The Powell Report: Radio Survey 7/2010

November 2 2010, 9:51 am | BY Martin Trevaskis | No Comments

Initiative Business Manager Joy Powell’s analysis of PerthRadio Survey 7/2010, released yesterday.

#1 : MIX 94.5 .. was 16.4 – NOW 16.9 (INCREASE of 0.5%)

#2 : 92.9 .. was 14.3 – NOW 13.7 (decrease of 0.6%)

#3 : ABC720 .. was 11.5 – NOW 10.8 (decrease of 0.7%)

#4 : NOVA .. was 9.8 – NOW 9.3 (decrease of 0.5%)

#5 : 96fm .. was 8.1 – NOW 8.8 (INCREASE of 0.7%)

#6 : 6PR .. was 8.4 – NOW 8.3 (decrease of 0.1%)

#7 : JJJ .. was 7.4 – NOW 7.9 (INCREASE of 0.5%)

#8 : 6IX .. was 4.9 – NOW 5.9 (INCREASE of 1.0%)

– No change to ranking order.

– 6IX had the largest share increase, followed by 96fm, then MIX 94.5 & JJJ.

– All decreases marginal, with ABC720 having the highest of these share losses -0.7%.

Comments & Observations:

• MIX 94.5 now has 88 consecutive surveys as no. 1 commercial station for All People 10+ in the record books. Enjoyed healthy increases in all demographics excluding P55-64 (MIX lost 7.1% and 6.2% went to 6IX). Also enjoyed session increases across the board (excluding Morning down 0.3% & Afternoon down 0.1%). Worth noting was a +3.0% share increase P25-39. They retained No. 1 commercial station in Breakfast and they are outright No. 1 in Morning, Afternoon sessions & Weekend listening. The station is also No. 1 for P10+ and P40-54.

• 92.9 is still no 2 All People. Station is no.1 in Drive & Evening sessions and No. 1 P10-17 & P18-24. Demographic increases were marginal for P18-24, P40-54 & P65+. Experienced a huge decrease P10-17 (-6.6%) Interestingly, the other station increases didn’t equate to the loss (meaning listening seems to be down P10-17). Despite this they are still 20% ahead of their nearest competitor for this demographic. 92.9 also lost share P25-39 (-2.2%), which also meant losing their No. 1 position in this demographic. All sessions obtained a negative result – with the exception of Afternoon session, which was unchanged.

• ABC720 had a -3.1% share loss P40-54 and a -2.0% share loss P55-64. Also, share losses across all sessions. Station retained official No. 1 positions P65+ and Breakfast (albeit with a smaller margin that previous surveys as MIX 94.5 is only 0.2% behind).

• NOVA retained their No. 3 commercial station ranking for All People 10+. They are the No. 2 station for P10-17 and P18-24. Increases included P10-17 (+0.6%), P18-24 (+3.7%), P55-64 (+0.3%). Only session to increase was Mornings (+0.6%).

• 6PR gains were P40-54 (+0.9%), P55-64 (+2.0%) and P65+ (+1.8%), but lost share P25-39 (-2.6%) – they are still No. 2 P65+. Their only session increase was in Breakfast (+0.2%).

• 96fm’s only demographic declines – and these were marginal – were P55-64 (-0.2%) and P65+ (-0.4%). All other demographics increased P25-39 (+0.7%) and P40-54 (+1.2%). With the exception of Breakfast, which had no share change from last survey, all other sessions increased.

• JJJ had a -3.2% decline P18-24, but a +2.1% increase P25-39. The increase P25-39 assisted JJJ taking the top station position for P25-39.

• 6IX enjoyed the highest increase in overall share P10+. They picked up +1.5% P25-39 and a massive +6.2% increase P55-64, giving them the no. 1 position P55-64. Station also gained increases across all sessions.

DEMOGRAPHICS

PPL 10-17

Biggest increase for this demo were by MIX 94.5 up (+2.1%) and 96fm up (+1.9%). Largest decline was 92.9 (-6.6%).

No position changes.

#1 : 92.9 – 41.0%

#2 : NOVA – 20.0%

#3 : MIX 94.5 – 14.2%

#4 : 96fm – 8.5%

#5 : JJJ – 4.0%

PPL 18-24

Largest increases were NOVA up (+3.7%) and MIX 94.5 up (+2.0%).

JJJ had the highest decrease, down (-3.2%).

NOVA & JJJ swapped their No.2 & 4 positioning from last survey.

#1 : 92.9 – 26.6%

#2 : NOVA – 18.4%

#3 : 96FM – 17.1%

#4 : JJJ – 16.1%

#5 : MIX 94.5 – 11.0%

PPL 25-39

Two major audience increases: MIX 94.5 (+3.0%) and JJJ (+2.1%).

Biggest losses were NOVA (-3.3%), 6PR (-2.6%) and 92.9 (-2.1%).

Only position 5 (96fm) remained unchanged. All other positions changed and saw JJJ taking No. 1 position P25-39.

#1 : JJJ – 19.3%

#2 : MIX 94.5 – 18.6%

#3 : 92.9 – 18.0%

#4 : NOVA – 15.9%

#5 : 96fm – 10.2%

PPL 40-54

Largest loss was experienced by ABC720 (-3.1%).

Increases worth noting were by 96fm (+1.2%), 6PR (+0.9%), 92.9 (+0.7%) & MIX 94.5 (+0.5%).

Positions 3, 4 & 5 changed.

#1 : MIX 94.5 – 27.5%

#2 : 92.9 – 12.2%

#3 : 96fm – 10.8%

#4 : 6PR – 9.8%

#5 : ABC720 – 7.7%

#6 : NOVA – 7.1%

#7 : 6IX – 5.0%

PPL 55-64

A massive jump by 6IX (+6.2%), 6PR also increased (+2.0%).

Two decreases worth mentioning being MIX 94.5 (-7.1%) and ABC720 (-2.0%).

6IX & MIX 94.5 swapped positions.

6IX was in no. 1 when this demographic was introduced Survey 4/2010.

#1 : 6IX – 18.2%

#2 : ABC720 – 16.5

#3 : MIX 94.5 – 14.1%

#4 : 6PR – 13.0%

PPL 65+

No real position changes here.

#1 : ABC720 – 30.3%

#2 : 6PR – 18.1

#3 : MIX 94.5 – 5.6%

#4 : 6IX – 4.3%.

WEEKDAY SESSIONS

Breakfast

Only positions 1, 2 & 3 remain unchanged in Breakfast.

#1 : ABC720 – 16.2% * DECREASE of 0.2%

#2 : MIX 94.5 – 16.0% * increase of 1.2%

#3 : 92.9 – 12.8% * DECREASE o
f 0.6%

#4 : (Equal) NOVA – 9.2% * DECREASE of 1.1%; 6PR – 9.2% * increase of 0.2%

#6 : 96fm – 8.2% * No Change

…then followed by JJJ (*decreasing 0.4%) and 6IX (*increasing 0.6%).

Morning

Only MIX 94.5 and JJJ remain unchanged. All other positions changed.

#1 : MIX 94.5 – 18.6%

#2 : ABC720 – 10.6%

#3 : 96fm – 9.8

#4 : 92.9 – 9.7%

#5 : NOVA – 9.6%

…followed by JJJ, 6PR and 6IX.

Afternoon

MIX 94.5, 92.9 & JJJ remain unchanged. All other positions changed.

#1 : MIX 94.5 – 19.5%

#2 : 92.9 – 13.0%

#3 : 96fm – 11.4%

#4 : NOVA – 10.5%

#5 : JJJ – 9.3%

…followed by 6PR, 6IX then ABC720.

Drive

Again, only MIX 94.5, 92.9 & 6PR remain unchanged in their positions from last survey. All other positioning changed as noted below.

#1 : 92.9 – 20.20%

#2 : MIX 94.5 – 15.9%

#3 : JJJ – 9.2% (previously # 6)

#4 : NOVA – 9.1% (previously # 3)

#5 : 6PR – 8.2%

#6 : 96fm – 7.7% (previously # 7)

#7 : ABC720 – 7.4% (previously # 4)

…then 6IX

Night

Only positions 4 & 5 swapped (NOVA & 6PR). Changes are noted below:

#1 : 92.9 # 1 – 18.2%

#2 : ABC720 # 2 – 12.9%

#3 : MIX 94.5 # 3 – 12.2%

#4 : NOVA # 4 – 9.3% (last survey # 5)

#5 : 6PR # 5 – 9.1% (last survey # 4)

#6 : JJJ # 6 – 6.6%

#7 : 96fm # 7 – 6.2%

…then 6IX

PEOPLE 10+ CUMULATIVE AUDIENCE FIGURE

– Cume audience gains (+67,000) compared to losses (-48,000).

– No positioning changes for P10+ cume.

92.9 – 501,000 (down 20,000)

MIX 94.5 – 456,000 (UP 23,000)

NOVA – 335,000 (down 27,000)

ABC720 – 285,000 (UP 2,000)

96fm – 278,000 (down 1,000)

JJJ – 257,000 (UP 32,000)

6PR – 175,000 (UP 2,000)

6IX – 138,000 (UP 8,000)

PEOPLE 10+ AVERAGE AUDIENCE FIGURE

MIX 94.5 – 39,000 (UP 1,000)

92.9 – 32,000 (down 1,000)

ABC 720 – 25,000 (down 1,000)

NOVA – 22,000 (down 1,000)

96FM – 20,000 (UP 1,000)

6PR – 19,000 *No Change

JJJ – 18,000 (UP 1,000)

6IX – 14,000 (UP 3,000)