The Powell Report: Radio Survey 3/2010
Initiative Business Manager Joy Powell’s analysis of PerthRadio Survey 3/2010 released yesterday.
Overall Results All People 10+
#1 : MIX 94.5 .. was 15.8 – NOW 17.0 (INCREASE of 1.2%)
#2 : 92.9 .. was 12.5 – NOW 11.4 (decrease of 1.1%)
#3 : ABC720 .. was 11.3 – NOW 11.0 (decrease of 0.3%)
#4 : 96fm .. was 11.1 – NOW 10.7 (decrease of 0.4%)
#5 : NOVA .. was 9.7 – NOW 9.6 (decrease of 0.1%)
#6 : 6PR .. was 7.9 – NOW 9.0 (INCREASE of 1.1%)
#7 : JJJ .. was 8.3 – NOW 7.4 (decrease of 0.9%)
#8 : 6IX .. was 5.4 – NOW 6.1 (INCREASE of 0.7%)
Comments & Observations:
- MIX 94.5 had the largest increase +1.2%, followed by 6PR with +1.1%. 92.9 had the highest % decrease -1.1%
- Only two position changes: 6PR previously #7, now #6; JJJ previously #6, now #7
- MIX 94.5 had good share increases P10-17, P18-24 & P40-54. Asneither P10-17 or 18-24 are a targeted demographic a 3.3% and a 4.2% isunusually high. There were session increases across the board,including weekends. MIX 94.5 is No. 1 P40-54 and GB’s. Also #1position for Breakfast, Morning & Afternoon sessions (and Weekendlistening) and #2 position in Drive.
- 92.9 audience share losses were P10-17 down -4.3%; P18-24 down -1.4%;(an interesting result since these are more their demographic and theaudience seems to have migrated to 94.5) P25-39 down -1.1%. There wereno session increases. 92.9 is still #1 P10-17 & P18-24, also #1 inDrive and #2 Evenings despite audience decreases.
- ABC720 – Share decreases P40-54, P55+ & GB’s. Also share lossesin Breakfast & Morning sessions. Station is still #1 P55+ andEvenings. Oddly, this station had an audience increase P10-17 (+1.5%).
- 96fm audience increases with P10-17, P40-54 & GB’s. There were nosession increases. 96fm is #2 station P40-54, along with Morning &Afternoon sessions.
- NOVA increased share P18-24 (no change P25-39). Decreased shareP10-17 (-2.7%). For session listening, increased only in Breakfast (andweekend listening). NOVA is #1 Breakfast for Under 40 and also #1P25-39.
- 6PR very good gains in share P55+ & GB’s. All sessions increased. 6PR is #2 P55+.
- JJJ’s only demo increases were P10-17 & P25-39. Only one sessionincrease being Evening. Even with a huge loss P18-24 (-6.7%) station isin #2 position in the demo.
- 6IX only lost marginal share in one demographic P10-17 all otherdemo’s were either increased listening or no change. Session increasesfor all sessions.
DEMOGRAPHICS
Ppl 10-17
#1 : 92.9 – 41.3%
#2 : NOVA – 21.1%
#3 : MIX 94.5 – 18.2%
#4 : 96fm – 8.1%
#5 : JJJ with 4.4%
Biggest increases for this demo were MIX 94.5 up (+3.3%), and 96fm (+2.8%). Largest declines were 92.9 (-4.3%) and NOVA (-2.7%).
Ppl 18-24
#1 : 92.9 – 26.7%
#2 : JJJ – 20.2%
#3 : NOVA – 15.8%
#4 : MIX 94.5 – 13.1%
# 5 : 96fm – 11.5%
Largest increases for MIX 94.5 up (+4.2%) and NOVA up (+1.3%).
Massive decrease by JJJ down (-6.7%), 92.9 also lost share (-1.4%).
Only position change was MIX & 96fm who swapped positions.
Ppl 25-39
#1 : NOVA – 18.5%
#2 : JJJ # 2 – 18.3%
#3 : MIX 94.5 – 16.7%
# 4 : 92.9 & 96fm both with – 13.8%
JJJ & MIX swapped their positions.
Audience increases for JJJ up (+2.5%) and 6IX up (+1.0%).
Declines by MIX (-1.6%), 92.9 (-1.1%) AND 96fm (-0.7%).
Ppl 40-54
#1 : MIX 94.5 – 29.2%
#2 : 96fm – 17.1%
#3 : 92.9 – 8.8%,
#4 : 6IX – 8.5%
#5 : NOVA – 7.3%)
…followed by ABC720 (6.9%) and 6PR (6.3%)
Two increases worth noting MIX 94.5 (+2.7%) and 96fm (+1.5%).
Main share losses by ABC720 (-1.7%), JJJ (-1.6%) and 6PR (-1.2%).
6IX from 5 to now 4; NOVA from 6 to now 5; ABC720 from 4 to now 6.
Ppl 55+
#1 : ABC720 – 23.4%
#2 : 6PR – 19.4
#3 : 6IX – 9.1%
#4 : MIX 94.5 – 8.5%
Two increases worth noting 6PR (+3.6%) and 6IX (+1.0%).
Most noteworthy decrease from 96fm (-2.6%).
6IX and MIX swapped their positions.
Grocery Buyers
#1 : MIX 94.5 – 19.9%
#2 : ABC720 – 12.0%
#3 : 6PR – 10.1%
#4 : 96fm – 9.4%
#5 : NOVA – 9.2%
#6 : 92.9 – 7.6%
#7 : 6IX – 6.9%
#8 : JJJ – 4.2%.
6PR from #6 to #3; NOVA from #3 to #; 92.9 from #5 to #6.
WEEKDAY SESSIONS
Breakfast
#1 : MIX 94.5 – 16.2% (increase of 0.8%)
#2 : ABC720 – 14.6% (DECREASE of 1.1%)
#3 : NOVA – 11.0% (increase of 0.4%)
#4 : 92.9 – 10.3% (DECREASE of 1.2%)
#5 : 96fm – 9.7% (No Change)
#6 : 6PR – 9.0% (increase of 1.3%)
MIX 94.5, ABC720, NOVA and 92.9 had position shuffles (MIX swappingwith ABC720 and NOVA swapping with 92.9). All others remained unchanged.
Morning
#1 : MIX 94.5 – 18.3%
#2 : 96fm – 12.6%
#3 : 6PR – 10.2%
#4 : 92.9 – 9.7%
#5 : ABC720 – 9.5%
#6 : NOVA – 9.4%
…followed by JJJ & 6IX
Changes were 6PR, ABC720, NOVA & JJJ, all others remain unchanged.
Afternoon
#1 : MIX 94.5 – 19.2%
#2 : 96fm – 13.9%
#3 : 92.9 – 10.5%
#4 : NOVA – 10.2%
#5 : 6PR – 8.4%
#6 : JJJ – 8.3%
…followed by ABC720 & 6IX
6PR & JJJ swapped positions. No other changes.
Drive
#1 : 92.9 – 17.2%
#2 : MIX 94.5 – 1
6.1%
#3 : ABC720 – 9.5% (previously # 6)
#4 : 96fm – 9.4% (previously # 3)
#5 : JJJ – 9.2% (previously # 4)
#6 : NOVA – 8.7% (previously # 5)
#7 : 6PR – 8.6%
…then 6IX
ABC720, 96fm, JJJ & NOVA experienced position changes. Others remain unchanged.
Night
#1 : ABC720 – 15.5%
#2 : 92.9 – 12.4%
#3 : MIX 94.5 – 12.0%
#4 : 6PR – 10.2% (last survey # 6)
#5 : NOVA – 9.5% (last survey # 4)
#6 : JJJ – 6.3% (last survey # 7)
#7 : 96fm – 9.5% (last survey # 5)
…then 6IX
6PR, NOVA, JJJ & 96fm altered their positions for this session. All others unchanged.
PEOPLE 10+ Cumulative audience figure
MIX 94.5 – 491,000 (UP 44,000)
92.9 – 481,000 (UP 2,000)
NOVA – 377,000 (down 9,000)
96fm – 310,000 (UP 27,000)
ABC720 – 279,000 (down 5,000)
JJJ – 230,000 (down 20,000)
6PR – 201,000 (UP 26,000)
6IX – 147,000 (UP 20,000)
Cume audience gains (+119,000) compared to losses (-34,000).
5 stations enjoyed increased cumulative audience – MIX 94.5, 96fm, 6PR, 6IX & 92.9.
MIX 94.5 jumped into the number 1 station for P10+ cume.
PEOPLE 10+ Average audience figure
MIX 94.5 – 41,000 (UP 4,000)
92.9 – 28,000 (down 1,000)
ABC 720- 27,000 No Change
96FM – 26,000 No Change
NOVA – 23,000 No Change
JJJ – 20,000 (down 1,000)
6PR – 22,000 (UP 3,000)
6IX – 15,000 (UP 2,000)