KHON-TV rated tops
Dominance, erosion and idol
worship mark local TV ratingsLocal TV ratings
KHON-TV can claim three No. 1 newscasts among the four news shows aired daily by local broadcast network affiliates. KITV has one top-rated newscast, but its lead at 5 p.m. has eroded since KHON launched a local newscast at the same time of day last July.
KHON is within one share point, or 1 percent of the audience that is watching TV at that time of day, according to new ratings by Nielsen Media Research.
Most of KHON's first-place rankings are significant. Its rating for one hour of its three-hour morning show is double that of No. 2 KHNL, its share is more than triple KHNL's. The Channel 2 News' rating and share doubles that of KITV at 6 p.m. and it is four rating points and 10 share points ahead of second-ranked KHNL at 10 p.m.
"Basically everyone held the same ranking," said Mike Rosenberg, president and general manager of KITV.
Bragging rights come with ranking, but advertising dollars come with success in viewer demographics.
"In the demos we're pretty dominantly No. 1 25-to-54," he said. "We beat everybody else by 33 percent," said Rosenberg of the 5 p.m. show.
Demographics were also emphasized by John Fink, vice president and general manager of KHNL and KFVE.
At 6 p.m. the stations are within one or two points of each other among viewers 18-to-49 and 25-to-54, Fink said.
Among viewers 50 and older, KHNL has 4 percent, KITV has 7 percent, KGMB has 7 percent, and KHON has 15 percent, he said.
"So we're very much aware that the growth potential for us is on a viewer looking for a different approach to news," said Fink.
"NBC has lost some household share and so our lead-in (programming for the 10 p.m. news) is not as strong from a household standpoint and yet we held our own in ratings and the all-important demographics," he said. "NBC still has the most quality shows but because of all the stunting and reality shows it was not as strong."
Fox network's "American Idol," for instance, got what Rosenberg and Fink described as "Super Bowl numbers."
The show averaged a 31 household rating, meaning that 31 percent of Hawaii residents were watching the show, Rosenberg said. Of the people who were watching television, 45 percent or nearly half were tuned in to the pop-culture, star-breaking and star-making show. During the 28-day rating period, Fox's 92 hours of prime-time programming earned a total of 644 points, nearly a quarter of them from "American Idol," Fink said.
The only locally produced show to place among Hawaii's favorite five in May, was the Merrie Monarch Festival broadcast over three nights by KITV. It tied for fourth place with "CSI Miami," a sister-show to CBS' "CSI" franchise. The shows each earned a 10 rating; "CSI Miami" had 26 share points, only one more than Merrie Monarch.
TV picks
Hawaii's favorite shows in May 2003:1) "American Idol" (Fox), various nights, averaged a 31 rating and a 45 percent share, meaning 45 percent of the people watching television were watching "American Idol."
2) "CSI" (CBS), Thursday night, 21 rating and a 32 share.
3) "Friends" (NBC), Thursday night, 15 rating, 25 share.
Tie for 4) "CSI Miami" (CBS) 14 rating, 26 share; Merrie Monarch coverage (KITV), three nights, 14 rating, 25 share.
Source: Nielsen Media Research
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Local TV ratings
5 p.m. local news
Station May '02 May '03 Rating/Share Rating/Share KITV 7/20 6/17 KHON 6/15 6/16 KGMB 5/13 5/13 KHNL 4/10 3/9
6 p.m. Local News
Station May '02 May '03 Rating/Share Rating/Share KHON 14/27 14/29 KITV 6/12 7/14 KGMB 6/13 6/12 KHNL 6/12 5/10
10 p.m. Local News
Station May '02 May '03 Rating/Share Rating/Share KHON 11/24 12/26 KHNL 8/18 8/16 KGMB 7/14 8/16 KITV 6/13 6/13 Note: Rating is the percentage of households watching a show. The share is the percentage of people watching television who are tuned in to a program.
Source: Nielsen Media Research
