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Who really is the number one radio station on Maui?

As many of you know, I’ve spent a decade of my life in radio broadcasting since the late 90’s. I’ve programmed local radio stations on Maui including Q103 (KNUQ-FM) and created Da Jam 98.3 (KJMD-FM) in 2002 and since then there was never any data published on the ranking of the radio stations in this market. I’m going to attempt to pull back the veil and reveal “Oz” to you on how, why, and when you listen to the radio and why for some it’s a form of media with an expiration date.

The Maui market is so small in relation to the national rankings that ratings on the island have always been what I considered to be “leftover” statistics from the Honolulu market. It was far less frequent and the sample size very dismal. Not to mention, that methodology at the time was very archaic. It involved sending a person a diary that they would fill out to say what stations they would listen to, at what times, and for how long. In exchange, the listener would get a crisp one dollar bill for their efforts. Big whoop! Not to mention, they had to mail this diary back to the ratings company.

Da Jam 98.3 AZD
The radio hayday in the early 2000’s with my colleagues. (L-R) Trance, AZD, G-Money, Alize

Things have since changed and at the tail end of my radio career a new company came to the island that was designed specifically for small market radio stations. Eastlan Ratings is a privately held media-research firm headquartered in Bellevue, Washington. Eastlan Ratings was formed in 1999 and provides radio audience measurement data to over 450 subscribing radio stations in more than 90 markets across the United States.

The Eastlan Rating period has always been in the summer; what us radio types would call the “Summer Book,” which is the reason why you’ll hear most radio stations giving away trips, cash, and prizes during that time, it’s all for the ratings! People will always question: “Are these ratings accurate?” I remember a former colleague when I first started, I posed to them the very same question. The answer I received was something I remember until this day, he made an analogy using the fuel gauge of a car, “when you’re driving a car, you need to know how much gas you have. it may not be perfect but this is the only way to know or to give you an indication of how much longer your car can go.” Unlike online data, you can be much more accurate as to how you interact with your audience. Radio, not so much, but it’s all we got.

Radio ratings for as far as I can remember have never been published in the Maui media.

After starting MAUIWatch, I’ve always had it in the back of my head that I would try to publish the data so that the public would know who the number one radio station really was.

Radio salespeople are trained to sell you radio based on specifically targeted demographics, but, ultimately, the overall performance rating is noted as the 12+ Mon-Sun. 6a-12 mid group. Which means for everyone that took the ratings survey that is over 12 years old, from Monday – Sunday and from 6am to midnight- what did they listen to most?

With permission from Eastlan Ratings, I’m very pleased to share with the rest of the island, the Maui Radio Rankings. This data will show you each radio stations trends from the Summer of 2012 to 2015.

Ratings methodology is very complex, my aim is to boil it down to the brass tax. Overall, who scored the highest points.

© 2015 Eastlan Ratings. May not be quoted or reproduced without prior written permission from Eastlan Ratings.
© 2015 Eastlan Ratings. May not be quoted or reproduced without prior written permission from Eastlan Ratings.

Note: You will see some radio stations that show up in the survey that are from Oahu, which simply means that people that took the survey noted listening to Oahu radio stations, in some cases over Maui ones.

Have a question about this article or terminology? Leave a comment below.



About Neldon "AZD" Mamuad

Neldon "AZD" Mamuad is a pioneering social media entrepreneur who created MAUIWatch to solve the problem of breaking news on Maui. He has a 10-year pedigree running successful broadcast properties on Maui. He created KJMD-FM (Da Jam 98.3) in 2002 and hosted the widely popular "Big Phat Morning Show". Neldon is a local politco, event technologist, and involved with various community organizations. He was formerly Chairman of the Maui County Liquor Control Commission in 2014.

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