RADIO RATINGS ROUNDUP, March 2025, Part III

April 24, 2025

The Ratings Experts from RESEARCH DIRECTOR, INC. – in a committed relationship with the data darlings from XTRENDS – are back to regale you with more radio ratings brouhaha. What’s all this brouhaha, you say? First, it’s a word that is not used often enough for our tastes. Second, this survey completes a full quarter’s worth of results in the new three-minute multiverse.

As with any true multiverse, the realities have varied widely from market to market. As is our custom we will highlight market PUMM changes from both the previous book and last year. This will cover the four basic food, er, demo groups. There is no “one size fits all here” so make sure you delve into your own market to see what has changed.

The MARCH book ran from MARCH 6^TH through APRIL 2^ND. The clocks sprung forward, spring was also sprung, and there were celebrations for both PURIM and a saint that was never formally canonized (we looked that one up).

Here we go…

SEATTLE-TACOMA: Three-peat

For the third book in a row, UNIVERSITY OF WASHINGTON N/T KUOW was #1 6+ (7.8-7.8). iHEARTMEDIA Classic Rock KZOK was back at #2 (6.1-6.2). Two stations came in as a distant #3. HUBBARD AC KRWM (WARM 106.9) stepped up from #4 (4.7-4.8), while AUDACY Active Rock KISW (THE ROCK) rose from #8 with its best showing since NOVEMBER (4.0-4.8). CRISTA Christian Adult Contemporary KCMS (SPIRIT 105.3) was up for the fifth straight survey as it advanced to #5 (4.2-4.5). CLASSIC RADIO Classical KING ended a strong three-book surge as it slid from #3 to #6 (5.1-4.3). BONNEVILLE N/T KIRO-FM fell four slots to #9 with its smallest share since APRIL (4.6-4.0). KRWM remained the cume commander with a 4.9% increase (581,800-610,200). The market was down 0.6%. Market PUMM was down 0.9% from FEBRUARY but up 17.0% from 2024.

There was also a three-peat in the 25-54 realm as AUDACY Alternative KNDD (107.7 THE END) was again the demo leader with its highest mark in over a year. KISW had its first up book since OCTOBER as it rose from #6 to #2. iHEARTMEDIA Pop CHR KBKS (HITS 106.1) dipped to #3 as it gave back most of last month’s large increase. AUDACY Hot AC  KSWD (EMMA 94.1) stepped down to #4 and was paired with KUOW, which advanced from #7. HUBBARD Pop CHR KQMV (MOViN’ 92.5) and FRIENDS OF KEXP Alternative KEXP were last spotted at #4. Both stations had down books and came to rest at #6 and #9, respectively. Market PUMM was down 0.7% from last month but up 9.2% from a year ago.

KNDD stepped up to #1 18-34 and was dangerously close to double figures. This snapped the five-book winning streak for KRWM, which dipped to #2 despite a small share increase. KQMV slipped from a tie at #2 into an arrangement at #3 with AUDACY Country KKWF (100.7 THE WOLF), which moved up from #5. KBKS slid from a tie at #2 to #5 as it halted a strong two-book surge. Market PUMM fell 8.6% from the previous survey and was off 0.5% from last year.

KNDD was #1 18-49 for the third book in a row and held better than a three-share lead over KISW, which zoomed from #10 to #2. KRWM was up two slots to #3 with a slight decrease, while three stations were hanging out at #4. KBKS slipped from #2 with its smallest share in a year, while KSWD stepped down from #3. SEATTLE PUBLIC SCHOOLS Rhythmic CHR KNHC (C89.5) moved up from #5 to complete the triad. KQMV dropped to #7 with its lowest score in over a year. Market PUMM was down 3.5% from last month but grew 17.3% from a year ago.

MIAMI-FT. LAUDERDALE-HOLLYWOOD: Not As Hot

Of course, COX MEDIA Urban AC WHQT (HOT 105) was in its customary #1 6+ position, but the station landed its lowest share in over a year (8.5-7.5). TELEVISAUNIVISION Spanish Contemporary WAMR (AMOR 107.5) posted its best number since OCTOBER to vault from #5 to #2 (5.1-6.3). COX MEDIA AC WFEZ (EASY 93.1) dipped to #3 (6.3-6.1), while two stations were idling at #4. AUDACY AC WLYF (101.5 LITE FM) remained in place (5.4-5.5), while AUDACY Classic Hits WMXJ (102.7 THE BEACH) stepped down from #3 (5.7-5.5). WLYF remained the #1 cume station despite a 3.3% decrease (744,300-719,700). The market was down 1.5%. Market PUMM fell 3.0% from FEBRUARY but grew 5.6% compared to 2024.

WFEZ was #1 25-54 for the third straight survey, while WMXJ was back at #2 despite surrendering all of last month’s large increase. The gap between the two stations grew from about a share to two and a half shares. WLYF was up two places to #3 with its highest mark since OCTOBER. It was paired with COX MEDIA Urban Contemporary WEDR (99JAMZ), which advanced from #9 with its best showing since JUNE. WHQT dipped to #5 and was tied with AUDACY Rhythmic Oldies WPOW (POWER 96), which rose from #8. SBS Spanish Tropical WXDJ (EL ZOL 106.7) slid from #3 to #8 as it surrendered almost all of last month’s huge increase. iHEARTMEDIA Spanish Adult Hits WMIA (MAGIC 93.9) fell from #5 to #9 with a slight decrease. Market PUMM was off 3.7% from the previous survey but was up 1.6% from last year.

Last month there were two stations sharing the 18-34 lead and five stations occupying the #3 position. That all changed this month. iHEARTMEDIA Spanish Contemporary WZTU (TU 94.9) and WXDJ moved from their share of third place up to the top of the chart. Both stations had their best book in over a year. SBS Latino Urban WRMA (RITMO 95.7) stood alone at #3, while iHEARTMEDIA Urban Contemporary WMIB (103.5 THE BEAT) rocketed from #14 to #4 as the station doubled its previous share. Then we had four stations at #5. WPOW fell from a share of first place, while WMXJ slipped to #5. WEDR and TELEVISAUNIVISION Spanish Contemporary WRTO (MIX 98.3) were flat but rose together from a tie at #8. The other former co-leader was WLYF. It dropped to #10 with its lowest total in a year. iHEARTMEDIA Pop CHR WHYI (Y100) fell from a tie at #3 to #11. Market PUMM was off 6.9% from last month and down 16.3% from last year.

The 18-49 space was a bit more stable. WFEZ was #1 for the third book in a row, while WZTU rebounded from a down book to move from #5 to #2. WLYF was close behind as it repeated at #3, while WHQT was back at #4. WPOW stepped up to #5 with its fourth up book in a row. WMXJ slid from #2 into a tie at #6 with WEDR. Market PUMM dropped 2.1% from a month ago and 1.5% from last year.

PHOENIX: Hit The Easy Button

Ho-hum, iHEARTMEDIA AC KESZ (99.9 KEZ) was again the runaway 6+ leader (7.4-8.4). HUBBARD Classic Rock KSLX stood alone in second place (5.8-5.9), while iHEARTMEDIA Adult Hits KYOT (95.5 THE MOUNTAIN) descended to #3 (5.8-5.8). HUBBARD Active Rock KUPD was back at #4 with its best book in over a year (4.8-5.7). Two stations moved up and into a tie at #5. HUBBARD Alternative KDKB (ALT AZ 93.3) was last seen at #7 (4.0-4.0), while AUDACY Classic Hits KOOL (BIG 94.5) moved up from #8 (3.7-4.0). iHEARTMEDIA Country KNIX slipped to #7 (4.2-3.9). KESZ lost 6.2% of its listeners but remained the cume leader (1,059,900-994,400). The market was off 0.3%. Market PUMM was off 2.3% from FEBRUARY but was up 28.7% from 2024.

KESZ continued its long running 25-54 reign and was flirting with double digits. KUPD was up to #2 with its best showing in over a year and had cut the lead to less than two shares. KYOT dipped to #3 with a slight decrease, while KDKB repeated at #4. KNIX was up two places to #5 as it bounced back from a down book, while KSLX fell from #5 to #11 with its smallest share in over a year. Market PUMM was down 0.5% from last survey but grew 42.4% from a year ago.

After taking the last two books off, KESZ was back at #1 and in double figures 18-34. KUPD moved up to #2 as it regained most of last survey’s big share loss. KDKB went from first to third with a small share loss. KYOT repeated at #4 with its third up book in a row. KNIX landed its largest share in over a year as it vaulted from #10 to #5. AUDACY Country KMLE slipped to #7 as it surrendered most of last survey’s strong share increase. Market PUMM was off 0.3% from last month but grew by 38.5% from the previous MARCH.

Last month KESZ surprisingly fell to #2 18-49 with its smallest share in over a year. The station came roaring back this time as it returned to the top spot. KUPD dipped to #2 despite scoring its best book in over a year. It went from leading by the smallest of margins to trailing by almost a share and a half. KDKB stepped up to #3 with a slight increase, which pushed KYOT down to #4. AUDACY Pop CHR KALV (LIVE 101.5) bounced back from a down book as it rose from #8 to #5. KMLE and KSLX dropped from a tie at #5 to #10 and #11, respectively. Market PUMM was down 0.2% from last month but rose by 35.5% from last year.

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DETROIT: Five For Fighting

iHEARTMEDIA AC WNIC was #1 6+ for the fifth book in a row (9.1-8.4). Meanwhile, AUDACY Sports WXYT (97.1 THE TICKET) ended a five-book slide as it stepped up to #2 (6.2-7.6). The station also gained a 1.7 share from its online presence. AUDACY Classic Hits WOMC dipped to #3 with its third up book in a row (7.0-7.3). AUDACY News WWJ-A remained at #4 (5.9-5.5) and added a 0.4 share from its stream. It was paired with AUDACY Country WYCD, which rose from #7 (5.2-5.5). iHEARTMEDIA Pop CHR WKQI (CHANNEL 95.5) slipped from a tie at #4 to #6 (5.9-5.3). WNIC kept its cume lead with a 7.1% increase (1,044,200-1,118,700). The market was up 2.4%. Market PUMM grew 8.2% from FEBRUARY and 18.0% from 2024.

While WNIC also captured the 25-54 flag for the fifth straight survey the station was no longer in double figures. WXYT jumped from #5 to #2 and was about a share off the lead. WOMC stood alone at #3 with its highest mark in over a year. WKQI slipped to #4 with a solid share loss. BEASLEY Active Rock WRIF fell from a tie at #3 to #5 despite posting its best number since JUNE. Market PUMM was up 6.9% from last month and 8.1% from a year ago.

WKQI and WNIC were #1 and #2, respectively, in the 18-34 contest for the third book in a row. However, the gap between them grew from under a half share to close to a share and a half. WOMC slid to #4 as it returned a good portion of last month’s huge increase. It was paired with WRIF, which stepped up from #5 as it bounced back from a down book. WYCD dipped to #6 and was partnered with AUDACY Alternative WDZH (ALT 98.7) and iHEARTMEDIA Urban Contemporary WJLB ). Market PUMM gained 2.2% from last month and 11.3% from the previous MARCH.

WNIC was #1 18-49 for the sixth straight survey, while WKQI was back at #2. Both stations had down books and were separated by a half share. WXYT repeated at #3 as it snapped a five-book slide, while WOMC remained at #4 with its best outing since OCTOBER. WRIF stepped up to #5, while WMXD slipped to #6. Market PUMM was up 6.3% from last month and  11.1% over last year.

MINNEAPOLIS-ST. PAUL: Hitting The Fan

For the third book in a row, and seventh time in the last eight surveys, iHEARTMEDIA Sports KFXN (K-FAN 100.3) was #1 6+ (9.3-9.9). iHEARTMEDIA Classic Hits KQQL (KOOL 108) remained at #2 (7.2-7.4), while MPR N/T KNOW stood alone at #3 (7.1-7.2). The station was granted a 1.5 share from the interwebs. HUBBARD Hot AC KSTP (KS95) dipped to #4 (7.1-6.9), while UNIVERSITY OF NORTHWESTERN-ST. PAUL Contemporary Christian KTIS was back at #5 (5.5-6.1). KQQL still had the most cume (720,700-768,400) – a 6.6% increase. The market was up 0.9%. Market PUMM rose 6.3% from FEBRUARY and 13.1% from 2024.

KFXN was in double digits 25-54 for the eighth book in a row. The only time the station wasn’t #1 was when the big guy was in town. MPR AAA KCMP (THE CURRENT) was back at #2 with its best book in over a year. Moving up to a somewhat distant #3 was KQQL, which had a small increase. KSTP dipped to #4 with a noticeable loss of share, while iHEARTMEDIA Pop CHR KDWB dipped to #5. It was paired with AUDACY Adult Hits KZJK (104.1 JACK FM), which rose from #7 with its third up book in a row. Market PUMM was up 4.7% from the previous survey and 7.8% from a year ago.

KQQL was both #1 and in double figures 18-34 for the fifth straight survey. KFXN was back at #2 and returned to double-digit territory. KDWB remained a distant #3 with a small decrease, while KCMP stepped up to #4 as it regained some of last month’s rather large share loss. KSTP stood alone at #5 with a modest increase. KTIS fell from #4 to #10 with its smallest share since JULY. Market PUMM grew 5.2% from last month and 13.2% from the previous MARCH.

The top five 18-49 had the same occupants as last month with some slight alterations in the rank order. KFXN repeated at #1 and was back in double figures. A flat KQQL stepped up to #2, while KSTP slipped to #3 with a down book. KCMP was up to #4 with its best showing in over a year, while KDWB dipped to #5. Market PUMM gained 5.4% over the previous survey and 10.7% from 2024.

Three down, one to go. Thank you for playing along.  More numbers are on the way from TAMPA, DENVER, SAN DIEGO, CHARLOTTE, and NASSAU-SUFFOLK.

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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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