Seattle-Tacoma Radio Ratings: November 2023

[davideduardo]

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.

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

Yes, and ethnic stations tended to lose share when the PPM came to town, and there were two reasons.

First, Black and Hispanic listeners tended to round to the hour, so listening from 8:12 to 8:48 got "8-----9" in the diary which was 4 quarter hours. In the PPM, they got two quarter hours as neither the first nor the last qualified.

Second, the big gainers in PPM were stations that had both primary listeners and lots of "oh, I listen to them too" listeners. In the diary, those secondary listening times often were not registered. In the PPM, some mass appeal formats got as much as 35% to 40% higher cume, resulting in greater share/rating. But ethnic stations either had their community or not, and little secondary listening. Some lost share in the PPM.

 

[fordranger797]

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.

I wonder if KHHO 850 would fair better if it had a format similar to KRIZ. It’s a much easier signal to hear in a geographical location with potential listeners.

It’s a moot point, since iHeart already has a national BIN format available and needed programming that would work on 850. But you could definitely argue that KRIZ is more entertaining (with a much more local touch).

 

[crainbebo]

With a translator, maybe. Without, forget it.

 

[Kelly A]

I wonder if KHHO 850 would fair better if it had a format similar to KRIZ. It’s a much easier signal to hear in a geographical location with potential listeners.

KHHO has Tacoma-centric coverage, especially at night. Since the market was combined into one many years ago, being a Tacoma-only station is a losing model, especially for an AM station.

It’s a moot point, since iHeart already has a national BIN format available and needed programming that would work on 850. But you could definitely argue that KRIZ is more entertaining (with a much more local touch).

For whatever you think of BIN, its existence serves a purpose for iHeart: A niche format for derelict AM stations like KHHO and includes a form of PR for iHeart as serving the African American community in the South Sound. As a network, BIN provides a national footprint for advertisers interested in reaching black adults.

 

[boombox4]

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.

A lot of people have moved to the Seattle metro since KCMS used to near the top of the 6+ ratings back in the late 1990s. Chances are pretty high that a lot of them aren't culturally "Christian" or open to CCM or Praise music. Then you've got K-Love and Air1. They weren't in the region 20 years ago. The demographics of the metro are changing. It's probably the same with Portland. One of their two Christian talk/teaching stations went off the air late in the pandemic. The demos of the large West coast metros are changing.