RADIO RATINGS ROUNDUP, February 2025, Part III

March 26, 2025

Once again, we’re going boldly forward into the past. The Ratings Experts from RESEARCH DIRECTOR, INC. along with the math mavens from XTRENDS, better known as the “innies” to our “outies,” bring you the latest edition of radio’s version of microdata refinement. The FEBRUARY survey provides us with our second look at what the three-minute qualifier has produced. While we mainly focus on shares, we are looking at PUMM changes from both the previous survey and FEBRUARY 2024. So far, the results have been … interesting.

The following analysis covers the period from FEBRUARY 6^TH through MARCH 5^TH. It contained a three-day weekend and the usual spate of lousy seasonal weather. And we can assure you, no goats were harmed in the production of this blog.

SEATTLE-TACOMA: Wait, Wait …

… don’t tell me but UNIVERSITY OF WASHINGTON N/T KUOW was #1 6+ for the second straight survey (7.6-7.8). iHEARTMEDIA Classic Rock KZOK remained at #2 as it ended a modest two-book slide (5.6-6.1). CLASSIC RADIO Classical KING (CLASSICAL KING FM 98.1) landed its largest share in over a year (4.4-5.1) as it rose two places to #3. HUBBARD AC KRWM (WARM 106.9) cooled a bit as it dipped to #4 (4.8-4.7). BONNEVILLE N/T KIRO-F moved down to #5 (4.5-4.6). AUDACY Country KKWF (100.7 THE WOLF) repeated at #6 (4.3-4.3) but picked up a 0.6 share from its online entity. KRWM continued as the cume leader despite an 8.4% decline (635,100-581,500). The market was off 0.3%. In market PUMM news, FEBRUARY was 0.1% heavier than JANUARY and 20.8% than a year ago.

The 25-54 space looked quite a bit different than what we saw in the previous demo. AUDACY Alternative KNDD (107.7 THE END) wound up at #1 again despite a slight share loss. iHEARTMEDIA Pop CHR KBKS (HITS 106.1) ended a steep two-book slide as it jumped from #6 to #2. A flat AUDACY Hot AC KSWD (EMMA 94.1) stood alone at #3. HUBBARD Pop CHR KQMV (MOViN’ 92.5) landed its lowest share in over a year as it slipped to #4. It was tied with FRIENDS OF KEXP Alternative KEXP, which dipped from the tie at #3. KRWM was also last seen at #3 but it fell to #10 with its lowest score since AUGUST. Market PUMM was up 1.7% from last month and 8.9% from the previous year.

KRWM was #1 18-34 for the fifth book in a row as it was given a significant infusion of share. It held better than a share lead over the trio of stations at #2. KQMV and KNDD were there last month and remained in place with identical solid share gains. KBKS moved up from the tie at #5 with its best showing since OCTOBER. KKWF fell from a tie at #2 to #5 with a small share loss. AUDACY Rhythmic AC KHTP (HOT 103.7) dipped to #6 with a rather large share loss. Market PUMM grew 1.4% from JANUARY and 7.8% from 2024.

Despite a small share loss, KNDD repeated as the 18-49 champion. It held a full share advantage over KBKS, which jumped from #5 to #2. KSWD stepped up to #3 with a slight increase, while KQMV slid to #4 with its lowest mark in over a year. KRWM dropped two places to #5 and was paired with SEATTLE PUBLIC SCHOOLS Rhythmic CHR KNHC (C89.5), which moved up from #7 with its best book in over a year. Market PUMM rose 1.4% from last month and 19.1% from a year ago.

MIAMI-FT. LAUDERDALE-HOLLYWOOD: The Heat Is On

Ahhh, today’s earworm. COX MEDIA Urban AC WHQT (HOT 105) continued its long-running domination of the 6+ sphere but with its smallest share since JUNE (8.9-8.5). COX MEDIA AC WFEZ (EASY 93.1) was back at #2 with its best showing since MAY (5.8-6.3). AUDACY Classic Hits WMXJ (102.7 THE BEACH) repeated at #3 with its best book in over a year (5.2-5.7). AUDACY AC WLYF (101.5 LITE FM) advanced two spaces to #4 (4.7-5.4), while TELEVISAUNIVISION Spanish Contemporary WAMR (AMOR 107.5) slipped to #5 (5.1-5.1). SBS Spanish Contemporary WCMQ (Z92.3) stepped down to #6 (4.9-4.4). WLYF and WFEZ continued their cume battle with WLYF moving up to #1 with a 14.4% increase (650,500-744,300). WFEZ grew its listener base by 4.5% (697,100-728,400) as it moved down to #2. The market was up 3.8%. In Market PUMM news, FEBRUARY was up 4.9% over last month and 10.7% from last year.

WFEZ made it back-to-back 25-54 wins as it posted its biggest number in over a year. WMXJ was back at #2, also with its best book in over a year. It was about a share behind the leader. SBS Spanish Tropical WXDJ (EL ZOL 106.7) vaulted from #8 to #3 as it bounced back from a down book. WHQT held firm at #4, while two stations moved up and into a tie at #5. iHEARTMEDIA Spanish Adult Hits WMIA (MAGIC 93.9) made the short trip from #6 with a slight decrease, while WLYF advanced from #8 with a slight increase. iHEARTMEDIA Spanish Contemporary WZTU (TÚ 94.9) slid to #7 as it returned all of last month’s share gain – plus a little extra. WCMQ dropped from #3 into an arrangement at #10 with COX MEDIA Rhythmic AC WFLC (HITS 97.3). Market PUMM grew 7.3% on a monthly basis and 8.3% from last year.

The 18-34 battle was the Wild West show as stations were moving all over the chart. We begin with #1. Last month WLYF fell from #1 to #8. It was back on top this month but was sharing the moment with AUDACY Rhythmic CHR WPOW (POWER 96), which rose from #5 with its best outing in over a year. Next comes a five-way tie at #3. WZTU stepped up from #4 with a down book, while iHEARTMEDIA Pop CHR WHYI (Y100) arrived from #5 with an up book. SBS Latino Urban WRMA (RITMO 95.7) advanced from #8 with a solid share gain. But wait, there’s more. WXDJ rocketed from #14 with its highest mark since MARCH, while WMXJ zoomed in from #15 as it nearly doubled its previous number. We’re not done yet. Three stations exited the top five and landed in a heap at #8. WHQT fell from #1, TELEUNIVISION Spanish Contemporary WRTO (MIX 98.3) dropped from #2 and COX MEDIA Urban Contemporary WEDR (99 JAMZ) slid from #3. They were joined there by WFLC, up from #10. Finally, WFEZ tumbled from #5 to #13. Whew! Market PUMM was up 9.6% from last month and 1.1% from a year ago.

The 18-49 contest was a bit less festive. WFEZ was #1 again, while WMXJ and WLYF rebounded from down books to land at #2 and #3, respectively. WHQT slipped to #4, while WZTU moved down to #5. Both stations had down books. WRTO dropped from #5 into a tie at #8 with WFLC. WMIA fell from #4 to #14. Market PUMM was up 4.6% from JANUARY and 5.5% from last year.

PHOENIX: Take It Easy

As we continue with another GLENN FREY earworm … iHEARTMEDIA AC KESZ (99.9 KEZ) continued its long string of #1 6+ books but with its smallest share in over a year (8.1-7.4). HUBBARD Classic Rock KSLX stayed in its customary #2 position (5.6-5.8) but it was not alone. iHEARTMEDIA Adult Hits KYOT (95.5 THE MOUNTAIN) landed its largest number since JUNE (4.6-5.8) to move up to claim its share of second place. HUBBARD Active Rock KUPD stood alone at #4 (4.5-4.8), while iHEARTMEDIA Country KNIX dipped to #5 (4.5-4.2). KESZ added 4.0% to its market leading cume figure (1,019,500-1,059,900). The market was up 1.5%. The market PUMM growth was mixed. The monthly increase was 2.5% but the annual rise was 33.5%!

KESZ was the #1 25-54 station again but was facing a new immediate pursuer as KYOT moved up to #2 with a huge share increase. It went from trailing by about four shares to being about a share and a half behind. This ended the seven-book run at #2 for KUPD, which dipped to #3 with a slight increase. HUBBARD Alternative KDKB (ALT AZ 93.3) repeated at #4 with its highest mark since MAY. KSLX rose three places to #5 as it ended a three-book slide. AUDACY Country KMLE dipped to #6, while iHEARTMEDIA Hot AC KMXP (MIX 96.9) fell from a tie at #5 into a four-way partnership at #8 with AUDACY Pop CHR KALV (LIVE 101.5), iHEARTMEDIA Pop CHR KZZP (104.7 KISS FM), and ZELUS MEDIA Hot AC KMVA (HOT 97.5 & 103.9). Market PUMM grew 2.9% from last month and a whopping 44.5% from the previous FEBRUARY.

KDKB jumped from #3 to #1 18-34 with a massive share increase. KESZ remained at #2 but with its lowest score since JUNE. KUPD went from first to third with its steep two-book slide. KYOT remained at #4 with a small increase, while KMLE stepped up to #5 with its best book in over a year. AUDACY Classic Hits KOOL (BIG 94.5) slid two slots to #7. Market PUMM was up 3.9% from last survey and 34.2% from last year.

For the first time in over a year, KESZ was not the #1 18-49 station. That honor was bestowed on KUPD, which finished by a whisker over KESZ. Also in that mix was KYOT, which stepped up to #3. The station has more than doubled its share over the last two books. KDKB dipped to #4 but with a strong share increase. KMLE stepped up to #5 and was joined in that space by KSLX, which advanced from #9. KMXP fell from #5 to #10. Market PUMM grew a mere 0.2% from last month but a huge 36.0% from a year ago.

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DETROIT: Four On The Floor

A true MOTOR CITY reference. For the fourth book in a row, iHEARTMEDIA AC WNIC was #1 6+ (9.2-9.1). AUDACY Classic Hits WOMC stepped up to #2 (6.6-7.0), while AUDACY Sports WXYT (97.1 THE TICKET) dipped to #3 with its smallest share in over a year (7.1-6.2). The station did add a 1.6 share from the interwebs. AUDACY News WWJ-A continued at #4 (6.3-5.9). It picked up a 0.4 share from the digital realm. iHEARTMEDIA Pop CHR WKQI (CHANNEL 955) moved up to take its share of fourth place (5.8-5.9). WNIC was still the cume leader (1,055,300-1,044,200) – a 1.1% decline. The market was off 0.3%. Market PUMM was up a modest 0.4% from JANUARY and 14.4% from 2024.

A flat WNIC was both #1 25-54 and in double figures for the fourth straight survey. WKQI repeated at #2 as it gave back a good portion of last month’s huge share increase. BEASLEY Active Rock WRIF moved up two spots to #3 where it was paired with WOMC, which rose from #7 with its best showing since OCTOBER. WXYT slipped to #5, while AUDACY Country WYCD slid to #6 where it was tied with iHEARTMEDIA Urban AC WMXD (MIX 92.3). Market PUMM rose 1.1% on a monthly basis and 8.6% annually.

There was quite a race developing in the 18-34 bracket. WKQI was back at #1, but its once one-share advantage dwindled to less than a half-share over the two stations at #2. WNIC remained in place with a slight increase, while WOMC advanced from #5 with its best outing in over a year. WXYT dipped to #4 with its lowest score since AUGUST. WRIF stepped down to #5 as it surrendered most of last month’s large share increase. It was tied with WYCD, which moved up a spot despite a small share loss. Market PUMM grew 5.0% from last month and 15.3% from a year ago.

Last month WNIC and WKQI were the 18-49 co-leaders. WNIC remained at #1 with a small increase, while WKQI dipped to #2 with a slight decrease. WXYT repeated at #3 but with a down book, while two stations moved up to #4. A flat WMXD was up a slot, while WOMC arrived from #8 with a small increase. WYCD dropped three places to #7. Market PUMM increased by 2.2% from last month and 13.3% from a year ago.

MINNEAPOLIS-ST. PAUL: The Shift Hit The Fan

The end of the football season did not prevent iHEARTMEDIA Sports KFXN (K-FAN FM 100.3) from finishing in first place 6+ once again. However, it did end the station’s six-book double-digit run (11.1-9.3). The race for second place was a tight one. iHEARTMEDIA Classic Hits KQQL (KOOL 108) held steady at #2 (7.2-7.2) but was feeling the heat from a couple of competitors. MPR N/T KNOW dipped to #3 (7.3-7.1), though it did gain a 1.7 share from its online venture. HUBBARD Hot AC KSTP (KS95) moved up a spot to claim its share of third place (7.0-7.1). UNIVERSITY OF NORTHWESTERN/ST. PAUL Contemporary Christian KTIS ended a five-book slide as it rose from #7 to #5 (5.0-5.5). iHEARTMEDIA Pop CHR KDWB and MPR AAA KCMP (89.3 THE CURRENT) were last seen at #5. KDWB dipped to #6 (5.4-5.4), while KCMP was relegated to #7 (5.4-5.3). KQQL was still in cume control (754,200-720,700) – a 4.4% decline. The market was off 2.2%. In the market PUMM space, there was a 1.3% decrease from JANUARY and a 4.8% rise from 2024.

KFXN extended its double-digit 25-54 streak to seven as it won the demo for the sixth time in the last seven surveys. KCMP stepped up to #2 with a slight increase, while KSTP dipped to #3 as it returned a portion of last month’s massive share increase. KDWB was back at #4 with a slight increase, while KQQL repeated at #5 with a slight decrease. Market PUMM was down 1.9% from last month but up 4.3% from the previous FEBRUARY.

KQQL was both in double figures and in first place 18-34 for the fourth book in a row. KFXN remained in second place but with its third down book in a row. KDWB stood alone at #3 with a slight decrease, while its previous two partners followed it down the chart. KTIS dipped to #4 as it gave back most of last month’s big share increase, and KCMP slid to #5 and was tied with KSTP, which advanced from #8 despite a slight decrease. Market PUMM was up 1.6% from last month and 13.5% from a year ago.

The top five 18-49 was relatively unchanged from last month. KFXN was back at #1 but failed to extend its double-digit streak to seven by the smallest of possible margins. KSTP remained at #2 as it returned some of last month’s large increase. KQQL repeated at #3 with a small increase. KDWB stood alone at #4 with a slight increase, while KCMP slipped to #5 with a slight decrease. Market PUMM fell 4.9% from last month but rose by 5.6% over the previous year.

One more roundup to go and we will successfully complete our Cold Harbor task (IYKYK).  More numbers are on the way from TAMPA, DENVER, SAN DIEGO, CHARLOTTE and NASSAU-SUFFOLK.

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