Research Director, Inc. Presents Exclusive December PPM Analysis: Seattle-Tacoma, Phoenix, Minneapolis
February 21, 2013
ALL ACCESS presents JANUARY PPM market highlights, compiled by the Ratings Experts at RESEARCH DIRECTOR, INC. and powered by XTRENDS, radio's #1 PPM and diary analysis tool. All numbers reflect subscriber only data.
SEATTLE-TACOMA: The Ghosts Of Christmas Have Passed
This is another market that had two all-CHRISTMAS stations that featured the flavors of mainstream and Christian. Unlike some other markets we’ve examined, this tactic worked quite well here. SANDUSKY AC KRWM (WARM), the mainstream variety, shrugged off a ton of shares (14.1-5.8) yet managed to remain the #1 station. It's in a much stronger position than last year when it slipped to #3 with a 5.5 share. Moving up a notch to #2, while posting its best number in over a year, was UNIVERSITY OF WASHINGTON N/T KUOW (4.8-5.5). The other holiday station, this of the more spiritual variety, was CRISTA Christian Contemporary KCMS (SPIRIT). It also shed quite some audience (6.3-5.0) to slip a spot to #3. However, the station is in far better shape than last year when it was #17 with a 3.0 share. The two Top 40 stations were battling it out on the lower end of the top 5, with SANDUSKY Top 40/M KQMV (MOVIN) posting its best month since AUGUST (4.2-4.9) to own #4. However, CCM+E Top 40/M KBKS (KISS FM) was nipping at its nose at #5 (4.0-4.8) after scoring its biggest book in over a year.
Yes, KRWM did lose more than half its 25-54 share but the station still held on to the #1 spot. A year ago it was at #5 and just before all the holiday hoopla started in NOVEMBER, it was ranked #11. CBS RADIO Classic Rock KZOK was up for the third straight book and can now claim to be the #2 station. After bouncing back from its lowest book in over a year, ENTERCOM Active Rock KISW remained in a tie at #3 but this time its seatmate was KCMS. That station slid from #2 but was very happy about that, considering the station was in a tie at #18 at this point last year. KQMV was up for the third straight book but was forced down from a tie at #3 to a tie at #5 with KUOW, which had its highest number since SEPTEMBER.
The CHRISTMAS effect on 18-34 was short-lived as KRWM fell from #1 to #7 (compared to #8 last year) and KCMS dropped from a tie at #8 to #15 (a tie at #14 a year ago). Returning to the top spot for the first time since SEPTEMBER, CCM+E Top 40/R KUBE scored its best book in over a year. KQMV was also moving in the right direction as it jumped from #4 to a tie at #2 with ENTERCOM Alternative KNDD (THE END), which also earned its highest number in over a year. KBKS slipped a spot to #4 just ahead of two runaway trains. ENTERCOM Country KKWF (THE WOLF) clawed its way up to #5 from #12 just ahead of SANDUSKY Hot AC KLCK (CLICK 98.9), which jumped from #11 to #6.
There is a new king of 18-49 and it is ... KQMV, as the station jumped from #4 with its best book since AUGUST. KISW rebounded from its poorest showing in over a year to jump back into the conversation at #2 (from #5). KBKS was steady at #3 while the memories of CHRISTMAS dropped KRWM from #1 to #4 (compared to #8 last year). KNDD had its best book since JULY to rise from #8 to #5. KCMS’s plunge was heady as it dropped from #2 to #12 -- but in far better shape than last year when it was sitting at #19.
PHOENIX: Four Out Of Five Stations Agree
Imagine what the water cooler talk is like around the CCM+E HQ as four of the top five spots were occupied by same flock. Though the playlist may have changed, the ranking did not for CCM+E AC KESZ, as the station remained #1 (15.9-6.9) -- in a far stronger position than last year when it was #2 with a 5.0 share. Two stations bounced back nicely from poor HOLIDAY showings to find themselves locked at #2. CCM+E Talk KFYI-A moved up from #3 (4.3-5.0) while CCM+E Hot AC KMXP (MIX) had its best book since JULY (4.0-5.0) to jump up from a tie at #4. The one non-cluster interloper, CBS RADIO Classic Hits KOOL (KOOL FM), was up slightly (4.4-4.6) but was elbowed down a couple of places to #4. After posting its biggest number in over a year (3.7-4.4), CCM+E Country KNIX took one giant step forward to #5.
For the third straight book, KESZ was #1 25-54 and the station did it this time without the benefit of PEM (Performance Enhancing Music). Last year, the station was #2 with a number that was not quite as bulky. KMXP reversed a recent downtrend and posted its best book since JULY to rise a spot to #2. There are three stations that can lay claim to being #3. KNIX moved up from a tie at #4 with its best book in over a year while SANDUSKY Classic Rock KSLX rebounded from #6 with a number it is more used to seeing. The third amigo of this group was UNIVISION Regional Mexican KHOT (LA NUEVA), which moved down from #2 despite a flat book.
As recently as OCTOBER, SANDUSKY Active Rock KUPD was ranked #10 18-34. The station, on a two-book tear, took it all the way to #1. KMXP followed its lowest book of the year with something far tastier as the station moved from a tie at #5 to #2. As recently as JULY, KNIX was #10 in this demo but after posting its best book in over a year, the station settled in at #3. RIVIERA Top 40/R KKFR (POWER) was steady at #4 where it was tied with KESZ, which lost more than half its shares to fall from #1. Still, a year ago the station was only #13 in this demo, so things have improved.
We may have to go into overtime to decide who wins 18-49 as two teams were tied at the end of regulation. KESZ lost a bundle but remained up top (compared to #5 last year) but had to share the spotlight with KMXP, which posted its best number since JULY. Despite its fourth consecutive up book, KUPD was forced to drop from #2 to #3, though that is a kind of statistical oddity because of the tie … whatever. KNIX continued its strong run by jumping from #6 to #4. Last month, CBS RADIO Top 40/R KZON (JAMZ) and KHOT were tied at #4. After both posted down books, they are still tied – this time at #5.
MINNEAPOLIS-ST. PAUL: The Legend Continues
After seeing its five-book run at #1 end due to nutcrackers and reindeer, CCM+E Top 40/M KDWB returned to the top spot (8.2-8.4) by scoring its highest number since JULY. A year ago at this time, NORTHWESTERN COLLEGE Christian Contemporary KTIS was a ratings afterthought as it sat at #12 with a 4.1. Now, after posting its second stellar book in a row (7.5-7.4), the station sat pretty at #2. There were three stations clinging on to a share of the #3 spot. HUBBARD Hot AC KSTP (KS95) bounced back from its lowest book in over a year (5.6-7.0) while CUMULUS Classic Rock KQRS was its usual reliable self (6.7-7.0). The third wise man of this group was CCM+E Classic Hits KQQL (KOOL 108) -- the station formerly known as the all-CHRISTMAS outlet. It fell from #1 (12.3-7.0) but was well ahead of last year’s pace when it was #8 with a 4.8 share.
KDWB scored a most impressive 25-54 number -- its best in over a year -- to resume control of this demo. KQRS was equally impressive and moved up to #2. We can assume that the battle for demo supremacy will continue to rage as the year goes on. KSTP rebounded from a dismal HOLIDAY book to move up from #6 to more familiar turf at #3. Two stations shared a seat at the #4 table. CUMULUS Active Rock KXXR (93X) moved up from #8 while CBS RADIO Adult Hits KZJK (JACK FM) was up from #7. KQQL’s predicted post-sleigh-bell demise took the station from #1 to #7, which was better than last year’s #11.
When it comes to 18-34, KDWB was just a machine or an animal or a machimal. Either way, the station was still #1 and just secured its best book since MARCH. Though it was flat, KXXR managed to climb a spot to #2, only a mere six shares behind the market leader. The HOLIDAY book arrived like a lump of coal for CCM+E Country KEEY (K102) but the new year brought the station back as it rose from a tie at #8 to #3. A similar fate befell KSTP and its rise this time was noticeable, if less dramatic, as the station was now tied at #4 with the former CHRISTMAS kid KQQL. Though KOOL dropped from #2, it was well ahead of last year’s pace when it was #13.
For the second book in a row, KDWB was up but all that did was solidify its hold on the top spot 18-49. Proving that the HOLIDAY book was kind of fluky, KSTP moved from #7 to its more customary spot at #2. KQRS had a killer book -- its best in over a year -- but had to settle for remaining at #3. KXXR also had a positive ratings experience and took over sole possession of the #4 position. KTIS dropped from a tie at #4 to #5 despite reaping its best book in over a year. After extinguishing all those twinkling lights, KQQL dropped from #2 to a tie at #6. Compared to last year’s #12, this was not too shabby.