The Powell Report: Radio Survey 3/2009

Initiative Business Manager Joy Powell’s analysis of Perth Radio Survey 3/2009, released yesterday.

OVERALL RESULTS PEOPLE 10+

#1  :  MIX 94.5 was 15.2 – NOW 14.7  (decrease of 0.5%)

#2  :  92.9 was 13.0 – NOW 14.0  (INCREASE of 1.0%)

#3  :  96fm was 11.3 – NOW 11.0  (decrease of 0.3%)

#4  :  6PR was 9.0 – NOW 10.4  (INCREASE of 1.4%)

#5  :  ABC720 was 10.5 – NOW 9.9  (decrease of 0.6%)

#6  :  NOVA was 9.4 – NOW 9.4  ** NO CHANGE

#7  :  JJJ was 8.5 – NOW 5.7 (decrease of 2.8%)

#8  :  6IX was 4.8 – NOW 5.0  (INCREASE of 0.2%)

Comments & Observations

• Obviously the discrepancies thought from Surveys 1 & 2 for JJJ – appear to, this survey, have been rectified.

• 92.9 have edged further towards the No. 1 position.  Only separated from their sister station by 0.7%

• 6PR had the greatest share overall share increase, closely followed by 92.9

• MIX 94.5 has maintained their No. 1 position for Overall audience share and are also No. 1 P40-54, GB’s, along with Breakfast, Morning and Afternoon sessions plus Weekends.  They increased share P40-54 (+1.6%) and marginal increases P10-17 & P 55+.  Session increases were Breakfast, Drive, Evening (and weekend listening).

• 92.9 had a very good survey, being No. 2 station Overall and chasing their sister station by just 0.7%.  92.9 is No. 1 P10-17, P18-24, P25-39 and also for Drive & Evening sessions.  Demographic share increases obtained P18-24 (+9.5%), P25-39 (+3.4%) & P40-54 (+0.2%). Session increases all sessions excluding Drive & Evening however they retained their No. 1 position.

• 96fm retained No. 3 station P10+.  Share increases P25-39 (+0.9%), P40-54 (+0.2%) & GB’s (+1.6%).    Station is No. 2 P40-54 & Morning session; and No. 3 P18-24, P25-39, GB’s & Afternoon session.  Only session increases were Evening & Weekends.

• 6PR are now No. 4 station P10+.  Only demographic loss was P55+ (-0.3%) all other demographics increased share.  6PR was the only station to obtain increases across all sessions.  A good result for this station.

• ABC720 retained No. 1 P55+ and are still No. 2 with their Breakfast session.

• NOVA is in No. 2 position for P10-17, P18-24, & P25-39.  They had demographic share increases for P10-17, P25-39, P55+ & GB’s, along with session increases in Morning, Afternoon & Drive.

• 6IX had marginal increases in share for P18-24, P25-39 & GB’s.  Also experienced session increases for Morning, Afternoon & Weekends.

• JJJ had share losses in most demographics excluding P10-17 (+0.1%) & P55+ (+0.2%).  All sessions lost shares ranging between -2.0% to -3.7%

DEMOGRAPHICS

People 10-17

#1  :  92.9 – 51.5%

#2  :  NOVA – 18.7%

#3  :  MIX 94.5 – 11.1%

#4  :  96fm – 5.4% 

• Biggest losses for this demo were 92.9 down (-5.6%) and 96fm (-2.2%).

• Largest increase by NOVA who were up (+7.9%).  

• NOVA & MIX 94.5 swapped positions this survey.

People 18-24

#1  :  92.9 – 30.9%

#2  :  NOVA – 21.3%

#3  :  96fm – 15.4%

#4  :  JJJ – 14.4

# 5 :  MIX 94.5 – 7.3%

• Largest increase was 92.9 up (+9.5%).

• Biggest decreases were JJJ who were down (-8.6%) and MIX 94.5 down (-5.7%).

• 96fm & JJJ were the only stations swapping positions.

People 25-39

#1  :  92.9 – 21.1%

#2  :  NOVA – 16.7%

#3  :  96fm – 16.4%

#4  :  MIX 94.5 – 15.3%

#5  :  JJJ – 11.3%.

• Highest decreases were from JJJ down (-4.7%), MIX 94.5 down (-2.1%) and ABC720 down (-1.8%).

• Largest increases were 92.9 (+3.4%), 6PR (+1.6%) and NOVA up (+1.0%).

• Only 92.9 retained same position. All other positions changed.  NOVA and MIX swapped, as did 96fm & JJJ.

People 40-54

#1  :  MIX 94.5 – 24.4%

#2  :  96fm – 16.7%

#3  :  6PR – 9.5%

#4  :  92.9 – 8.6%

#5  :  ABC720 – 8.1%

#6  :  6IX – 7.6%

• Highest decrease was ABC720 down (-2.5%).

• Largest increases were 6PR (+2.5%) and MIX 94.5 (+1.6%).

• Only MIX 94.5, 96fm & 92.9 retained their same position from last survey.  All other positions changed.

People 55+

#1  :  ABC720 – 20.8%

#2  :  6PR – 18.9

#3  :  MIX 94.5 – 9.6%

#4  :  6IX – 7.7%

No position changes.

Grocery Buyers

#1  :  MIX 94.5 – 15.7%

#2  :  6PR – 14.1%

#3  :  96fm – 10.9%

#4  :  92.9 – 9.8%

#5  :  ABC720 – 9.6%

#6  :  NOVA – 7.2%

#7  :  6IX – 6.0%

• Only 96fm & ABC 720 swapped positions (between 3 & 5).  All other stations retained previous positions.

WEEKDAY SESSIONS

Breakfast

#1  :  MIX 94.5 – 15.4%  increase of 0.5%

#2  :  ABC720 – 14.3% DECREASE of 0.1%

#3  :  92.9 – 12.2%  increase of 0.2%

#4  :  6PR – 11.0%  increase of 0.7%

#5  :  96FM – 10.4%   No Change

#6  :  NOVA – 9.5%  DECREASE of 0.2%

Only position change in Breakfast was 6PR & 96fm (these two stations switched positions). 

Morning

#1  :  MIX 94.5 – 16.1%

#2  :  96fm – 12.2%

EQUAL # 3 : 92.9 & 6PR – 11.9%

#4  :  NOVA – 9.9%

#5  :  ABC720 – 9.0%

#6  :  JJJ – 6.1%

#7  :  6IX – 5.0%

Position changes in some of the later positioning.

Afternoon

#1  :  MIX 94.5 – 16.2%

#2  :  92.9 – 13.7%

#3  :  96fm – 13.3%

#4  :  6PR – 11.0%

#5  :  NOVA – 10.1%

#6  :  JJJ – 7.1%

92.9 & 96fm swapped 2nd & 3rd positions and 6PR & JJJ swapped their positions.

Drive

#1  :  92.9 – 22.4%

#2  :  MIX 94.5 – 14.3%

#3  :  NOVA – 9.8%

#4  :  96fm – 9.6%

#5  :  6PR – 8.4%

#6  :  ABC720 – 8.2%

Nova & 96fm swapped 3rd & 4th positions and 6PR & JJJ swapped.

Night

#1  :  92.9 – 15.5%

#2  :  MIX 94.5  – 14.4%

#3  :  6PR – 14.3%

#4  :  ABC720 – 13.3%

EQUAL #5 : 96fm & NOVA – 7.2%

With the exception of 92.9 in No. 1 position – All other positions changed.

PEOPLE 10+ CUMULATIVE AUDIENCE

92.9 – 497,000  (UP 13,000)

MIX 94.5 – 431,000 ** NO CHANGE

NOVA – 370,000  (UP 27,000)

96fm – 278,000  (UP 7,000)

ABC720 – 258,000  (down 18,000)

6PR – 178,000  (UP 18,000)

JJJ – 151,000  (down 34,000)

6IX – 134,000  (UP 1,000)

• Cume audience gains (+66,000) compared to losses (-52,000).  So listening was up.

PEOPLE 10+ AVERAGE AUDIENCE

MIX 94.5 – 33,000 (down 3,000)

92.9 – 32,000  (UP 1,000)

96FM – 25,000 (down 2,000)

ABC 720- 22,000  (down 3,000)

NOVA – 21,000  (down 2,000)

JJJ – 13,000 (down 7,000)

6IX – 11,000 ** NO CHANGE