A scientific survey of listening habits of Guam residents shows that Hit Radio 100 remains No. 1 in almost all categories.
The omnibus study conducted by QMark Research & Polling and completed in late April 2004 also reveals that I-94 FM has made a surprising move up the ranks of listenership among Guam’s eight radio stations.
As a measure of the percentage of listeners tuning in Hit Radio 100 FM led all time periods in frequency of mention in the survey as it did in October 2003. Hit Radio claimed more than 20% of listeners in four time periods — 6 to 10 a.m. 10 a.m. to 2 p.m. 2 to 6 p.m. and 6 to 10 p.m. The next closest was Power 98 FM with 10% to 15% in those time periods. Other leaders in “Radio Listeners By Daypart” were I-94 FM with 11% in the morning and 12% in the afternoon when they moved from 3% to 12% which was the biggest move among stations; KStereo 95.5 FM with 15% from 10 a.m. to 2 p.m.; The Rock 105.1 FM with 10% at night; Newstalk K-57 which attracted 13% of listeners in the morning period; KTKB 101.9 FM with 10% at noon and 11% at night; and KISH 102.9 FM with 9% in the afternoon.
Kurt S. Moylan president of Moy Communications Inc. which acquired Hit Radio on April 30 from Guam Radio Services Inc. said he was pleased by the survey results. “We’ll do whatever it takes to maintain our No. 1 position.”
Moylan said Hit Radio’s studios would move in October across O’Brien Drive into the Julale Center which is owned by Colonial Investment Co. the real estate arm of the Moylan family business. Moy Communications acquired the assets of Guam Radio Services for $350 000 according to its application with the Federal Communications Commission. It has a six-month lease for Hit Radio’s present location.
Joey Calvo general manager of Pacific Telestations which include I-94 and Isla 61 and KUAM TV8 and 11 said I-94’s increased listenership was thanks to Tony Blaz’s controversial morning show “Positively Local ” and on the strength of more news. Calvo said he expects additional market share for I-94 with the May 17 addition of disc jockeys Chris Barnett and Julius Santos who left Hit Radio with their popular “Malafunkshun ” show.
The QMark survey’s objectives were to understand radio listening habits of Guam residents and to determine which radio stations on Guam are most popular with listeners. According to QMark the phone survey of 400 listeners has a margin of error of plus or minus 4.9% with a 95% confidence level.
On weekends Hit Radio led the morning segment with a 22% share of listeners and the noon period with 17%. The afternoon daypart was tied by KStereo and KISH with 18% of mentions. Hit Radio led the 6 to 10 p.m. period with 36% of mentions.
While Hit Radio ranked first in most dayparts for the age group of 18 to 34 years there was no clear cut leader for the 35-plus audience. The 6 to 10 a.m. daypart saw Newstalk K-57 lead the way for 35-pluses with 32%. KStereo was the most frequently mentioned station for 10 a.m. to 2 p.m. with 24%. KStereo and K-57 led the afternoon daypart with 19% and 17%. Hit Radio and The Rock tied for the 6 to 10 p.m. daypart with 24%.
Overall the 35-plus age group listened to a much more diverse selection of radio stations. As for overall station mentions in this age group Newstalk K-57 led the way with 16% followed by KStereo at 14% and Hit Radio and KISH with 12%.
The survey also carries detailed information about where listeners were during each daypart. In the 2 to 6 p.m. category Hit Radio saw significant shifts. “Fifty-five percent of those that cited listening to this station were in their car compared to 40% in 2003 an increase of 15 percentage points. This station saw a decrease of 21 percentage points in the number of listeners at the work place falling from 31% in 2003 to 10% in 2004.” In the 6 to 10 p.m. daypart “Hit Radio 100 FM’s listeners for this time period were 15% less likely to be at home than in 2003 falling from 65% to 50%.”MBJ