KRTR-FM takes top overall ratings spot in key age group
Michael W. Perry and Larry Price still have the No. 1 morning show on top-rated KSSK-FM 92.3, but another station has beaten KSSK's overall rating in a key demographic.
From 6 a.m. to 10 a.m., KSSK -- owned by Texas-based Clear Channel Communications Corp. -- has far and away the biggest radio audience, with 20.6 percent of listeners 12 and older; and among listeners ages 25 to 54.
And over a broader time frame as well, 6 a.m. Monday through midnight Sunday, Perry and Price remain number one among listeners 12 and older.
But for one demographic group -- the key 25-to-54-year-old audience -- in that same time frame, KSSK was bested by KRTR-FM 96.3 with its 10.0 share, versus KSSK's 9.7.
Mike Kelly, vice president and general manager of KRTR and other stations owned by Georgia-based Cox Radio Inc., attributes KRTR's rise to its quality, its promotions and to "an adjustment" in radio listening in the months after the October earthquakes and blackout.
Honolulu is one of the radio markets measured year-round by Arbitron Inc. and the Winter 2007 survey, taken from Jan. 11 to April 4, means the listening spike following the October earthquake has dropped out, as a factor. That may have eroded KSSK's lead.
KRTR rose more than three share points, as did KUMU-FM 94.7, in the 25-to-54-year-old demographic, Kelly said.
The 18-to-34 year old demographic battle was won by "DaBomb," or KDDB-FM 102.7, owned by Maui-based Visionary Related Entertainment LLC.
"DaBomb" unseated KDNN-FM 98.5 in the top spot, even though "Island 98.5" went up in share.
Asked how that happens, Jamie Hyatt, director of programming and listener advocate for Clear Channel's Hawaii stations explained, "It's kind of like we got more votes, but somebody else got even more."
It's a common occurrence in the "format battles," he said. Youth-oriented stations such as KIKI-FM 93.9, KPHW-FM 104.3 and KDDB "seem to take turns beating each other."
"DaBomb" parent company, Visionary Related Entertainment, also saw "substantial" growth for KQMQ-FM 93.1, noted John Aeto, Oahu general manager.
However, the programmer for "DaBomb" and "TheZone" has been replaced as has overarching programming leadership at the VRE Oahu cluster -- and KQMQ morning man Justin Cruz left to become KHON-TV weather anchor.
VRE continues to search for a replacement. Meanwhile, "we have a strategic plan on the programming side that we continue to chip away at," said Aeto. "With the addition of (Creative Director) Darah York and (Director of Programming) Brock Whaley and this nice book, it's nice to know we're on the right path."
HONOLULU RADIO RATINGS WINTER 2007
Top 5 Oahu morning radio shows 6 to 10 a.m. Monday through Friday
Top 5 Oahu Radio stations 6 a.m. to Midnight Monday through Sunday
|1 KSSK FM 92.3/AM 590
|2 KRTR-FM 96.3
|3 KCCN-FM 100.3
|4 KINE-FM 105.1
|5 KUMU-FM 94.7
A share is the percentage of those listening to radio who are tuned in to a particular station.
Source: Arbitron Inc.