Exclusive Analysis
Belly up to the bar kids, as the Ratings Experts from RESEARCH DIRECTOR, INC. – along with our Greek chorus from XTRENDS – tell you a scary tale of CHRISTMAS past. Scary, that is, for all stations who chose not to include BRENDA LEE in their power rotations. The HOLIDAY survey covered 12/7 through 1/3 and so it was not completely soured by the Little Drummer Boy and his minions. Follow along as we sift through the wreckage…
Detroit: Down Through The Chimney With Good St. WNIC
This is a tale of two stations that made the Frosty flip. One went very early – at the beginning of the DECEMBER survey – and also had the fattest stocking. iHEARTMEDIA AC WNIC was #1 6+ for the fifth book in a row and smashed past last year’s 13.7 share (11.8-15.8). ENTERCOM Classic Hits WOMC also went all Rudolph but much later – on the first day of this survey. Though it remained #2 it did not reap the same rewards (6.3-6.1) and was slightly off from last year’s 6.2 share. ENTERCOM News WWJ-A moved up to #3 (5.5-5.6), which pushed BEASLEY Classic Rock WCSX back to #4 (5.7-5.4). iHEARTMEDIA Urban AC WMXD (MIX) was up for the third book in a row (4.5-4.6) and jumped three places to #5. ENTERCOM Sports WXYT-F (THE TICKET) fell to a tie at #7 with its lowest score in over a year (5.2-4.1). How soon until pitchers and catchers report?
For the second straight survey, WNIC was #1 25-54. It more than doubled the share of its closest pursuer and beat last year’s number, as well. BEASLEY Active Rock WRIF repeated at #2 but with its lowest total in over a year. WXYT-F took sole control of the #3 position despite being down for the fourth book in a row. BEASLEY Rhythmic AC WMGC (THE BOUNCE) lived up to its moniker as it sprung from #10 to #4 with its best showing since JUNE. WCSX remained at #5 with a down book and was joined by CUMULUS Hot AC WDVD, which moved up despite being down for the third straight survey. iHEARTMEDIA Top 40/M WKQI (CHANNEL 955) fell four places to #7 with its lowest total in over a year.
The 18-34 results were rather interesting. Last year WNIC and WRIF were tied at #1 with double-digit shares. This time only WNIC managed to accomplish that feat so it ended up as a solo #1 act. WRIF remained at #2 but with its lowest share in over a year. iHEARTMEDIA Urban WJLB moved up a couple of spots to #3 with its best outing since SEPTEMBER. WMGC bounced (ouch) from #9 to #4 with a solid increase while WKQI fell to #5 as it ended a small two-book surge. WGPR INC. Urban AC WGPR (HOT) fell to #6 as it gave back the lion’s share of last month’s big increase and was tied with WCSX, which was off slightly.
WNIC was in double digits 18-49 for the second straight survey and beat last year’s number by over a share. Yes, it was #1. WRIF maintained its #2 position but with a noticeable loss of share. WJLB was up three places to #3 with its third up book in a row. WMGC sprung from a tie at #8 to #4 as it ended a three-book slide. WKQI dropped two spots to #5 after posting its lowest number in over a year. WDVD slipped to #6 with its lowest mark since JULY while WXYT-F fell four slots to #8 thanks to its least productive outing since FEBRUARY.
Miami-Ft.Lauderdale-Hollywood: No Caroling For You
Santa may be relaxing on SOUTH BEACH sipping a fruity drink with a little umbrella secure in the knowledge that no major player devoted themselves to his music. Yes, this is truly a Frosty-free zone. Still, we had our share of drama. ENTERCOM AC WLYF (LITE) surged into the 6+ lead with its best book in over a year (6.6-6.9). This pushed its arch rival – COX RADIO AC WFEZ (EASY) – back to #2 as it ended a three-book run (6.8-6.7). COX RADIO Urban AC WHQT (HOT) stepped back to #3 with its third down book in a row (6.7-6.5). These three stations were well ahead of the rest of the market. UNIVISION Spanish Contemporary WAMR (AMOR) moved up to #4 with a flat performance (5.1-5.1) while SBS Tropical WCMQ (Z92.3) moved down to #5 as its four-book surge came to an abrupt halt (6.0-5.0).
WLYF maintained control of the 25-54 demo for the second book in a row and opened up a slightly wider lead over #2 WHQT, which was off slightly. COX RADIO Urban WEDR (99JAMZ) moved up to #3 with its best showing since FEBRUARY while iHEARTMEDIA Spanish Contemporary WZTU (TU 94.9) advanced to #4 with its highest share since APRIL. WFEZ took two steps up to #5 with a slight increase and was barely ahead of SBS Tropical WXDJ (EL ZOL), which moved up to #6 with its third straight up book. iHEARTMEDIA Top 40/M WHYI (Y100) slipped to #7 as it ended a three-book run. COX RADIO Top 40/M WFLC (HITS) dropped five places to #8 with its lowest total since JANUARY.
There was shocking news emanating from the 18-34 battle. For the first time in over a year, WEDR was not the #1 station. Those honors went to iHEARTMEDIA Urban WMIB (THE BEAT), which assumed command with a rather large increase. WEDR fell to #2 despite a slight increase. WLYF remained a distant #3 with a flat book while ENTERCOM Top 40/R WPOW (POWER) held steady at #4 with a slight decrease. WHQT took sole possession of fifth place with its best book in over a year. This forced WFLC to step back to #6 as it had its lowest number since JULY.
Despite the disappointment felt in the previous demo, WEDR continued to lead the way 18-49. Last month it had the smallest of margins over #2 WLYF. The gap widened a bit this time as WEDR was up slightly while LITE was down slightly. WZTU moved up to #3 with its fifth straight up book while WHYI slipped back to #4 with a flat performance. WMIB took two steps upward to #5 and was just ahead of WXDJ, which remained at #6 with a slight decrease. WFLC fell four slots to a tie at #7 with its lowest share in exactly a year.
Seattle-Tacoma: Christmas Conflicts
To quote the immortal Crash Davis: “We’re dealing with a lot of stuff here.” Format changes, multiple stations flipping the Frosty switch, dogs and cats living together … but we digress. Let’s start at the top with HUBBARD AC KRWM (WARM), which rode Santa’s sleigh to another 6+ victory (8.1-11.8). And, despite all the competition, managed to beat last year’s number (10.9). UNIVERSITY OF WASHINGTON N/T KUOW remained at #2 but ended a strong five-book run (7.0-6.4). BONNEVILLE Talk KIRO-F was flat (5.7-5.7) and stable at #3. However, it was joined by another holiday hit maker – SINCLAIR Hot AC KPLZ (STAR) – which moved up from a tie at #12 with its best book in over a year (3.4-5.7). HUBBARD Top 40/M KQMV (MOVIN) slipped to #5 with its lowest score in over a year (5.7-5.2) while ENTERCOM Active Rock KISW inched up to #6 with its highest total since JULY (3.9-4.6). iHEARTMEDIA Adult Hits KJAQ (JACK) was flat (4.4-4.4) but dropped two places to #7. What of our other holiday hosts? CRISTA Christian Contemporary KCMS (SPIRIT) dropped three places to #14 (3.5-3.2) while the newly minted ENTERCOM AC KSWD (THE SOUND) moved down to a tie at #17 (3.2-2.8).
KRWM vaulted into the 25-54 lead with a healthy dose of BURL IVES and managed to beat last year’s number, too. KISW also moved up – to #2 – with its best showing since JULY. KQMV saw its string of demo wins end at five as it fell to #3. KJAQ remained at #4 with a flat book while ENTERCOM Alternative KNDD (THE END) was close behind at #5 after landing its largest share in over a year. KPLZ rocketed from a tie at #15 to #6.
Getting a fifty per cent share increase from book to book is a good thing, right? That’s what KRWM did as it took control of the 18-34 arena. It was also over two shares larger than last year. KQMV slipped to #2 for the first time since FEBRUARY and was joined by KNDD, which moved up from #4 with its best score in over a year. KISW dropped back to #4 with a modest decrease. ENTERCOM Rhythmic AC KHTP (HOT) remained at #5 but with its best outing since APRIL. Surprisingly, KJAQ came close to doubling its previous number as it moved from #15 to #6. KPLZ also did well in rising from a tie at #11 to #7.
It’s been a pretty good 18-49 run for KRWM as it has gone from #13 to #2 to #1. It also beat last year’s number by almost a share. KISW stepped up to #2 with a strong increase while KQMV dropped to #3 with its lowest share since SEPTEMBER. KNDD was rock solid at #4 with its third up book in a row while KJAQ repeated at #5 with its best showing in over a year. KPLZ jumped from a tie at #14 to #7.
Phoenix: Easy Like Christmas Morning
iHEARTMEDIA AC KESZ (KEZ 99.9) had another massive 6+ book thanks to all the hard-working elves. The station was obviously #1 (12.1-16.4) but just missed matching last year’s 16.5 share. HUBBARD Classic Rock KSLX remained at #2 but was down for the fifth book in a row (6.4-5.5). The two stations tied at #3 last survey remained an item. iHEARTMEDIA Hot AC KMXP (MIX) and HUBBARD Active Rock KUPD both went 4.5-4.6. It was a good book for the two country competitors. iHEARTMEDIA Country KNIX was up five places to #5 with its best book in over a year (3.7-4.1). ENTERCOM Country KMLE also moved up five slots – to #6 – with its highest score since JULY (3.4-3.8). It was tied with MARICOPA N/T KJZZ (4.0-3.8). ENTERCOM Classic Hits KOOL dropped to #8 with its lowest share in exactly a year (4.2-3.7).
The top four stations 25-54 remained unchanged from the previous survey. Not surprisingly KESZ was #1 with a huge share that tied last year’s. KUPD repeated at #2 with a slight increase while KSLX returned at #3 but with its lowest mark since MAY. KMXP was again the #4 station and had its first up book since SEPTEMBER. HUBBARD Alternative KDKB (ALT) moved up to #5 with a flat performance while iHEARTMEDIA Adult Hits KYOT (THE MOUNTAIN) dropped to a tie at #7 with its lowest share since MARCH.
KESZ beat last year’s 18-34 number by a half share as it cruised to its second straight win. KUPD remained at #2 with a slight decrease and was sharing the moment with KDKB, which moved up a slot as it regained about half of last book’s big loss. ENTERCOM Top 40/M KALV (LIVE 101.5) held steady at #4 but with its lowest total since JULY. KSLX remained at #5 as it lost a chunk of share. It was tied with iHEARTMEDIA Top 40/M KZZP (KISS), which moved up thanks to a slight increase.
There was little change in the top five 18-49. KESZ reigned supreme again and beat last year’s number by a full share. KUPD repeated at #2 with a slight increase. KDKB moved up to #3 with a modest gain while KMXP held steady at #4 with a slight decrease. KSLX dropped to #5 with its lowest score since JULY.
Minneapolis-St.Paul: Christmas Is Kool
There were two dominant themes in the TWIN CITIES this survey – Santa and the guys in purple. Santa was the clear victor as iHEARTMEDIA Classic Hits KQQL (KOOL) remained the 6+ leader (9.0-14.2) though it did not quite match last year’s 15.9 share. iHEARTMEDIA Sports KFXN (K-FAN) was down (7.6-6.9) but remained #2. iHEARTMEDIA Top 40/M KDWB was alone at #3 but with its lowest share in over a year (6.5-6.0). CUMULUS Classic Rock KQRS inched up to #4 but with its lowest total since JULY (6.2-5.9). HUBBARD Hot AC KSTP (KS 95) fell to #5 as it, too, had its smallest share in over a year (6.5-5.8).
The theme was similar in the 25-54 race as KQQL moved to the top spot with a huge increase. Alas, it was over a share short of last year’s final tally. KFXN dropped down to #2 as it returned all of last survey’s big increase. KDWB repeated as the #3 station but with its lowest mark since JANUARY. CUMULUS Active Rock KXXR (93X) remained at #4 and was joined by KQRS, which moved up despite a slight decrease. KSTP fell to #7 with its third straight down survey.
As we saw in the previous survey, two stations managed to crack the double-digit barrier 18-34. However, they were not the same two. KQQL moved up three places to #1 with a massive increase while KXXR stepped up to #2 with a solid gain. KDWB dropped to #3 and failed to register double digits for the first time in over a year. KFXN also fell – to #4 – as its double-digit book streak ended at three. KSTP held on at #5 despite its lowest share in over a year while ENTERCOM Adult Hits KZJK (JACK) slipped to #6 as it returned a large portion of last month’s huge increase.
KQQL came this close to matching last year’s 18-49 number. Still, the station was able to claim the #1 spot by a wide margin. KXXR advanced two spaces to #2 as it rebounded from last month’s loss. KDWB fell to #3 with its lowest share in exactly a year. KFXN stepped back to #4 while KSTP remained at #5 with its lowest score in over a year.
We can now officially retire all the holiday references for a while. The Ratings Experts from RESEARCH DIRECTOR, INC. appreciate your patronage – and eyeballs … which sounds so weird. We’ll be back in a month. In the meantime, if you would like us to help you navigate the NIELSEN waters, please reach out via the platforms below.
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