Seattle-Tacoma Radio Ratings: February 2024

[boombox4]

The above make it sound like KGNW is co owned with KCMS. KGNW is owned by Salem. Is KCMS syndicating some Salem programming or the other way around?

Yeah, both stations have different ownership. But if you look at both stations' schedules, they do run some of the same programs. The ministries themselves apparently have determined -- by checking the sourcing of their donations -- that running a show on both stations pays off.

Whenever you contact a ministry -- even if you're sending an email -- they often want to know which station you heard the program on. I think it's the same if one donates to any of the radio ministries. The ministries track, to the best of their ability, the stations that get their listeners, and gain donations. I would guess that both KCIS and KGNW gain donations for the ministries that are duplicated on both stations.

 

[boombox4]

There is a reason they are called beauty contest numbers. They are fun to talk about, but you can see how meaningless they really are and KUOW is a prime example.

True. But the discrepancy here is pretty massive. A #1 station in 6+ that doesn't even make the top ten in the sales demos indicates that perhaps the majority of the listeners are not in the sales demos. And, of course, KUOW depends on donations and underwriting. But they still subscribe, and the ratings discrepancy makes it look like their main demos skew older.

 

[The New Chico]

I definitely wasn't disagreeing with you, Boom. It will become a really big problem for public radio in the future- clear that a huge cohort of their listenership is over 55 and eventually will age out. If they don't figure out a way to be relevant for the younger crowd they are going to die on the vine.

 

[Gregg.]

Seattle must be the most interesting market for non-commercial radio. Look at the list...

KUOW...NPR News/Talk....................#1
KNKX...Jazz and NPR........................#11
KEXP...Adult Album Alternative...#12
KING...Classical..................................#13

Even a high school station is on the list, KNHC at #21. I read it's the most listened-to high school station in the U.S.

But how about KPNW-FM stuck at #25? It's a commercial 68,000 watt station on a 2200 foot mountain that's getting beaten by non-commercial KEXP at 4,700 watts on a 690 foot tower. I wonder, what is KPNW-FM doing wrong, that it can't get some of those KEXP listeners to come over, with its superior signal and all-professional staff?

 

[Delete My Account]

KPNW and KEXP are literally nothing alike, and I don't get why this trope persists.

KEXP is DJ selected, has many specialty shows, and what you hear varies with the DJ. A large percentage of the KEXP playlist is completely new music and often is very rhythmic or electronic. You sporadically hear more traditional "alternative" artists, but not in any regular pattern.

KPNW plays what are basically classic alternative and modern AC/AAA "hits" with a sprinkling of new music. In a way, it's the inverse of the traditional "play the hits" model - the station playing very few hits seems to have better ratings than the one that does.

I don't think most KEXP listeners have any use for commercials or commercial radio, and the "community" around the station is a part of the appeal. They're not reachable by commercial stations, because what could KPNW offer to convert people who are willing to pay for KEXP? A shorter playlist, commercials, and with the exception of Marco Collins, probably their air talent means very little to KEXP fans. Plus, apart from one song a day, to my knowledge he has no choice in what he plays.

I actually like KPNW but I can't figure out why their research didn't find a formula that worked better ratings wise. I also don't think KPNW is much like the station it supposedly is a replacement for (KMTT.) Nor do they seem promotionally active, I mean they do give tickets away through the app, but I don't gather that they actually send promotions people to any event, or do anything public facing that directly involves the station and engages its listeners. Maybe they should have let Collins program it, saved some of the money they gave Paragon, and hired a promotions staffer or two.

 

[fordranger797]

KPNW and KEXP are literally nothing alike, and I don't get why this trope persists.

KEXP is DJ selected, has many specialty shows, and what you hear varies with the DJ. A large percentage of the KEXP playlist is completely new music and often is very rhythmic or electronic. You sporadically hear more traditional "alternative" artists, but not in any regular pattern.

KPNW plays what are basically classic alternative and modern AC/AAA "hits" with a sprinkling of new music. In a way, it's the inverse of the traditional "play the hits" model - the station playing very few hits seems to have better ratings than the one that does.

I don't think most KEXP listeners have any use for commercials or commercial radio, and the "community" around the station is a part of the appeal. They're not reachable by commercial stations, because what could KPNW offer to convert people who are willing to pay for KEXP? A shorter playlist, commercials, and with the exception of Marco Collins, probably their air talent means very little to KEXP fans. Plus, apart from one song a day, to my knowledge he has no choice in what he plays.

I actually like KPNW but I can't figure out why their research didn't find a formula that worked better ratings wise. I also don't think KPNW is much like the station it supposedly is a replacement for (KMTT.) Nor do they seem promotionally active, I mean they do give tickets away through the app, but I don't gather that they actually send promotions people to any event, or do anything public facing that directly involves the station and engages its listeners. Maybe they should have let Collins program it, saved some of the money they gave Paragon, and hired a promotions staffer or two.

I agree. I genuinely like KPNW, but there are certain things about it that could be better. Even with that being said, I would listen to KPNW any day over KEXP (or 107.7 for that matter). KEXP is a little too out there for me, and 107.7 has morphed a little too much over the last few years. I think there is a definitely a lane where KPNW could gain some traction. I'm sure there are music lovers in the Seattle are who find KEXP a little too "hippy," and have gotten bored with a playlist on 107.7 that is a little stale.

They're going to have to promote themselves more, this is definitely true. They also might be wise to take more advice from someone who has had a lot of success (Marco Collins). Either way, I see an avenue for potential success, and I would keep trying. As I've said over and over again, there's nothing else they can flip to that won't also be an uphill battle, so why not keep trying?