The Powell Report: Radio Survey 7/2009

November 2 2009, 9:51 pm | BY Martin Trevaskis | No Comments

Initiative Business Manager Joy Powell’s analysis of Perth Radio Survey 7/2009, released today.

OVERALL RESULTS ALL PEOPLE 10+

#1 : MIX 94.5 .. was 18.5 – NOW 17.7 (decrease of 0.8%)

#2 : 92.9 .. was 11.9 – NOW 13.2 (INCREASE of 1.3%)

#3 : 96fm .. was 11.6 – NOW 9.8 (decrease of 1.8%)

#4 : ABC720 .. was 10.5 – NOW 9.7 (decrease of 0.8%)

#5 : NOVA .. was 7.7 – NOW 9.3 (INCREASE of 1.6%)

#6 : 6PR .. was 8.8 – NOW 9.2 (INCREASE of 0.4%)

#7 : JJJ .. was 7.6 – NOW 7.6 ( No Change )

#8 : 6IX .. was 5.3 – NOW 5.9 (INCREASE of 0.6%)

Comments & Observations

• Only position change was Nova, who swapped with 6PR on the positional ladder.

• 4 stations enjoyed share increases: Nova, 92.9, 6IX and 6PR.

• Highest increase in these overall share figures was Nova 93.7

• Largest decrease in these shares was 96fm.

• MIX 94.5 still maintain no. 1 for Overall, 4.5% ahead of theirnearest competitor station, 92.9. They maintained their no. 1 stationfor P25-39, P40-54 and GB’s, along with No. 1 in Breakfast, Mornings,Afternoons and Weekends. So ‘not too shabby’ in terms of theirperformance, despite a marginal overall share decrease. Their onlydemographic increase was P55+. There were no weekday session increases,however, they did enjoy a weekend share increase.

• 92.9 still no.2 station in Overall share, 3.4% ahead of their nearestcompetitor station 96fm. Maintained their no. 1 positioning P10-17,along with Drive and Evening sessions. Station now no.2 for P18-24,P25-39, Morning and Afternoon sessions. Increases across the boardwith all sessions and increases in most demographics (excluding P10-17and P55+, where only marginal decreases occurred). 92.9 would have tobe happy with these results.

• 96fm still no.3 station P10+. Only share increase was P10-17. Thisstation is no.2 P40-54 and no.3 P10-17, GB’s, Morning, Afternoon andWeekends.

• ABC720 – only share increases, which were marginal, were P10-17, P25-39 and P40-54. No session increases.

• NOVA had huge share increases P10-17 (+5.5%) and P18-24 (+7.3%). Novais back in no. 1 position P18-24. Share increases across alldemographics (except P55+) and share increases across all sessions. Avery good survey result, they would be pleased. Nova also had a 43,000cumulative audience increase.

• 6PR experienced share increases P25-39, P40-54, P55+ GBs, Breakfast, Afternoon & Evening.

• 6IX along with their overall share increase, 6IX also had share increases P25-39, P40-54, P55+, GBs and across all sessions.

• JJJ had share increases GBs, Morning & Afternoon.

DEMOGRAPHICS

Ppl 10-17

#1 : 92.9 – 49.3%;

#2 : NOVA – 20.8%

#3 : 96fm – 9.7%

#4 : MIX 94.5 – 8.5%

#5 : JJJ with 7.3%

• Biggest increase for this demo was Nova up (-5.5%).

• Largest decrease was MIX 94.5 down (-2.0%).

• No position changes this survey.

Ppl 18-24

#1 : NOVA – 27.0%

#2 : 92.9 – 21.7%

#3 : JJJ – 17.9%

#4 : MIX 94.5 – 15.2

# 5 : 96fm – 12.5%

• Largest increase were Nova up (+7.3%) and 92.9 up (+2.5%).

• Biggest decrease was 96fm down (-9.3%).

• All positions changed. Worth noting, Nova moved up from No.2 to No.1;92.9 moved up from No. 3 to No. 2 and 96fm dropped back from No. 1 tonow No. 5.

Ppl 25-39

#1 : MIX 94.5 – 18.9%

#2 : 92.9 – 18.3%

#3 : NOVA- 15.4%

#4 : JJJ- 15.0%

# 5 : 96fm – 13.4%

• Greatest decreases were from JJJ down (-1.7%), 96fm down (-1.6%) and MIX 94.5 down (-1.5%).

• Largest increases by 92.9 (+2.0%), 6PR (+1.7%) and Nova (+1.6%).

• Only MIX 94.5 retained previous position. All others changed.

Ppl 40-54

#1 : MIX 94.5 – 26.8%

#2 : 96fm – 14.3%

#3 : 6IX – 10.1%

#4 : 92.9 – 9.7%

#5 : ABC 720 – 8.9%

• Highest increase obtained by 6IX who were up (+1.8%).

• Largest decrease 96fm down (-2.1%).

• 6IX and 92.9 swapped 3rd and 4th positions.

Ppl 55+

#1 : 6PR- 20.3%

#2 : ABC720 – 19.4

#3 : MIX 94.5 – 12.0%

#4 : 6IX – 8.1%

• 6PR and ABC720 swapped 1st and 2nd positions.

Grocery Buyers

#1 : MIX 94.5 – 17.8%

#2 : 6PR – 10.9%

#3 : ABC 720 & 96fm – 10.5% each

#4 : 92.9 – 9.5%

#5 : NOVA – 7.4%

#6 : 6IX – 6.9%.

• Only MIX 94.5 retained previous position.

WEEKDAY SESSIONS

Breakfast

#1 : MIX 94.5 – 15.5% *DECREASE of 1.8%

#2 : ABC720 – 13.6% *DECREASE of 0.7%

#3 : 92.9 – 11.7% * increase of 0.5%

#4 : 6PR – 10.4% * increase of 0.8%

#5 : NOVA – 10.3% * increase of 2.0%

#6 : 96fm – 9.7% *DECREASE of 1.2%

• Positions 4, 5 & 6 changed. 96fm previously No. 4 now No. 6; 6PRpreviously No. 5 now No. 4 and NOVA previously No. 6 now No. 5.

Morning

#1 : MIX 94.5 # 1 – 19.1%

#2 : 92.9 # 2 – 10.3%

#3 : 6PR & 96fm Equal – 9.9% each

#4 : ABC720 – 9.1%

#5 : NOVA – 8.6%

• Only MIX 94.5 retained previous position from last survey, all others changed.

Afternoon

#1 : MIX 94.5 – 21.9%

#2 : 92.9 – 12.3%

#3 : 96fm – 10.6%

#4 : NOVA – 9.6%

#5 : 6PR – 8.9%

#6 : JJJ – 8.8%

• Only prime position not to have changed was MIX 94.5.

Drive

#1 : 92.9 # 1 – 21.0%

#2 : MIX 94.5# 2 – 15.9%

#3 : NOVA # 3 – 9.3%

#4 : 96fm& JJJ – 8.9%

#5 : ABC720 – 8.2%

• Only real position changes were NOVA & 96fm.

Night

#1 : 92.9 – 18.6%

#2 : 6PR – 11.7%

#3 : ABC720 – 11.2%

#4 : MIX 94.5 – 11.0%

#5 : 96fm – 8.6%

#6 : NOVA – 8.2%

• Only 92.9, 96fm & Nova retained previous positioning.

PEOPLE 10+ CUMULATIVE AUDIENCE FIGURE

92.9 – 499,000 (UP 16,000)

MIX 94.5 – 455,000 (down 8,000)

NOVA – 388,000 (UP 43,000)

96fm – 304,000 (down 19,000)

ABC720 – 264,000 (down 23,000)

JJJ – 194,000 (down 16,000)

6PR – 172,000 ( No Change )

6IX – 138,000 (UP 11,000)

• Cume audience gains (+70,000) compared to losses (-66,000). So again listening is up.

• Only 3 stations enjoyed increased listenership – 92.9, NOVA & 6IX.

• 92.9 is still the number 1 station for P10+ cume.

PEOPLE 10+ AVERAGE AUDIENCE FIGURE

MIX 94.5 – 42,000 ** No Change

92.9 – 31,000 (UP 4,000)

96FM – 23,000 (down 3,000)

ABC 720- 23,000 (down 1,000)

NOVA – 22,000 (UP 5,000)

6PR – 22,000 (UP 2,000)

JJJ – 17,000 ** No Change

6IX – 14,000 (UP 2,000)