Seattle-Tacoma Radio Ratings: November 2023

[pjc1961]

Covering the survey period from Thu. 10/12/2023 thru Wed. 11/8/2023, age 6+ overall:

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

An alternate view: 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 on Thu. 11/30/2023.

 

[pjc1961]

Top 5+ demo rankings analysis from Research Director Inc. -

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

So I asked Google’s Generative AI to come up with NOVEMBER sayings. This was the best one: “This NOVEMBER, there seems to be nothing to say.” N

researchdirectorinc.com

25-54: 1. KKWF 2. KISW 3. KQMV 4. KBKS 5. KRWM 6. KZOK 8T. KUOW (down from #3) 8T. KHTP
18-34: 1. KKWF 2. KQMV 3. KZOK 4T. KISW 4T. KBKS
_______ 7. KHTP (down from #3T) 8T. KUOW (down from #3T) 8T. KJAQ
18-49: 1. KKWF 2. KQMV 3. KBKS 4. KISW 5. KZOK (up from #8) 7. KHTP

 

[fordranger797]

Really impressive to see 106.1 closing the gap on 92.5 these days. KQMV still has the edge, but it sure isn't like it used to be.

 

[guruofradio]

KJR-FM now tied with KIRO-AM 6+ overall. Strength of Huskies? Guess the move to Sports for 93.3 is finally paying off despite naysayers. Spoken word formats like News/Talk/Sports are absent from the core demos listed above except KUOW. KKWF, KQMV, KISW remain the top stations in the market in demos that matter. Very consistent performers. One has to wonder if a station in 2024 will take another shot at Country given the dominance of KKWF?

 

[Kelly A]

KJR-FM now tied with KIRO-AM 6+ overall. Strength of Huskies? Guess the move to Sports for 93.3 is finally paying off despite naysayers.

Like Bob who up until recently still maintained that KJR would abandon FM and switch back to just 950kHz in what was his prediction, six months? I've still got this nice big plate of crow for him ready.

Spoken word formats like News/Talk/Sports are absent from the core demos listed above except KUOW.

That seems to be the trend in many PPM markets. Here in the D.C. area, WTOP News is still a very high biller, but the public station WAMU is again number one in A18-49 and something like second in A25-54.

KKWF, KQMV, KISW remain the top stations in the market in demos that matter. Very consistent performers. One has to wonder if a station in 2024 will take another shot at Country given the dominance of KKWF?

Oh, here we go with the country flip speculation again. It costs too much to flip formats on the possibility of something good happening. Especially these days. Unless ad revenue has almost completely dried up, most groups are rightfully unwilling to take the risk that an expensive format move could go wrong.

 

[bobdavcav]

I still maintain that being on FM isn't the be all end all of radio. A format of meowing cats 24/7 is going to do just as well on AM as it will on FM. That being said, in the current environment, I can't see iHeart doing anything else with 93.3. The only two things I see could be done with it at this point are bringing KUBE back for a third time or 90s and 2000s hits, which I feel like if any station is going to move in that direction in iHeart's cluster, it's going to be 106.1 as many other mainstream CHRs around the country have gone in that sort of direction. As for whether someone is going to flip to country, that's a really difficult question to answer. I feel like it would have to be gold-based if it were going to happen. Sorting the ratings table by cume, KKWF is fourth, so is that high enough to justify a flip of a competing station? I have a hard time believing Hubbard would flip 98.9 back, but I would think they've got to do something with that station at some point. I can't imagine hovering around a 1 share makes much money, but that's really the only logical thing at this point.

 

[fordranger797]

I still maintain that being on FM isn't the be all end all of radio. A format of meowing cats 24/7 is going to do just as well on AM as it will on FM. That being said, in the current environment, I can't see iHeart doing anything else with 93.3. The only two things I see could be done with it at this point are bringing KUBE back for a third time or 90s and 2000s hits, which I feel like if any station is going to move in that direction in iHeart's cluster, it's going to be 106.1 as many other mainstream CHRs around the country have gone in that sort of direction. As for whether someone is going to flip to country, that's a really difficult question to answer. I feel like it would have to be gold-based if it were going to happen. Sorting the ratings table by cume, KKWF is fourth, so is that high enough to justify a flip of a competing station? I have a hard time believing Hubbard would flip 98.9 back, but I would think they've got to do something with that station at some point. I can't imagine hovering around a 1 share makes much money, but that's really the only logical thing at this point.

If I had a million dollars to bet, I would bet against KUBE ever seeing the light of day again. That station was on a steady decline over a long period of time, and the second attempt at bringing it back was fruitless. In all honesty, they probably should have left CHR on 93.3 the first time and worked on fine tuning it (until they got the right airstaff, music mix, and sound that they wanted). Obviously, that’s water under the bridge now though.

Modern hip hop and urban contemporary is arguably one of the most fragmented formats in radio, and it doesn’t help that 103.7 came along and started airing a format that is night and day better. If 103.7 never flipped, and KUBE was more willing to embrace a classic lean, it may have lasted.

 

[Kelly A]

Modern hip hop and urban contemporary is arguably one of the most fragmented formats in radio, and it doesn’t help that 103.7 came along and started airing a format that is night and day better. If 103.7 never flipped, and KUBE was more willing to embrace a classic lean, it may have lasted.

Unlike back in the 90s, radio can't compete with launching or holding an audience for urban pop. The main reason? Radio stations can't air many of the lyrics/dialog. And sure, there will be some who say that radio has a long track record for edited versions, but when your listeners can get the unedited version via a streaming platform, where are they more likely to go?

 

[fordranger797]

Unlike back in the 90s, radio can't compete with launching or holding an audience for urban pop. The main reason? Radio stations can't air many of the lyrics/dialog. And sure, there will be some who say that radio has a long track record for edited versions, but when your listeners can get the unedited version via a streaming platform, where are they more likely to go?

In my very short stint playing the role morning radio personality, I challenged myself to make a clean version of one of the dirtiest songs I could find. I attempted to edit “I don’t f*** with you” by Big Shawn. By the time it was edited, there was hardly anything left of the song. It was more of a joke, because a song that’s 90% f bombs would never work on the radio. Nobody would want to hear that (outside of a joke being done on purpose).

I think a real radio edit of that song exists somewhere, but what you said absolutely still applies. Nobody who wants to hear it would listen to the radio edit when they could listen to the real version online somewhere.

 

[TheBigA]

Unlike back in the 90s, radio can't compete with launching or holding an audience for urban pop.

In markets where Urban is a factor (which isn't Seattle), the format does well regardless of the language issues. It's been more of a factor for CHR, but once again not in Seattle. I think the strength in both cases is the radio talent is stronger the music.

 

[fordranger797]

In markets where Urban is a factor (which isn't Seattle), the format does well regardless of the language issues. It's been more of a factor for CHR, but once again not in Seattle. I think the strength in both cases is the radio talent is stronger the music.

All of the good talent is now on 103.7. By the time KUBE was near the end of its life, it had lost any recognizable talent.

 

[TheBigA]

All of the good talent is now on 103.7. By the time KUBE was near the end of its life, it had lost any recognizable talent.

Which is why they failed. But if you look at markets like Atlanta, DC or NY, you see urban stations with strong talent doing well.

 

[PB Randolf]

Top 5+ demo rankings analysis from Research Director Inc. -

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

So I asked Google’s Generative AI to come up with NOVEMBER sayings. This was the best one: “This NOVEMBER, there seems to be nothing to say.” N

researchdirectorinc.com

25-54: 1. KKWF 2. KISW 3. KQMV 4. KBKS 5. KRWM 6. KZOK 8T. KUOW (down from #3) 8T. KHTP
18-34: 1. KKWF 2. KQMV 3. KZOK 4T. KISW 4T. KBKS
_______ 7. KHTP (down from #3T) 8T. KUOW (down from #3T) 8T. KJAQ
18-49: 1. KKWF 2. KQMV 3. KBKS 4. KISW 5. KZOK (up from #8) 7. KHTP

But it's who is not Top 5 25-54 that's got folks talking.

 

[boombox4]

In my very short stint playing the role morning radio personality, I challenged myself to make a clean version of one of the dirtiest songs I could find. I attempted to edit “I don’t f*** with you” by Big Shawn. By the time it was edited, there was hardly anything left of the song. It was more of a joke, because a song that’s 90% f bombs would never work on the radio. Nobody would want to hear that (outside of a joke being done on purpose).

I think a real radio edit of that song exists somewhere, but what you said absolutely still applies. Nobody who wants to hear it would listen to the radio edit when they could listen to the real version online somewhere.

The car honk / car horn version of Adam Sandler's 'Piece of **** Car' did fairly well, however. That was obviously the exception.

 

[crainbebo]

I find it concerning that 105.3 is losing listeners. A 1.6? It could be the 'K-LOVE effect'...but also something bigger, Christian families leaving the liberal markets behind, or being 'lost in the noise' in the Seattle market. In Spokane, their local CCM station is in the top 5 routinely. Spokane is slightly conservative compared to largely-liberal Seattle-Tacoma and flipped the mayoral seat from R to D in November. There are also a lot of people moving there, and North Idaho has had an even bigger increase. Kootenai County gained over 30,000 people in the last 10 yrs.

KRWM beats KSWD. Well...that is interesting, and that was before they went Christmas! My guess is KRWM will be at 10+ in the Holiday book with KSWD around 7 or 8, or slightly higher.

 

[Kelly A]

I find it concerning that 105.3 is losing listeners. A 1.6? It could be the 'K-LOVE effect'...but also something bigger, Christian families leaving the liberal markets behind, or being 'lost in the noise' in the Seattle market.

It could be losses from additional competition from EMF and streaming, but since KCMS is a commercial station, they don't sell as much based on ratings anyway. Local Direct is a lot of Christian-owned businesses or ones who want to reach a local Christian listener base. Those local businesses advertising don't have that opportunity via K-LOVE, which is pure donation-funded.

In Spokane, their local CCM station is in the top 5 routinely. Spokane is slightly conservative compared to largely-liberal Seattle-Tacoma and flipped the mayoral seat from R to D in November. There are also a lot of people moving there, and North Idaho has had an even bigger increase. Kootenai County gained over 30,000 people in the last 10 yrs.

Pretty sure both of those markets mentioned are diary markets, not PPM like Seattle/Tacoma.

 

[secondchoice]

Which is why they failed. But if you look at markets like Atlanta, DC or NY, you see urban stations with strong talent doing well.

DC has 1,359,600, Atlanta has 1,844,000 and NYC has 2.696,600 identifying as black. Statically the potential P1's can support several stations. Live and local talent can't overcome demographics. It like County in NYC. You are "pushing a rope". Can be done but is there enough profit to make it worth while.

 

[TheBigA]

DC has 1,359,600, Atlanta has 1,844,000 and NYC has 2.696,600 identifying as black. Statically the potential P1's can support several stations. Live and local talent can't overcome demographics.

Seattle has 300K. Which is why (as I said) there is no urban station. KUBE was rhythmic CHR.

But my point is that in DC, Atlanta, and NYC, the urban stations all do very well even though they have to be careful with song lyrics.

 

[secondchoice]

On the other side of the lyrics, Atlanta has Praise 102.5 which does well 6+. Don't know about the profromance in the money demos but just by the cubical radio play at my old office it is an alternative to the Fish and KLove's CCM for more conservative Christians who don't like Rock in any form.

 

[crainbebo]

But Atlanta has a larger Black population and Praise 102.5 is a gospel station. Seattle has gospel on a forgotten AM station (KRIZ) that barely gets out more than 10 miles from Seattle...and weakly at that.