The Powell Report: Radio Survey 4/2009

June 25 2009, 10:04 am | BY Martin Trevaskis | No Comments

Initiative Business Manager Joy Powell’s analysis of Perth Radio Survey 4/2009, released on Tuesday.

OVERALL RESULTS ALL PEOPLE 10+

#1 : MIX 94.5 .. was 14.7 – NOW 14.4 (decrease of 0.3%)

#2 : 92.9 .. was 14.0 – NOW 13.2 (decrease of 0.8%)

#3 : 96fm .. was 11.0 – NOW 11.7 (INCREASE of 0.7%)

#4 : 6PR .. was 10.4 – NOW 11.0 (INCREASE of 0.6%)

#5 : NOVA .. was 9.4 – NOW 10.2 (INCREASE of 0.8%)

#6 : ABC720 .. was 9.9 – NOW 9.9 ** NO CHANGE

#7 : JJJ .. was 5.7 – NOW 6.3 (INCREASE of 0.6%)

#8 : 6IX .. was 5.0 – NOW 5.3 (INCREASE of 0.3%)

Comments & Observations

• ABC720 is certainly the lowest on the rankings ladder than they have been for a long time.

• Only two stations decreased share – MIX 94.5 & 92.9, though both stations retain No. 1 & No. 2 positions.

• Greatest share increase was NOVA +0.8%.

• It’s turning into a real battle for the P25-39 demographic.

• MIX 94.5 has maintained their positioning status the same as lastsurvey… No. 1 position for Overall audience share and are also No. 1P40-54, GB’s, along with Breakfast, Morning and Afternoon sessions plusWeekends. They increased share P18-24, P55+ and GB’s. No weekdaysession increases, but did increase their weekend listening. It isworth noting that this survey (4/09) and last (3/09) have been theslimmest margins, differentiating the top station to their nearestcompetitor in ages. The No.2 station in this market and their closestrival is sister station 92.9.

• 92.9 retained No. 2 stationOverall. They are No. 1 P10-17 (despite a 4.2% decrease) & P18-24and also for Drive session. Session increases also occurred in Morning& Afternoon. 92.9, who have been the number one station for People25-39 for the last 2 surveys, lost 4.8% share of this audience whichhas placed them in the number 2 position behind both Nova and 96fm whoare tied in top place.

• 96fm still No. 3 station P10+. Shareincreases P10-17, P25-39, P55+ & GB’s. In equal No. 1 positionfor P25-39 (sharing this with Nova). Station is No. 2 P40-54, Morningsession & Afternoon session. Session increases in Breakfast,Morning, Afternoon & Evening. Within the morning session 96fm isonly 0.1% behind the leader MIX 94.5

• 6PR no movement in overallposition at No. 4 station P10+. Increased audience share P10-17,P40-54 & P55+. Also all sessions, with the exception ofAfternoons, provided share increases.

• NOVA is now sharing equalNo. 1 position for P25-39. They hold No. 2 position for P10-17 &18-24. The only station this survey to have demographic increasesacross ALL main demographics. Session increases within Breakfast,Morning, Afternoon & Drive.

• ABC720 retained No. 1 P55+ and are still No. 2 with their Breakfast session.

•6IX had increases in share for P18-24, P25-39, P55+ & GB’s. Alsoexperienced session increases for all sessions Excluding Breakfast.

•Also noted – JJJ had share losses in only two demographics P40-54 &GB’s. The only session decrease was for weekend listening.

DEMOGRAPHICS

People 10-17

#1 : 92.9 – 47.3%

#2 : NOVA – 22.2%

#3 : MIX 94.5 – 10.1%

#4 : 96fm – with 6.1%

• Biggest loss for this demo was 92.9 (-4.2%).

• Largest increase by NOVA (+3.5%).

• There were NO position changes.

People 18-24

#1 : 92.9 – 30.3%

#2 : NOVA – 21.4%

#3 : JJJ – 14.5%

#4 : 96fm – 14.0

#5 : MIX 94.5 – 8.6%

• Largest increase was MIX 94.5 (+1.3%).

• Biggest decrease was 96fm (-1.4%).

• After 96fm & JJJ swapping last survey, they swapped positions 3&4 again this survey.

People 25-39

EQUAL #1 : Nova & 96fm – 18.2% each

#2 : 92.9 – 16.3%

#3 : JJJ – 14.9%

#4 : MIX 94.5 – 14.2%.

• Highest decrease was from 92.9 (-4.8%).

• Largest increases were JJJ (+3.6%), then 96fm (+1.8%), NOVA (+1.5%), ABC720 (+1.2%)

& 6IX (+1.0%).

• 92.9 lost their No. 1 position

• Nova, 96fm and JJJ all moved up from their previous positions.

People 40-54

#1 : MIX 94.5 – 22.7%

#2 : 96fm – 16.7%

#3 : 6PR – 12.6%

#4 : 92.9 – 9.2%

#5 : ABC720 – 7.7%

#6 : 6IX – 6.9%

#7 : NOVA with 6.8%

• Highest decrease was MIX 94.5 (-1.7%).

• Largest increase 6PR (+3.1%).

• There were NO position changes from last survey.

People 55+

#1 : ABC720 – 20.6%

#2 : 6PR – 19.2

#3 : MIX 94.5 – 9.9%

#4 : 6IX – 8.4%

• No position changes.

Grocery Buyers

#1 : MIX 94.5 – 16.3%

#2 : 6PR – 12.8%

#3 : 96fm – 12.0%

#4 : ABC 720 – 10.2%

#5 : NOVA – 9.0%

#6 : 92.9 – 8.8%

#7 : 6IX – 7.1%.

•Only positions 4, 5 & 6 changed (92.9 dropped back from 4 to now 6,ABC720 moved up from 5 to 4 and NOVA moved up from 6 to 5).

WEEKDAY SESSIONS

Breakfast

#1 : MIX 94.5 No. 1 .. 15.2% *DECREASE of 0.2%

#2 : ABC720 No. 2 .. 13.8% *DECREASE of 0.5%

#3 : 96FM – 11.6% * increase of 1.2%

#4 : 6PR – 11.3% * increase of 0.3%

#5 : NOVA – 10.7% * increase of 1.2%

#6 : 92.9 .. 10.4% * DECREASE of 1.8%

• 92.9 dropped back from No. 3 to now No. 6; 96fm moved up from No. 5 to now No. 3 and NOVA moved up from No. 6 to No. 5.

Morning

#1 : MIX 94.5 – 13.8%

#2 : 96fm – 13.7%

#3 : 6PR – 12.4%

#4 : 92.9 #4 – 12.1%

#5 : NOVA – 11.1%

#6 : ABC720- 8.5%

• Only positions 1, 2 & 3 remained the same.

Afternoon

#1 : MIX 94.5 – 15.0%

#2 : 96fm – 14.1%

#3
: 92.9 – 13.9%

#4 : NOVA – 11.7%

#5 : 6PR – 10.8%

#6 : JJJ – 8.1%

• Only positions 1 & 6 remain unchanged, all other positions changed.

Drive

#1 : 92.9 – 19.8%

#2 : MIX 94.5 – 13.8%

#3 : NOVA – 11.1%

#4 : 6PR – 9.2%

#5 : 96FM – 9.1%

#6 : ABC720 – 7.8%

• 96fm & 6PR swapped 4th & 5th positions from last survey.

Night

#1 : 6PR – 16.3%

#2 : MIX 94.5 – 14.2%

#3 : ABC720 – 13.5%

#4 : 92.9 – 12.3%

#5 : 96fm – 8.1%

#6 : NOVA – 7.0%

• Only MIX 94.5 and 96fm retained their previous positions – All other positions changed.

PEOPLE 10+ CUMULATIVE AUDIENCE

92.9 – 478,000 (down 19,000)

MIX 94.5 – 439,000 (UP 8,000)

NOVA – 363,000 (down 7,000)

96fm – 296,000 (UP 18,000)

ABC720 – 275,000 (UP 17,000)

6PR – 197,000 (UP 19,000)

JJJ – 188,000 (UP 37,000)

6IX – 133,000 (down 1,000)

• Cume audience gains (+99,000) compared to losses (-27,000), So again listening was up.

PEOPLE 10+ AVERAGE AUDIENCE

MIX 94.5 – 33,000 **NO CHANGE

92.9 – 30,000 (down 2,000)

96FM – 26,000 (UP 1,000)

6PR – 25,000 (UP 1,000)

NOVA – 23,000 (UP 2,000)

ABC 720- 22,000 **NO CHANGE

JJJ – 14,000 (UP 1,000)

6IX – 12,000 (UP 1,000)