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Thanks to Mariners, KIRO-AM is tops
Saturday, July 28, 2001
By BILL VIRGIN
SEATTLE POST-INTELLIGENCER REPORTER
A runaway season for the Seattle Mariners meant a runaway win in the spring ratings book for its flagship radio station, KIRO-AM.
The Arbitron Co. said yesterday KIRO was the overwhelming leader in the Seattle-Tacoma market among listeners 12 and older tuning in Monday through Sunday 6 a.m.-midnight. Its audience share, 9.7 percent, was not only nearly 3.5 percentage points higher than the second highest finisher but nearly 2 percentage points better than KIRO's rating in the same quarter a year ago, and more than a point higher than last summer.
Trailing KIRO were country station KMPS-FM, urban contemporary KUBE-FM and oldies KBSG-FM, each with a share of more than 5 percent.
Following those stations were KZOK-FM and KVI-AM (tied for seventh), KRWM-FM, KWJZ-FM, KING-FM, KNDD-FM , KLSY-FM and KPLZ-FM (tied for 12th), KIXI-AM, KMTT-FM, KOMO-AM and KBTB-FM (tied for 16th), KISW-FM, KYPT-FM, KQBZ-FM and KCMS-FM (tied for 20th), KJR-AM, KYCW-AM and KNWX-AM.
KIRO has always done well with the Mariners; this year, though, in the 7 p.m.-midnight time segment Monday through Friday KIRO drew a 20 share in the spring book.
One of the big radio events of the quarter was nationally syndicated Howard Stern's morning program, which debuted in the Seattle market on KISW-FM, filling a void left by the loss of the long-running and well-drawing Bob Rivers and Twisted Radio.
Since Stern started May 14 the latest book doesn't indicate how well Stern will do over a full ratings period; still, KISW did reverse a two-quarter slide in which the station's share fell from 3.7 last summer to 2.1 in winter 2001; it was 2.4 in the latest book. In the 6-10 a.m. segment KISW did boost its audience share, although the full-quarter number wasn't as high as when Rivers had the show.
Other moves include KING-FM, jumping from a tie for 19th in the winter book to 10th in the spring book, and KNDD-FM, falling from fifth in winter to 11th in spring.
The ratings do not include non-commercial stations such as KPLU-FM and KUOW-FM.
P-I reporter Bill Virgin can be reached at 206-448-8319 or billvirgin@seattlepi.com
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