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

Exclusive Analysis From The Research Dir. & XTrends

Let’s face it – FEBRUARY sucks.  It’s only 28 days, it’s the depths of WINTER when all we want is SPRING. Football’s over and you have the added pressure of VALENTINE’S DAY.  (Will she really like Shari’s Berries?).  It also has a three-day weekend wedged in there.  Through it all radio endures and that’s the task presented to the Ratings Experts from RESEARCH DIRECTOR, INC., working cheek-by-jowl with the numbers crunchers from XTRENDS.  We pull back the curtain to see what NIELSEN has wrought.

Detroit: I Heard The News Today

All the news that fits is aired on CBS RADIO News WWJ-A, and for the second survey in a row, the station was #1 6+ – and by a healthy margin (6.6-6.5).  Cluster mate CBS RADIO Classic Hits WOMC remained at #2 (6.4-5.7).  It was joined by the suddenly resurgent iHEARTMEDIA AC WNIC.  Usually, the station has an extended post-HOLIDAY slump but this time it bounced back (5.2-5.7).  BEASLEY Classic Rock WCSX moved up to #4 (5.3-5.5) where it was in league with CUMULUS Talk WJR-A, which dropped back from a tie at #3 (5.9-5.5).  Also dropping back was BEASLEY Active Rock WRIF, which slid three places to #6 (5.9-5.4).  As you shall soon see, the real star of this book was BEASLEY Rhythmic AC WMGC (THE BOUNCE).  The station has been living up to its nickname since its inception last summer.  It was #1 in AUGUST, fell to #16 in DECEMBER and just – ahem – bounced back to #7 (3.6-5.2).

The big 25-54 winner was WMGC.  Though it only appeared to advance one space to #1, it gained a huge amount of share, posting its biggest book since AUGUST.  WRIF gave back a large chunk of last month’s gain and slid to #2.  The next closest station – WNIC – was over two shares behind.  Still, it moved up to #3 with a solid increase.  WCSX remained at #4 with a slight increase and was joined at the hip with iHEARTMEDIA Top 40/M WKQI (CHANNEL 955), which dropped back a slot with a slight decrease.  CBS RADIO Sports WXYT-F (THE TICKET) remained at #6 with a slight increase.

It is not often we see two stations crack the double-digit barrier 18-34.  WMGC had its best showing since AUGUST to move up to #1.  This dropped WRIF back to second place as the rocker lost most of last month’s big gain.  iHEARTMEDIA Urban WJLB was up to #3 just by being flat and trailed the leaders by over four shares.  WKQI slipped back to #4 as it surrendered almost all of last month’s huge increase.  Format rival CBS RADIO Top 40/M WDZH (AMP) remained at #5 even though it lost all of last survey’s modest increase.

The BOUNCE effect continued 18-49 as WMGC moved up two places to #1 with its third up book in a row.  WRIF stepped back to #2 and was just this close from being tied for the lead.  WKQI also took a step back – to #3 – with a small decrease.  WJLB was lodged at #4 again with a slight increase.  Two stations moved up and into a tie at #5.  CBS RADIO Country WYCD took one step forward with its highest share since NOVEMBER while WCSX advanced three spaces with a small increase.  WDZH dropped four spots to a tie at #9 with its least productive outing since OCTOBER.

Miami-Ft.Lauderdale-Hollywood: New Hotness

Up until about a year ago, COX RADIO Urban AC WHQT (HOT) was consistently the dominant 6+ player in the market.  However, this time the station returned to first place for the first time since JUNE with its highest share since SEPTEMBER (6.1-6.9).  UNIVISION Spanish Contemporary WAMR (AMOR) fell back to an ever-so-close #2 (7.0-6.8) while ENTERCOM AC WLYF (LITE) was not far behind at #3 (6.3-6.6).  COX RADIO AC WFEZ (EASY) was down for the fourth straight survey (6.6-6.3) and slipped back to #4.  COX RADIO Urban WEDR (99JAMZ) moved up to #5 as it partially recovered from last month’s big loss (4.3-5.1).  SBS Tropical WCMQ (Z92.3) took a small step backwards to #6 (5.2-5.0).

There were levels of compression in the 25-54 ranks.  The top three stations were separated by less than half a share.  WHQT moved up to #1 with a small gain and was merely inches ahead of #2 WLYF, which had a slight increase.  Close behind was WAMR, which fell to #3 with its lowest total since AUGUST.  WEDR was an island unto itself at #4 – equally distanced between the top three and the rest of the field.  It also regained a small portion of last month’s big share loss.  SBS Tropical WXDJ (EL ZOL) regained all of last month’s decline and moved up six slots to #5.  COX RADIO Top 40/M WFLC (HITS) was close behind as it advanced three places to #6.  iHEARTMEDIA Spanish Contemporary WZTU (TU 94.9) fell to #8 as it returned all of last survey’s increase.  It was paired with iHEARTMEDIA Top 40/M WHYI (Y100), which moved up from a tie at #13 with its best score in over a year.

For the fourth time in the last six surveys, WEDR cracked the double-digit code for 18-34.  The station was #1 for the sixth straight survey and led #2 iHEARTMEDIA Urban WMIB (THE BAT) – which had its best book since MAY – by over two shares.  WLYF took sole possession of third place despite a small decrease.  WHYI slid back to #4 as it returned a good portion of last month’s increase.  WHQT had its best performance since JUNE to move up two slots to #5.  Conversely, WZTU had its lowest score since OCTOBER to drop three places to #8.

For the sixth book in a row, WEDR and WLYF were #1 and #2, respectively, 18-49.  The former station got back a little of its big loss from the previous month while the latter was down slightly.  WFLC advanced four places to #3 with a healthy increase.  There was a tie – again – at #4 but with new players.  WMIB moved up from #6 with a small gain while WHQT jumped from #8 as it rebounded from last month’s down book.  The two previous occupants of the position fell further back.  WAMR ended up at #6 with a slight decrease while WHYI landed in a tie at #7 with a slightly larger loss.  WZTU fell six stories to #9 as it gave back all of last survey’s big gain.

Seattle-Tacoma: Movin’ And Groovin’

Over the last fourteen surveys, the only obstacle preventing HUBBARD Top 40/M KQMV (MOVIN) from being #1 6+ was that big guy in the red suit.  Since he is currently relaxing on a beach somewhere, MOVIN was in its customary leadership position (7.1-7.2).  However, its lead shrank to under a point because second-place UNIVERSITY OF WASHINGTON N/T KUOW had its best book in over a year (5.8-6.7).  iHEARTMEDIA Classic Hits KJR-F (THE JET) moved up two places to #3 with its highest score since JULY (5.1-5.6).  HUBBARD AC KRWM (WARM) continued its post-HOLIDAY decline (5.6-5.3) but remained at #4.  CBS RADIO Classic Rock KZOK was up to #5 with its best showing in exactly one year (5.0-5.2).  BONNEVILLE Talk KIRO-F gave back most of last month’s increase (5.7-5.1) to drop three places to #6.  ENTERCOM Rhythmic AC KHTP (HOT) had its best outing since AUGUST (3.2-4.1) to climb six rungs to #7.

It was another big 25-54 win for KQMV as the station stretched its lead over the rest of the market to two-plus shares. This despite the fact that the next two stations in line had their best books in over a year.  KJR-F was up a slot to #2 while KHTP rose five places to #3.  ENTERCOM Active Rock KISW returned almost all of last month’s large increase and dropped back to #4.  KUOW was up two places to #5 with its best share in over a year.  Just two surveys ago, the station was tied at #12.  KRWM fell three places to #6 with a small decrease.  The two stations previously referred to as #5 parted ways and moved south.  iHEARTMEDIA Hot AC KBKS (KISS) ended up at #7 while KIRO-F dropped to #8.

Check out the big 18-34 book on KHTP.  The station grew by over four shares, crashed the double-digit barrier and moved up to #1.  Quite the trifecta.  KQMV also hit double digits with its best book since NOVEMBER but still dropped back to #2.  ENTERCOM Alternative KNDD (THE END) slipped back to #3 with its lowest score since NOVEMBER.  KBKS remained at #4 with a slight decrease while two stations moved up and into a tie at #5.  KRWM took one step forward with a slight increase while KJR-F advanced three places with its highest share since JUNE.  KISW fell back to #7 as it lost a chunk of last month’s big gain.

KQMV solidified its hold on the 18-49 demo with its best book since NOVEMBER. Though KHTP moved up three places to #2 with its highest number in over a year, the station was still over two and a half shares out of the lead.  KJR-F was up four slots to #3 with its largest share since MAY.  KISW was off a bit and fell back to #4.  The two previous occupants of the #3 position were up in ratings but down in rankings.  KBKS dropped back to #5 while KRWM was close behind at #6.

Phoenix: The Easy Button

The status continued to be quo as iHEARTMEDIA AC KESZ (99.9KEZ) recorded yet another 6+ win.  The station was up slightly (6.6-6.7) but actually saw its lead shrink to less than a point.  That’s because #2 HUBBARD Classic Rock KSLX had its best book since NOVEMBER (5.4-5.8).  CBS RADIO Country KMLE remained at #3 with its third up book in a row (4.9-5.0).  The tie at #4 in the previous survey was preserved for this one.  HUBBARD Active Rock KUPD had its best outing since NOVEMBER (4.4-4.8) while BONNEVILLE Talk KTAR posted its best score in over a year (4.4-4.8). 

There was no change in the top three 25-54.  KESZ repeated at #1 and with its best elf-free share in over a year.  KUPD nudged a bit closer at #2 with its second up book in a row.  Cluster brother KSLX remained at #3 with its best book since NOVEMBER.  CBS RADIO Classic Hits KOOL advanced three places to #4 as it continued to recover from Santa’s big blow.  iHEARTMEDIA Hot AC KMXP (MIX) was off slightly but managed to move up to #5.  KMLE was off a bit and close behind at #6 while UNIVISION Regional Mexican KHOT (QUE BUENA) fell to #7 with its lowest total since NOVEMBER.

Last month’s double occupants of the #1 18-34 position were evicted by KUPD, which advanced from #4 with what was easily its largest share in over a year.  Just a hair behind was RIVIERA Top 40/R KKFR (POWER) – one of the former co-leaders – which slid into second despite posting its biggest number since APRIL.  KMLE remained at #3 as it scored its largest share in over a year.  The other former co-leader – iHEARTMEDIA Top 40/M KZZP (KISS) – dropped to #4 as it gave back about half of last month’s big increase.  KMXP moved up to #5 with a flat performance and was joined by CBS RADIO Top 40/M KALV (LIVE 101.5), which was off slightly but still moved up a slot.  KESZ dropped three places to #8 with its smallest share in over a year.
After a three-month absence, KUPD was back at #1 18-49 with its highest share since SEPTEMBER.  KESZ may have dropped back to #2 but the station did post its best un-BURL IVES-aided number since MAY.  KSLX advanced to #3 thanks to a healthy increase while KMLE was up three slots to #4 with its largest output since JUNE.  KHOT dropped back to #5 with its lowest score since SEPTEMBER while KMXP was forced to take a step back to #6 with a small decrease.

Minneapolis-St.Paul: KS Is King

It would appear that HUBBARD Hot AC KSTP (KS95) is embarking on another long run at #1 6+.  Last year the station held the lead up until SEPTEMBER.  This was the second win in a row for KS95 with (possibly) more to come (7.7-7.6).  There was another tie at #2 with one alteration.  iHEARTMEDIA Top 40/M KDWB remained in place with a slight decrease (6.5-6.4) and had a new partner in CUMULUS Classic Rock KQRS which advanced from #4 (6.4-6.4).  The previous co-holder of the #2 title was iHEARTMEDIA Sports KFXN (KFAN) and it dropped to #4 with its smallest scoring output since AUGUST (6.5-5.9).  MPR N/T KNOW remained at #5 (6.0-5.8).  Two stations came charging up the chart to meet at #6.  UNIVERSITY OF NORTHWESTERN-ST. PAUL Christian Contemporary KTIS advanced from #10 with its best book since SEPTEMBER (5.1-5.6).  Meanwhile, iHEARTMEDIA Country KEEY (K-102) jumped six places with its highest mark since JULY (4.7-5.6).

Last month’s logjam atop the 25-54 leaderboard was broken.  KSTP assumed total control of the demo despite a small loss of share.  KFXN had a bigger loss and thus found itself in second place.  KDWB was up to #3 with a slight increase.  This pushed KQRS back to #4 as it had a modest decrease.  CUMULUS Active Rock KXXR (93X) took control of the #5 position with a slight increase.  Its previous partner – CBS RADIO Adult Hits KZJK (JACK) – dropped to #7 with its lowest share in over a year.  In between was KEEY, which moved up to #6, thus ending a two-book slide.

There are two things we can count on in the 18-34 demo.  KDWB will be #1 and the station will bash through the double-digit barrier.  We were not disappointed this time.  KXXR was up to #2 despite a down book but was almost four shares off the lead.  KSTP slid back to #3 as it returned most of last month’s huge increase.  KEEY moved up to #4 with its first up book since OCTOBER.  This pushed KFXN back to #5 as it posted its lowest score since JULY.  iHEARTMEDIA Hot AC KTCZ (CITIES97) had its best book since NOVEMBER and that moved the station ahead two paces to #6.

For the ninth time in the last ten surveys, KDWB hit double digits 18-49. Of course the station was #1 again.  KXXR moved up two spaces to #2 despite a slight decrease. KSTP dropped back to #3 as it lost a big chunk of share.  KFXN dropped to #4 thanks to its own loss of share.  KZJK remained at #5 even though it was down for the fifth book in a row.  It was joined by KTCZ, which moved up a spot just by being flat.  Two other stations had strong months, which elevated them into a tie at #7.  KEEY was up from #9 as it ended a two-book slide while KQRS advanced from #10 with its best performance since NOVEMBER.
We’d say we were sorry to see the end of FEBRUARY but that would be an alternative fact.  C’mon spring!  The Ratings Experts from RESEARCH DIRECTOR, INC. will return next month with more of the same drivel.  In the meantime, let us know if we can help you make sense of your numbers.  Really, that’s what we do... all the time.

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