Perry and Price tops, again, on morning radio

The Arbitron "book" of radio ratings keeps track of who's listening to what, and it is no surprise to learn that during the mornings of winter, 2008, most Honolulu listeners were tuned in to Michael W. Perry and Larry Price's simulcasts on KSSK-AM and KSSK-FM.

But this time, it is KSSK's 30th consecutive first-place finish in the Arbitrons.

Even though there was a slight dip in their ratings last year, this year's KSSK "share" exactly matches the ratings for 2006, more than three times the number of listeners tuned in to the second-place stations.

Arbitron's "Winter 2008" period ended April 2.

In the coveted 6 to 10 a.m. "drive time," KSSK has 21.4 percent of listeners 12 and older, and hangs on to older listeners 25 to 54 years old throughout the day.

KSSK is owned by Clear Channel Communications Corp. of Texas.

However, in a key demographic group of young adults 18 to 34 years old, KSSK tumbled, going from a 10.1 share to 6.5. KPHW-FM leads this group with a 12.1, followed by KCCN-FM and KDDB-FM, all of which gained listeners over the last year at KSSK's expense.

KPOI-FM, with a top-to-bottom revamping of on-air talent, also made impressive gains, moving from 16th to 5th place among older listeners. At this time last year, KPOI was in 10th place in this arena. The dramatic slippage and turnaround is the result of a period of adjustment to the new format, according to KPOI general manager John Aeto, the "adult contemporary" format continues to woo new listeners, with Honolulu's primary adult-contemporary outlets forming a cluster near the top of the ratings pile.

"Rock 'n' roll," said Aeto, "is alive and well in Honolulu."

Winter listening

Source: Arbitron Inc.