Listener miscount bumps KUMU down in radio survey
KUMU-FM 94.7 got credit for more listeners than it had in the fall 2010 Arbitron survey, causing Arbitron officials to reissue the survey yesterday for Honolulu.
The new corrected fall survey for Honolulu shaved 0.3 share points from the KUMU-FM morning show, bumping it to No. 3 from No. 2 among adults 25 to 54, where it had been in the earlier-released version. The adjustment also shaved 0.4 share points from the morning show among listeners 12 and older, sending it into a tie with KDNN-FM 98.5 for No. 2, where it had held the solo spot in the earlier report.
Both KUMU-FM and its former sister station, KUMU-AM 1500, were simulcast until KUMU-AM was sold in September to Honolulu-based Blow Up LLC, which changed its programming to sports and its call letters to KHKA. The fall 2010 Arbitron survey measured radio listening between Sept. 16 and Dec. 8.
Arbitron was not notified of the sale or programming change, either by KHKA-buyer Blow Up, which also owns KKEA-AM 1420, or by California-based Ohana Broadcast Co. LLC. As such, the ratings service continued to credit KUMU-FM with the larger, but erroneous simulcast measurement, and resulting in the reissue of the survey results. Officials at Blow Up and Ohana could not be reached.
The reissued survey shows that KHKA garnered 0.5 share points among listeners 12 and older for No. 26 in the market, while among adults 25 to 54, it is tied for No. 22 with 0.6 share points.
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