RADIO RATINGS ROUNDUP, December 2024, Part III

December 27, 2024

Now that CHRISTMAS is officially in the rearview mirror, can we have a frank conversation about privacy? In an age where every company – and many governments – watch our every key stroke, why is it that we gleefully sing about some foreign agent who can “see you when you’re sleeping and know when you’re awake.” Isn’t that Fitbit’s job? And who is he to judge whether we’ve been naughty or nice? When you peel back the wrapping paper, it does seem a bit creepy, no?

The Ratings Experts from RESEARCH DIRECTOR, INC. – along with the parsers of data from XTRENDS – are back with round three of the DECEMBER survey. This one really boils down to how much MARIAH CAREY affected the ratings. The book ran from NOVEMBER 7^TH through DECEMBER 4^TH. There was a weekend where we honored those who served and a long weekend where we were served heaping platefuls of grub. Here’s how it went:

SEATTLE-TACOMA: Multiple Santa Disorder

In the past this market featured several Santa-soaked stations. It is now down to two. The traditional leader is HUBBARD AC KRWM (WARM 106.9) and, true to form, it flipped during week 2. That pushed the station from #3 to #1 6+ (6.1-7.3). Last year it was #3 with a 6.0 share. iHEARTMEDIA Classic Rock KZOK held steady at #2 (6.6-6.7), while UNIVERSITY OF WASHINGTON N/T KUOW slid to #3 as its five-book winning streak came to a close (8.1-6.3). BONNEVILLE N/T KIRO-F repeated at #4 (5.3-5.0), while iHEARTMEDIA Classic Hits KJEB (95.7 THE JET) climbed to #5 (4.9-4.9). AUDACY Active Rock KISW (THE ROCK) had its smallest share since the big guy’s previous visit as it dipped to #6 (5.1.4.7). The other holiday hitmaker was CRISTA Christian AC KCMS (SPIRIT 105.3). It flipped on THANKSGIVING and went from #17 to #14 (2.4-3.2), a far better showing than last year’s #21. KRWM kept the cume lead with an 18.2% increase (508,300-600-900). The market grew by 2.2%.

Last month we saw two stations tied atop the 25-54 leaderboard. The same situation occurred this time but with a fresh set of faces. KRWM rose from #6. It was paired with iHEARTMEDIA Pop CHR KBKS (HITS 106.1), which advanced from #4 with its best book in over a year. AUDACY Alternative KNDD (107.7 THE END) remained at #3 with a slight decrease. HUBBARD Pop CHR KQMV (MOViN’ 92.5) went from a tie for first to #4, while KISW dropped from that tie to a tie at #5 with AUDACY Country KKWF (100.7 THE WOLF).

In NOVEMBER KRWM was #1 and in double figures 18-34 without the aid of performance-enhancing music. The station duplicated that feat this time with its highest share in over a year. KKWF was back at #2 and also in double digits with its highest mark since JANUARY. A flat KBKS moved up two places to #3. KQMV and KNDD had been tied at #3. Each station had the identical big share loss as they drifted together down to #4.

The same five stations populated the top of the 18-49 chart as last time. They were all occupying new spaces. KRWM stepped up to #1 with a rather large share increase. KKWF was up to #2 with a small share gain. KNDD slid from first to third as it returned some of last month’s solid increase. It was partnered with KBKS, which arrived from #5 with a small share gain. KQMV slipped to #5 with its lowest score since the last time those bells rang the sad, sad news.

MIAMI-FT. LAUDERDALE-HOLLYWOOD: Do They Know It’s CHRISTMAS?

Every year we see the same thing – not one general market station commits to the Claus cause. Must be the heat. COX MEDIA Urban AC WHQT (HOT 105) continued its long string of #1 6+ books but with its smallest share since JUNE (9.9-8.7). COX MEDIA AC WFEZ (EASY 93.1) stepped up to #2 with its highest score since MAY (5.4-6.2). TELEVISAUNIVISION Spanish Contemporary WAMR (AMOR 107.5) dipped to #3 (5.5-5.6) where it was partnered with MIAMI-DADE COUNTY PUBLIC SCHOOLS N/T WLRN. It moved up a slot with its best outing since MARCH (5.3-5.6). AUDACY AC WLYF (101.5 LITE FM) leveled up to #5 (5.0-5.3), while iHEARTMEDIA Spanish Adult Hits WMIA (MAGIC 93.9) dipped to #6 with its third down book in a row (5.3-4.4). WFEZ kept the cume crown with a 0.9% increase (653,300-659,000). The market shrank by 0.7%.

There was all sorts of movement among the 25-54 rank and file. WFEZ rose to #1 with its best book since MAY. This forced COX MEDIA Rhythmic AC WFLC (HITS 97.3) to step down to #2 as it returned some of last month’s huge increase. WMIA dipped to #3, again with its third straight down book. A month ago WHQT was at #5 while WLYF occupied #6. Both stations rose to form a partnership at #4. WAMR slid to #6 with a modest decrease.

It was a darn fine book for WLYF. It repeated as the demo champion and extended its lead from a half-share to over two shares. WHQT was up to #2 with its best outing since JULY. SBS Latino Urban WRMA (RITMO 95.7) and WFLC had been tied at #2. Each station had the exact same share loss as they glided down to #3. They were met there by iHEARTMEDIA Pop CHR WHYI (Y100), which vaulted from #10 with its best book in over a year. COX MEDIA Urban Contemporary WEDR (99 JAMZ) landed its smallest share in over a year as it fell from #4 to #9. It was tied with iHEARTMEDIA Urban Contemporary WMIB (103.5 THE BEAT). Quick aside: every time I see those call letters, I think about a certain movie series about a secret government agency and aliens.

Last month WFEZ and WMIA were the 18-49 co-leaders while WFLC was a click behind at #3. This month WFEZ stood alone at the top with its best showing in over a year. WMIA dipped to #2 with its fourth down book in a row. It was tied with WFLC, which returned a good portion of last month’s rather large share increase. WLYF stepped up to #4 as it rebounded from a down book, while WHQT dipped to #5 with a slight increase.

PHOENIX: The Ho’s Have It

The station that has consistently been through the desert on a Reindeer with a familiar name did it again. iHEARTMEDIA AC KESZ (99.9 KEZ) flipped early in week one and merely extended its long-running #1 6+ streak (8.3-12.3). Last year the station landed a 15.2 share. HUBBARD Classic Rock KSLX stayed a solid, if distant, #2 (6.4-5.9). iHEARTMEDIA N/T KFYI-A repeated at #3 (4.9-4.3) and was met there by iHEARTMEDIA Country KNIX, which rose from #8 with its largest share in over a year (3.7-4.3). iHEARTMEDIA Adult Hits KYOT (95.5 THE MOUNTAIN) and HUBBARD Active Rock KUPD remained an item as they dipped from #4 to #5. Both stations went 4.1-4.2. KESZ added 16.2% to its #1 cume (831,500-966,500). The market was off a mere 0.2%.

KESZ was in its usual #1 position in the 25-54 arena and, naturally, crashed through the double-digit fence line. KUPD bounced back from a down book as the station maintained its #2 presence. KSLX slipped from a tie at #2 into one at #3 with KYOT, which moved up from #5 with its highest mark since JULY, HUBBARD Alternative KDKB (ALT AZ 93.3) dipped to #5 with its smallest share in over a year and just fended off KNIX, which leapt from #10 to #6 as it recovered all of last month’s lost share.

For the sixth straight survey, KESZ was #1 18-34. The station hit double figures for the fifth book in a row. KFYI-A repeated at #2 with a noticeable share loss. This opened the door for KUPD, which stepped up to forge the tie with its highest score in over a year. KYOT inched up to #4 with its best book since JUNE. KDKB dipped to #5 as it returned a chunk of last month’s big share gain.

After taking the last two books off, KESZ was back in double digits 18-49 as the station extended its demo winning streak. KUPD repeated at #2 for the fifth book in a row with a slight increase. KYOT stepped up from a three-way tie at #4 to #3 with its third straight up book. A flat KSLX repeated at #4 where it met up with KDKB, which slipped from #3. KFYI-A dropped from the tie at #4 to #7.

SHAMELESS PLUG: Only one more survey until the implementation of the three-minute rule. Are you prepared to use and defend that data? We can help you with that.

DETROIT: Run, Rudolph, Run

iHEARTMEDIA AC WNIC hung the mistletoe during week one. That pushed the station up to #1 6+ (8.8-13.1). It was also #1 a year ago with an 11.8 share. This halted the four-book winning string for AUDACY Sports WXYT (97.1 THE TICKET). It dipped to #2 (9.7-8.3), though it did gain a 1.8 share from its online presence. AUDACY Classic Hits WOMC stepped up to #3 with its highest mark in over a year (6.2-7.1). iHEARTMEDIA Pop CHR WKQI (CHANNEL 955) slipped to #4 with its lowest score since AUGUST (6.6-6.0). Three stations were in cahoots at #5. BEASLEY Classic Rock WCSX and AUDACY Country WYCD were there last month. Both stations went 5.9-5.5. The trio was completed by iHEARTMEDIA Urban AC WMXD (MIX 92.3), which arrived from #5 (5.5-5.5). WNIC picked up an additional 5.7% in the cume department to remain #1 (966,800-1,021,800). The market was down 0.2%.

Last month WNIC came close to double figures as it sat at #2 25-54. This time the station ascended to #1 and surpassed that double-digit mark. WXYT dipped to #2. This ended the station’s four-book winning and three-book double-digit streaks. WKQI repeated at #3 though with a noticeable loss of share. BEASLEY Active Rock WRIF remained at #4 with a small decrease, as WOMC stepped up to #5 as it bounced back from a down book. WYCD slipped to #6 with its lowest total since Rudolph was being chased by Randolph (whoever that was).

WNIC made it back-to-back #1 double-digit books 18-34. It was not far off from doubling its previous share. It did, however, have more than twice the share of WRIF, which stepped up to #2 despite a down book. WXYT moved down to #3 with its least productive outing since AUGUST. WKQI remained at #4 but with its smallest share in over a year. WOMC recovered from last month’s big share loss to spring from #7 to #5. WYCD slipped to #6. It was forced to share that space with WCSX, which rose from #10 with its highest mark in over a year.

As with the previous demo, WNIC was #1 and in double figures 18-49 for the second book in a row. WKQI moved up to #2, but with its smallest share since the last time the hosiery was hung. WXYT had its lowest score since JULY as it dipped to #3. Last month WOMC dropped from #4 to #7. It was back to #4 this month as it got back most of its share loss. WRIF slipped to #5 as it ended a strong two-book surge. AUDACY Alternative WDZH (ALT 98.7) and WYCD had been tied at #5. Both stations had down books and landed at #6 and #7, respectively.

MINNEAPOLIS-ST. PAUL: Not KOOL Enough

While iHEARTMEDIA Classic Hits KQQL (KOOL 108) made its annual flip towards the end of the second week of the book, it was no match for the current juggernaut led by a SAM DARNOLD. iHEARTMEDIA Sports KFXN (KFAN FM 100.3) was #1 and in double figures 6+ for the fourth straight survey (11.0-11.1). KQQL was up three places to #2 (6.8-10.7). Last year it was #1 with a 12.2 share, but last year the VIKINGS sucked. HUBBARD Hot AC KSTP (KS95) stepped up to #3 (7.1-6.9). UNIVERSITY OF NORTHWESTERN-ST. PAUL Contemporary Christian KTIS had its smallest share in over a year as it slid to #4 (7.7-6.3). The station did enter the holiday hostilities on THANKSGIVING. MPR N/T KNOW dropped to #5 with its lowest score since JUNE (7.5-6.1). It did gain a 1.3 share from its stream. KQQL was still the cume controller with a 12.7% rise (660,900-745,000). The market was down 0.6%.

As with the previous demo, KFXN was #1 and in double digits 25-54 for the fourth book in a row. KQQL stood alone at #2 and also pulled down a double figure share. MPR AAA KCMP (THE CURRENT) rose from #7 to #3 with its largest share in over a year. KSTP slid from a #2 tie to #4 as it surrendered most of last month’s solid share increase. iHEARTMEDIA Pop CHR KDWB repeated at #5 with a small share loss. KTIS dropped from #4 into a tie at #7 with AUDACY AC KZJK (104.1 JACK FM).

In NOVEMBER KQQL and KFXN were tied at #3 18-34. Both stations had huge share increases, landed double-digit shares and finished at #1 and #2, respectively. A couple of rock bros were last seen at #1. CUMULUS Active Rock KXXR (93X) slipped to #3, while its less-pierced cluster mate CUMULUS Classic Rock KQRS ended up at #4. Each station lost a noticeable amount of share. There were three stations languishing at #5. KDWB was there last month and held on, despite posting its lowest number since JANUARY. A flat KCMP stepped up from #6, while KSTP rose from #7 with a solid share increase.

KQQL moved up to #1 18-49 and hit double figures. It held under a half-share lead over KFXN, which was down to #2. That station was still in double digits but saw its three-book winning streak snapped. KSTP repeated at #3 as it gave back half of last month’s strong share increase. KCMP advanced from #10 to #4. The station has come close to tripling its share over the last two books. KXXR hung on at #5 despite getting its lowest mark since JUNE. It was paired with KDWB, which moved up a slot with a slight increase. KTIS slid three places to #7 with its smallest share in over a year.

Just as we get into a groove, we have to hit the pause button again. The holiday schedule will cause us to release our part 4 of the roundup on Monday.  You’ll have to hold your horses a bit before you see what transpired in TAMPA, DENVER, SAN DIEGO, CHARLOTTE and NASSAU-SUFFOLK.

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About Research Director, Inc.: Research Director, Inc. is based in Annapolis, Maryland. We help radio stations’ programming and sales departments maximize the value of their research. For more information, visit www.ResearchDirectorInc.com, call 410-295-6619, or e-mail info@ResearchDirectorInc.com or sallan@ResearchDirectorInc.com.

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