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Mariners extend KIRO's lead
Saturday, October 20, 2001
By BILL VIRGIN
SEATTLE POST-INTELLIGENCER REPORTER
Boy is KIRO-AM going to miss the Seattle Mariners when their season ends.
Not only did the Mariners' flagship station extend its lead in the Seattle-Tacoma radio market from the spring quarter to summer, according to the latest ratings from The Arbitron Co., it racked up an amazing 22 percent share of the market in 7 p.m.-midnight segment Monday to Friday. That was more than three times the audience share of its next-closest competitor in that time slot.
In the overall ratings, covering listeners 12 and older Monday through Sunday 6 a.m. to midnight, KIRO held 11.5 percent of the market, nearly double the share of the second-place finisher, KMPS-FM.
They were followed by KUBE-FM, KWJZ-FM, KBSG-FM, KVI-AM and KRWM-FM (tied for sixth), KNDD-FM, KBKS-FM, KIXI-AM and KING-FM (tied for 10th), KLSY-FM, KCMS-FM, KZOK-FM and KPLZ-FM (three tied at 13th), KISW-FM, KMTT-FM, KOMO-AM, KYPT-FM, KQBZ-FM, KBTB-FM, KJR-AM, KFNK-FM and KNWX-AM (tied at 23rd) and KYCW-AM.
KIRO won each of the four weekday time segments for which Arbitron releases data: 6-10 a.m., 10 a.m.-3 p.m., 3-7 p.m., and 7 p.m.-midnight.
There were relatively few sharp moves up or down in the summer book. Smooth jazz station KWJZ climbed from ninth in spring to fourth in summer, and Christian music station KCMS-FM rose from a tie for 20th to a tie for 13th, while KZOK-FM went from sixth to a tie for 13th. KBKS-FM went from fifth to ninth and KBTB-FM dropped from a tie for 16th to 21st.
The summer book was the first full quarter to gauge the strength of Howard Stern's nationally syndicated show on KISW-FM. In the 6-10 a.m. weekday segment, KISW-FM went from 15th in the spring book to sixth in the summer book.
The autumn book likely will be influenced by the Mariners, as well as the Sept. 11 attacks that could boost news/talk stations. It also will provide a read on the market strength of Bob Rivers, who earlier this month started on KZOK in the mornings after leaving KISW last year.
The overall ratings released by Arbitron do not include non-commercial stations such as KUOW-FM and KPLU-FM, which draw significant shares of the audience. The spring and fall books are considered the most significant in influencing programming decisions and advertiser choices.
P-I reporter Bill Virgin can be reached at 206-448-8319 or billvirgin@seattlepi.com.
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