The Powell Report: Radio Survey 6/2009

September 17 2009, 7:36 am | BY Martin Trevaskis | No Comments

Initiative Business Manager Joy Powell’s analysis of Perth Radio Survey 6/2009, released on Tuesday.

OVERALL RESULTS ALL PEOPLE 10+

#1  :  MIX 94.5 .. was 15.8 – NOW 18.5  (INCREASE of 2.7%)

#2  :  92.9 .. was 12.2 – NOW 11.9  (decrease of 0.3%)

#3  :  96fm .. was 12.6 – NOW 11.6  (decrease of 1.0%)

#4  :  ABC720 .. was 10.5 – NOW 10.5  ( No Change )

#5  :  6PR .. was 8.8 – NOW 8.8  ( No Change )

#6  :  NOVA .. was 9.5 – NOW 7.7  (decrease of 1.8%)

#7  :  JJJ .. was 7.7 – NOW 7.6  (decrease of 0.1%)

#8  :  6IX .. was 4.8 – NOW 5.3  (INCREASE of 0.5%)

Comments & Observations

• MIX 94.5 is back as the very clear leader of the pack.

• Marginal difference between 92.9 / 96fm as is the same for Nova / JJJ.

• No change for ABC720 or 6PR

• MIX 94.5 still No. 1 for Overall and strengthened their leadconsiderably.  They were the only FM station who enjoyed an increasethis survey.  MIX is also the No. 1 station for P25-39, P40-54 andGB’s, along with No. 1 in Breakfast, Mornings, Afternoons andWeekends.  They increased share across ALL sessions and alldemographics except P10-17.  Indeed, a terrific survey result.

• 92.9 took back their No. 2 station position Overall.  They are No. 1P10-17 and also No. 1 for Drive & Evening sessions.  Demographicshare increases obtained P10-17 & P25-39. Session increases inBreakfast, Drive & Evening.  With P18-24 they lost another 3.3%share this survey (which appears to have moved to MIX), this followed a7.8% loss in the previous survey.

• 96fm still No. 3 station P10+.  Share increases P10-17, with sessionincreases in Drive and Weekends.   This station is now No. 1 P18-24. Last survey 96 gained 7.8% share P18-24 and have retained those gainsthis survey.  They are No. 2 P40-54 and sessions, Mornings, Afternoons& Weekends.

• ABC720 lost their No. 1 P55+ – now No. 2 for this demographic.  StillNo. 2 with their Breakfast session.   Share losses all demo’s exceptP25-39.

• 6PR are No. 4 commercial station P10+.  Increased audience share P55+and GB’s, with marginal increases in Mornings, Drive, Evenings &Weekends.

• NOVA has the No. 2 position for two demographics P10-17 and P18-24. The only demographic to gain share (which was marginal) was for P55+. Unfortunately no other increases elsewhere for this survey – allsessions and other demographics experienced a loss.

• 6IX had an overall share increase (one of only two stations to obtainthis), along with increases P10-17, P40-54, P55+ and GB’s.  Shareincreases also obtained in Breakfast, Mornings, Afternoons &Weekends.

• Also noted – JJJ had share increases P18-24, P40-54, GB’s and Breakfast, Drive & Weekends.

DEMOGRAPHICS

 

Ppl 10-17

#1  :  92.9 – 49.7%

#2  :  NOVA – 15.3%

#3  :  MIX 94.5 – 10.5%

#4  :  96fm – 9.0%

#5  :  JJJ – 7.3% 

• Biggest loss for this demo was Nova (-4.4%).

• Largest increases were by 92.9 (+4.0%) & 96fm (+3.1%).

• 96fm & JJJ swapped positions.

 

Ppl 18-24

#1  :  96fm – 21.8%

#2  :  NOVA – 19.7%

#3  :  92.9 – 19.2%

#4  :  JJJ – 18.4

#5  :  MIX 94.5 – 16.1%

• Largest increase was MIX 94.5 (+4.5%).

• Biggest decrease was 92.9 (-3.3%).

• 96, Nova & 92.9 all changed positions with 96 moving from No.2 toNo.1, Nova moving from No.3 to No.2 and 92.9 dropping back from No.1 tonow No.3.

 

Ppl 25-39

#1  :  MIX 94.5 – 20.4%

#2  :  JJJ – 16.7%

#3  :  92.9 – 16.3%

#4  :  96fm – 15.0%

#5  :  NOVA – 13.8%

• Highest decrease was from Nova (-3.7%).

• Largest increase was MIX 94.5 (+3.6%).

• All positions changed from last survey.

Ppl 40-54

#1  :  MIX 94.5 – 28.2%

#2  :  96fM – 16.4%

#3  :  92.9 – 8.8%

#4  :  6IX  – 8.3%

#5  :  ABC720 – 8.0%

#6  :  6PR – 6.8%

• Highest decreases were  NOVA (-2.0%) and 96fm & 6PR (both -1.8%).

• Largest increases MIX 94.5 (+3.9%) & 6IX (+2.0%).

•  Only positions 1, 2 & 3 remain unchanged, all others changed.

 

Ppl 55+

#1  :  ABC720 – 22.3%

#2  :  6PR – 19.4

#3  :  MIX 94.5 – 10.7%

#4  :  6IX – 7.0%

• No position changes.

 

Grocery Buyers

#1  :  MIX 94.5 – 18.8%

#2  :  ABC720 – 11.7%

#3  :  96fm – 10.6%

#4  :  6PR – 9.8%

#5  :  92.9 – 8.8%

#6  :  NOVA – 6.5%

#7  :  6IX – 6.3%.

• No position changes.

 

WEEKDAY SESSIONS

 

Breakfast

#1  :  MIX 94.5 – 17.3%  * increase of 1.7%

#2  :  ABC720 – 14.3%  *No Change

#3  :  92.9 – 11.2%  * increase of 0.8%

#4  :  96fm – 10.9% *DECREASE of 1.1%

#5  :  6PR – 9.6%  *DECREASE of 0.1%

#6  :  NOVA – 8.3% *DECREASE of 1.6%

• Position changes from last survey:  92.9 and 96fm swapped, as did 6PR & NOVA.

Morning

#1  :  MIX 94.5 – 21.3%

#2  :  96fm – 11.8%

#3  :  ABC 720 – 10.2%

#4  :  6PR – 9.9%

#5  :  92.9 – 8.7%

#6  :  NOVA – 7.1%

• ABC 720 & 92.9 swapped positions, all others remained the same.

 

Afternoon

#1  :  MIX 94.5 – 23.0%

#2  :&n
bsp; 96fm – 13.7%

#3  :  92.9 – 10.5%

#4  :  JJJ – 8.7%

#5  :  NOVA – 8.0%

#6  :  6PR – 7.6%

• Only JJJ & Nova swapped their positions, all others remained the same.

Drive

#1  :  92.9 – 19.8%

#2  :  MIX 94.5 – 16.0%

#3  :  96fm – 11.4%

#4  :  JJJ – 8.9%

#5  :  ABC 720 – 8.5%

#6  :  6PR – 7.7%

• Only positions 1, 2 & 3 remain unchanged (92.9, MIX 94.5 & 96fm).

Night

#1  :  92.9 – 15.8%

#2  :  ABC 720  – 13.0%

#3  :  MIX 94.5 – 11.7%

#4  :  6PR – 10.1%

#5  :  96fm – 9.1%

#6  :  NOVA – 7.6%

• Only 92.9 and ABC720 swapped their positions – All other positions changed.

 

PEOPLE 10+ CUMULATIVE AUDIENCE FIGURE

92.9 – 483,000  (UP 19,000)

MIX 94.5 – 463,000  (UP 15,000)

NOVA – 345,000  (down 3,000)

96fm – 323,000  (UP 19,000)

ABC720 – 287,000  (down 4,000)

JJJ – 210,000  (down 14,000)

6PR – 172,000  (down 11,000)

6IX – 127,000  (UP 4,000)

• Cume audience gains (+57,000) compared to losses (-32,000).  So again listening was up.

PEOPLE 10+ AVERAGE AUDIENCE FIGURE

MIX 94.5 – 42,000  (UP 7,000)

92.9 – 27,000  ** No Change

96FM – 28,000  (down 2,000)

ABC 720- 24,000  (UP 1,000)

6PR – 20,000  ** No Change

NOVA – 17,000  (down 4,000)

JJJ – 17,000  ** No Change

6IX – 12,000  (UP 1,000)