Research Director, Inc.'s Exclusive May PPM Analysis For Detroit, Miami, Seattle, Phoenix, Minneapolis

Markets #11-15

Here we go again ... The Ratings Experts from RESEARCH DIRECTOR, INC. -– with a healthy assist from the extrapolators from XTRENDS –- bring you the third and final installment of the MAY ratings analysis. If you’ve been following along, you know this survey covered 4/27 through 5/24 and was notable for ... well ... not much. Just another normal four-week period in AMERICA. The big question is –- how did that period of normalcy affect radio? Let’s find out, shall we?

DETROIT: Words Spoken Here

It was a good month to be in the halls of the CBS RADIO cluster as four of the top five 6+ stations share the same lunchroom. CBS RADIO News WWJ-A was #1 for the fifth book in a row (6.5-6.3). Close behind at #2 again was CBS RADIO Sports WXYT-F (THE TICKET), which continued to benefit from TIGERS baseball (6.3-6.1). CBS RADIO Classic Hits WOMC moved up to the show position as it ended a three-book slide (5.4-5.9). CBS RADIO Country WYCD slid back to #4 (6.0-5.8) where it was tied with iHEARTMEDIA AC WNIC, which took a step forward with its best Frosty-free share in over a year (5.2-5.8). The big mover this month was iHEARTMEDIA Urban AC WMXD (MIX). The station had a huge increase (4.0-5.5) to jump five places to #6. It was also a good month for iHEARTMEDIA Top 40/M WKQI (CHANNEL 955) as the station had its largest share since JUNE (4.7-5.1) to move up to #7.

The 25-54 race remained hotly contested and featured a decidedly male lean. BEASLEY Active Rock WRIF was #1 for the third straight survey and, once again, barely edged out #2 WXYT-F, which had its most productive outing since OCTOBER. WKQI moved up two slots to #3 with – again – its best showing since JUNE. WYCD remained in place at #4 as it lost about half of last month’s big increase. WMXD did well here, as well, moving from #11 to #5 with its highest score since the reindeer were playing games. BEASLEY Rhythmic AC WMGC (THE BOUNCE) landed its lowest share since DECEMBER and was, ahem, bounced from #3 to a tie at #8.

There was a lot of stuff happening in the 18-34 rank. One constant was WRIF, which regained sole control of the #1 position. However, the station was off for the fourth straight survey. As a result, its lead over new #2 iHEARTMEDIA Urban WJLB shrank to less than a share. WKQI was up to #3 as it rebounded from last month’s down book while WMGC lost an alarmingly large chunk of share to fall from a share of the lead to #4. WGPR INC. Urban AC WGPR (HOT) moved up three places to #5 with its best book in over a year. CBS RADIO Top 40/M WDZH (AMP) also had its best book in over a year but had to be content with remaining at #6. WMXD did well here, too, as it rose four places to #7. WYCD dropped to #8 as it again lost about half of last month’s gain.

For the third book in a row, WRIF was #1 18-49. This time it did not have to share the honor. WKQI was up to #2 with its highest total since JUNE while WJLB advanced three squares to #3 with a healthy increase. WXYT-F remained at #4 with a small loss while WMGC fell from a share of first to #5 thanks to a big decrease. WYCD slid back to #6 with a small loss while WMXD jumped from a tie at #13 to #7 with its largest share in over a year.

MIAMI-FT.LAUDERDALE-HOLLYWOOD: Hot Stuff

The heat was on for COX RADIO Urban AC WHQT (HOT), which had its best book since JULY (6.7-7.4) and moved back to #1 6+. UNIVISION Spanish Contemporary WAMR (AMOR) was pushed back to #2 even though it was up (7.0-7.1). The two AC competitors switched places. COX RADIO AC WFEZ (EASY) ended a six-book slide (5.8-6.6) to move up to #3 while ENTERCOM AC WLYF (LITE) dropped to #4 (5.9-5.7). The two former partners at #5 dissolved their relationship. SBS Tropical WCMQ (Z92.3) remained in place (4.7-4.8) while COX RADIO Top 40/M WFLC (HITS) dropped to #6 (4.7-4.5). Close behind was COX RADIO Urban WEDR (99JAMZ), which moved up to #7 as it regained all of last month’s loss (4.1-4.4).

WHQT had an explosion of numbers 25-54, posting its highest score in over a year and capturing its fourth straight #1 finish. WAMR became the lone #2 station with a slight increase but was over two shares behind the leader. WFLC slipped back to #3 with a slight decrease while WLYF remained at #4 with a small loss. CBS RADIO Top 40/R WPOW (POWER) moved up to #5 with its best performance in over a year. WEDR held steady at #6 with a slight increase while WFEZ moved up to #7 with its highest total since JUNE. iHEARTMEDIA Spanish Contemporary WZTU (TU 94.9) dropped to #8 as it returned all of last month’s big increase.

The 18-34 race remained a two-station affair. WEDR was #1 per usual but did post its lowest score in over a year. iHEARTMEDIA Urban WMIB (THE BEAT) repeated at #2 but gave back last month’s modest increase. WPOW was up to #3 despite a slight decrease while iHEARTMEDIA Top 40/M WHYI (Y100) advanced three places to #4 with its second straight up book. WLYF dropped to #5 after returning all of last survey’s increase. ENTERCOM Alternative WSFS (THE SHARK) stepped back to #6 where it was tied with WFLC. Both stations had down books. WZTU dropped four spots to a tie at #9 as it could not retain last month’s big gain.

WEDR won the 18-49 demo for the ninth time in a row and ended a two-book ratings slide. WHQT made the move of the month as it jumped seven places to #2 with its highest score since JULY. WFLC stepped back to #3 with a small loss while WPOW moved up to #4 with its highest total in over a year. WLYF slid back to #5 and WMIB took a step back #6. Both stations had small losses. WFEZ was up to #7 with its best performance since JUNE while WZTU dropped five places to #8.

PHOENIX: Rock Rolls

The 6+ competition turned into a slugfest this time. HUBBARD Classic Rock KSLX was back at #1 with its highest share in over a year (6.1-7.3). iHEARTMEDIA AC KESZ (99.9KEZ) had its best elf-free book since JUNE (6.6-7.2) but still dropped back to #2. HUBBARD Active Rock KUPD remained at #3 but with its highest score in exactly a year (4.8-5.6). iHEARTMEDIA Hot AC KMXP (MIX) moved up two slots to #4 with its best performance since JUNE (4.4-4.9). With all this upward mobility, someone had to go down. CBS RADIO Classic Hits KOOL dropped to #5 (4.8-4.7) while BONNEVILLE Talk KTAR-F slid to #6 (4.5-4.2).

Last month KUPD fell to #2 25-54 after taking a pretty big ratings hit. This time the station got it all back – and then some – as it returned to #1 with its highest share in over a year. KESZ stepped back to #2 as it returned most of last month’s increase. KMXP was up to #3 with its largest share since JUNE while KSLX dropped back to #4 with a small loss. KOOL was also off slightly as it slid to #5. CBS RADIO Country KMLE was up to #6 as it ended a three-book slide.

The top three 18-34 stations all had increases that ranged from large to ridiculous. KUPD and KESZ fell into the ridiculous category. The former remained at #1 with its highest share in over a year while the latter rose six spots to #3 with its best non-holiday-affected performance in exactly a year. In between was KMXP, which remained at #2 with merely a large increase. iHEARTMEDIA Top 40/M KZZP (KISS) slipped to #4 despite having an up book. HUBBARD Alternative KDKB (93.3 ALT) was up to #5 with its fourth straight up book. CBS RADIO Top 40/M KALV (LIVE 101.5) dropped to #6 while KMLE fell to #7. However, both stations had flat books.

KUPD was #1 18-49 for the fourth straight survey. Last time it lost a bunch of share and saw its lead drop to under a half share. This time it rebounded with authority and led the number twos by over a share. Those would be KESZ – which remained in place with a slight increase – and KMXP, which moved up from #4 with – again – its best book since JUNE. KSLX took a step back to #4 with a small loss. KDKB was up to #5 with its sixth straight up survey. KALV took one step forward to #6 with a small gain while KOOL dropped to a tie at #7 as it ended a four-book surge.

SEATTLE-TACOMA: Movin’ On

HUBBARD Top 40/M KQMV (MOVIN) bounced back from last month’s big loss (6.9-7.4) –- all that changed was its 6+ lead over the rest of the market. #2 UNIVERSITY OF WASHINGTON N/T KUOW had gotten quite close but fell off the pace as it lost some of last month’s gain (6.3-6.0). iHEARTMEDIA Classic Hits KJR-F (THE JET) climbed to #3 with its highest read out in exactly one year (5.0-5.9). HUBBARD AC KRWM (WARM) held steady at #4 but with its best performance since JANUARY (5.1-5.6). CBS RADIO Classic Rock KZOK was flat (5.3-5.3) but still fell to #5. CBS RADIO Country KMPS had its highest score in over a year (3.7-4.6) to jump four places to #6.

Depending on your perspective -– and perspective is a matter of opinion -– the 25-54 race was either boring or maddeningly consistent. The reason? The top six stations did not change from last month. KQMV was #1 as it bounced back from last month’s loss. ENTERCOM Active Rock KISW was off slightly at #2 and trailed the leader by over two shares. CBS RADIO Adult Hits KJAQ (JACK) was #3 with its third up book in a row. As recently as FEBRUARY, it was #12. KJR-F was #4 again but it ended a two-book slide. ENTERCOM Alternative KNDD (THE END) repeated at #5 but with its best outing since AUGUST. ENTERCOM Rhythmic AC KHTP (HOT) held steady at #6 as it ended a two-book slide.

Shocker! KQMV had its lowest 18-34 share since JUNE. Not a shocker –- the station was #1 again but saw its lead over #2 KISW – which was up slightly –- fall under a share. KNDD was flat and steady at #3 while KHTP dropped back to #4 with its third straight down book. KJR-F moved up to #5 with its highest total since JUNE. iHEARTMEDIA Top 40/M KPWK (POWER) remained at #6 but with its largest output since AUGUST. KMPS was up three places to #7 with its best book in over a year while KRWM fell to a tie at #8 with its lowest mark since NOVEMBER.

Last month KQMV took a big ratings hit, which saw its 18-49 lead shrink from close to four to almost two shares. The station was up slightly this time and remained #1 and extended its lead slightly over #2 KISW, which was flat. Both KNDD and KJAQ landed their largest shares in over a year. The former remained at #3 while the latter inched up to #4. KHTP had its lowest score since JANUARY as it slipped to #5. KJR-F remained at #6 but did end a two-book slide with a solid increase.

MINNEAPOLIS-ST.PAUL: Time Is Tight

The 6+ race is a two-tiered affair that is being hotly contested. The top four stations are separated by less than half a share. iHEARTMEDIA Top 40/M KDWB remained at #1 (6.8-6.8) and was just ahead of HUBBARD Hot AC KSTP (KS95) at #2 (6.7-6.6). CUMULUS Classic Rock KQRS remained at #3 as it ended a two-book slide (6.0-6.4). It was partnered with iHEARTMEDIA Classic Hits KQQL (KOOL), which took one step forward with its best non-pine-scented survey since OCTOBER (5.8-6.4). The next five stations were a step behind this quartet but separated from each other by less than a share. CUMULUS Active Rock KXXR (93X) had its best book since SEPTEMBER (5.1-5.9) to advance four spaces to #5. CBS RADIO Adult Hits KZJK (JACK) hit its highest mark since DECEMBER (5.3-5.7) to move up to #6. The four stations previously known as #4 (with the exception of KQQL, which we’ve already mentioned) split up and moved down. iHEARTMEDIA Country KEEY (K102) dropped to #7 (5.8-5.6) while MPR N/T KNOW fell to #8 (5.8-5.4). iHEARTMEDIA Sports KFXN (K-FAN) had its lowest score since JULY and fell to a tie at #10 (5.8-5.0).

The deck chairs on the SS 25-54 were rearranged this time. KXXR had its best performance since AUGUST and was rewarded by being crowned the new leader. KSTP ended its four-book #1 streak and slid back to #2 while KZJK was up to #3 with its highest total since DECEMBER. KDWB took a step back to #4 with its second straight down book while KFXN dropped three places to #5 as it entered its summer period of dormancy (until training camp starts). KQRS remained at #6 but ended a three-book slide.

For the first time since NOVEMBER, the top two 18-34 stations passed through the double-digit membrane. KDWD was off a bit but still #1. #2 KXXR had a huge increase and narrowed the gap to less than half a share. KEEY made a return engagement at #3 but was over three shares off the lead. KSTP took over the #4 position despite a small loss because its former partner –- KFXN -– dropped back to #5 with a somewhat larger loss.

KDWB’s string of double-digit 18-49 books ended at four. Still, the station remained the market leader, though it was less than half a share ahead of #2 KXXR, which again posted its biggest number since AUGUST. KSTP remained at #3 despite its second down book in a row. KZJK was up to #4 with its best book in over a year while KFXN dropped to #5 with its least productive outing since JUNE.

A word of thanks ... for reading these analyses The Ratings Experts from RESEARCH DIRECTOR, INC. provide every survey. If you would like to engage us in helping you to make sense of your numbers –- and seek ways to improve them -– please reach out to us at any time. Short of that, we shall return next month with another round of radio ratings roulette.

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