THE POWELL REPORT: RADIO SURVEY 5/2008

August 6 2008, 12:40 pm | BY Lynchy | 2 Comments

Initiative Business Manager Joy Powell’s analysis of Perth Radio Survey 5/2008 released this week.

OVERALL RESULTS ALL PEOPLE 10+

#1 : MIX 94.5 .. was 17.5 – NOW 17.2  (decrease of 0.3%)

#2 : 92.9 .. was 14.1 – NOW 13.1 (decrease of 1.0%)

#3 : ABC720 .. was 11.6 – NOW 12.6 (INCREASE of 1.0%)

#4 : 6PR .. was 10.3 – NOW 10.5 (INCREASE of 0.2%)

#5 : 96fm .. was 10.2 – NOW 10.2 **No Change

#6 : NOVA .. was 10.5 – NOW 9.8 (decrease of 0.7%)

#7 : JJJ .. was 4.9 – NOW 5.3 (INCREASE of 0.4%)

#8 : 6IX .. was 3.6 – NOW 3.7 (INCREASE of 0.1%)

 

Comments & Observations

  • Nova 93.7 slipped back into 6th position overall allowing 6PR & 96fm to marginally pip them. No other changes in positioning and very little movement in overall results.
  • MIX 94.5 lost share in Breakfast but are still No. 1 commercial station in this session and continue with their No. 1 position for Overall Share.  Audience increases occurred P18-24 (where the station had a huge increase, which didn’t really make a lot of sense) and a small increase P40-54 (which similarly didn’t make a lot of sence).  Station also increased Afternoon & Evening sessions.  Station maintained No. 1 positions P40-54 & GB’s and retained No. 1 positions in Morning, Afternoon sessions and Weekend listening.  MIX did lose their No. 1 position P25-39.  In Breakfast they are No. 1 commercial station – but fell back behind ABC with their overall Breakfast share.
  • 92.9 retained their No. 2 position overall.  Whilst there were marginal session decreases 92 retained their previous Breakfast, Morning, Afternoon and Drive ladder positionings.  Similarly with demographics, despite small decreases, all previous positions were retained, with exception of P40-54 where they moved up from No. 4 to No. 3.  Station is No. 1 P10-17, 18-24 along with Drive session.  92.9’s cume figure for All People (0530-2400) has now equalled MIX 94.5 – this in itself is huge.
  • ABC720 gained shares in all demographics and all sessions excluding Evening where they lost share.
  • 6PR despite minimal movement station had lifts in all sessions excluding Morning, along with most demographics excluding P18-24, P55+ and GB’s.  Despite a small decrease P55+ (they are still No.1) for this demographic.
  • 96fm whilst having no movement in their overall audience share – moved up to 1 position with P25-39.  96 also enjoyed marginal audience increases P18-24, 25-39 and P55+, along with increases in Drive, Evening & weekends.  As already mentioned, station is now No. 1 with P25-39.
  • NOVA only lost marginal share in their overall audience (just 0.7%) but this was enough to move them down from No. 4 to now No. 6 (actually No. 5 commercial share). Marginal audience increases to P10-17 & GB’s and a 1.6% increase P40-54.  Share losses with P18-24 & P25-39.  There was also a share increase in Afternoons.
  • 6IX had increases P18-24, P25-39 and P55+, along with Breakfast, Drive, Evenings & Weekends.

DEMOGRAPHICS

PPL 10-17

NOVA broke away from previous Equal No. 2 position shared with MIX 94.5. Biggest loss for this demo was 96fm down (-2.0%). Largest increase by ABC720, up +1.1%.  

#1 : 92.9 – 36.8%

#2 : NOVA – 21.7%

#3 : MIX 94.5  – 21.4%

#4 : 96fm – 7.5% 

 

PPL 18-24

Largest decrease was NOVA who were down (-5.4%).  Greatest increase wasby MIX 94.5 up (+6.7%). MIX 94.5 who were No 5 last survey now No. 3,moving 96 and JJJ respectively back to Positions 4 & 5.

#1 : 92.9 – 33.2%

#2 : NOVA – 22.0%

#3 : MIX 94.5 – 14.5%

#4 : 96fm – 13.7%

# 5 : JJJ – 11.5%

 

PPL 25-39

Main decrease was MIX 94.5 down (-4.0%).  Largest increases ABC 720(+1.8%) and 6IX (+1.5%). Positions 1, 3 & 4 changed (MIX was #1 now#4, 96fm was #3 now #1 and NOVA was #4 now #3).

#1 : 96fm – 19.0%

#2 : 92.9 – 17.2%

#3 : NOVA – 15.4%

#4 : MIX 94.5 – 15.2%

#5 : JJJ – 12.7%.

 

PPL 40-54

Largest losses were from 6IX down (-2.0%) & 96fm down (-1.7%). Biggest increase was NOVA up (+1.6%). Only positions 1 & 2 remainedunchanged – all others changed.

#1 : MIX 94.5 – 29.1%

#2 : ABC720 – 12.4%

#3 : 92.9 – 10.8%

#4 : 96fm – 10.0%;

#5 : NOVA – 8.1%

#6 : 6PR – 6.7%

#7 : 6IX 5.3%.

 

PPL 55+

Highest decreases was 6PR down (-0.9%).  Largest increase by 6IX up (+1.0%). No position changes..

#1 : 6PR – 24.3%

#2 : ABC720 – 23.7%

#3 : MIX 94.5 – 9.5%

#4 : 6IX – 5.1%

 

Grocery Buyers

No Position Changes.

#1 : MIX 94.5 – 18.3%

#2 : ABC720 – 14.1%

#3 : 6PR – 12.2%

#4 : 92.9 – 10.3%

#5 : 96fm – 8.6%

#6 : NOVA – 7.9%

#7 : 6IX – 4.4%.

 

WEEKDAY SESSIONS

Breakfast

The only Notable position changes this survey was with MIX 94.5 and ABC720 swapping. 

#1 : ABC 720 – 17.0% * increase of 1.8%

#2 : MIX 94.5 – 14.9% * DECREASE of 1.1%

#3 : 92.9 – 12.7% * DECREASE of 0.7%

#4 : NOVA – 12.0%  * DECREASE of 0.5%

#5 : 6PR – 11.8%  * increase of 0.3%

#6 : 96fm – 8.7% * DECREASE of 0.7%

Morning

Only positions 4, 5 & 6 swapped.

#1 : MIX 94.5 – 18.3%

#2 : 96fm – 12.4%

#3 : 92.9 – 11.5%

#4 : ABC720 – 11.3%

#5 : NOVA – 10.1%

#6 : 6PR – 8.3%

Afternoon

No Position Changes.

#1 : MIX 94.5 – 20.3%

#2 : 92.9 – 13.8%

#3 : 96fm – 12.8%

#4 : NOVA – 10.5%

#5 : 6PR – 9.3%

#6 : ABC720 – 7.8%

Drive

Positions 3, 5 & 6 changed.

#1 : 92.9 – 19.6%

#2 : MIX 94.5 – 16.5%

#3 : 6PR – 11.0%

#4 : ABC720 – 10.0%

#5 : 96FM – 9.4%

#6 : NOVA – 9.0%

Night

Only positions 1 & 4 remained the same – however MIX 94.5 closedthe gap considerably on ABC720 with 92.9 only marginally behind MIX.

#1 : ABC720 # 1 – 14.0%

#2 : MIX 94.5 # 2 – 13.5%

#3 : 92.9 # 3  – 13.3%

#4 : 6PR # 4 – 12.0%

#5 : 96fm # 5 – 8.9%

#6 : JJJ # 6 – 6.9%

#7 : NOVA – 6.2%

#8 : 6IX – 5.5%

AUDIENCES FIGURES

People 10+ Cumulative Audience

  • MIX 94.5 – 444,000 (down 4,000)
  • 92.9 – 444,000  (UP 11,000) *this follows an 18,000 increase last survey
  • NOVA – 330,000  (down 16,000)
  • ABC720 – 289,000  (UP 7,000)
  • 96fm – 284,000  (UP 11,000)
  • 6PR – 203,000  (UP 4,000)
  • JJJ – 134,000  (UP 2,000)
  • 6IX – 115,000  (UP 2,000)

 People 10+ Average Audience

  • MIX 94.5 – 36,000 (UP 1,000)
  • 92.9 – 28,000   * No Change
  • ABC720 – 27,000 (UP 4,000)
  • 6PR – 22,000 (UP 1,000)
  • NOVA – 21,000  * No Change
  • 96fm – 21,000  * No Change
  • JJJ – 11,000 (UP 1,000)
  • 6IX – 8,000 (UP 1,000)