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Seattle/Tacoma Radio Ratings - November 2022

P

pjc1961

Covering the survey period from Thu. October 13 thru Wed. November 9.
Age 6+ overall: RadioInsight Seattle-Tacoma Ratings November 2022

KIRO-FM is #1 while KIRO-AM is #2. KNWN-FM, KRWM-FM, KING-FM + KVI-AM jump up while KJEB + KPLZ dip down.

Will update with demo rankings via AllAccess.com - Research Director, Inc./XTrends article when it is posted on Fri. 12/2/2022.
 
KJR-FM is looking pretty good now. Wouldn't surprise me one bit if they are now top four or top five in Men 25 to 54.
 
My guess is KRWM continues their #1 trend for Xmas with a 10+ share, and KSWD not too far behind. 93.3 slowly increasing month-to-month with sports. Better than some KUBE months. Embarrassing numbers for 101.5...tied with KVI?!! In liberal Seattle-Tacoma?
 
What can we throw out there that can get this 99,000-watt stick up into the top 10 again in total cume? Maybe KNWN going to 101.5 and 97.7 flipping to something else for the South Sound? A playlist change? Something closer to the old KMTT?
 
It’s too bad that KPLZ is near the bottom. I certainly hope they do okay in at least some key demographic. Their playlist is a bit of a hybrid between CHR and AC, which nobody else is really doing. With that being said, there is competition from 94.1 and 106.9 on the AC side, and 92.5 and 106.1 on the CHR side. Seems like there’s some pretty stiff competition there.
 
The Sound 94.1 still is doing OK. KVI 570 is out of the basement -- no idea why. But maybe the new owners have made changes?
 
Looking back year to year 93.3 KJR-FM is now ahead of where 93.3 KUBE was 6+ 1.9-2.3 and in 25-54 men where the new 93.3 KJR is now top ten. KIRO-AM also up about 50% year to year. Turns out (as Kelly suggested last Jan) that sports was a good long-term play thanks to the success of the Mariners, Seahawks and Huskies. KPLZ a year ago had a respectable 3.7 6+ and was top three 25-54 women, which I assume is their target. They are now half that at a 1.7 6+ and not even top ten 25-54 women. They did well with Xmas music in Dec and Holiday book last year as well. Outside of the two sports stations and KPLZ the rest of the market top 20 looks very similar to one year ago. Seattle remains a very consistent market especially 25-54.
 
There are two things that stick out to me about this book.
1. Prior to Fall 2020, KEXP never got above a 2.7 share. Now, it hasn't dropped below a 4 share in the last 6 months.
2. Historically, KTTH usually beats KVI, but that flipped this month. I suspect the election pushed up the numbers for a lot of the talk stations.
 
bobdavcav said:
There are two things that stick out to me about this book.
1. Prior to Fall 2020, KEXP never got above a 2.7 share. Now, it hasn't dropped below a 4 share in the last 6 months.
2. Historically, KTTH usually beats KVI, but that flipped this month. I suspect the election pushed up the numbers for a lot of the talk stations.
Click to expand...
KVI might have a bit of an edge because they have John Carlson. The lineup of hosts makes a difference.

As for KEXP, they definitely poached some of KNDD’s listeners when Audacy decided to streamline operations. It seems like Audacy has had to backtrack when it comes to KNDD, because they aren’t the only alternative game in town.
 
bobdavcav said:
There are two things that stick out to me about this book.
1. Prior to Fall 2020, KEXP never got above a 2.7 share. Now, it hasn't dropped below a 4 share in the last 6 months.
2. Historically, KTTH usually beats KVI, but that flipped this month. I suspect the election pushed up the numbers for a lot of the talk stations.
Click to expand...
So Bob, think KJR made a grave mistake moving to FM? Still think they'll change formats in six months?
 
Via AllAccess.com, Top 5+ demo rankings for 25-54, 18-34 + 18-49:
Scroll down to see Seattle-Tacoma market

25-54: 1. KEXP 2. KIRO-AM T3. KISW T3. KJEB 5. KQMV 6. KIRO-FM
18-34: 1. KEXP 2. T2. KNDD T2. KZOK (up from #8) T4. KSWD T4. KQMV 6. KUOW (down from #2) T7. KBKS T7. KHTP (down from #3) 9. KISW (down from T4)
18-49: T1. KISW T1. KJEB T3. KEXP T3. KQMV 5. KIRO-FM T6. KIRO-AM T6. KUOW
 
Kelly, was looking at 6 plus numbers. I know, nobody looks at them. But numbers in that category are correct.
 
Last edited:
KPLZ's not even in the top 10 in their prime demo anymore. They used to be for a long time.
 
Yes, I get it. But media reporting tends to cover the overall ratings, while advertisers don’t. When I worked at KPLZ in the late 80’s they were Top40. Demo was 18-34. (Incidentally I was there when they first toppled KUBE. I think ‘87 but could be off by a year).
 
I just realized that talking about radio experiences from 32 years ago would make me cringe if I was talking about radio 32 years ago in 1987. That would be 1955. My gawd! Where does time go?
 
Kelly A said:
So Bob, think KJR made a grave mistake moving to FM? Still think they'll change formats in six months?
Click to expand...
Kelly, I believe I've always said 12-15, not 6. I'll give it a few more months. Ask me that again around the start of baseball season. I'm starting to come around, but not there yet.
 
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