Research Director Inc., PPM Exclusive March '22 Analysis For Seattle-Tacoma, Miami-Fort Lauderdale, Detroit, Phoenix, Minneapolis-St. Paul

March '22 PPM Ratings

The Ratings Experts from RESEARCH DIRECTOR, INC. – in lock step with the algorithm aces from XTRENDS – have been given our marching orders, which is better than being given our marching papers. We are here to focus on another round of radio ratings as they relate to the MARCH survey. While we would love to march to the beat of a different drummer, we also know that time marches on, and this bit has marched to its logical conclusion. The survey ran from MARCH 3rd through MARCH 30th.

SEATTLE-TACOMA: The Talk Of The Town

For the third straight survey, BONNEVILLE Talk KIRO was the leading 6+ station and by a noticeable margin (7.4-7.4). HUBBARD AC KRWM (WARM 106.9) heated up with its best Frosty-free share in over a year (5.5-6.3) as it stepped up to #2. UNIVERSITY OF WASHINGTON N/T KUOW posted its largest share since MAY (5.3-5.9) as it advanced two spaces to #3. iHEARTMEDIA Classic Rock KZOK dipped to #4 (5.5-5.5), while iHEARTMEDIA Classic Hits KJR (95.7 THE JET) glided up to #5 with its third up book in a row (5.0-5.4). LOTUS News KNWN (NORTHWEST NEWSRADIO) had its smallest share since NOVEMBER (5.7-5.0) as it dropped four places to #6. KRWM remained the cume leader with a 5.5% increase (586,700-618,700). The market was up by 1.8%.

Last month a couple of spoken word stations – KIRO and KUOW – were tied at #2 25-54. That agreement proved to be unsustainable. KIRO stepped up to #1 with its best book in over a year, while KUOW remained alone at #2 despite a small share increase. HUBBARD Top 40/M KQMV (MOViN’ 92.5) had its best showing since OCTOBER as it moved from #5 to #3. AUDACY Active Rock KISW (THE ROCK) ended a two-book run at #1 and slid to #4. This was the station’s lowest rank – and smallest share – in over a year. KJR inched up to #5 with its highest score in over a year. KRWM dropped from a tie at #2 into a tie at #6 with AUDACY Rhythmic AC KHTP (HOT 103.7), which moved up from #12 with its best outing in over a year.

Speaking of which, KHTP was on fire 18-34. The station leapt from a tie at #7 to #1 with, naturally, its highest mark in over a year. iHEARTMEDIA Top 40/M KBKS (HITS 106.1) was up two places to #2 with its strongest showing since JULY. KQMV dipped to #3 with a small decrease and was paired with KZOK, which posted a small increase. KJR’s flight path was impressive as it soared from a tie at #12 to #5 with its best book in over a year. KRWM slipped from a tie at #4 into a tie at #6 with iHEARTMEDIA Adult Hits KJAQ (96.5 JACK FM), which arrived from a tie at #10. KISW fell from #1 to #8. AUDACY Alternative KNDD (107.7 THE END) gave back most of last month’s strong share increase and dropped from a tie at #4 to #9. It was tied in that space with KUOW, which advanced from a tie at #15 with its highest total since MAY.

The 18-49 rankings were in complete turmoil. KQMV took control of the demo thanks to its highest share in over a year. A flat KIRO repeated at #2, while KUOW moved up to #3 as it regained most of last month’s big share loss. KJR was up two places to #4 with its fourth straight up book, while KHTP leapt from a tie at #10 to #5. KISW fell from #1 to #6, while KRWM dropped from #5 to #9.

MIAMI-FT.LAUDERDALE-HOLLYWOOD: Same As It Ever Was

For at least the fourteenth consecutive survey, most of the same five stations occupied the top five 6+. COX MEDIA AC WFEZ (EASY 93.1) led the way for the third book in a row (9.1-9.0), while COX MEDIA Urban AC WHQT (HOT 105) followed behind, also for the third book in a row (8.2-7.2). AUDACY AC WLYF (101.5 LITE FM) repeated at #3 (5.7-5.2) but was forced to share the moment with SBS Spanish Contemporary WCMQ (ZETA 92.3), which stepped up from #4 (5.3-5.2). UNIVISION Spanish Contemporary WAMR (AMOR 107.5) rounded out the top five though with its smallest share since JULY (5.1-4.9). What was the next closest station to cracking this select club? AUDACY Classic Hits WMXJ (102.7 THE BEACH) was in at #6 again (4.5-4.4). WFEZ was the cume leader again with a 0.8% decline (928,500-921,300). The market grew by 0.8%.

Though WHQT had its lowest 25-54 share in over a year, the station easily cruised to yet another victory. WFEZ finished second for the seventh straight survey. However, the gap between the two stations shrank from about a share and a half to just over a half share. iHEARTMEDIA Top 40/M WHYI (Y100) stepped up to #3 with its best performance since AUGUST, while WLYF dipped to #4 as it returned about half of last month’s huge share increase. iHEARTMEDIA Spanish Contemporary WZTU (TÚ 94.9) was back at #5 but with its smallest share since SEPTEMBER. It just edged out #6 AUDACY Country WKIS (99.9 KISS COUNTRY), which had its highest score in over a year.

Things were much less predictable in the 18-34 arena. WLYF was #1 for the fourth book in a row. However, the station returned most of last month’s massive increase. This opened a door for COX MEDIA Hot AC WFLC (HITS 97.3), which forged the tie at #1 with its best outing in over a year. COX MEDIA Urban WEDR (99 JAMZ) was not far behind at #3. Three – count ‘em – three stations were tied at #4. WKIS remained in place with a slight increase. It was joined by two stations that had been in a relationship at #5. Both WZTU and WFEZ had the same solid share increase to move up a slot. iHEARTMEDIA Urban WMIB (103.5 THE BEAT) slipped into a tie at #7 with WHYI.

The 18-49 competition grew significantly tighter thanks to WHQT posting its lowest share in over a year. The station was still #1 but saw much of its lead over #2 WZTU evaporate. It went from better than two shares to about a half share. WFEZ inched up to #3 with a solid increase. WLYF dipped to #4 as it returned most of last month’s strong gain. It was tied with WHYI, which stepped up from #5.

DETROIT: Cruisin’ Classic

When you think of MOTOR CITY classics, what comes to mind? Muscle cars, chrome, and tail fins. It also refers to AUDACY Classic Hits WOMC, which finished in first place 6+ for the third book in a row (8.3-7.7). iHEARTMEDIA Urban AC WMXD (MIX 92.3) stepped up to #2 (6.4-6.5), while BEASLEY Classic Rock WCSX took two steps forward to #3 (5.9-6.4). Both stations posted their best shares since OCTOBER. iHEARTMEDIA AC WNIC slid to #4 with its third down book in a row (6.6-6.2). AUDACY Sports WXYT (97.1 THE TICKET) jumped to #5 with its best offensive performance since NOVEMBER (5.0-5.7). AUDACY News WWJ-A dropped from #4 to #8 (6.1-5.0). WNIC continued to have the most cume and added 3.5% this survey (866,600-896,900). The market rose by 2.5%.

There was quite a bit of movement among the 25-54 rank and file. WXYT jumped from #5 to #1 with its best outing in over a year. This pushed BEASLEY Active Rock WRIF – which had a small decrease – down to #2. It was paired with iHEARTMEDIA Urban WJLB, which rose from #7 with its highest total in over a year. WMXD dipped to #4 with a slight decrease, while WCSX leapt from #8 to #5 with its best book since DECEMBER. In the end these five stations were all within a share and a half of each other. iHEARTMEDIA Top 40/M WKQI (CHANNEL 955) was up three places to a close #6, also with its highest score in over a year. BEASLEY Rhythmic AC WMGC (105.1 THE BOUNCE) dropped from #4 to #7, while WOMC fell from #2 to #8 as it ended a strong three-book surge.

WRIF is simply not fooling around 18-34. The station was #1 and in double digits for the third book in a row. WCSX jumped from #6 to #2 with its highest mark in over a year yet still trailed its younger cluster bro’ by almost two shares. WJLB slipped to #3 with a slight decrease, while a flat WKQI stepped down to #4. WMGC remained at #5 with a slight increase, while WOMC dipped to #6 as it returned about half of last month’s huge increase.

Though it suffered a small 18-49 share loss, WRIF was #1 for the third book in a row. However, it was not alone as WJLB moved up to take a share of the lead with its fourth straight up book. WXYT advanced from #6 to #3 with its best outing in over a year. WMGC remained at #4 with a small loss and was joined in that space by WCSX, which rose from #9 with its highest total since MAY. WOMC dropped from #3 to #6, while WMXD fell from #5 to #8.

PHOENIX: Man Bites Dog

That headline is reserved for unusual news stories and this month qualifies. For the first time in over a year, iHEARTMEDIA AC KESZ (99.9 KEZ) was not the #1 station 6+. That honor was bestowed upon MARICOPA N/T KJZZ, which ascended the throne thanks to its best book in over a year (6.3-6.8). KESZ was nudged to second place (6.5-6.6). HUBBARD Classic Rock KSLX stepped up to #3 with its best showing since NOVEMBER (4.6-5.5), while iHEARTMEDIA Talk KFYI-A slipped to #4 (5.4-4.6). DESERT VALLEY Adult Hits KOAI (95.1/94.9 THE WOW FACTOR) was back in the top five after landing its largest share in over a year (4.1-4.5). iHEARTMEDIA Adult Hits KYOT (95.5 THE MOUNTAIN) slid to #7 with its smallest share in over a year (4.3-4.0). KESZ continued as the cume captain but with a 7.4% decrease (981,100-908,100). The market was off by 0.4%.

Though HUBBARD Active Rock KUPD had its lowest 25-54 share since AUGUST, the station did capture the demo for the third book in a row. However, there was a plot twist. ENTRAVISION Spanish Adult Hits KVVA (LA SUAVECITA 106.9/107.1) posted its largest share in over a year to jump from #3 and claim a share of first place. KESZ slipped to #3 with a small increase, while KSLX moved up a couple of places to #4 as it rebounded from a down book. iHEARTMEDIA Hot AC KMXP (MIX 96.9) slipped to #5 despite a slight increase, while AUDACY Country KMLE advanced six spaces to #6 with its highest score since OCTOBER. KYOT slid from #5 to #8.

For the sixth straight survey, KESZ was #1 18-34. The station was off slightly while #2 DESERT VALLEY Top 40/R KKFR (POWER 98.3 & 96.1) had a small increase. The gap between them was almost a share and a half. AUDACY Top 40/M KALV (LIVE 101.5) stood alone at #3 with a small loss, while KMLE loped from #9 to #4. Just two books ago the station was tied at #17. It has more than tripled its share since then. KUPD slipped to #5 with its smallest share since APRIL. It was tied with SIERRA H Top 40/R KZCE (101.1 THE BOUNCE), which had its first down book since OCTOBER.

As with the previous demo, KESZ won 18-49 for the sixth book in a row. The station opened up a share and a half lead over #2 KUPD, which had its least productive outing since AUGUST. KYOT repeated at #3 with a modest decrease. Last month KMXP and KVVA were tied at #9. KMXP moved up to #4 with its best book since NOVEMBER, while KVVA advanced to #5 with its highest share in over a year. KKFR and KZCE had been an item at #4. KKFR slid to #6, while KZCE landed in a tie at #7 with KALV.

MINNEAPOLIS-ST.PAUL: No Doubles Defense

For the last two books, HUBBARD Hot AC KSTP (KS 95) was not only the 6+ leader but was cruising along with double-digit shares. The station won its third straight survey but fell back into single digits (10.1-8.5). MPR N/T KNOW remained at #2 as it rebounded from a down book (6.6-7.3), while AUDACY Adult Hits KZJK (104.1 JACK FM) had its best book in over a year (5.2-6.4) to move from a tie at #5 to #3. iHEARTMEDIA Classic Hits KQQL (KOOL 108) dipped to #4 (5.7-6.0) while MPR AAA KCMP (THE CURRENT) leapt five places to #5 with its best showing in over a year. CUMULUS Active Rock KXXR (93X) slipped to #6 (5.6-5.6) and was tied with UNIVERSITY OF NORTHWESTERN-ST.PAUL Christian Contemporary KTIS, which advanced from #12 with its best score since NOVEMBER (4.7-5.6). KQQL still had the most cume with a 0.2% increase (731,500-733,300). The market gained 2.2%.

The top three stations 25-54 remained the same as before. KSTP mirrored its 6+ performance by winning for the third book in a row but failing to reach double digits. KXXR was off slightly to remain at #2, while KNOW was up slightly to repeat at #3. KZJK moved from a tie at #6 to #4 with its largest share since AUGUST, while KCMP stayed at #5 but with a hefty share increase. iHEARTMEDIA Top 40/M KDWB slid to #6 despite a slight increase.

This is not something you see every survey. The top three 18-34 stations were all in double digits. KCMP jumped from a tie at #3 to #1 with, by far, its highest share in over a year. As recently as DECEMBER it was sitting at #12. KSTP was in double digits for the third book in a row but had to step down to #2. KXXR stepped down to #3 but crashed through the double-digit barrier for the fifth book in a row. Hard to believe but about a third of all 18-34 shares were in the hands of these three stations. KDWB dipped to #4 despite posting its largest share since AUGUST. KZJK stepped up to #5 with its highest score since MAY. KQQL fell from #5 to #8 with its lowest mark since APRIL.

KSTP was both #1 18-49 and in double digits for the third consecutive survey. KCMP went from #5 to #2 thanks to a massive share increase. It has more than doubled its share since the HOLIDAY survey. KXXR dipped to #3 with its lowest score since DECEMBER, while KZJK advanced from a tie at #7 to #4 with its best showing since JUNE. KDWB slipped to #5 despite a small increase. It was tied with KNOW.

Whew. We managed to do the entire survey by avoiding any references to the Ides of MARCH. That was close. The Ratings Experts from RESEARCH DIRECTOR, INC. are always open to suggestions, comments, and critiques about what is contained in this here missive. In the meantime, stay safe and we’ll see you in a month.

Before you click away, click on over to our blog page and sign up. It literally could change your life. Check it out here: www.ResearchDirectorInc.com/Hot-Topics

 About Research Director, Inc.: Research Director, Inc. is based in Annapolis, Maryland. We help radio stations’ programming and sales departments maximize the value of their research. For more information, visit www.ResearchDirectorInc.com, call (410) 295-6619, or e-mail info@ResearchDirectorInc.com or sallan@ResearchDirectorInc.com.

« see more Net News