 3T. KKWF 3T. KQMV 5. KISW
_______ 7. KBKS (down from #4T) 15. KSWD (down from #12)
18-49: 1. KRWM (up from #8) 2T. KKWF 2T. KZOK (up from #5) 4T. KBKS 4T. KISW
_______ 6. KQMV (down from #2) 9. KSWD (up from #13)

 

[boombox4]

Four HD2s make the ratings, FWIW. KING-FM's Evergreen channel HD2 (which has more cume than the stream), KJR-FM HD2 (KUBE's HD2, or so it says), KJAQ's HD2 (alternative) and KRWM's HD2 (all Christmas).

A bit surprising to see the KZOK and Warm 106.9 topping the younger, 18-34 demos.

 

[semoochie]

Four HD2s make the ratings, FWIW. KING-FM's Evergreen channel HD2 (which has more cume than the stream), KJR-FM HD2 (KUBE's HD2, or so it says), KJAQ's HD2 (alternative) and KRWM's HD2 (all Christmas).

A bit surprising to see the KZOK and Warm 106.9 topping the younger, 18-34 demos.

These were all 0.1s. All it takes is one person with a meter to be listening. It's a little bit like a participation trophy. Look for 0.2 and above. Then you have something and it isn't uncommon!

 

[Bongwater]

These were all 0.1s. All it takes is one person with a meter to be listening. It's a little bit like a participation trophy. Look for 0.2 and above. Then you have something and it isn't uncommon!

I always wondered how KSWS and KWPZ keeps showing up in these things. I would have thought the LPFMs on 106.5 in the Seattle area would have rendered KWPZ unlistenable.

 

[fordranger797]

I always wondered how KSWS and KWPZ keeps showing up in these things. I would have thought the LPFMs on 106.5 in the Seattle area would have rendered KWPZ unlistenable.

It’s probably from survey meters distributed to areas slightly north of Seattle where KWPZ booms in. Perhaps someone in Lynwood prefers listening to KWPZ over KCMS. I’d bet that they have a fair share of listeners in Snohomish county.

 

[Bongwater]

It’s probably from survey meters distributed to areas slightly north of Seattle where KWPZ booms in. Perhaps someone in Lynwood prefers listening to KWPZ over KCMS. I’d bet that they have a fair share of listeners in Snohomish county.

I thought the panel all lived in Tukwila for some reason.

 

[Huff]

It’s probably from survey meters distributed to areas slightly north of Seattle where KWPZ booms in. Perhaps someone in Lynwood prefers listening to KWPZ over KCMS. I’d bet that they have a fair share of listeners in Snohomish county.

Yes, remember "Seattle" for Nielsen purposes includes all the counties in purple:

 

[The New Chico]

Living in Tukwila, now THAT is an oxymoron.

 

[Kelly A]

It’s probably from survey meters distributed to areas slightly north of Seattle where KWPZ booms in. Perhaps someone in Lynwood prefers listening to KWPZ over KCMS. I’d bet that they have a fair share of listeners in Snohomish county.

I doubt that has anything to do with it. KCMS broadcasts from Cougar Mt. which comes in equally fine in Lynwood. Not everything can be tied to signal strength or coverage.

 

[fordranger797]

I doubt that has anything to do with it. KCMS broadcasts from Cougar Mt. which comes in equally fine in Lynwood. Not everything can be tied to signal strength or coverage.

Why wouldn’t it though? Maybe you’re a listener in Snohomish county who likes Christian AC, and every so often you hear songs on 105.3 and 104.5 that you don’t like. I would assume that those listeners check out 106.5 every so often. They may not even realize that it’s not technically targeting Seattle.

It seems like Christa anticipated that, based on the fact that they subscribe. Saga Media doesn’t, but the same would probably be true for KISM and KAFE. I’d bet those stations both would receive a “participation award” (of at least 0.1) if they subscribed.

 

[Kelly A]

Why wouldn’t it though? Maybe you’re a listener in Snohomish county who likes Christian AC, and every so often you hear songs on 105.3 and 104.5 that you don’t like. I would assume that those listeners check out 106.5 every so often. They may not even realize that it’s not technically targeting Seattle.

But you're talking about content, not coverage. No average consumer is going to say that they listen to one station over another because its field strength is higher at a particular geographic coordinate. That's only of concern to radio nerds.
As the map posted showed, Skagit County isn't in the Nielsen metro, so as I've said many times before, it doesn't count.

It seems like Christa anticipated that, based on the fact that they subscribe. Saga Media doesn’t, but the same would probably be true for KISM and KAFE. I’d bet those stations both would receive a “participation award” (of at least 0.1) if they subscribed.

The Saga stations are very Skagit County-oriented, which makes sense. B-Hole is their main city.

 

[The New Chico]

Saga = Whatcom, not Skagit, but otherwise point taken.

 

[fordranger797]

But you're talking about content, not coverage. No average consumer is going to say that they listen to one station over another because its field strength is higher at a particular geographic coordinate. That's only of concern to radio nerds.
As the map posted showed, Skagit County isn't in the Nielsen metro, so as I've said many times before, it doesn't count.

The Saga stations are very Skagit County-oriented, which makes sense. B-Hole is their main city.

Okay I’m genuinely confused on the bit about signal strength. That’s probably my fault, as I think I may have confused everyone with my initial post. All I was trying to suggest is that there are probably people located in the north sound who like Christian AC, and may either be a KWPZ listener or have an alternative present in their car for it. It doesn’t get huge numbers, but it’s a fairly reliable performer on a monthly basis. It seems like there are definitely people who seek it out. Signal strength is only a factor as it makes it possible for people who have a meter to hear it.

It makes sense that Saga doesn’t bother subscribing, as their revenue only comes from Whatcom and Skagit counties, but like with KWPZ, there are probably people who listen in the north sound. I think someone gave an example of KISM playing in a warehouse somewhere up in Everett a few years ago. Even that would get them a participation score if they (a) subscribed, and (B), a meter entered the premises.

 

[The New Chico]

106.5 comes in much better than the Cougar Mtn. stations in downtown Everett, downtown Edmonds and West Seattle. All it takes is one or two dedicated listeners there with a meter.

Also, if you listen to the programming,, Crista takes a much more regional approach to their programming than Saga. I hear lots of spots for Canadian businesses on 106.5, much less so on the Saga stations. Saga's KISM does run occasional sweepers that include mentions of regional locations from BC down to Seattle, but their spot load is almost exclusively Whatcom and Skagit counties. Their TOH ID also will include various BC and NW WA towns and cities- after the official COL of course.