KSSK radio again tops the spring Arbitron radio ratings survey released yesterday and its morning team of Michael W. Perry and Larry Price commands more than three times the audience of its nearest competitor. KSSK retains its usual
The numbers
spot atop radio ratingsBy Erika Engle
eengle@starbulletin.comKSSK tops the overall audience measurement survey of listeners 12 and older as well as in the 25- to 54-year-old demographic, while "Island Rhythm" KDNN-FM (98.5), another station owned by Texas-based Clear Channel Communications Inc., leads the stations of choice among the 18- to 34 year-old age group.
KSSK simulcasts its programming at 590 AM and 92.3 FM from 7 p.m. to 10 a.m. and during these hours the stations' ratings can be combined. For other comparisons however the stations count as separate entities as far as Arbitron is concerned.
Three of the five Honolulu stations owned or operated by Georgia-based Cox Radio Inc. were in the top five stations in the 12-plus and 25- to 54- year-old demographic groups; two of its stations are in the top five among 18- to 34-year-olds where the other three stations are owned by Clear Channel.
"I thought KRTR (96.5) had a great book, but even when the ratings aren't great it's still a great radio station," said Austin Vali, one of two Cox Radio Hawaii vice presidents and general managers. Good ratings translate into higher rates for commercials, Vali said, "It (the ratings survey) doesn't dictate your worth, it dictates your prices."
In the morning ratings battle, coming in second to Perry and Price's double-digit audience share was the Chris (Hart) and Chris (Reiser) morning show, followed by No. 3 KDNN-FM with Lanai and Augie. Tied for the No. 4 spot were the morning shows on sister stations KCCN-FM 100 and KINE-FM 105.1.
Two Honolulu radio stations underwent format changes that won't be fully measurable until the next survey, now underway.
KHUI-FM at 99.5 switched from soft rock to Hawaiian music in April during the survey period. Its ratings share remained the same but it dropped in ranking from No. 14 to No. 16 overall.
Modern rock KAHA-FM 105.9 changed its format to classic rock aimed at men from 30 to 50 years old on July 5, after the close of the survey period. The old format's last book showed an improvement in ratings among the overall audience.
Its aim at an older male audience may have an impact on some non-rock stations, according to Vali.
"Any station that has an appeal to 35-plus men will probably feel some effect," he said.
The spring and fall ratings surveys are key for advertising sales, but most media buyers look at long-term performance.
Cox and Clear Channel executives were all pleased with the spring ratings but pointed out that one ratings period doesn't make or break a station or its advertising sales.
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The top 10 radio stations in Honolulu, among 12 years and older, from 6 a.m. to midnight: Hit list
Station Share 1. KSSK-FM (92.3) 9.9 2. KRTR-FM (96.3) 7.2 3. KINE-FM (105.1) 7.1 4. KCCN-FM (100.3) 6.8 5. KDNN-FM (98.5) 6.5 6. KUCD-FM (101.9) 5.2 7. KDDB-FM (102.7) 4.5 8. KUMU-FM (94.7) 4.5 9. KIKI-FM (93.9) 4.5 10. KSSK-AM (590) 4.3 *Share is the percentage of audience listing.
Source: Arbitron Inc.Oahu radio guide
