Research Director, Inc.'s Exclusive March PPM Analysis For Detroit, Miami, Seattle, Phoenix, Minneapolis
April 20, 2017 at 9:48 AM (PT)
Once more unto the breach, dear friends. The Ratings Experts from RESEARCH DIRECTOR, INC., with a healthy assist from the ratings distillers from XTRENDS, go boldly forward into the past. The subject of our quest is another round of ratings analysis for the month of MARCH. In an odd twist of convergence, both the NIELSEN and GREGORIAN calendars aligned almost perfectly as this episode covers 3/2 through 3/29. Let the journey begin …
DETROIT: Brought To You By The Letter “J”
When news breaks, we break in ... this is starting to fall under the category of “old” news. CBS RADIO News WWJ-A was #1 6+ for the third straight survey and managed to report on its best book in over a year (6.5-7.4). The fallout from this was that the station had a much wider lead on the rest of the field, which were pretty much bunched up at #2. Last time CBS RADIO Classic hits WOMC and iHEARTMEDIA AC WNIC were tied at this position. Both stations remained in place and both went 5.7-5.6. CUMULUS Talk WJR-A made it a trio by moving up from #4 (5.5-5.6). BEASLEY Classic Rock WCSX slipped back to #5 (5.5-5.3) and was suddenly in a relationship with CBS RADIO Country WYCD, which moved up from #8 with its highest share since JUNE (4.9-5.3). BEASLEY Active Rock WRIF was a heartbeat behind at #7 (5.4-5.2).
There was all sorts of stuff going on with the 25-54 demo. First, WRIF reassumed control of the board – something that has happened more often than not over the last year or so. Second, BEASLEY Rhythmic AC WMGC (THE BOUNCE) lived up to its nickname as it slid back to #2 giving back most of last month’s enormous gain. Then we come to #3, which featured two players that were not there last time. CBS RADIO Sports WXYT-F (THE TICKET) moved up from #6 while iHEARTMEDIA Top 40/M WKQI (CHANNEL 955) took one step forward. Both stations posted their largest shares since NOVEMBER. WCSX slipped back to #5 with a flat feeling. WNIC gave back last month’s increase and dropped three places to #6. It was joined by WYCD, which moved up a slot thanks to its best outing since AUGUST.
For the eighth consecutive survey, WRIF posted double-digit shares 18-34. Oddly, last time that was not good enough for first place. This time it was, as the station passed WMGC, which moved back to #2 after surrendering most of last month’s massive increase. iHEARTMEDIA Urban WJLB remained at #3 with its highest score since DECEMBER while WKQI was alone again at #4 as it rebounded from last survey’s big loss. CBS RADIO Top 40/M WDZH (AMP) was over a share behind at #5 with a slight increase. WXYT-F moved up four slots to #6 with its best performance since NOVEMBER and was in a dead heat with WGPR INC. Urban AC WGPR (HOT), which advanced one square despite its lowest score since NOVEMBER.
Last month WMGC barely edged WRIF for the 18-49 crown. This month WRIF moved back on top just by being flat. Of course, it logically follows that WMGC lost share (it did) as it moved back to #2. WKQI was up slightly at #3 while WJLB remained at #4 with a slight increase. WCSX was still in a tie at #5 – after posting its highest mark since NOVEMBER – but with a new partner. WXYT-F moved up from #8 with a solid gain. WYCD slid back to #7 despite a small increase.
MIAMI-FT.LAUDERDALE-HOLLYWOOD: Feel The Love
This 6+ race is a tight one. In the sports vernacular, it would be referred to as a see-saw battle. Last time, COX RADIO Urban AC WHQT (HOT) barely edged out UNIVISION Spanish Contemporary WAMR (AMOR) for the win. This time the situation was reversed. AMOR ended up on top (6.8-7.3) with its highest share in over a year while HOT slid back to #2 but with its best book since AUGUST (6.9-7.2). The AC battle also reversed itself. COX RADIO AC WFEZ (EASY) was up to #3 (6.3-6.1) while ENTERCOM AC WLYF (LITE) dropped back to #4 (6.6-5.6) with its lowest score in over a year. There was also a flip-flop at the #5 position. SBS Tropical WCMQ (Z92.3) moved up a spot (5.0-4.9) while COX RADIO Urban WEDR (99JAMZ) moved back to #6, giving back almost all of last month’s big increase (5.1-4.4).
Things were a little calmer 25-54, though the top four stations all had down books. WHQT repeated at #1 with a slight decrease while WAMR moved up to #2 but with its lowest total since JUNE. WEDR took a step up to #3 with a small decrease while WLYF dropped two places to #4 with – again – its lowest share in over a year. CBS RADIO Top 40/R WPOW (POWER) earned leap o’ the month honors with its best performance since NOVEMBER. The station jumped five places to #5. The reverse of that was SBS Tropical WXDJ (EL ZOL). The station jumped from #11 to #5 last survey. This time it dropped to #13.
WEDR just missed posting two double-digit 18-34 books in a row. The station was #1 for the seventh straight survey and led #2 iHEARTMEDIA Urban WMIB (THE BEAT) by almost two shares. WPOW moved up to #3 with its best outing in over a year, which pushed WLYF back to #4 as the LITE was at its dimmest in over a year. iHEARTMEDIA Top 40/M WHYI (Y100) stepped back to #5 thanks to its smallest share since AUGUST. It joined incumbent WHQT, which returned all of last month’s gain.
Though WEDR surrendered most of last month’s 18-49 gain, the station remained #1 by a comfortable margin. WMIB moved up two places to #2 with a slight increase. WPOW advanced from #10 to #3 with a strong increase. It was joined by iHEARTMEDIA Spanish Contemporary WZTU (TU 94.9), which moved up from #9. This station has been all over the map. Since OCTOBER it has gone 12 to 4 (tied) to 10 to 6 (tied) to 3 to 9 to 3 (tied). We think those were the numbers from Lost. Three stations were on a downward trajectory this month. WLYF fell three places to #5 while COX RADIO Top 40/M WFLC (HITS 97.3) also fell three spots and ended up at #6. WHQT took the three-step drop as well – ending up at #7.
SEATTLE-TACOMA: Still Movin’ Forward
With machine-like efficiency, HUBBARD Top 40/M KQMV (MOVIN) continued to dominate the 6+ space (and pretty much everything else). The station was up for the third book in a row with its highest share since NOVEMBER (7.2-7.8). UNIVERSITY OF WASHINGTON N/T KUOW remained at #2 but fell much farther off the pace as it returned all of last month’s big gain plus a little extra (6.7-5.6). CBS RADIO Classic Rock KZOK moved up a couple of places to #3 with its best book in over a year (5.2-5.3). HUBBARD AC KRWM (WARM) was basking in the glow of remaining at #4 though it was down for the third straight survey (5.3-5.1). Two stations moving in opposite directions collided at #5. Probably not the best example to use for iHEARTMEDIA Classic Hits KJR-F (THE JET). It slid back from #3, ending a two-book run (5.6-4.8). BONNEVILLE Talk KIRO-F took one step forward despite being down as well (5.1-4.8). ENTERCOM Active Rock KISW advanced four squares to #7 with its best performance since SEPTEMBER (3.6-4.5).
Ever since Santa left the building, KQMV has been on a 25-54 roll. Of course the station was #1 again, and it landed its largest share in over a year. While KISW had a strong showing – its best since AUGUST – to move up to #2, it was still two and a half shares off the pace. ENTERCOM Rhythmic AC KHTP (HOT) held steady at #3 with a small decrease while KJR-F dropped two slots to #4 as it surrendered all of last month’s big increase. ENTERCOM Alternative KNDD (THE END) had its best performance since AUGUST and that pushed the station from #9 to #5. CBS RADIO Adult Hits KJAQ (JACK) moved up six places to #6 with its highest share since JULY. It was joined by KIRO-F, which was flat but still took two steps forward. KUOW dropped three places to #8 as it ended a strong two-book surge.
For the second book in a row, the top two stations 18-34 passed the double-digit threshold. However, this time they reversed positions. KQMV moved back to #1 with a small increase while KHTP slipped back to #2 after losing about a share. KISW advanced four squares to #3 with its best showing since APRIL. This bumped KNDD back to #4 even though THE END got back much of what it lost last time. iHEARTMEDIA Hot AC KBKS (KISS) stepped down to #5 while the two stations previously sharing that position moved on. KRWM landed at #6 while KJR-F ended up at #7.
NOVEMBER was the last time KQMV had a double-digit 18-49 share. This one was slightly larger and expanded its lead to almost four shares. KISW moved up to the trail position with its best showing since JUNE. KHTP slid back to #3 with a small loss while KNDD moved up three places to #4 with a modest increase. KBKS remained at #5 as it ended a two-book surge. It was paired with KJR-F, which fell from #3, returning all of last month’s gain in the process.
PHOENIX: We Will Rock You
Usually we are racking our brains for a clever title using the word “easy.” Thanks to HUBBARD Classic Rock KSLX, we were spared that exercise this time. Why? Because the station moved up to #1 6+ with its best book since OCTOBER, that’s why (5.8-6.5). This pushed iHEARTMEDIA AC KESZ (99.9KEZ) back to #2 as it posted its lowest score in over a year (6.7-6.2). HUBBARD Active Rock KUPD had its best outing since MAY and moved up to #3 (4.8-5.3). CBS RADIO Classic Hits KOOL was up for the third book in a row (4.4-4.7) and moved up two places to #4. Two other stations dropped back and into a tie at #5. BONNEVILLE Talk KTAR slipped from a tie at #4 as it ended a nice two-book run (4.8-4.6). CBS RADIO Country KMLE did the country two-step-back because its three-book run was concluded (5.0-4.6).
Rock and roll programming was the coin of the realm 25-54. KUPD was back at #1 for the first time since NOVEMBER. It’s older, less pierced cluster brother – KSLX – moved up to #2 with its highest total in over a year. KESZ fell back to #3 as it was down to its lowest point since OCTOBER. KOOL remained at #4 but with its highest share since AUGUST. iHEARTMEDIA Hot AC KMXP (MIX) remained at #5 with a flat performance. iHEARTMEDIA Top 40/M KZZP (KISS) moved up three places to #6 with its third straight up book.
KUPD was off slightly this survey but picked up its second 18-34 win in a row. KZZP moved up to #2 with its best book in exactly one year while KMLE remained at #3 with a slight decrease. KMXP had its highest share since AUGUST to move up to #4 while CBS RADIO Top 40/M KALV (LIVE 101.5) became a loner at #5 with its best book since MAY. KESZ moved up to #6, ending a two-book slide and was partnered with HUBBARD Alternative KDKB (ALT 93.3), which took one step forward thanks to its highest mark since SEPTEMBER. RIVIERA Top 40/R KKFR (POWER) had its plug pulled as it fell from #2 to #9 thanks to its lowest score in over a year.
KUPD widened its 18-49 lead over the rest of the market by posting its highest number in over a year. KSLX moved up to #2 with its best book since OCTOBER but was over a share off the lead. KESZ slipped back to #3 with a slight decrease while KMXP moved up to #4 with a small gain. The two stations previously known collectively as #7 changed their designations to #5. KOOL and KZZP both moved up with small gains. KMLE dropped back to #7 as it ended its three-book run. UNIVISION Regional Mexican KHOT (QUE BUENA) fell four places to a tie at #9 with its smallest share since JUNE.
MINNEAPOLIS-ST.PAUL: Win. Rinse. Repeat.
This was the third straight 6+ win for HUBBARD Hot AC KSTP (KS95). However, the race got a little closer as the station was down (7.6-7.3) and #2 iHEARTMEDIA Top 40/M KDWB had its best showing since DECEMBER (6.4-6.9). MPR N/T KNOW jumped up to #3 with its highest tally in over a year (5.8-6.5). As a matter of fact, exactly a year ago the station was sitting at #12. iHEARTMEDIA Sports KFXN (K-FAN) remained in fourth place but regained some of the ground it lost last month (5.9-6.2). CUMULUS Classic Rock KQRS dropped three places to #5. This looks worse on paper because the two through five positions are so compressed. The station was only off a little (6.4-6.1). iHEARTMEDIA Country KEEY (K102) remained close behind at #6 with its highest total since JUNE (5.6-5.9).
The top seven stations 25-54 were in the exact same order as last time. The top three have separated themselves from the rest of the pack. KSTP was #1 as it got back last month’s small loss. KFXN came in at #2 again with a small increase while KDWB was #3 with its highest score since NOVEMBER. KQRS remained at #4 though it had its second down book in a row. CUMULUS Active Rock KXXR (93X) held steady at #5 with a small decrease while KEEY remained at #6 with a slight loss. C BS RADIO Adult Hits KZJK (JACK) repeated at #7 but with its lowest score in over a year.
In the 18-34 ranks, the top five stations were in the same order as previously issued. KDWB had another monster double-digit book – its highest book since OCTOBER. It led #2 KXXR – which was off slightly – by almost five shares. KSTP was flat and stable at #3 while KEEY was up slightly at #4. KFXN rounded out the top five again with a small gain.
Way back in JUNE KDWB began a string of double-digit 18-49 books. Santa briefly halted the streak but the station has been up in every survey since the big gut left and remains #1. KFXN moved up a couple of slots in the order to #2 as it partially rebounded from last month’s loss. KSTP was up slightly to remain #3 while KXXR dropped back to #4 as it lost a chunk of share. KZJK became the lone occupant of the #5 position because its former partner – iHEARTMEDIA Hot AC KTCZ (CITIES 97) – fell to a tie at #6 with a slight decrease.
Thank you for slogging through this with us. The Ratings Experts from RESEARCH DIRECTOR, INC. will now head back to the bullpen to prepare for next month’s numbers-crunching exercises. In the meantime, please reach out to us via the platforms below. We can help you make sense of your ratings like we do for so many great stations coast-to-coast.