Research Director, Inc.: Exclusive Holiday PPM Analysis For New York, Los Angeles, Chicago, San Francisco, Dallas

Research Director

Ahh, it’s the holiday season. By that we mean the HOLIDAY season. When The Ratings Experts from RESEARCH DIRECTOR, INC. – in a relationship with the math mavens from XTRENDS – dive into the one book every year that elicits the response: “Meh.” That is, for all except those who sold their formatic souls to the big guy up north. For those stations, this is the true meaning of CHRISTMAS.

For us, we like to look to see how huge the shares are and how well they compare to the previous season. For computing purposes, this survey began on 12/6 and ended on 1/2. This means Santa’s hefty influence covered three of the four weeks. Let’s see who made the naughty or nice lists …

NEW YORK: The Twinkling Lite

Where did all the shares go? To be sure, iHEARTMEDIA AC WLTW (LITE) expanded their universe (9.1-12.5) to remain #1 6+. (They did not match last year’s 13.1.) However, we did not see a major corresponding drop elsewhere. EMMIS Urban AC WBLS remained #2 (5.7-5.6) while ENTERCOM Classic Hits WCBS-F -– a format that is often affected by all this holiday hoo-ha –- held steady at #3 (5.4-5.1), though that was the station’s lowest share since JANUARY. SBS Tropical WSKQ (MEGA) moved up to #4 with its highest share in over a year (4.2-5.0). iHEARTMEDIA Top 40/M WHTZ (Z100) slipped to #5 (4.7-4.5) but was within its normal range over the last few books. The two stations previously aligned at #5 were no longer linked and fell farther off the pace. iHEARTMEDIA Classic Rock WAXQ (Q104.3) slipped to #6 (4.3-4.1) while ENTERCOM News WINS-A ended up at #7 with its lowest mark in over a year (4.3-3.8).

In the 25-54 universe, WLTW topped the chart again but was over a share off the pace it set last year. WHTZ repeated at #2 with a slight decrease while two stations ended up at #3. WBLS remained in place with a small decrease while EMMIS Top 40/R WQHT (HOT) moved up from #4 with a slightly smaller decrease. WSKQ bounced back from a down book to move up three places to #5. WCBS-F seemingly took it on the chin as it slipped to a tie at #7 but was really only off a little.

Not surprisingly, WLTW moved into the top spot 18-34 with a share that was a bit larger than last year’s. WHTZ saw its run of #1 books in this demo end at seven as it slipped to #2 with its lowest share since OCTOBER. WSKQ had its best outing since FEBRUARY to move up to #3 while iHEARTMEDIA Urban WWPR (POWER) dipped to #4 despite a slight increase. WQHT also had a slight increase but still slid to #5.

The top four 18-49 stations remained the same as before. WLTW was #1 as per usual and just edged out last year’s massive pine-scented share. WHTZ returned as the #2 station but with a small loss. WQHT repeated at #3 with a slight decrease while WWPR was again slotted at #4 but with its best share since MAY. WSKQ stepped up to #5 with its best outing since AUGUST, which pushed WBLS back to #6 as it landed its lowest share since the very same month.

LOS ANGELES: Every Kringle Begins With K

When you see the 6+ numbers for this market, you’ll be tempted to think they are fake news. We fact checked. They’re not. iHEARTMEDIA AC KOST was not only #1 (9.0-13.0), and beat last year’s share (11.9), but it actually eclipsed the share of the next three stations –- combined! Really. ENTERCOM Classic Hits KRTH (K-EARTH) moved up to #2 (4.4-4.4). iHEARTMEDIA Hot AC KBIG (MY FM) slipped to #3 with its lowest score in over a year (4.9-4.0). And, ENTERCOM Rhythmic AC KTWV (THE WAVE) moved up to #4 despite also landing its lowest share in over a year (3.8-3.6). iHEARTMEDIA Top 40/M KIIS (KISS) also had its lowest score in over a year as it slipped to #5 (4.0-3.5).

KOST repeated as the #1 25-54 station as it reached double digits. However, it just barely missed matching last year’s huge number. SBS Spanish AC KXOL (MEGA 96.3) moved up a couple of slots to #2 with its best book in over a year. KBIG slipped to #3 and KRTH dropped to #4. Both stations had their lowest marks in over a year. KIIS held steady at #5 with a slight decrease. Two stations were very close behind at #6. UNIVISION Spanish Contemporary KLVE (K-LOVE) remained in place with a flat performance while MERUELO Top 40/R KPWR (POWER) moved up a couple of places with a small increase.

It was another monster performance for KOST 18-34. The station repeated at #1 and cracked double digits but fell a half share short of last year’s number. KPWR returned at #2 with a slight increase and was joined in that space by KXOL, which took a small step forward. Both stations posted their largest shares in over a year. iHEARTMEDIA Urban KRRL (REAL 92.3) moved up two spaces to #4 as it, too, had its best outing in over a year. KRTH remained at #5 with a slight decrease while KBIG fell to #6 with easily its lowest share in over a year.

The 18-49 demo was eerily similar to the previous one. KOST was again #1 and in double digits but this time exceeded last year’s number by a small margin. KPWR and KXOL moved up and into a tie at #2. POWER was up slightly to advance one square while MEGA jumped from #6 with – again – its highest share in over a year. KBIG dropped to #4. KIIS slid to #5 with its lowest score in over a year and was tied with a flat KRTH (get it, flat … oh, never mind …). They were just ahead of KRRL, which remained at #7 but with its best performance in over a year.

CHICAGO: Go To The Lite

To the surprise of absolutely no one, iHEARTMEDIA AC WLIT (LITE) was again #1 6+ (8.4-13.3). And, the station was much larger than last year when it posted a 12.4 share. The next three stations remained in place but with somewhat diminished shares. ENTERCOM News WBBM-A was again #2 but with its first down book since JULY (5.7-5.3). iHEARTMEDIA Urban AC WVAZ (V103) repeated at #3 but with its lowest total in over a year (5.3-4.9). UNIVISION Regional Mexican WOJO (QUE BUENA) remained #4 but with its lowest mark since JULY (4.7-4.6). HUBBARD Hot AC WTMX (THE MIX) held on at #5 as it ended a two-book slide (4.2-4.4) while cluster mate HUBBARD Classic Rock WDRV (THE DRIVE) slipped to #6 with its smallest share since FEBRUARY (4.2-3.9).

WLIT dominated the 25-54 arena. It was #1 again, more than doubled its closest pursuers and beat last year’s number. WOJO repeated at #2 with a slight decrease but was forced to share the moment as it was tied with WTMX, which moved up with a slight increase. Three stations were occupying the #4 position. WDRV remained in place with a modest decrease. ENTERCOM Rhythmic AC WBMX (JAMS) moved up a spot despite returning most of last month’s solid increase. iHEARTMEDIA Urban WGCI advanced from #9 with a slight increase.

For the second book in a row, WLIT exceeded the double-digit barrier 18-34. It was, naturally, #1 again and it was also ahead of last year’s pace. It also had more than double the share of iHEARTMEDIA Top 40/M WKSC (KISS), which moved up to #2 with a small increase. WTMX took three steps forward to #3 as it regained almost all of last month’s decrease. WOJO held steady at #4 with a slight increase while WGCI fell three places to #5 with its lowest mark since JANUARY. WDRV stepped back to #6 with a slight decrease.

You may have heard this in a previous demo. WLIT was #1 18-49, in double digits, ahead of last year’s pace and more than double its closest pursuers. Not a bad monthly. WOJO returned at #2 with a slight increase and was sharing the moment with WTMX, which moved up thanks to its largest share in over a year. WGCI repeated at #4 with a slight decrease while WKSC was up to #5 with a slight increase. WDRV slid to #7 with its lowest score since FEBRUARY.

SAN FRANCISCO: More Muuuuusic

Finally, a station that plays songs for a living topped the 6+ chart. Of course, it was a very special variety of songs that propelled BONNEVILLE AC KOIT to the win. The station cracked double digits (6.4-10.7), which it could not do last year (9.2). KQED INC N/T KQED slipped to #2 for the first time in exactly a year (7.6-7.5) while ENTERCOM News KCBS-A remained at #3 (5.7-5.8). iHEARTMEDIA AC KISQ (THE BREEZE) remained at #4 but with its lowest share in over a year (4.1-3.8). iHEARTMEDIA Top 40/R KMEL rocketed from a tie at #10 to #5 as it regained all of last month’s lost share (3.0-3.5). This pushed cluster mate iHEARTMEDIA Top 40/M KYLD (WILD) back to #6 as it posted its lowest score since JULY (3.7-3.4).

For the second book in a row, KOIT was #1 25-54 and managed to crack double digits in the process. It was also more than two shares ahead of last year’s pace. KQED remained #2 with a slight decrease while KYLD repeated at #3 as it, too, was off slightly. KMEL advanced four squares to #4 as it ended a two-book slide. Three – count ‘em – three stations were languishing at #5. iHEARTMEDIA Hot AC KIOI (STAR) slipped a spot with its lowest score since JULY. ENTERCOM Hot AC KLLC (ALICE) remained in place but with its lowest share in over a year.  BONNEVILLE Top 40/M KMVQ (NOW) took a small step upward despite a slight decrease.

The previous tie at #1 18-34 was broken thanks to the effects of PES (performance-enhancing songs). KOIT was the natural winner as it ventured into double-digit territory. It was also over three shares stronger than last year. KMEL dropped back to #2 despite regaining almost all of last month’s share loss. KYLD repeated at #3 with a flat performance while SBS Regional Mexican KRZZ (LA RAZA) returned at #4 with a slight decrease. KIOI slipped to #5 with its lowest total since APRIL and was tied with KMVQ, which advanced from #8 with a small increase.

KQED slid to #7 as it ended a three-book surge.

The top five 18-49 stations remained the same but there were some slight alterations in their order. KOIT repeated at #1, cracked the double-digit threshold, and beat last year’s number by over three shares. KMEL moved up two slots to #2 as it ended a two-book slide. KQED dropped back to #3 with a small decrease while KYLD dropped to #4 as it ended a three-book upswing. KMVQ remained at #5 with a slight decrease.

DALLAS-FT.WORTH: Three French Hens

Faithful followers of this here missive will likely remember that this market had three different options for musical holiday cheer. This also happened last year but this time the results were a bit different. iHEARTMEDIA AC KDGE (STAR) went from #3 to #1 6+ (5.1-7.1). A season ago it was #2 with a 6.4 share. ENTERCOM Classic Hits KLUV (K-LOVE) moved from #5 to #2 (4.3-6.1). Last year it was the demo winner with a 7.2 share. The third seasonal player was SALEM Christian Contemporary KLTY. It remained at #4 (4.4-4.6), which was far better than last year when it was #13 with a 3.1 share. In between the yuletide singers was iHEARTMEDIA Top 40/M KHKS (KISS), which slipped to #3 with its lowest score since JULY (6.3-5.9). iHEARTMEDIA Classic Rock KZPS (LONE STAR) dropped three places to #5 with its lowest mark in over a year (5.4-4.2).

For the second year in a row, KDGE was the 25-54 winner. KHKS slipped to #2 with a slight decrease while KLUV jumped from a tie at #12 to #3. Last year it was second with a heftier share. ENTERCOM Adult Hits KJKK (JACK) slipped to #4 despite a slight increase and was tied with iHEARTMEDIA Active Rock KEGL (THE EAGLE), which advanced from a tie at #7 with its best outing since AUGUST. The two stations previously sitting at #5 moved on. UNIVISION Regional Mexican KLNO (QUE BUENA) slid to #6 with a slight decrease while iHEARTMEDIA Hot AC KDMX (NOW) fell to #7 with a slightly larger slight decrease. KLTY moved up four places to #8 – it ended up at #15 a year ago. KZPS dropped from a tie at #3 to #10 with – again – its lowest score in over a year.

Santa controlled two of the top three 18-34 slots. KDGE moved up to #1 and landed in double-digit land. It was four shares stronger than last year when it hit #3. KLUV slipped to #3 but was ahead of last year’s pace when it was #5. In between the candy canes was KHKS, which was flat as it slipped to #2. KEGL was up to #4 with its strongest outing since SEPTEMBER while SERVICE Urban KKDA (K104) stepped up to #5 despite a small decrease. URBAN ONE Top 40/R KBFB (THE BEAT) slid three places to #8 with its smallest share in over a year. CUMULUS Country KSCS dropped six slots to #9 with its least productive outing in exactly a year. KLTY moved up to #10, which is exactly where it ended up a year ago.

As it did last year, KDGE won the 18-49 contest. It was also over a share stronger than a year ago. KHKS slipped to #2 despite a small increase. KLUV jumped from #11 to #3. It was #2 last season. KEGL remained at #4 as it ended a four-book slide. KDMX dropped two spots to #5 as it returned all of last survey’s increase. KKDA fell to a tie at #7 with a slight decrease. KLTY remained at #9, which was a far better place than last year’s #14 finish.

So ends round one of our post-holiday musings. Thank you for perusing. And, don’t forget to subscribe to our blog. It costs nothing and we’re pretty sure it’s free of Russian trolls. You can find it here: https://researchdirectorinc.com/hot-topics/

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