The Powell Report: Radio Survey 1/2011

March 1 2011, 4:47 pm | BY Martin Trevaskis | No Comments

Initiative Business Manager Joy Powell’s analysis of PerthRadio Survey 1/2011 released last Thursday.

 

Overall Results All People 10+

#1 :  MIX 94.5 .. was 16.3 – NOW 15.2  (decrease of 1.1%)

#2 :  ABC720 .. was 9.7 – NOW 12.3   (INCREASE of 2.6%)

#3 :  92.9 .. was 12.9 – NOW 12.2  (decrease of 0.7%)

#4 :  96fm .. was 10.1 – NOW 9.5   (decrease of 0.6%)

#5  :  JJJ .. was 7.2 – NOW 9.4    (INCREASE of 2.2%)

#6 :  NOVA .. was 9.4 – NOW 9.3  (decrease of 0.1%)

#7 :  6PR .. was 9.6 – NOW 8.5    (decrease of 1.1%)

#8 :  6IX .. was 7.0 – NOW 5.8    (decrease of 1.2%)

Changes in ranking orders were:

• ABC720 previously # 4, now # 2

• 92.9 previously # 2, now # 3

• 96fm previously # 3, now # 4

• 6PR previously # 5, now # 7

• JJJ previously # 7, now # 5

Comments & Observations

  • Comparing survey 1 this year to survey 1 lastyear, one would think that it is normal for ABC720, especially with their cricketto increase share in Survey 1. though last year they only increased by 0.3% shareto 11.8%

  • Whilst MIX 94.5 decreased 1.1% this survey to16.3% – same time last year, they increased 0.8% share and only went up to 16.0%.

  • Radio Listening potential 000’s is also up yearon year, with 1520 this survey vs 1486 last year (so up 34,000).

  • MIX 94.5 – this is starting to mimic groundhogday.  Of course, they are still the No. 1station for All People 10+  (I believe thatmakes it 90 consecutive survey wins now as the No. 1 commercial station, and theydid say recently, if they reached the magic 100, there would be a huge celebration- so pencil in your diaries for Survey 3/2012). MIX holds No. 1 positions P10+, P40-54 & P55-64.  MIX also holds No. 1 position in Morning &Afternoon sessions and Weekend listening. They are No. 2 in Drive session and are still the No. 1 commercial stationin Breakfast.  Even though MIX dropped backfrom No. 2 to No. 4 commercial station position P25-39, they are still No. 1 commercialstation P25-54.

  • ABC720 had a good survey.  They are overall No 1 station P65+ and Breakfastand hold No. 2  P10+, P55-64, Evening sessionand Weekend listening.

  • 92.9 retain their No. 2 commercial station positionAll People 10+.  They are also the No. 1 commercialstation P10-17, P18-24 & P25-39, which also provides them with No. 1 commercialstation for P18-39.  92.9 is No. 1 for bothDrive & Evening sessions and are the No. 2 commercial station in Breakfast,Afternoons and Weekend listening.  Whilst,92.9 did have a 9.9% share loss P18-24, as already mentioned, they are still theNo. 1 commercial station within this demographic.

  • 96fm are the No. 3 commercial station All People10+, P25-39 and Afternoon session, along with weekend listening.  Other position highlights from this survey:  No. 2 commercial station P40-54 and Morning session.  With the new breakfast & drive teams – Breakfastincreased share (-0.7%) and Drive decreased (-1.2%).  Only demographic increase was P25-39 (+2.5%).

  • JJJ holds overall No. 1 spot for P18-24 andP25-39.  They enjoyed increases across alldemographics and all sessions (excluding evening).

  • NOVA highlights this survey – No 2 commercialstation P10-17, P18-24 & P25-39. Demographic increases P18-24, P40-54 &P55+ and session increases in Breakfast & Morning.

  • 6PR had increases P10-17, P18-24 & P65,unfortunately no Session increases.  Theyare still No. 1 commercial station for P65+ and they are the No. 3 commercial stationP55-64.

  • 6IX increased P25-39, P40-54 & with theirBreakfast session.  They are No. 2 commercialstation for P55-64 & P65+.

    • DEMOGRAPHICS

    Ppl 10-17

    #1 :  92.9  –  42.0%

    #2 :  NOVA  –  18.2%

    #3 :  MIX 94.5   –  7.4%

    #4 :  JJJ  –  9.3%

    #5 :  96fm  –  7.5%

    • Largest decreases from NOVA (-3.0%) and 96fm(-2.0%).

    • Biggest increases for this demo were by JJJup (+4.5%), 92.9 up (+4.2%) and MIX 94.5 up (+2.5%).

    • JJJ & 96fm swapped positions.

    Ppl 18-24

    #1 :  JJJ  –  22.8%

    #2 :  92.9  –  21.9%

    #3 :  NOVA  –  21.6%

    #4 :  MIX 94.5  –  12.6%

    #5  :  96fm  –  12.5%

    • Every position changed within this demographic.

    • Most notable is that 92.9 lost their No. 1 positionin this demographic to JJJ.

    • The most significant decline was from 92.9(-9.9%) but would have to question this figure.

    • On the flip side huge increases by MIX 94.5(+4.7%) and JJJ (+4.2%).

    Ppl 25-39

    #1 :  JJJ  –  18.7%

    #2 :  92.9  –  16.5%

    #3 :  NOVA  –  15.1%

    #4 :  96fm  –  4.6%

    #5 :  MIX 94.5  –  13.1%

    • Increases worth mentioning were JJJ (+3.1%)and 96fm (+2.5%).

    • Main losses from MIX 94.5 (-4.0%) and 6PR (-2.7%).

    • The only station to NOT change their positionfor this demographic was NOVA.  All otherpositions changed.

    • Most notable is that 92.9 also lost their No.1 position in this demographic to JJJ and MIX dropped back from No. 2 to now No.5 (you’d have to question this).

    Ppl 40-54

    #1 :  MIX 94.5  –  24.9%

    #2 :  96fm  –  13.4%

    #3 :  ABC720  –  10.7%

    #4 :  92.9  –  9.5%

    #5 :  6PR  –  8.5%

    #6 :  6IX  –  8.4%

    #7 :  NOVA  –  7.2%

    #8 :  JJJ (5.2%)

    • Major increase by ABC720 (+4.8%).

    • Highest decreases were from MIX 94.5 (-2.7%) and96fm (-2.5%).

    • Only positions 1, 2 & 4 remain unchanged.  All others changed.

    Ppl 55-64

    #1 :  MIX 94.5  –  18.6%

    #2 :  ABC720  –  17.9%

    #3 :  6IX  –  14.5%

    #4 :  6PR  –  10.4%

    #5 :  96fm  –  4.0%

    • A big jump by ABC720 (+5.7%) and MIX 94.5 (+4.6%).

    • Two large decreases being 6IX (-7.2%) and 6PR(-4.3%).

    • The only station to hold their position was96fm at # 5.  All primary positions changed.

    Ppl 65+

    #1 :  ABC720  –  32.8%

    #2 :  6PR  –  21.8

    #3 :  6IX  –  3.2%

    #4  :  MIX 94  –  2.1%.

    • Only 6IX & MIX 94.5 swapped positions.

    WEEKDAY SESSIONS

    Breakfast

    #1  :  ABC720No. 1 (previously # 2) .. 16.8%  * increaseof 2.1%

    #2  :  MIX 94.5No. 2 (previously #No 1)  .. 15.3%  * increase of 0.1%

    #3 :  92.9 No. 3 (previously # 4) .. 10.1%  * DECREASE of 0.7%

    #4  :  6PR No.4 (previously # 3) .. 9.7  * DECREASE of 1.9%

    #5 :  NOVA No. 5 (no change) .. 9.6%  * DECREASE of 1.0%

    #6  :  96fmNo. 6 (no change) .. 8.8%  * increase of 0.7%

    …then followed by  JJJ *increasing 0.9% to 7.2% and 6IX *increasing0.6% to 6.1%.

    • All positions changed *with exception of Nova,96fm, JJJ & 6IX.

    Morning

    #1 :  MIX 94.5  –  14.9%

    #2 :  96fm  –  12.2%

    #3 :  JJJ  –  11.2%

    #4 :  ABC720  –  11.0%

    #5 :  92.9  –  9.7%

    …followed by 6PR (9.4%), NOVA (9.1%) & 6IX(5.9).

    • Only MIX 94.5 & 96fm (positions 1 &2) were unchanged.  All other positionschanged.

    Afternoon

    #1 :  MIX 94.5  –  15.7%

    #2 :  92.9  –  11.9%

    #3 :  JJJ  –   11.8%

    #4 :  96fm   –  11.6%

    #5 :  NO
    VA  –  10.3%

    …followed by 6PR (8.2%), ABC720 (7.9%) then6IX (6.2%)

    • Again, only positions 1 & 2 wereunchanged (MIX 94.5 & 92.9). All other positions changed.

    Drive

    #1 :  92.9  –  16.0%

    #2 :  MIX 94.5  –  15.9%

    #3 :  ABC720  –  10.3%(previously # 7)

    #4 :  JJJ  –  10.1%(previously # 5)

    #5 :  NOVA  –  9.5% (previously# 3)

    #6 :  96fm  –  7.9% (previously# 4)

    #7  :  6PR  –  7.3% (previously# 6)

    …then 6IX with 4.3%

    • 92.9, MIX 94.5 & 6IX retained their previousDrive positions. All other position changesas noted.

    Night

    #1 :  92.9  –  16.9%

    #2 :  ABC720  –  14.5%

    #3 :  MIX 94.5  –  12.8%(last survey # 4)

    #4 :  NOVA  –  9.9% (lastsurvey # 3)

    #5  :  6PR  –  8.8%

    #6  :  JJJ  –  7.7%

    #7 :  96fm   –  5.6%

    …then 6IX with 4.1%

    • Only positions 3 & 4 swapped (NOVA &MIX 94.5). Changes are noted.

    PEOPLE 10+ CUMULATIVEAUDIENCE FIGURE

    #1  :  MIX 94.5- 471,000  (UP 23,000)

    #2 :  92.9 – 468,000  (down 13,000)

    #3  :  NOVA- 367,000  (UP 19,000)

    #4 :  ABC720 – 294,000  (UP 8,000)

    #5 :  96fm – 292,000  (down 15,000)

    #6 :  JJJ – 254,000  (UP 38,000)

    #7  :  6PR -177,000  (UP 7,000)

    #8  :  6IX -139,000  (down 3,000)

    • Cume audience losses (-31,000) compared to gains(+95,000)

    • MIX 94.5 and 92.9 swapped positions 1 &2 as did ABC720 & 96fm swapping 4th & 5th positions for P10+ cume.

    PEOPLE 10+ AVERAGEAUDIENCE FIGURE

    #1 :  MIX 94.5 – 35,000  (down 2,000)

    #2  :  ABC 720-29,000  (UP 7,000)

    #3 :  92.9 – 28,000 (down 1,000)

    #4 :  96FM – 22,000  (down 1,000)

    #5 :  NOVA – 22,000  *No Change

    #6 :  JJJ – 22,000  (UP 6,000)

    #7 :  6PR – 20,000  (down 2,000)

    #8 :  6IX – 14,000  (down 2,000)