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

Exclusive Analysis

The Ratings Experts from RESEARCH DIRECTOR, INC., in lock step with the math mavens from XTRENDS, continue our march through MARCH.  For the second survey in a row, the allotted four-week time frame fit neatly within the confines of the survey’s title.  This one covered 3/1 through 3/28 – a time for spring renewal and awakenings … clearly that is not on this year’s agenda.  So, bundle up and read on...

Detroit: Three-peat

The 6+ chart was the picture of compression this survey as the top four stations were within a share of each other.  Leading the way for the third book in a row was ENTERCOM Classic Hits WOMC as the station matched last month’s number (7.2-7.2).  iHEARTMEDIA AC WNIC moved up to a very close #2 (6.1-6.9) while BEASLEY Classic Rock WCSX was not far behind after landing its largest share in over a year (6.3-6.7).  ENTERCOM News WWJ-A was flat for the second straight survey (6.5-6.5) as it slipped back to #4.  iHEARTMEDIA Urban AC WMXD (MIX) had its highest score since JUNE to advance three spaces to #5 (4.6-5.5).  This forced ENTERCOM Country WYCD to mosey on back to #6 as it ended a strong two-book surge (5.6-5.4).

The 25-54 demo also had a three-peat but from a completely different station.  BEASLEY Active Rock WRIF was top of the pops again and just nipped its older cluster brother – WCSX – which moved up to #2 with its best book in over a year.  CUMULUS Hot AC WDVD moved up to #3 with a slight increase while WNIC moved up to #4 by doing the same.  Once again WMXD had its biggest share since JUNE and that raised the station from #9 to #5.  iHEARTMEDIA Top 40/M WKQI (CHANNEL 955) slipped to #6 with a slight decrease.  ENTERCOM Sports WXYT-F (THE TICKET) fell five places to #7 with its second straight down book.

Though it was down for the second straight survey, WRIF continued to have its way with the 18-34 demo.  It had a share and a half lead over the two stations locked in mortal combat at #2.  WKQI was there last time and suffered a slight loss.  WCSX leapt from #6 with easily its highest share in over a year.  iHEARTMEDIA Urban WJLB regained some of last month’s big loss to remain at #4.  WYCD dropped back to #5 as it ended a solid two-book surge.  BEASLEY Rhythmic AC WMGC (THE BOUNCE) – uh – bounced back from last month’s down book to move up to #6.  WOMC fell to #8 as it ended a three-book surge.

The flavor of the 18-49 demo definitely had a rock taste to it.  WRIF was off slightly but remained #1 for the third book in a row.  WCSX moved up three spots to #2 with – you guessed it – its highest share in over a year.  WKQI remained at #3 with a slight increase and was paired with WMGC, which dropped back a spot with a flat performance.  WDVD slid back to #5 with a slight increase while WNIC moved up to #6 as it picked up some of last month’s loss.

Miami-Ft.Lauderdale-Hollywood: Everybody Do The Tighten Up

There was a virtual three-way tie for the 6+ lead this survey.  Last month’s leader – COX RADIO Urban AC WHQT (HOT) held its position but drifted back to the rest of the field (7.3-6.8).  COX RADIO AC WFEZ (EASY) eased into second place as it regained most of what it lost last month (6.4-6.7).  Just a small step behind was ENTERCOM AC WLYF (LITE), which slipped to third (7.0-6.6).  The next two stations repeated from last survey.  UNIVISION Spanish Contemporary WAMR (AMOR) was #4 but with its highest share since OCTOBER (5.5-5.9).  SBS Tropical WCMQ (Z92.3) came in at #5 with its third up book in a row (5.3-5.7).  A couple of other stations had notable books.  SBS Tropical WXDJ (EL ZOL) advanced three squares to #7 with its best performance in over a year (3.9-4.8).  COX RADIO Urban WEDR (99 JAMZ) remained at #8 but with its highest score since SEPTEMBER (4.1-4.7).

The 25-54 race was contested but not nearly as jumbled as the above demo.  WHQT was off slightly yet won the race for the second straight survey.  WXDJ moved up three slots to #2 with a strong increase and was less than a half share from the lead.  WLYF slipped back to #3 with its lowest mark since NOVEMBER and was a share behind.  iHEARTMEDIA Spanish Contemporary WZTU (TU 94.9) stepped back to #4 with its first down book since AUGUST.  WFEZ took a small loss as it fell back to #5.  WEDR remained close behind at #6 with a solid gain while WAMR moved three places to #7 as it bounced back from a down book.  WCMQ had its highest share since SEPTEMBER to move up to #8.

For the thirteenth time in the last fourteen surveys, WEDR was #1 18-34.  The station announced its presence with authority this time by posting its largest number in exactly a year.  iHEARTMEDIA Urban WMIB (THE BEAT) moved up to #2 with a slight increase but was almost three shares behind the front runner.  COX RADIO Top 40/M WFLC (HITS) and WZTU both moved up and into a tie at #3.  The former was up slightly while the latter had a slight decrease.  WLYF stepped up to #5 but was down for the third book in a row.  WFEZ dropped from #2 to #6 as it ended a strong three-book surge.  It was tied with WHQT, which advanced from #9 with a slight increase.

There was a surprise winner in this month’s 18-49 contest.  WXDJ captured the crown with its highest share in over a year.  This pushed a flat WZTU back to a close but no cigar #2.  WEDR was up to #3 as it ended a two-book slide while WLYF fell to #4 with its smallest share since OCTOBER.  WFEZ dropped back to #5 as it returned most of last month’s big increase.  WAMR had its highest mark since OCTOBER and was rewarded with a six-slot jump to #7.

Seattle-Tacoma: Keep On Movin’

Though its numbers – ahem – were moving in the wrong direction, HUBBARD Top 40/M KQMV (MOVIN) was still #1 6+ (7.1-6.8).  It also widened its lead over #2 UNIVERSITY OF WASHINGTON N/T KUOW, which posted its smallest share since OCTOBER (6.8-6.3).   BONNEVILLE Talk KIRO-F repeated at #3 (5.7-5.6) while ENTERCOM Active Rock KISW was again the #4 station (5.6-5.5).  iHEARTMEDIA Classic Rock KZOK had its best book since MAY (4.6-5.2) to move up to #5.  This pushed cluster brother iHEARTMEDIA Classic Hits KJR-F (THE JET) back to #6 as it ended a two-book surge (5.4-5.0).

The top two 25-54 stations were off a bit this time but remained in place and drew as close to each other as mathematically possible.  KISW was #1 for the third straight survey while KQMV was nipping at its heels from the #2 position.  ENTERCOM Alternative KNDD (THE END) assumed command of the #3 position but was over two shares behind the market leaders.  iHEARTMEDIA Adult Hits KJAQ (JACK) slipped back to #4 despite a slight increase.  A flat KIRO-F moved up to #5, which sent KJR-F packing to #6 as THE JET gave back most of last survey’s strong increase.  KZOK had its best outing since SEPTEMBER to move up to #8.

It was a good month to be MOVIN.  The station had its third straight 18-34 increase, hit double digits for the second month in a row, posted its largest share in over a year, and extended its lead over the rest of the field to two-plus shares.  KISW remained #2 with a flat performance and barely fended off KNDD, which strengthened its grip on the #3 position with its best book in over a year.  ENTERCOM Rhythmic AC KHTP (HOT) remained a distant #4 with a down book.  Last month there was a three-way scrum at #6.  iHEARTMEDIA Top 40/M KPWK (POWER) broke from the pack to move up to #5 with a slight increase.  Both KJR-F and HUBBARD AC KRWM (WARM) were flat and remained tied at #6.  iHEARTMEDIA Hot AC KBKS (KISS) returned all of last month’s huge increase – plus a little extra – to fall from #5 to #10.

KQMV was off slightly 18-49 but kept a firm grasp on the #1 position over #2 KISW, which had a small decrease.  KNDD was well behind at #3 but scored its best share in over a year and felt no pressure from those behind it.  KJAQ remained at #4 with a slight increase and had a solid lead over KHTP, which moved up to #5 as it regained all of last month’s share loss.  KIRO-F repeated at #6 with a slight increase while KJR-F fell to #7 as it lost about half of last month’s increase.

Phoenix: Easy Is As Easy Does

Once again pressing the easy button, iHEARTMEDIA AC KESZ (KEZ 99.9) was #1 6+for the fifth book in a row (7.1-6.6).  HUBBARD Classic Rock KSLX repeated at #2 (6.0-6.0) while iHEARTMEDIA Hot AC KMXP (MIX) moved up to #3 with its best outing since JULY (5.2-5.5).  iHEARTMEDIA Country KNIX slid back to #4 as it ended a three-book surge (5.4-5.3).  iHEARTMEDIA Top 40/M KZZP (KISS) was up to #5 with its highest mark in over a year (4.8-4.9).  This forced HUBBARD Active Rock KUPD to step back to #6 (4.9-4.7).

There was a new sheriff in 25-54 town as KMXP took the lead with its best book in over a year.  KZZP was close behind at #2 with its third up book in a row.  The station is on fire, since as recently as the HOLIDAY book, it was tied at #7.  KUPD saw its demo-winning streak end at two as it slid to #3 with its lowest share since APRIL.  KSLX remained at #4 with a slight increase.  KESZ held steady at #5 with its third down book in a row and was tied with KNIX, which moved up a spot despite a slight decrease.

There was upheaval in the 18-34 ranks, as well.  KZZP was flat but that was good enough to push the station to #1 over KUPD, which fell back to #2 with its lowest score since NOVEMBER.  HUBBARD Alternative KDKB (ALT-AZ) was down for the third straight survey but held steady at #3.  Two stations moved up and into a tie at #4.  KSLX took one small step forward with a solid increase while KMXP advanced four squares with its best book since OCTOBER.  MIX has been on a tear of late and, as recently as JANUARY, it was tied at #15.  KESZ slipped to #6 as it returned most of last month’s increase.  RIVIERA Hot AC KMVA (HOT) lived up to its nickname as it rose four places to #7 with its highest score in over a year.

The status remained quo in 18-49 world as KUPD reigned supreme for the third straight survey.  The station did take a bit of a hit, which shrank its lead over #2 KMXP to less than half a share.  MIX had its best book since AUGUST.  KZZP slipped back to #3 despite being up for the fourth book in a row.  FARMWORKER Regional Mexican KNAI-A (CAMPESINA) moved up to #4 despite a down book.  KESZ slipped back to #5 with its lowest mark in over a year and was joined in that space by KSLX, which moved up from #7 with its best outing since DECEMBER.

Minneapolis-St.Paul: Another Big Win

For the second month in a row, HUBBARD Hot AC KSTP (KS95) crushed the 6+ competition.  The station had its best book in over a year (8.2-8.3) to maintain a wide margin over #2 iHEARTMEDIA Classic Hits KQQL (KOOL) (6.3-6.5).  CUMULUS Active Rock KXXR (93X) had its best outing in over a year (5.8-6.4) to move up to #3 while its older cluster brother – CUMULUS Classic Rock KQRS – remained at #4 (6.2-6.1).  iHEARTMEDIA Top 40/M KDWB fell three places to #5 (6.3-6.0) and was just ahead of MPR N/T KNOW, which moved up to #6 as it regained most of last month’s loss (5.2-5.9).

The 25-54 competition has turned into a two-team race.  KSTP was #1 for the third book in a row but saw its one-share lead shrink to something more manageable as #2 KXXR had a huge increase.  KXXR posted its largest share in over a year while KSTP had its highest share since JULY. KDWB was flat but moved up to a distant #3.  iHEARTMEDIA Sports KFXN (K-FAN) was also flat as it stepped up to #4.  KQRS slipped back to #5 with its lowest mark since JULY.  KQQL was close behind at #6 as it landed its largest Frosty-free share in over a year.  Not far behind was ENTERCOM Adult Hits KZJK (JACK), which dropped back to #7 with a slight decrease.

Is there a hotter 18-34 station than KXXR?  The question was rhetorical.  93X was #1 for the third straight survey, smashed the double-digit barrier for the fourth book in a row and landed its largest number in over a year.  KDWB was back in double digits at #2 but trailed the leader by almost three shares.  KFXN repeated at #3 with a slight increase while KSTP returned as the #4 station with its best performance since OCTOBER.  KZJK moved up to #5 with a small increase while KQQL advanced to #6 with its highest share gained without the performance-enhancing qualities of BURL IVES.  iHEARTMEDIA Country KEEY (K102) slid to #7 as it returned all of last month’s big increase.

KXXR was just as hot 18-49.  The station was #1 for the third book in a row and crashed through the double-digit barrier.   KSTP was close behind at #2 and narrowly missed cashing in on double digits, as well.  KDWB was up slightly at #3 but was a share behind KS95.  KFXN remained at #4 with a slight increase while KQQL moved up to #5 with a modest increase.  KZJK fell back to #6 as it lost most of last month’s gain.

Thus concludes our review of the MARCH survey.  The Ratings Experts from RESEARCH DIRECTOR, INC. appreciate you taking the time to read these missives.  They are a labor of love for us.  Hopefully, they are of benefit to you.  We’ll be back in about twenty-eight days but you can always find us via the various platforms listed below.

Email: sallan@researchdirectorinc.com
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