Research Director, Inc.: Exclusive Holiday PPM Analysis For Detroit, Miami, Seattle, Phoenix And Minneapolis
January 26, 2017 at 6:37 AM (PT)
They say good things always come in threes. Or, is that the rule of three in comedy? Either way, the Ratings Experts from RESEARCH DIRECTOR, INC. and the precision consultants from XTRENDS bring you another look at the HOLIDAY book. As a reminder, this was an unusual survey as it lasted five weeks (25% more numbers!) and also lasted for ten days after the official cessation of the holiday music festivities. So, we have been looking at how this extra time affected the holiday powers and who else had their jingle bells rung. Let’s explore this together, shall we?
Detroit: Jolly Old St. WNIColas
This is another market that featured an antler-to-antler battle over the holiday tunes. The perennial winner is iHEARTMEDIA AC WNIC, and the station did not disappoint this time. It doubled its previous share (6.8-13.7) as it moved up to #1 6+. The station was not quite up to last year’s snuff when it landed a 14.6 share. The other holiday entrant was CBS RADIO Classic Hits WOMC. It did launch the alternative programming a little later this year. It fell back to #2 (7.1-6.2) and was off last year’s 6.9 pace. CBS RADIO News WWJ-A moved up to #3 with its highest share since MARCH (5.4-5.8). Meanwhile, LIONS flagship CUMULUS Talk WJR-A dropped back to #4 with its lowest score since SEPTEMBER (6.7-5.5). BEASLEY Classic Rock WCSX remained at #5 but with its lowest total since AUGUST (5.2-4.9). A couple of stations seemed to suffer from Santa’s evil touch. CBS RADIO Country WYCD had its lowest share since MARCH (4.6-4.1) as it fell to #10. CUMULUS Hot AC WDVD dropped to #15 as it recorded its lowest total in over a year (3.9-3.1). Remember when BEASLEY Rhythmic AC WMGC (THE BOUNCE) took the market by the throat back in AUGUST? Well, the station finally had its first up book since then (3.0-3.3) to move up to #14.
WNIC did not quite double its 25-54 share but it did well enough to move up to #1. It was about a share and a half short of last year’s total, though. BEASLEY Active Rock WRIF moved back to #2 with its lowest total in over a year. CBS RADIO Sports WXYT-F (THE TICKET) was flat but moved up to #3. Two other stations moved up and into a tie at #4. Those stations were iHEARTMEDIA Urban AC WMXD (MIX), which was also flat but took one step forward, and WCSX, which advanced from a tie at #7 with a small increase. WOMC dropped from #3 to #8 with a number that was more than a share off last HOLIDAY.
For the fifth consecutive survey, WRIF surpassed the double-digit barrier 18-34. Of course, it remained #1 but it had some company. WNIC moved up from #3 to forge the tie, though it was about four shares short of last year when it was the undisputed demo leader. iHEARTMEDIA Urban WJLB slipped back to #3 with its lowest number in over a year. iHEARTMEDIA Top 40/M WKQI (CHANNEL 955) remained at #4 with a slight decrease. WMGC bounced back (get it?) advancing from #11 to #5. WOMC dropped to a tie at #7 and was almost a share off last year’s number.
It’s a pretty good book when a station nearly doubles its previous share. That’s what happened to WNIC as it took the 18-49 lead. Still, it was a bit over two shares behind last year. WRIF slipped back to #2 with its lowest total since JULY. WJLB remained fixated on the #3 position as it returned all of last month’s big gain – plus a little extra. WKQI took one step forward to #4 despite a slight decrease. WMGC regained all of last survey’s big loss and bounced from a tie at #10 to #5. WOMC slid to a tie at #6 and was about a share below last year’s total.
Miami-Ft.Lauderdale-Hollywood: Easy Is As Easy Does
Of the fifteen markets we review for ALL ACCESS each survey, this is the only one that does not have a dedicated resting place for all things holly and jolly. So this extended survey played out pretty much like any other. COX RADIO AC WFEZ (EASY) was #1 6+ for the third book in a row (7.1-7.0). What little drama there was centered on the #2 position. UNIVISION Spanish Contemporary WAMR (AMOR) remained in place (6.8-6.8) but was joined by COX RADIO Urban AC WHQT (HOT), which took one bold step forward with its highest mark since SEPTEMBER (6.3-6.8). ENTERCOM AC WLYF (LITE) slipped back to #4 thanks to its lowest share in over a year (6.7-6.2). COX RADIO Urban WEDR (99JAMZ) remained at #5 but with its best showing in over a year (4.7-5.8). The next closest pursuer was SBS Tropical WCMQ (Z92.3), which regained much of what it lost last month (4.6-5.1) to remain at #6. No other station in the market was above a 4.5 share.
WEDR was on fire this survey. The station had its best 25-54 book in over a year and leapt from #4 to #1. WHQT moved up to #2 with a solid performance but was over a half share off the lead. WAMR grudgingly returned all of last book’s big gain and dropped from the lead spot to #3. WLYF again had its least productive outing in over a year as it slipped two places to #4. SBS Spanish Contemporary WRMA (LA MUSICA) moved up to #5 with its highest score in over a year. This bumped cluster compadre SBS Tropical WXDJ (EL ZOL) back to #6 as it had a slight decrease.
In two of the last three surveys, WEDR passed the double-digit barrier 18-34. It missed it last book by the slimmest of measurable margins. However, this time the station went to double-digit infinity and beyond with its best performance in over a year. iHEARTMEDIA Urban WMIB (THE BEAT) remained at #2 with a slight increase but was over five shares off the lead. WLYF was motionless at #3 but again posted its lowest score in over a year. iHEARTMEDIA Top 40/M WHYI (Y100) moved up to #4 despite being down for the third straight survey. CBS RADIO Top 40/R WPOW (POWER) dropped to #5 with its lowest mark since AUGUST. It was just ahead of WHQT, which advanced to #6 with a flat performance.
For the fourth book in a row, WEDR was #1 18-49 and the station did it this time with its biggest share in over a year. WLYF remained at #2 but, with its down book, trailed the leader by over three shares. WHQT advanced three spaces to #3 with a small increase. WAMR had its lowest share since JULY and dropped to #4 where it was united with WMIB, which moved up from #9 with a slight increase. WPOW dropped into a tie at #6 with four other stations. Both WXDJ and WHYI moved up a spot despite losing share. COX RADIO Top 40/M WFLC (HITS) fell from #4 with its lowest mark since JULY while iHEARTMEDIA Spanish Contemporary WZTU (TU 94.9) moved in from #10 despite a slight decrease.
Seattle-Tacoma: Warm And Toasty
There were three, count ‘em, three stations all huddled together under the mistletoe. HUBBARD AC KRWM (WARM) ended up #1 6+ (6.7-10.9) though it was below last year’s 13.4 mark. The last time HUBBARD Top 40/M KQMV (MOVIN) was not #1 was exactly a year ago. The station slipped back to #2 with its lowest share since SEPTEMBER (7.1-6.8). The second yuletide crooner was SINCLAIR Hot AC KPLZ (STAR). The station easily had its best book in over a year (3.4-5.5) as it advanced from #12 to #3. A year ago it registered a 3.5 share. BONNEVILLE Talk KIRO-F had its lowest score since MAY (5.5-4.9) and dropped back to #4. iHEARTMEDIA Classic Hits KJR-F (THE JET) remained at #5 (4.8-4.6) while UNIVERSITY OF WASHINGTON N/T KUOW fell to #6 with its lowest total since SEPTEMBER (5.3-4.4). Our third member of the seasonal trio was CRISTA Christian Contemporary KCMS (SPIRIT). It moved up five places to a tie at #8 (3.1-3.6) and was just ahead of last year when it posted a 3.5.
KRWM assumed command of the 25-54 demo though it was a share and a half behind last year. KQMV saw its winning streak (it was probably tired of winning) end at twelve books as it dropped down to #2. KPLZ more than doubled its share in moving up nine spots to #3. A year ago it was #9. ENTERCOM Active Rock KISW slipped back to #4 with a flat performance while KJR-F dropped back to #5, ending a three-book run. The two stations previously known as #5 split up and moved down. KIRO-F ended up at #7 while iHEARTMEDIA Hot AC KBKS (KISS) dropped to #11 with its smallest share since MAY. KCMS was up three places to a tie at #9, which was better than last year when it finished its holiday run tied at #11.
There was a new sheriff in 18-34 town as KRWM almost doubled its share in advancing from #5 to #1. However, it was still two shares off of last year’s pace. KQMV saw its string of double-digit books end at three as it slid back to second place. ENTERCOM Alternative KNDD (THE END) had its best outing since JUNE but still dropped back a spot to #3. ENTERCOM Rhythmic AC KHTP (HOT) regained some of the share it lost last book but also dropped back to #4. KPLZ was up from #12 to #5. A year ago it sat at #10. KBKS had its lowest share since MAY and fell five places to #9. KCMS moved up to #10, which was much better than last year’s tied at #17 finish.
The demo sweep was complete as KRWM moved up to #1 18-49 and topped double digits to boot. Still, it was almost two shares behind last year. KQMV stepped back to #2. This was the first time the station had back-to-back down books since MARCH-APRIL. KPLZ was up ten places to #3, which was higher than last year when it ranked #6. Two cluster bro’s moving in opposite directions decided to hang at #4. KISW stepped back from #3 despite a small increase while KNDD stepped up from #5 with its best showing since AUGUST. KBKS fell from #4 to #9 while KCMS was up four slots to #10. Last year it was at #14.
Phoenix: Deck The Cacti
Rudolph and the gang rode through the desert and left a swath of ratings destruction in their wake. Of course, that did not affect iHEARTMEDIA AC KESZ (99.9KEZ). The station remained #1 6+ (9.8-16.5) and hit last year’s number on the red nose. Beyond that, there was a bit of shuffling. HUBBARD Classic Rock KSLX remained at #2 (5.2-5.1) while CBS RADIO Country KMLE moved up four places to #3 with its best book since JUNE (3.9-4.2). UNIVISION Regional Mexican KHOT (QUE BUENA) rose five slots to #4 with its highest score in over a year (3.8-4.1). On the downside, three stations checked in with their lowest totals in over a year. HUBBARD Active Rock KUPD fell to #5 (4.7-4.0) while iHEARTMEDIA Hot AC KMXP (MIX) slipped to #6 (4.3-3.6). CBS RADIO Classic Hits KOOL dropped five places to a tie at #9 (4.4-3.4).
KESZ was the 25-54 chart topper for the third straight survey but was a little over a half share off of last year’s pace. Three stations banded together to lay claim to the #2 position. KUPD remained in place but with its lowest share in over a year. Cluster bro KSLX moved up from #3 with a slight increase while KHOT advanced from a tie at #4 with its best showing in over a year. KMLE moved up two slots to #5 even though it was off slightly from last survey. KMXP dropped to #6 with its lowest score in exactly a year. Without going into great detail, every station ranked from #7 to #11 had down books. So, it appeared that Santa took from everyone.
For the fifth time in the last six surveys, KESZ was #1 18-34. This year’s final score was about two shares short of last time. RIVIERA Top 40/R KKFR (POWER) remained at #2 with a slight loss. KUPD was up slightly to hold on at #3. KHOT took two steps forward to #4 with – once again – its highest mark in over a year. iHEARTMEDIA Top 40/M KZZP (KISS) dipped to #5 with a slight decrease while CBS RADIO Top 40/M KALV (LIVE 101.5) dropped to #6 despite a slight increase.
Completing the demo sweep, KESZ took 18-49 again, though it was off from last year’s number. KUPD held on at #2 but was tied by KHOT, which took one step forward. KSLX moved up to #4 as it slowly rebounded from last book’s big loss. This had the added effect of pushing KALV back to #5 as it posted its lowest score since JULY.
Minneapolis-St.Paul: Christmas Is KOOL
All the cool kids dig the holiday and that helped iHEARTMEDIA Classic Hits KQQL (KOOL) remain #1 6+. The station more than doubled its previous share (7.6-15.9) but was not quite up to last year’s 16.5 share. The next five stations in the rankings all had a down book. HUBBARD Hot AC KSTP (KS95) moved up to #2 (7.1-6.4) while iHEARTMEDIA Top 40/M KDWB advanced to #3 (7.0-6.1). Both stations had their lowest shares in exactly one year. Could be Kringle related. One station whose downturn was more likely caused by a Viking implosion was iHEARTMEDIA Sports KFXN (KFAN). It dropped two places to #4 with its lowest score since AUGUST (7.4-6.0). It was paired with CUMULUS Classic Rock KQRS, which took one step forward despite posting its lowest total since JANUARY. CBS RADIO Adult Hits KZJK (JACK) had its lowest share since APRIL but managed to move up to #6 (5.7-5.2).
The thundering reindeer herd enabled KOOL to more than double its 25-54 share and advance from #6 to the top of the roof. The station also bested last year’s number by over a share. This brought KFXN’s demo-winning streak to an end at four books as it slipped back to #2. KSTP again had its lowest share in exactly a year as it stepped back to #3. KZJK dropped to #4 with its lowest mark in over a year. KDWB experienced its annual seasonal swoon and dropped to #5 where it was tied with KQRS, which had its least productive outing in over a year.
What an 18-34 book it was for KQQL. The station increased its previous share by about two and a half times and beat last year’s number. Oh, and it also climbed from #7 to #1. Though KDWB was forced to take a step back to #2, its streak of double-digit books was extended to thirteen. CUMULUS Active Rock KXXR (93X) dropped to #3 with its lowest score since FEBRUARY. KFXN moved back to #4 while KSTP remained at #5 but with its lowest share in exactly a year. iHEARTMEDIA Country KEEY (K102) dropped to #6 with its least productive outing in over a year.
As with the previous demo, KQQL more than doubled its 18-49 share and beat last year’s number as a bonus. It also rose from #6 to #1. KDWB dropped back to #2 and saw its double-digit streak end at seven. KFXN was relegated to the #3 position with its lowest score since AUGUST. KXXR remained at #4 with its lowest total since JUNE and was partnered with KSTP, which moved down from #3 thanks to its annual holiday letdown. KZJK stepped back to #6 with its third down book in a row.
If you need assistance in making sense of your numbers, please feel free to reach out to the Ratings Experts from RESEARCH DIRECTOR, INC. Also, if you wish to disagree with or amplify any of our analysis – we welcome your feedback. Thank you for reading and see you in a month.