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Non-commercial AAA KEXP Is #1 in 18-49 and 25-54 in Seattle

G

Gregg.

Quite amazing that a non-commercial Adult Alternative station is #1 in these two demographics in Seattle. I'm sure the staff is not paid much. The power is only 4,700 watts on a 692 foot tower.

I'm still amazed that 98.9 KPNW-FM, owned by Hubbard, was unable to figure out a way to compete with KEXP. KPNW-FM runs 68,000 watts on a 2,290 foot tower. If I remember correctly, KPNW-FM had trouble even getting a 1 rating. The commercial AAA format was heard on KPNW-FM from February 2023 to April 2024. It then switched to Country.

There are a handful of non-commercial stations that are #1 in a key demographic in their cities. But usually it's an NPR outlet. In the January 2026 ratings, KQED-FM San Francisco and WAMU Washington are #1 in the 25-54 demo, according to The Research Director.

The station that leads the 18-49 and 25-54 race in Seattle is low-powered, listener-supported KEXP, loosely affiliated with the University of Washington. It just played "Tell Somebody" by Effyzzie Music featuring Yemi Alade & Yaba Buluku Boyz. Is that one of your favorites?
 
Seems to me it's happened before. It also does well in 6+ from time to time.

However, the demo missing is 18-34. So this tells us the bulk of the audience is between 35 & 50. Is that so hard to believe? No.

This is Seattle. Not a lot of Hispanics or blacks.

KPNW thought they could steal this audience. They couldn't. Now that they're gone, there is no competition.
 
KEXP bumper stickers are frequent on back on Subaru’s and EVs around Seattle.

It has a physical presence on the ground in Seattle at a very active corner.

It’s got a niche locked in hard.
 
Hipster Gen X'ers love KEXP, soy lattes, and avocado toast :ROFLMAO:

How is 105.3 in those exact same demos? Given the #2 rating 6+?
 
I laughed out loud in regard to the comment about the staff not being paid much. The salaries they hand out at KEXP are among the few that make radio "lucrative." With that being said, KEXP has done well at developing a cult following. They also feature music that you literally cannot hear anywhere else. They've found their niche, and seem to fire on all cylinders.

Ironically, the programming on KEXP has never appealed much to me. A lot of people I know are loyal KEXP listeners, but the mixture of music (and overall presentation) never really did anything for me. It's too out there for my taste. Just because something is weird and different doesn't really mean that I want to listen to it (but that's a matter of personal taste). There used to be a show on local public access TV called KEXP Live, where a live performance would be featured from the KEXP performance studio. One time I tuned in, and it was some electronic act from Sweden called "Gus Gus." I just couldn't do it. Just too hipster for my taste.

KPNW aligned a lot better with what I was looking for on the radio, as the playlist was more focused and consistent. I totally understand why Hubbard had to make the switch, but I was always hopeful that KPNW would find their footing in the market. It just never ended up working for them. At least KNDD is making an effort to carry to the torch of alternative music while being palatable to the audience at large. If I am in the mood for something alternative, I am lot more comfortable with KNDD as opposed to KEXP (since I know it's more of a "like that? Try this" approach).

I'm in the prime age demographic at 30 years old, but my radio pretty much stays on 95.7 all of the time when I am home in Seattle.
 
Occasionally they play some real clinkers but mostly they play pretty good music. They squeeze maybe 5-6 song in an hour, squeezed in between the lengthy listener shout-outs, constant reminders of your ability to listen on the apps, the web and various frequencies and lengthy stories about the personal lives of the DJ's.
Yep, there's some pretty good music sometimes.

Val
 
valvashon said:
Occasionally they play some real clinkers but mostly they play pretty good music. They squeeze maybe 5-6 song in an hour, squeezed in between the lengthy listener shout-outs, constant reminders of your ability to listen on the apps, the web and various frequencies and lengthy stories about the personal lives of the DJ's.
Yep, there's some pretty good music sometimes.

Val
Click to expand...
I would make a joke about how that sounds terrible, but I’m also the same guy who listens to Martha Quinn’s show everyday (and who thinks her show is top notch, despite the onslaught of listener shoutouts and personal stories). So maybe KEXP is great and I’m just too much of a philistine to understand.
 
DMK said:
Summarizing the Research Director demo breakdown:

25-54
1. KEXP
2. KISW
3. KUOW
4. KJEB
5. KCMS

18-34
1. KISW
2. KNDD/KJEB (tie)

18-49
1. KEXP
2. KISW
3. KUOW
4. KJEB
5. KCMS
6. KNDD
7. KRWM
Click to expand...
Off topic, but WOW, Spirit 105.3 KCMS is ranked #5 in 25-54. And this is after the holiday book. Congratulations to them.
 
This should not be a surprise given Gen Z's increase in church attendance over the past 1-2 years. A lot of Americans turning away from the current secular culture and going to Christian radio. And it's safe "for the little ears" (as Z88.3 Orlando would put it). Safe for the soccer mom concerned about their elementary kids hearing about sex and drugs from the 'hit music station', because Josiah Queen, Forrest Frank, and Lauren Daigle never mention any of those things.

Christian animated movies last year saw plenty of money at the box office, too. "David" beat out the SpongeBob sequel in the holiday rush, with no famous actors in the voice cast (worship singer Phil Wickham in the lead role).
 


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