Research Director, Inc.: Exclusive September PPM Analysis For Detroit, Miami, Seattle, Phoenix & Minneapolis

Markets #11-15

For those of you just tuning in, here’s what The Ratings Experts from RESEARCHDIRECTOR, INC. and the numbers nerds from XTRENDS have been up to. We’re looking at the gory details of the SEPTEMBER survey. A period that spent most of its time in AUGUST and featured a long holiday weekend, the return to normal schedules for most normal people and the complete lack of watchable NFL games. You’re all caught up so you can continue with your binge reading …

DETROIT: What Goes Up …

Last month, GREATER MEDIA Rhythmic AC WMGC (THE BOUNCE) took the market by its lapels and shook vigorously – leaping from #15 to #1. History did not repeat as the station fell from the lead to the #5 position with a pretty significant share loss (8.0-5.3). This allowed several stations to move up in the ranks. Back in first place after a one-book hiatus was CBS RADIO Sports WXYT-F (THE TICKET)(7.8-7.7). It was followed by cluster mate CBS RADIO Classic Hits WOMC, which was up from #4 with its best showing since APRIL (5.4-6.0). Two other stations clawed their way up the ranks to end up at #3. CBS RADIO News WWJ-A also had its highest share since APRIL (5.0-5.5) to ascend from #7 while GREATER MEDIA Active Rock WRIF took two steps forward (5.2-5.5). CUMULUS Talk WJR-A had its lowest total since Dasher was dashing and fell four places to a tie at #7 (5.8-4.9).

Yes, WMGC lost a large chunk of its 25-54 share but the station still found itself in first place. However, it was forced to share with WRIF, which ended a two-book slide to move up from #2. WXYT-F was flat and stationary at #3. iHEARTMEDIA AC WNIC moved up to #4 with a slight increase while iHEARTMEDIA Top 40/M WKQI (CHANNEL 955) regained a small portion of last month’s loss to advance three spaces to #5. Four (count ‘em), four stations were clogged together at #6. CBS RADIO Country WYCD slipped from #4 with its lowest total since MARCH. iHEARTMEDIA Urban WJLB was up from #7 even though it was down for the third straight survey. CUMULUS Hot AC WDVD rose from #9 as it ended a two-book slide while iHEARTMEDIA Urban AC WMXD (MIX) jumped from #10 as it got back all of last month’s loss.

After a two-month break, WRIF was back on top of the 18-34 leaderboard. The station was also back in double digits for the first time since APRIL. As you might expect, WMGC did not sustain last month’s expanded number. The station fell to #2 (and out of double digits) but was still well clear of the #3 station. That was WJLB, which had a slight increase but did not move from its original location. WKQI was up to #4 as it regained a little less than half of what it forfeited last month. WXYT-F slid back to #5 as it lost most of last survey’s big gain. WDVD dropped to a tie at #6 despite a slight increase.

It is amazing to look at the 18-49 trend line for WMGC. In its former incarnation as a Sports station, it was in a tie at #25 in JUNE. Then it went to a tie at #7 and now, for the second book in a row, #1. Yes, it did lose a big part of last survey’s double-digit share but it managed to fend off #2 WRIF, which had a small increase. WXYT-F remained at #3 with a down book and was joined by WJLB, which stepped up one slot with a slight increase. WDVD was also motionless – at #5 – with a slight increase and was paired with WKQI, which moved in from #7.

MIAMI-FT.LAUDERDALE-HOLLYWOOD: Feeling Lite Headed

It was more of the same 6+ as ENTERCOM AC WLYF (LITE) was #1 with the exact same share as last time (8.4-8.4). Coming in at a distant #2 once again was COX RADIO Urban AC WHQT (HOT), which posted its lowest score since DECEMBER (7.2-7.1). UNIVISION Spanish Contemporary WAMR (AMOR) had its best outing in over a year (5.6-6.5) to take one step forward to #3. COX RADIO AC WFEZ (EASY) slid back to #4 with its lowest share since JANUARY (6.2-6.1). Two stations came charging up the ranks to meet at #5. COX RADIO Urban WEDR (99 JAMZ) was up from #7 (4.8-4.9) while cluster buddy COX RADIO Top 40/M WFLC (HITS 97.3) had its best book in over a year (3.8-4.9) to take five giant steps forward. SBS Tropical WCMQ (ZETA 92.3) returned all of last month’s nice increase to slide back to #7.

It was moving day on the 25-54 chart. The top two spots remained unchanged from last month. WLYF was off slightly but #1 for the third book in a row while WHQT came in second again with a flat performance. Then the fun began. WAMR was up a slot to #3 with a noticeably large increase in share, yielding its highest score in over a year. WEDR took two steps forward to #4 with a slight increase while WFLC made it up to #5 with its best showing in over a year. For every action there is an equal and opposite reaction, so two stations must have dropped out of the top five. It’s a science thing. UNIVISION Tropical WRTO (MIX) slid three places to #6 with its lowest total since MAY while SBS Tropical WXDJ (EL ZOL) took a three-step drop to #7 as it lost all of last survey’s big gain.

The two stations that were tied at #1 18-34 last month both had an increase of share. Alas, one was larger than the other so WLYF retained its crown while WEDR took a step back to #2. Both iHEARTMEDIA Urban WMIB (THE BEAT) and WRTO had down books yet both managed to elevate their level by one rank, ending up at #3 and #4, respectively. It certainly appears that WFLC was this month’s ratings star. The station had its best book in over a year – again – to move up three places to #5. Three stations were chomping at the bit at #6. CBS RADIO Top 40/R WPOW (POWER) remained in place with a small increase while iHEARTMEDIA Top 40/M WHYI (Y100) moved up from #7 as it regained almost all of last month’s share loss. WXDJ fell from #3 as it returned most of last month’s multi-share gain.

WLYF made it a clean demo sweep again as it remained in first place 18-49 despite a small loss of share. WEDR gained a little ground at #2 thanks to its best book since MAY. You can see this one coming – WFLC had its best performance in over a year to rise five places to #3. WAMR also had its highest score in over a year as it moved up two slots to #4. WHQT was down slightly but still a fixture at #5. It was joined by WRTO, which slipped from #3 with its lowest mark since MAY. WXDJ saw last month’s big increase evaporate as it dropped from #4 to #7.

SEATTLE-TACOMA: A Moving Experience

Last month took on the appearance of a real race for the 6+ lead as HUBBARD Top 40/M KQMV (MOVIN) and BONNEVILLE Talk KIRO-F were separated by only .3 share. Well, that was merely a pipe dream. MOVIN had its best book since MARCH (5.7-6.4) while KIRO-F had a somewhat smaller increase (5.4-5.8). As a result, the gap doubled. HUBBARD AC KRWM (WARM) had its highest score since FEBRUARY (4.4-5.1) to move up to #3 while CBS RADIO Classic Rock KZOK slid to #4 (5.1-4.8). ENTERCOM Active Rock KISW was alone at #5 (4.4-4.5) while iHEARTMEDIA Classic Hits KJR-F (THE JET) descended to #6 with its lowest total in over a year (4.8-4.3). The big mover of the month was ENTERCOM Country KKWF (THE WOLF), which moved up six places to #7 with its best performance in exactly a year (3.3-4.1). It was tied with UNIVERSITY OF WASHINGTON N/T KUOW (4.3-4.1). ENTERCOM Rhythmic AC KHTP (HOT) dropped four places to #9 with its least productive outing since APRIL (4.4-3.7).

KQMV was #1 25-54 for the ninth book in a row with its biggest share since MARCH. With #2 KISW being off slightly this month, the gap between the two widened to over a share. KRWM regained all of last month’s big loss – and then some – to rise from #11 to #3. KHTP stepped back to #4 with its smallest share since MARCH. ENTERCOM Alternative KNDD (THE END) slid to #5 as it ended a strong two-book run. KJR-F lowered its cruising altitude from #5 to a tie at #8 with its smallest share in over a year.

For one brief, shining moment – last month – KHTP was #1 18-34. Alas, the station, which last had a down book in DECEMBER, took a big ratings hit and fell back to #2. KQMV was back on top with a solid gain and opened up a two-share lead in this category. KNDD remained at #3 as it gave back all of last month’s share gain while KISW was up to #4 as it ended a five-book slide. iHEARTMEDIA Top 40/M KPWK (POWER) had a small loss and dropped back to #5 where it was partnered with KKWF. THE WOLF was up from a tie at #10 with its highest score since NOVEMBER.

KQMV continued to crush it 18-49. The station had its best performance since MARCH and extended its lead over KISW – now up to #2 despite its lowest total in over a year – to over three shares. KHTP dropped back to #3 with its lowest score since APRIL. Two stations improved their games and were elevated to the #4 position. iHEARTMEDIA Hot AC KBKS (KISS) was up from #5 as it bounced back a bit from last month’s loss. KRWM jumped from a tie at #12 with its highest share since FEBRUARY.

PHOENIX: Easy Now

Last survey’s big surprise was that iHEARTMEDIA AC KESZ (99.9KEZ) was forced to share the 6+ lead with HUBBARD Classic Rock KSLX. This month both stations gained share but KESZ’s was larger (6.4-6.9) so it remained on top while KSLX took a step back to #2 (6.4-6.5). HUBBARD Active Rock KUPD was up to #3 with its best book since MAY (4.7-5.1) while CBS RADIO Classic Hits KOOL dropped back to #4 with its lowest score since things were merry and bright ((5.4-4.7). Two cluster buddies swapped positions this time. iHEARTMEDIA Hot AC KMXP (MIX) was up to #5 (4.4-4.5), which bumped iHEARTMEDIA Adult Hits KYOT (THE MOUNTAIN) back to #6 (4.5-4.2).

The 25-54 arena had a distinctly hard edge to it. KUPD was #1 for the third straight survey with its highest mark since APRIL. Its older cluster brother KSLX was up to #2 (from #5) with a solid increase. KYOT was down for the second book in a row and fell back to #3 where it was paired with KESZ, which moved up a spot despite landing its smallest number since NOVEMBER. KOOL was feeling chilly as it dropped from a tie at #2 to #5, giving back all of last month’s large increase.

The 18-34 field was very congested. KESZ was #1 for the second book in a row and was clearly separated from everyone else. After that, nine stations were within about a half share of each other. CBS RADIO Country KMLE moved up three places to #2 with a solid increase while KMXP stepped back to #3 with its lowest share since JANUARY. RIVIERA Top 40/R KKFR (POWER) ended a four-book slide to advance four spaces to #4. iHEARTMEDIA Top 40/M KZZP (KISS) was up to #5 with a flat performance. Then, there were five stations bunched up at #6, and all were just this close to breaking into the top five. KUPD dropped back from a tie at #3 as it lost a bit of share. Both UNIVISION Regional Mexican KHOT (QUE BUENA) and HUBBARD Alternative KDKB (933 ALT AZ) advanced from #11 with their best books in over a year. RIVIERA Hot AC KMVA (HOT) was up from a tie at #8 as it regained all of last month’s loss. CBS RADIO Top 40/M KALV (LIVE 101.5) was flat but still took a step up from a tie at #7.

KUPD turned last month’s close 18-49 race into a rout. It had its best book since MARCH while #2 KESZ had its lowest score since APRIL. The end result was that KUPD increased its lead by a share and a half. KSLX was up slightly to stay at #3 while KMXP held on at #4 despite posting its lowest round since MARCH. Three stations were jammed together at #5. KYOT stepped back from a tie at #4, thus ending a three-book run. The other two were tied at #6 last survey. And, both KALV and KZZP were flat.

MINNEAPOLIS-ST.PAUL: The Flip Of The Flop

For the entirety of 2016, HUBBARD Hot AC KSTP (KS95) has been the 6+ market leader. That ended abruptly as iHEARTMEDIA Top 40/M KDWB took top honors after posting its highest score in over a year (7.6-8.1). KS95 had its lowest total since Ma was in her kerchief (8.9-7.7) to fall back to #2. iHEARTMEDIA Classic Hits KQQL (KOOL) remained at #3 but with its lowest share since APRIL (7.2-6.8). iHEARTMEDIA Sports KFXN (KFAN) was the big mover this month. The station was up from #10 to #4 with its highest score since JANUARY (5.3-6.7). CUMULUS Classic Rock KQRS took a step back to #5 with its least productive outing since APRIL (6.9-6.2). Its younger cluster brother – CUMULUS Active Rock KXXR (93X) – was flat (5.9-5.9) but fell to #6. UNIVERSITY OF NORTHWESTERN-ST.PAUL Christian Contemporary KTIS was off slightly (5.9-5.8) to drop two places to #7.

Did we mention that KFXN had a big month? The station zoomed from #7 to #1 25-54 with its highest score since DECEMBER. Close behind at #2 was KDWB, which again had its best book in over a year. KSTP had its lowest share since I was in my cap to fall to #3. KXXR gave back last month’s solid gain and stepped back to #4. CBS RADIO Adult Hits KZJK (JACK) remained at #5 with a slight decrease. KQRS was down three places to #7 with its lowest number since JANUARY.

This was the third straight survey that both KDWB and KXXR exceeded the double-digit threshold 18-34. KDWB had its largest total in over a year while KXXR was off a bit. The net result was that the two stations were over three shares apart. KFXN made a strong bid to join the double-digit club. It had to settle for its best book in over a year and a rise to third place. KSTP was up to #4 as it gained back all of last month’s loss – plus a little extra. iHEARTMEDIA Country KEEY (K102) dropped two slots to #5 with its lowest number in over a year.

Two stations managed to crack the double-digit barrier 18-49 this survey. One was expected as KDWB did it for the fourth book in a row to remain #1. The other was a little surprising. KFXN hit the tape measure blast to move up to #2 and trailed the leader by a mere share. That is worth noting because no station has been this close to KDWB since MAY. KXXR stepped back to #3 as it ended a two-book surge while KSTP was down to #4 despite a small increase. KZJK ended its three-book run but was able to hold on to its #5 position.

Let the debate begin! Wait, that’s something else. The Ratings Experts from RESEARCH DIRECTOR, INC. appreciate your time and effort (and eyeballs) in slogging through these analyses. We plan on doing this again next month. We hope you will, too.

E-mail: sallan@researchdirectorinc.com
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