THE POWELL REPORT: RADIO SURVEY 8/2008

December 3 2008, 12:34 pm | BY Lynchy | No Comments

Initiative Business Manager Joy Powell’s analysis of the final Perth Radio Survey for 2008, released yesterday.

OVERALL RESULTS PEOPLE 10+

#1 : MIX 94.5 was 16.8 – NOW 16.5 (Decrease of 0.3%)

#2 : 92.9 was 11.9 – NOW 13.6 (INCREASE of 1.7%)

#3 : ABC720 was 11.2 – NOW 11.8 (INCREASE of 0.6%)

#4 : 96fm was 11.7 – NOW 10.3 (Decrease of 1.4%)

#5 : 6PR was 10.2 – NOW 9.8 (Decrease of 0.4%)

#6 : NOVA was 10.1 – NOW 9.5 (Decrease of 0.6%)

#7 : 6IX was 5.2 – NOW 5.3 (INCREASE of 0.1%)

#8 : JJJ was 5.2 – NOW 5.2 No Change

Comments & Observations

• At a quick glance 92.9 took away from 96fm. MIX 94.5 finished the year a clear 2.9% ahead of their nearest competitor, which is their sister station 92.9

• MIX 94.5 gained share in their Morning and Afternoon sessions and held share in Breakfast. Increases in share with demographics P18-24 and P25-39, along with GB’s. Retaining No. 1 overall position (as they have for the past nine years) and are still No. 1 P40-54 and GB’s and No. 1 in Mornings, Afternoon & Weekend listening.

• 92.9 regained No. 2 position overall and obtained largest share increase for P10+ this survey. Audience increases across most sessions – excluding Evening. Demographic share increase highlights are +5% P25-39 / +3.1% P18-39. There were increases for all demographics excluding P18-24 where only marginal share loss occurred. Station is No. 1 for P10-17 and P25-39 and also No. 1 for Drive session.

• 96fm concludes the 2008 survey year as the No. 3 commercial station P10+. Only demographic increase this survey P10-17 and only session increase was Evening. However, their figures have improved across the year for P25-39 and P25-44.

• ABC720 retain No. 1 P55+ and won Breakfast session.

• 6PR are No. 1 Evening session and No. 1 Commercial Station for P55+. Session increases in Drive & Evening. Audience increases P10-17, P55+ & GB’s.

• NOVA is No. 1 P18-24. They gained audience increases in P18-24 and P18-39 along with Afternoon & Drive sessions.

• 6IX had the highest cume increase – 28,000. Station also increased share in their Breakfast, Drive, Evening and Weekend session listening. Audience increases also occurred for P10-17, P40-54 & GB’s.

DEMOGRAPHICS

Ppl 10-17

#1 : 92.9 still – 37.4%

#2 : NOVA – 21.3%

#3 : 96FM – 14.1%

#4 : MIX 94.5 – 12.3%

• Biggest losses for this demo were MIX 94.5 down (-2.7%) and Nova down (-2.1%).

• Largest increase by 96FM up (+5.2%).

• Positions #3 and #4 swapped.

Ppl 18-24

#1 : Nova – 28.4%

#2 : 92.9 – 24.1%

#3 : MIX 94.5 – 15.5%

#4 : JJJ – 13%

# 5 : 96fm – 11.9%

• Largest decrease was 96fm who were down (-6.9%).

• Greatest increase was by NOVA up (+4.7%).

• Only JJJ remained in same position. 92.9 swapped with Nova & 96fm swapped with MIX 94.5.

Ppl 25-39

#1 : 92.9 – 23.5%

#2 : MIX 94.5 – 21.1%

#3 : 96FM – 18.5%

#4 : NOVA – 13.4%

#5 : JJJ -10.4%.

• Highest decreases were from 96FM down (-2.5%) and 6PR down (-2.4%).

• Largest increases were by 92.9 (+4.6%) and MIX 94.5 up (+4.2%).

•Positions 92.9 moved from #2 to #, MIX 94.5 moved from #3 to #2, 96FMmoved from #1 to #3. Nova and JJJ remain the same position.

Ppl 40-54

#1 : MIX 94.5 – 24.8%

#2 : ABC720 – 11.7%

#3 : 96fm – 10.8%

#4 : 6PR – 10.7%

#5 : 6IX – 10.1%

#6 : 92.9 – 9.9%

• Highest decreases was MIX 94.5 down (-2.6%) and 6PR down (-2.2%).

• Largest increases was by 6IX (+3.9%).

• Only positions ABC720 swapped with 6PR, 6IX moved from #7 to #5, 92.9 moved from #5 to #6

Ppl 55+

#1 : ABC720 – 23.5%

#2 : 6PR – 19%

#3 : MIX 94.5 – 7.5%

#4 : 6IX – 6%

• Highest decrease was MIX 94.5 down (-3.1%).

• Highest increases was 6PR (+2.4%).

• No position changes.

Grocery Buyers

#1 : MIX 94.5 – 18.9%

#2 : ABC720 – 14.1%

#3 : 6PR – 11.5%

#4 : 92.9 – 9.2%

#5 : 96fm – 8.4%

#6 : NOVA and 6IX – 6.2%

• No Position Changes.

WEEKDAY SESSIONS

Breakfast

#1 : ABC 720 – 16.3% increase of 1.5%

#2 : MIX 94.5 – 15.9% increase of 0.8%

#3 : 92.9 – 12.3% increase of 0.7%

#4 : Nova – 10.4% DECREASE of 0.4%

#5 : 6PR – 10% DECREASE of 1.1%

#6 : 96FM – 9.1% DECREASE of 1.9%

• Only position 3 held by 92.9 remained unchanged in Breakfast. All others changed.

• MIX 94.5 who were No. 1 moved to No. 2.

• ABC720 moved up the ladder from No. 2 position, to now No. 1.

• Nova moved from previously No. 6 to now No. 4.

• 6PR moved from back from No. 4 to No. 5 and 96fm dropped back from No. 5 to No. 6 position.

Morning

#1 : MIX 94.5 – 17.7%

#2 : 92.9 and 96fm – 12.1% each

#3 : ABC 720 – 11.0%

#4 : 6PR – 9.9%

#5 : Nova – 9.0%

#6 : 6IX – 5.8%

Position 1 remained unchanged. 96 held their No. 2 position, but now share equal billing with 92.9,

Afternoon

#1 : MIX 94.5 – 19.2%

#2 : 92.9 – 14.5%

#3 : 96FM – 13.4%

#4 : NOVA – 10.9%

#5 : 6PR – 9.3%

#6 : ABC 720 – 7.6%

Positions 1, 4 & 5 remain unchanged. 92.9 swapped positions with 96FM from #3 to #2 as did ABC 720 with JJJ from #7 to #6.

Drive

#1 : 92.9 – 19%

#2 : MIX 94.5 – 14.2%

#3 : NOVA # 3 – 9.6%

#4 : 96FM – 9.5%

#5 : 6PR – 9.4%

#6 : ABC720 – 9.1%

Positions 1-4 changed.

Night

#1 : 6PR – 13.6%

#2 : ABC 720 – 13.4%

#3 : 92.9 – 12.1%

#4 : MIX 94.5 – 12%

#5 : 96FM – 8.4%

#6 : Nova – 6.7%

PEOPLE 10+ CUMULATIVE AUDIENCE

MIX 94.5 – 429,000 (UP 4,000)

92.9 – 421,000 (UP 19,000)

NOVA – 323,000 (Down 11,000)

ABC720 – 284,000 (UP 2,000)

96fm – 279,000 (UP 11,000)

6PR – 205,000 No change

JJJ – 160,000 (UP 15,000)

6IX – 144,000 (UP 28,000)

Cume au
dience gains (+78,000) were significant in comparison to drops (-11,000). A total reversal of last survey.

PEOPLE 10+ AVERAGE AUDIENCE

MIX 94.5 – 36,000 (UP 1,000)

92.9 – 30,000 (UP 5,000)

ABC 720- 26,000 (UP 3,000)

96FM – 22,000 (Down 2,000)

6PR – 21,000 No Change

NOVA – 21,000 No Change

6IX – 11,000 No Change

JJJ – 11,000 No Change