WILD RIDE FOR RADIO IN FIRST SURVEY UNDER NEW RATINGS METHODOLOGY

March 5 2009, 10:37 pm | BY Martin Trevaskis | 2 Comments

Some massive share changes have characterised Perth Radio Survey 1, 2009 conducted using the new ‘single diary household’ system.

From the last survey of 2008 to this one, 92.9 increased a staggering 11.6% in People 10-17 to go from 37.4% to 49.0% but lost 7.9% in 25-39s to drop from 23.5 to 15.6%. ABC youth station Triple J lost 3.7% in 10-17s but gained 11.3% (to 24.3) in 18-24s, and 5.4% (to 15.8) in 25-39s. Nova 93.7 dropped 9.9% to 18.5 in 18-24s.

Ratings providers Nielsen has recommended caution in making comparisons between ratings prior to this year and this year onwards because of the change in survey methodology. The new survey system uses 1 diary for 1 individual per household. The previous system used ‘household flooding’, where a diary was issued to every eligible member of a household. That system was criticized because it was suspected that, in some cases, one person would fill in all the diaries on behalf of the other household members.

The new system, whilst being more time-consuming and expensive to administer, is expected to provide more reliable results but the wild fluctuations between the last two surveys indicate a substantially different radio landscape in Perth. Subsequent surveys will show whether the changes are permanent or the result of summer listening patterns. Survey 1 covered the period from January 18 to February 14.

Here’s Initiative Business Manager Joy Powell’s review of Survey 1, 2009.

There was a new diary method being implemented for Survey 1, which waspart of the reason these results were late (originally due to bereleased on Tuesday, February 24). This new methodology also probablyaccounts for some of the occurrences within these results.

OVERALL RESULTS ALL PEOPLE 10+

#1 : MIX 94.5 was 16.5 – NOW 15.4 (Decrease of 1.1%)

#2 : 92.9 was 13.6 – NOW 13.2 (Decrease of 0.4%)

#3 : ABC720 was 11.8 – NOW 12.1 (INCREASE of 0.3%)

#4 : 96fm was 10.3 – NOW 10.4 (INCREASE of 0.1%)

#5 : 6PR was 9.8 – NOW 9.2 (Decrease of 0.6%)

#6 : NOVA was 9.5 – NOW 8.9 (Decrease of 0.6%)

#7 : JJJ was 5.2 – NOW 8.4 (INCREASE of 3.2%)

#8 : 6IX was 5.3 – NOW 5.3 (No Change)

Comments & Observations

• What happened for JJJ to increase 3.2%? Apart from a new diary methodthe only thing I am aware of was that Triple J had ‘Hottest 100’ onAustralia Day (and in the week leading up to it heaps of promotion andinterviews regarding the event).

•  MIX 94.5 whilst all demographics (excluding P55+) lost share andsimilarly all sessions (excluding Evening) lost share for MIX, theyretained their Overall No. 1 position and also remains No. 1 forP40-54, GB’s, Morning & Afternoon sessions, along with weekendlistening.  Share increases for P55+ (+2.1%) and Evening session(+1.1%).

•  92.9 had a great survey for P10-24 (increasing share for P10-17 by amassive +11.6% and P18-21 up +2.3%. Station held No. 2 position withOverall share, and retained No.1 position P10-17 and Drive session.92.9 also moved up to No. 1 position for P18-24.  Station did losesignificant share amount P25-39 (-7.9%). 92.9 had an increase in Cumefor P10+ of a massive 64,000.

•  96fm retained No. 3 commercial station P10+. Despite a small lossP25-39, station moved from No. 3 to No. 1 for this demographic. 96 alsonow holds No. 2 position P40-54 (along with Morning and Afternoonsessions). Only demographic increase this survey P40-54 (+2.5%) andonly session share movement was a marginal loss in weekend listening.

•  ABC720 retained No. 1 P55+ and Breakfast (also now No.1 Evening).

•  6PR are now No. 2 Evening session and No. 2 P55+. Session increasein Breakfast.  Audience increases P18-24, P25-39, P55+ & GB’s.

•  NOVA is lost its No. 1 P18-24. Gained audience increases in P25-39,P40-54 & GB’s, along with Evening session. NOVA also had a veryhealthy increase in Cume for P10+ with 31,000.

•  6IX increased share in their Breakfast, Morning & Eveningsessions. Audience increases also occurred for P25-39 & P55+.

•  Also noted – JJJ increased significantly Total People, P18-24, P25-39, P40-54 & GB’s. Session increases across the board.

DEMOGRAPHICS

People 10-17

#1  :  92.9 – 49.0%

#2  :  NOVA – 20.8%

#3  :  96FM – 11.9%

#4  :  MIX 94.5 – 8.1%  

Biggest losses for this demo were MIX 94.5 down -4.2%, JJJ down -3.7% and 96fm down -2.2%.

Largest increase by 92.9 up (+11.6%).

No Position changes this survey.

People 18-24

#1  :  92.9 – 26.4%

#2  :  JJJ – 24.3%

#3  :  NOVA – 18.5%

#4  :  MIX 94.5 – 12.9

#5  :  96fm – 11.2%

Largest decreases were NOVA down -9.9% and MIX 94.5 down -2.6%.

Largest increases by JJJ up +11.3% and 92.9 up +2.3%.

Only 96fm remained in same position. 92.9 took No. 1 from NOVA, JJJ moved up from no. 4 to no. 2.

People 25-39

#1  :  96fm – 17.8%

#2  :  MIX 94.5 – 17.2%

#3  :  JJJ – 15.8%

#4  :  92.9 – 15.6%

#5  :  NOVA – 14.2%.

Largest decreases were 92.9 down -7.9% and MIX 94.5 down -3.9%.

Largest increases were by the non-commercial stations JJJ +5.4% and ABC720 up +3.2%.

Only MIX 94.5 retained their same position. All other positionschanged.  96 moved from #3 to #1, 92.9 moved from #1 to #4, JJJ movedfrom #5 to #3 and NOVA from #4 to #5.

People 40-54

#1  :  MIX 94.5 – 24.5%

#2  :  96fm – 13.3%

#3  :  ABC720 – 12.9%

EQUAL # 4  : 92.9 and 6IX – 8.7%

#5  :  6PR 7.5%

#6  :  NOVA – 5.8%

Highest decrease was 6PR down (-3.2%).  Largest increases was by 96fm (+2.5%).

Again only MIX 94.5 retained their same position.  All other positionschanged.  96fm and ABC720 swapped positions, 92.9 & 6IX are nowEqual No 4 (No 3 Commercial Stations). NOVA moved up and 6PR moved back.

People 55+

#1  :  ABC720 – 22.8%

#2  :  6PR – 20.1%

#3  :  MIX 94.5 – 9.6%

#4  :  6IX – 7.9%

Largest increases were MIX 94.5 (+2.1%) and 6IX (+1.9%).

No position changes.

Grocery Buyers

#1  :  MIX 94.5 – 17.1%

#2  :  ABC720 – 14.0%

#3  :  6PR – 11.8%

#4  :  92.9 – 9.4%

#5  :  96fm – 7.9%

#6  :  NOVA – 6.3%

#7  :  6IX – 6.2%

#8  :  JJJ – 4.8%.

No Position Changes.

WEEKDAY SESSIONS

Breakfast

#1  :  ABC720 – 16.2% Decrease of 0.1%

#2  :  MIX 94.5 – 15.0% Decrease of 0.9%

#3  :  92.9 – 11.7% Decrease of 0.6%

#4  :  6PR – 10.5% INCREASE of 0.5%

#5  :  NOVA – 10.0% Decrease of 0.4%

#6  :  96fm – 9.1% No Change

Only positions 1, 2, 3 & 5 remaine
d unchanged in Breakfast.

6PR & NOVA swapped positions.

Morning

#1  :  MIX 94.5 – 16.1%

#2  :  96fm – 12.2%

#3  :  92.9 – 10.3%

Equal #4  :  ABC720 and JJJ – 10.0%

#5  :  6PR – 9.6%

#6  :  Nova – 8.5%

#7  :  6IX – 6.0%

MIX 94.5 and 96fm remained unchanged.  All others changed.

Afternoon

#1  :  MIX 94.5 – 17.8%

#2  :  96fm – 13.4%

#3  :  92.9 – 12.9%

#4  :  JJJ – 10.8%

#5  :  6PR – 9.2%

#6  :  ABC 720

Positions 1, 5, 6 & 8 remain unchanged. All others changed.

Drive

#1  :  92.9 – 21.8%

#2  :  MIX 94.5 – 13.5%

#3  :  ABC720 – 10.5%

#4  :  96fm – 9.8%

#5  :  NOVA – 9.5%

#6  :  JJJ – 8.7%

Positions 1, 2, 4 & 8 remain unchanged. All others changed.

Night

#1  :  ABC720 – 14.0%

#2  :  MIX 94.5 – 13.1%

#3  :  92.9 – 12.7%

#4  :  6PR – 10.7%

#5  :  NOVA – 9.7%

#6  :  96fm – 8.8%

All positions excluding # 3 changed.

PEOPLE 10+ CUMULATIVE AUDIENCE FIGURE

92.9 – 485,000  (UP 64,000)

MIX 94.5 – 439,000  (UP 10,000)

NOVA – 354,000  (UP 31,000)

ABC720 – 307,000  (UP 23,000)

96fm – 281,000  (UP 2,000)

JJJ – 202,000  (UP 42,000)

6PR – 166,000  (down 39,000)

6IX – 138,000  (down 6,000)

Cume audience gains (+172,000) were massive in comparison to drops (-45,000), so summer listening was up.

PEOPLE 10+ AVERAGE AUDIENCE FIGURE

MIX 94.5 – 36,000  No Change

92.9 – 31,000  (UP 1,000)

ABC 720 – 28,000  (UP 2,000)

96FM – 24,000 (UP 2,000)

NOVA – 21,000  No Change

6PR – 21,000  No Change

JJJ – 19,000 (UP 8,000)

6IX – 12,000 (UP 1,000)