RADIO RATINGS ROUNDUP, Holiday 2024, Part III

January 30, 2025

The Ratings Experts from RESEARCH DIRECTOR, INC. – along with the math mavens from XTRENDS – are back with another attempt at making sense out of the ratings. As you are well aware, the HOLIDAY book is sort of the forgotten survey. Any station with a bad book can chalk it up to those dastardly bells and drummers.

This book is notable for a few things. First, it was five weeks long. This allowed NIELSEN to readjust its circadian rhythms. As a result, the CHRISTMAS carnage only affected the first three weeks of the book, which ran from DECEMBER 5^TH through JANUARY 8^TH.

This is also the book where we bid a fond farewell to the five-minute rule. We wish it well in its future endeavors.

Let’s go inside the numbers…

SEATTLE-TACOMA: Multiple Santa Disorder

This is the market that is annually lousy with all holiday stations. However, there was one less participant this year, which paved the way for HUBBARD AC KRWM (WARM 106.9) to have a killer book. The station was again #1 6+ (7.3-11.1) and easily outpaced last year’s 9.7 share. UNIVERSITY OF WASHINGTON N/T KUOW stepped up to #2 (6.3-6.7), while iHEARTMEDIA Classic Rock KZOK dipped to #3 with its lowest mark since JANUARY (6.7-5.8). BONNEVILLE Talk KIRO held firm at #4 but with its smallest share since APRIL (5.0-4.4). It had company as AUDACY Country KKWF (100.7 THE WOLF) moved up from #7 (4.4-4.4). iHEARTMEDIA Classic Hits KJEB (95.7 THE JET) descended from #5 to #9 with its lowest score since the last time the bells were ringing the sad, sad news (4.9-3.6). The other station that changed format to seasonal ditties was CRISTA Christian AC KCMS (SPIRIT 105.3) It went from #14 to #10 (3.2-3.4), which was far better than last year when it was at #21 with a 2.2 share. KRWM was a cume magnet as it added 42.5% to its previous total (600,900-856,100). The market was down 2.7%.

Last survey KRWM and iHEARTMEDIA Pop CHR KBKS (HITS 106.1) were the 25-54 co-leaders. You can imagine that it did not endure. KRWM stood alone at the top with a double-digit share, while KBKS dipped to #2 with its smallest share since JUNE. AUDACY Alternative KNDD (107.7 THE END) repeated at #3 with a down book. It was paired with HUBBARD Pop CHR KQMV (MOViN’ 92.5), which stepped up a spot with third straight down book. AUDACY Active Rock KISW (THE ROCK) was back at #5 with a small decrease. It was joined there by AUDACY Hot AC KSWD (EMMA 94.1), which rose from #8 with its third up book in a row. Historically, KSWD also joined the holiday madness but, apparently, that is not something EMMA wanted to do. KKWF slipped to #7 with its smallest share in over a year. It was paired with SEATTLE PUBLIC SCHOOLS Rhythmic CHR KNHC (C89.5), which advanced from #14 with its best outing in over a year.

KRWM was #1 and in double figures 18-34 for the third straight survey. KNDD moved up to #2 as it rebounded from a down book, while AUDACY Rhythmic AC KHTP (HOT 103.7) vaulted from #8 to #3 with its best showing since MAY. KQMV repeated at #4 but with its lowest number since MARCH. Three stations found their way to the #5 rest area. KKWF fell from #2 as it shed half its previous share. KBKS dropped from #3, while iHEARTMEDIA Adult Hits KJAQ (96.5 JACK FM) advanced from #8 with its highest score since MARCH.

KRWM was the repeat 18-49 champion, this time landing a double-digit share. KNDD and KBKS had been tied at #3. Both stations experienced share loss and settled in at #2 and #3, respectively. KQMV stepped up to #4 with a slight share loss, while KSWD was up two places to #5 with its best book in a year. Reminder, last year’s number was all about BURL IVES. KKWF fell from #2 to #10.

MIAMI-FT. LAUDERDALE-HOLLYWOOD: No Yule For You

Once again, this market did not have a major station flip to the all-merry-and-bright format so it was pretty much business as usual. COX MEDIA Urban AC WHQT (HOT 105) was again #1 6+ by a wide margin (8.7-9.1). AUDACY AC WLYF (101.5 LITE FM) rose three places to #2 (5.3-5.6), while its arch nemesis – COX MEDIA AC WFEZ (EASY 93.1) – eased itself down to #2 as it returned most of last survey’s solid share gain (6.2-5.5). AUDACY Classic Hits WMXJ (102.7 THE BEACH) landed its largest share in over a year (4.1-5.2) as it vaulted from #8 to #4. TELEVISAUNIVISION Spanish Contemporary WAMR (AMOR 107.5) slipped to #5 (5.6-5.1) where it was paired with iHEARTMEDIA Spanish Adult Hits WMIA (MAGIC 93.9), which moved up a spot (4.4-5.1). MIAMI-DADE COUNTY PUBLIC SCHOOLS N/T WLRN had its first down book since MAY (5.6-4.1) as it dropped from a tie at #3 to #8. WLYF moved back to the #1 cume position, despite a 1.5% decline (644,300-634,700). The market shrank by 2.1%.

Back in NOVEMBER WMIA saw its five-book 25-54 winning streak come to an end. The station returned to the top spot this time with a small share increase. Hot on its heels was WMXJ, which rose from #7 to #2 with, once again, its best outing in over a year. WFEZ slipped from first to third, ending a strong five-book surge. COX MEDIA Rhythmic AC WFLC (HITS 97.3) slid to #4 with its lowest mark since SEPTEMBER. SBS Spanish Tropical WXDJ (EL ZOL 106.7 FM) advanced three spaces to #5 with its third up book in a row. WHQT and WLYF were previously seen at #4. WHQT was up slightly but dipped to #6, while WLYF had a down book and dropped into a tie at #8 with iHEARTMEDIA Spanish Contemporary WZTU (TÚ 94.9).

The 18-34 demo was in disarray. WLYF was #1 for the third book in a row, though it returned all of last survey’s large share increase. This paved the way for WZTU to forge a tie as it rose from #6 with its best showing since FEBRUARY. Three stations were clustered together at #3. WHQT dropped down a spot with a small increase, while WFLC held steady as it bounced back from a down book. Completing the triad was COX MEDIA Urban Contemporary WEDR (99 JAMZ), which advanced from #9 as it halted a steep two-book slide. iHEARTMEDIA Pop CHR WHYI (Y100) fell from a tie at #3 to #7. It was met there by iHEARTMEDIA Urban Contemporary WMIB (103.5 THE BEAT) and AUDACY Rhythmic CHR WPOW (POWER96). SBS Latino Urban WRMA (RITMO 95.7) dropped from a tie at #3 to #10.

In DECEMBER WFEZ ended WMIA’s four-book 18-49 winning streak. The tables were turned this time as WMIA was back on top while WFEZ dipped to #2. WLYF inched up to #3 with a slight increase. It just nipped WMXJ, which soared from #12 to #4 with, you guessed it, the station’s best outing in over a year. WFLC dropped from a tie at #2 into an arrangement at #5 with WHQT.

PHOENIX: The Weather Outside Was Not Frightful

It’s the desert. In winter. Still, the appetite for ANDY WILLIAMS was strong as iHEARTMEDIA AC KESZ (KEZ 99.9) remained #1 6+ (12.3-16.4). The station posted an 18.5 share a year ago. HUBBARD Classic Rock KSLX was in its customary #2 position (5.9-5.4) and then came all the others. MARICOPA COUNTY COMMUNITY COLLEGE Classical KBAQ (KBACH 89.5) zoomed from #12 to #3 with its best book in over a year (3.2-4.4). iHEARTMEDIA Country KNIX dipped to #4 (4.3-4.3), while HUBBARD Active Rock KUPD stood alone at #5 (4.2-4.1). iHEARTMEDIA Adult Hits KYOT (95.5 THE MOUNTAIN) slipped a notch into a tie at #6 (4.2-3.5) along with BONNEVILLE Sports KMVP (ARIZONA SPORTS 98.7) (3.3-3.5). iHEARTMEDIA N/T KFYI-A had its least productive book in over a year (4.3-2.7) as it dropped from #3 to #12. Also occupying that space were MARICOPA COUNTY COMMUNITY COLLEGE N/T KJZZ (3.5-2.7) and ZELUS MEDIA Adult Hits KOAI (95.1/94.9 THE WOW FACTOR) (2.7-2.7). KESZ increased its market-leading cume total by 38.6% (966,500-1,339,300). The market was off by 0.4%.

KESZ had a huge 25-54 book as the station tightened its grip on the demo. A flat KUPD was #2 for the sixth straight survey. KSLX was back at #3 but with its smallest share since SEPTEMBER. It was partnered with HUBBARD Alternative KDKB (ALT AZ 93.3), which rose from #5 with a slight increase. KYOT landed its lowest score since JANUARY as it slipped to #5. It was joined there by a flat KNIX, which moved up a slot.

While KESZ’s #1 streak in the previous two demos extends to over a year, the station only landed its seventh straight 18-34 win this time. KUPD remained at #2 and landed squarely on the double-digit number. Two stations moved up and into a tie at #3. KDKB was up from #5 with a down book, while AUDACY Pop CHR KALV (LIVE 101.5) advanced from #7 with a strong increase. Four – count ’em – four stations were milling about at #5. KYOT stepped down a spot, while ZELUS MEDIA Hot AC KMVA (HOT 97.5 & 103.9) rose from #7 with its highest mark in over a year. AUDACY Country KMLE and SIERRA H Rhythmic AC KZCE (101.1 THE BOUNCE) were previously tied at #10. KFYI-A fell from a tie at #2 to #11. It was hanging with KSLX and iHEARTMEDIA Pop CHR KZZP (104.7 KISS FM).

KESZ extended its long uninterrupted string of #1 18-49 books with a rousing double-digit performance. KUPD remained at #2 but with its highest share in over a year. KDKB was up from a tie at #4 to #3, while KMLE advanced to #4. Both stations had slight increases. KALV and KMVA were formerly partners at #10. Both stations had strong share increases as they rose to #5 and #6, respectively. KSLX slid from the tie at #4 into one at #7 with KNIX. KYOT dropped from #3 to #13 and was joined there by AUDACY Classic Hits KOOL (BIG 94.5).

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DETROIT: Jingle Bell Swings

There were two consuming passions in the MOTOR CITY during this survey: CHRISTMAS music and the LIONS. The former kept iHEARTMEDIA AC WNIC at #1 6+ (13.1-18.6). Last year the station landed a 16.9 share. The latter allowed AUDACY Sports WXYT (97.1 THE TICKET) to remain at #2, despite being down for the third book in a row (8.3-7.9). However, the station did garner a 2.0 share from the interwebs. AUDACY Classic Hits WOMC repeated at #3 but with its smallest share since JULY (7.1-5.7). iHEARTMEDIA Pop CHR WKQI (CHANNEL 955) had its least productive outing in over a year (6.0-5.0) to remain at #4. AUDACY News WWJ-A jumped from #9 to #5 (4.5-4.9) and added a 0.4 share from its online presence. The three stations that were tied at #5 last survey all posted their lowest scores in over a year. iHEARTMEDIA Urban AC WMXD (MIX 92.3) dipped to #6 (5.5-4.5). AUDACY Country WYCD and BEASLEY Classic Rock WCSX fell in tandem to #7. Both stations went 5.5-4.4. WNIC was still the cume leader with a 30.4% increase (1,021,800-1,332,500). The market was down 1.7%.

WNIC was still #1 25-54 with a huge double-digit share. WXYT repeated at #2 with, again, its third down book in a row. Still, it was a share clear of WKQI, which remained at #3 with its smallest share in exactly a year. BEASLEY Active Rock WRIF was back at #4 with its lowest score since SEPTEMBER, while iHEARTMEDIA Urban Contemporary WJLB posted its largest number since AUGUST as it rose from #8 to #5. WOMC slid to #7 with its lowest mark since MAY.

How big was WNIC’s 18-34 share? We can’t give you the exact number but suffice it to say that it claimed about a quarter of the audience.  A flat WXYT stepped up to #2, while two stations with down books advanced into a tie at #3. WKQI moved up a slot while WOMC arrived from #5. WRIF dropped three places to #5 with its smallest share in a year.

WNIC was #1 and 18-49 and in double figures for the third straight survey. It had more share than the next three stations – combined! WKQI was still #2 with its lowest score in a year, while WXYT remained at #3 with its least productive outing since JUNE. On the other hand, WJLB had its best showing since AUGUST as it rose four places to #4. WRIF was back at #5, while WOMC slid to #6.

MINNEAPOLIS-ST. PAUL: Frosty Frolics

The top two topics during this survey were “How many Santas are at the Mall of America?” and “Can the VIKINGS go all the way?” According to AI, the answer to the first question is six. The answer to the second is, uh, no. The home of the holiday hits was iHEARTMEDIA Classic Hits KQQL (KOOL 108), and it rose to #1 6+ (10.7-14.6). It had a 15.8 share a year ago. iHEARTMEDIA Sports KFXN (KFAN FM 100.3) dipped to #2 (11.1-11.9), which ended the station’s four-book winning string. MPR N/T KNOW was up to #3 as it bounced back from a down book (6.1-7.0). The station also received a 1.5 share from its stream. UNIVERSITY OF NORTHWESTERN-ST. PAUL Contemporary Christian KTIS also got into the holiday spirit towards the end of the previous survey. The station remained at #4 but with its smallest share in over a year (6.3-6.1). HUBBARD Hot AC KSTP (KS95) slipped to #5 with its lowest score since JANUARY (6.9-6.0). KQQL led the cume brigade again with a 31.1% increase (745,000-976,500). The market was 1.8% lighter.

KQQL had its second straight double-digit 25-54 book and this one landed the station at #1. KFXN was in double figures for the fifth straight survey but dipped to #2 as its four-book winning streak was snapped. MPR AAA KCMP (THE CURRENT) was back at #3 with a slight decrease. KSTP repeated at #4 but with its lowest score in over a year, while iHEARTMEDIA Pop CHR KDWB remained at #5 with its smallest share since JANUARY.

For the second book in a row, KQQL was #1 and in double digits 18-34. KFXN was back at #2 but could not quite duplicate last survey’s double-digit feat. KCMP moved up to a somewhat distant #3 but with its highest mark in over a year. CUMULUS Active Rock KXXR (93X) had its smallest share since JUNE as it dipped to #4. KTIS leapt from #9 to #4 with a rather large share increase. CUMULUS Classic Rock KQRS slipped to #6. Last month KDWB and KSTP were tied at #5. KDWB dropped to #7 while KSTP set down at #8.

As you would expect, KQQL was still #1 18-49 with another strong showing. KFXN maintained its presence at #2 and hit double figures for the fifth book in a row. A flat KCMP stepped up to #3, while KSTP moved down to #4 with its lowest total in over a year. KTIS was also flat as it moved up two places to #5. KDWB and KXXR had been tied at #5. Both stations had down books as they landed at #6 and #7, respectively.

We still have more holiday hoopla to explore. Up next on the docket are TAMPA, DENVER, SAN DIEGO, NASSAU-SUFFOLK and CHARLOTTE.

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-Steve Allan, Programming Research Consultant

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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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