KEXP is #2 in 6+ with a 6.3 share!

[KilowattKat]

The headline says it all. I don't know if this is just a weird wobble in the latest Nielsen March 2026 PPM, but I'm sure there is celebrating going on at KEXP.

The ratings haven't been updated in Radio Insight yet. And am unable to link that "other site".

 

[TheBigA]

The ratings haven't been updated in Radio Insight yet. And am unable to link that "other site".

Lance just updated them...he's at the NAB convention:

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

It's a big month for AAA. WXRT Chicago is #1. It'll be interesting to see the demo breakdown, but I expect they'll be very good.

WXRT is #2 in 25-54 and 18-49.

 

[KilowattKat]

Seattle seems to just really like non commercial public radio...period. KUOW is still #1, although down from 9.5 to an 8.4 share. Even KNKX is up from 2.5 to 3.2.

 

[bobdavcav]

Does share even matter to KEXP? The cume numbers on KEXP have been stable since that data became public to us. My guess is this is one or two meter holders having the station on much longer than usual. The rest of the book seems to be stations shifting around, but nothing much to read into.

 

[valvashon]

Seattle apparently loves a "Shout Out"!

 

[KilowattKat]

KEXP is #1 in both 25-54 and 18-49. However...in 18-34, it wasn't one of the top 7, although not mentioned, it's possibly one of 6 stations that tied for #8. So, are the bulk of the listeners over the age of 35?

Hot Topics | Research Director, Inc.

 

[The New Chico]

It would not at all surprise me if the bulk of their listeners are 35+. While they are not truly an AAA format, they are close enough for that label to work. And AAA skews older.

 

[Gregg.]

KEXP is #1 in both 25-54 and 18-49. However...in 18-34, it wasn't one of the top 7, although not mentioned, it's possibly one of 6 stations that tied for #8. So, are the bulk of the listeners over the age of 35?

I'm guessing AAA is more for mature listeners than young adults. In Chicago, as mentioned above, WXRT is #1 overall and #2 in both 18-49 and 25-54. But the Research Director didn't give its 18-34 numbers since it wasn't that high in the young adult demo.

KBCO Denver is tied for #6. KINK Portland is #3. KCMP Minneapolis is #7. WXRV Boston is #9. Good ratings for all these AAA stations.

It still puzzles me how Seattle listeners embrace KEXP with its limited signal. I'm sure it's hard to get in Tacoma and Everett. But when KPNW-FM went with a commercial AAA format, with its 100,000 watt signal, the station had a hard time getting a 1 rating.

 

[KilowattKat]

I've noticed that they use the label "Alternative" under format name in the ratings for Radio Online. I also saw the word 'Freeform" used in Lance's ratings recap. I think the best description would be "Freeform AAA", instead of AAA.

 

[davideduardo]

I've noticed that they use the label "Alternative" under format name in the ratings. I also saw the word 'Freeform" used in Lance's ratings recap. I think the best description would "Freeform Alternative", instead of AAA.

Nielsen only has a limited list of formats that stations can select for actual inclusion in "the book". However, the various radio news sites are free to better define the formats. The reason Nielsen limits the choices is that this data is used by agency buyers who need relatively standardized format names as they only use that data to aid in making buys.

 

[fordranger797]

I'm guessing AAA is more for mature listeners than young adults. In Chicago, as mentioned above, WXRT is #1 overall and #2 in both 18-49 and 25-54. But the Research Director didn't give its 18-34 numbers since it wasn't that high in the young adult demo.

KBCO Denver is tied for #6. KINK Portland is #3. KCMP Minneapolis is #7. WXRV Boston is #9. Good ratings for all these AAA stations.

It still puzzles me how Seattle listeners embrace KEXP with its limited signal. I'm sure it's hard to get in Tacoma and Everett. But when KPNW-FM went with a commercial AAA format, with its 100,000 watt signal, the station had a hard time getting a 1 rating.

Call me crazy, but I was one of the younger listeners who really liked KPNW as a AAA. That’s a radio format that I really enjoy, and I thought their approach was really solid. It was familiar enough with many album rock staples, while also branching into new music that I wanted to hear as well. It consistently remained rock heavy (while avoiding the more pop-oriented tracks that KNDD plays). It also didn’t feel too hipster, which is something that really puts me off of KEXP.

It’s been discussed before, but much of the KEXP programming involves “theme hours,” and other specialty programs that focus on obscure singers or songwriters. That’s not a bad thing per se, but it’s not really something I’m interested in.

As for the signal: I’ve never been able to hear KEXP in my neck of the woods (in both the south sound and later the north sound). Their listeners must primarily be online, or be in Seattle proper. The following they have in the city of Seattle itself must be huge.

 

[bobdavcav]

I doubt they have a huge following, more likely those that listen to it have it on constantly. KEXP's cume is only 178K, and always stays in that range. Other stations with that cume number are near the bottom of the pack.

 

[The New Chico]

KEXP has decades of brand equity locally. And of course they are non-commercial. KPNW came into the market with no discernable marketing and a full spot load right off the bat. About the only advantage KPNW had was a superior signal, but that was it. Yes, the PNW format was likely more approachable than KEXP's, but that loyal 200,000 or so KEXP listeners were not likely to move over to PNW just to listen to 4 minute ad breaks.

I just don't think there was a lane for KPNW. It wasn't a bad format, but I am not sure who it was aimed for. KEXP listeners in Tacoma? KEXP tried that themselves with KXOT and that didn't work. Former listeners to The Mountain? Maybe they were hopng for success similar to Portland's KINK, but agian KINK has huge brand awareness in that market, and no KEXP to compete against.

As far as the "not a huge following" I do know that as of last year their donation base is outnumbered over 7 to 1 by listeners outside their FM signal. They are a true world brand at this point, and due to their huge streaming operation they may actually be the most listened to station in Seattle at a given moment, if you count the streams.

 

[KilowattKat]

I doubt they have a huge following, more likely those that listen to it have it on constantly. KEXP's cume is only 178K, and always stays in that range. Other stations with that cume number are near the bottom of the pack.

KEXP has a huge loyal listener base that other stations can only dream about.The lower cume and high share points to a huge P1 listener base that spends a lot of time listening. They obviously like what they hear.You seem to view it as a bad thing, which it isn't.

 

[TheBigA]

I do know that as of last year their donation base is outnumbered over 7 to 1 by listeners outside their FM signal. They are a true world brand at this point, and due to their huge streaming operation they may actually be the most listened to station in Seattle at a given moment, if you count the streams.

It may explain why their station in San Francisco isn't getting better numbers. Anyone there who would want to listen to the station most likely streams the main signal from Seattle.

 

[fordranger797]

I think it helps to think of this from the perspective of a hipster. Someone who is really into independent music is absolutely going to keep their radio locked on KEXP 24/7, because they might discover something that nobody else is listening to yet.

Maybe that example sounds ridiculous, but you might be surprised. When I volunteered for a college radio station in the past, there were people who did exactly that. The following was rock solid.

 

[The New Chico]

It may explain why their station in San Francisco isn't getting better numbers. Anyone there who would want to listen to the station most likely streams the main signal from Seattle.

I believe their stated plan is to pull away from the simulcast to do local Bay Area performances, at least periodically. The thinking would be that the SF signal becomes more independent over time, while still keeping with the overall KEXP ethos. Of course the devil is in the execution, no?

 

[The New Chico]

I think it helps to think of this from the perspective of a hipster. Someone who is really into independent music is absolutely going to keep their radio locked on KEXP 24/7, because they might discover something that nobody else is listening to yet.

Maybe that example sounds ridiculous, but you might be surprised. When I volunteered for a college radio station in the past, there were people who did exactly that. The following was rock solid.

My 62 year old customer care manager, working for an insurance brokerage, would laugh pretty hysterically at the hipster reference. He listens to KEXP for 8-10 hours per day as his "at-work" station. He may be a lot of things, but hip is not one of them.

Maybe a few hundred to a few thousand of he P1s for KEXP might be hipsters, but my bet is the vast majority are much more like Dave. Just someone who doesn't want to hear the same 340 songs forever.

 

[FChurch]

It may explain why their station in San Francisco isn't getting better numbers. Anyone there who would want to listen to the station most likely streams the main signal from Seattle.

This could very well be the case. In some parts of the Bay Area, the 92.7 signal does not have very good coverage. It comes in great where I live and it's the only over the air music station I listen to down here, but you would need to use the streaming app in some suburban areas.

 

[fordranger797]

This could very well be the case. In some parts of the Bay Area, the 92.7 signal does not have very good coverage. It comes in great where I live and it's the only over the air music station I listen to down here, but you would need to use the streaming app in some suburban areas.

I think the signal plays a huge factor here. On the plus side, the signal covers the actual city of San Francisco well (which is the most critical area to cover), but still, there are other areas that receive nothing. Still, I thought it would gain more traction than it already has.

Even “good” signals from San Bruno mountain run out of steam in certain parts of the market.