The Powell Report: Radio Survey 2/2010

March 31 2010, 9:53 am | BY Kim Shaw | No Comments

Initiative Business Manager Joy Powell has analysed the latest Perth Radio Survey 2/2010 which was released on yesterday. Here are her observations:

Overall Results All People 10+

#1 : MIX 94.5 .. was 16.0 – NOW 15.8 (decrease of 0.2%)

#2 : 92.9 .. was 12.4 – NOW 12.5 (INCREASE of 0.1%)

#3 : ABC720 .. was 11.8 – NOW 11.3 (decrease of 0.5%)

#4 : 96fm .. was 9.6 – NOW 11.1 (INCREASE of 1.5%)

#5 : NOVA .. was 8.8 – NOW 9.7 (INCREASE of 0.9%)

#6 : JJJ .. was 9.5 – NOW 8.3 (decrease of 1.2%)

#7 : 6PR .. was 7.8 – NOW 7.9 (INCREASE of 0.1%)

#8 : 6IX .. was 5.9 – NOW 5.4 (decrease of 0.5%)

96fm had the largest increase +1.5%, followed by Nova with +0.9%.

JJJ had the highest % decrease -1.2%

Position Changes: Only two….

Nova *prev No.6 – now No. 5

JJJ *prev No. 5 – now No. 6

Comments & Observations

– MIX 94.5 had good share increases P25-39 (+2.2%), P40-54 (+3.0%) & GB’s (+2.5%), though no weekday session increases (weekend listening was up +1.1%). Drive session share declined (-1.1%).

– 92.9 healthy share increases P10-17 (+1.9%) & P18-24 (+3.1%), though lost share P25-39 (-1.0%), P40-54 (-1.3%) & GB’s (-1.6%). Breakfast (+0.6%), Drive (+1.9%) & Evening (+0.2%) sessions went up.

– ABC720 – Nil audience increases for any major demographic. Declined in Breakfast (-1.7%) & Weekend listening (-1.1%). Minimal/no change to other sessions.

– 96fm marginal audience increase P25-39 (+0.3%), good share increases P40-54 (+3.7%), P55+ (+1.9%) & GB’s (+1.5%). All sessions excluding Evening went up.

– NOVA whilst a substantial loss P18-24 (-4.4%), on the flip side, had substantial gains P10-17 (+3.2%) & P25-39 (+4.6%), also increased P40-54 (+0.7%) & GB’s (+1.1%). Also substantial increases in Breakfast (+2.2%) & Evening (+3.3%). Only session decrease was afternoon (-0.3%) which was marginal.

– 6PR increased share P55+ (+1.0%), with minimal increases P18-24 (+0.1%) & P25-39 (+0.2%). Session increases were Morning (+0.8%), Afternoon (+1.4%) & Drive (+0.5%).

– JJJ only demo increase was P18-24 (+2.6%) with no other demographic or session increases. Big losses P25-39 (-3.1%) and GB’s (-2.2%)

– 6IX increased shares in P18-24 (+1.1%) & P55+ (+0.6%), but a decline P40-54 (-2.7%). Session increases in Morning (+0.4%) & Afternoon (+0.3%).

DEMOGRAPHICS

PPL 10-17

– Biggest increases for this demo were NOVA up (+3.2%), and 92.9 (+1.9%).

– Largest decrease was MIX 94.5 down (-4.2%).

#1 : 92.9 – 45.6%

#2 : NOVA – 23.8%

#3 : MIX 94.5 – 14.9%

#4 : 96fm – 5.3%

#5 : JJJ – 3.8%

– No position changes this survey.

PPL 18-24

– Largest increases from 92.9 up (+3.1%) and JJJ up (+2.6%)

– On the flip side decreases worth noting were NOVA down (-4.4%) this followed a (-6.2%) last survey and MIX & ABC both down (-1.7%).

#1 : 92.9 – 28.1%

#2 : JJJ – 26.9%

#3 – NOVA 14.5%

#4 : 96fm – 11.8%

#5 : MIX 94.5 – 8.9%

– No position changes this survey.

PPL 25-39

– Largest decreases JJJ down (-3.1%) and 92.9 down (-1.0%).

– Noteworthy increases by NOVA (+4.6%) and MIX 94.5 (+2.2%).

#1 : NOVA – 18.5%

#2 : MIX 94.5 – 18.3%

#3 : JJJ – 15.8%

#4 : 92.9 – 14.9%

#5 : 96fm – 14.5%.

– JJJ slipped back from #1 to now #3.

– Nova jumped up from # 5 to now #1.

– 96fm slipped back from #4 to now #5 and 92.9 from #3 to now #4.

PPL 40-54

– Two big increases being 96fm (+3.7%) and MIX 94.5 (+3.0%).

– Decreases from 6IX, JJJ, 92.9 & 6PR.

#1 : MIX 94.5 – 26.5%

#2 : 96fm – 15.6%

#3 : 92.9 – 8.8%

#4 : ABC720 – 8.6%

#5 : 6IX – 8.5%

#6 : NOVA & 6PR – 7.5%

– Three stations remain unchanged MIX 94.5, 96fm & NOVA. All others changed.

PPL 55+

#1 : ABC720 – 24.0%

#2 : 6PR – 15.8

#3 : MIX 94.5 – 8.7%

#4 : 6IX – 8.1%

– No position changes.

GROCERY BUYERS

#1 : MIX 94.5 – 19.7%;

#2 : ABC720 – 13.5%

#3 : NOVA – 9.7%

#4 : 96fm – 9.3%

#5 : 92.9 – 8.1%

#6 : 6PR – 7.9%

#7 : 6IX – 5.5%

#8 : JJJ – 4.6%.

– Only positions 1 (MIX 94.5) & 2 (ABC720) remain unchanged.

– All other positions changed.

WEEKDAY SESSIONS

Breakfast

– Same as last survey, again only ABC720, MIX 94.5 & 92.9 held previous position.

– All others changed.

#1 : ABC720 – 15.7% *DECREASE of 1.7%

#2 : MIX 94.5 – 15.4% *DECREASE of 0.6%

#3 : 92.9 – 11.5% * increase of 0.6%

#4 : NOVA -10.6% * increase of 2.2%

#5 : 96fm – 9.7% * increase of 0.5%

#6 : 6PR – 7.7% *DECREASE of 0.7%

– Then followed by JJJ and 6IX.

Morning

– Changes were Nova, ABC720 & JJJ, all others remain unchanged.

#1 : MIX 94.5 – 16.7%

#2 : 96fm – 13.3%

#3 : ABC720 – 10.4%

#4 : 92.9 – 9.9%

#5 : NOVA – 9.6%

#6 : JJJ – 9.0%

– Followed by 6PR & 6IX

Afternoon

– Two stations remain unchanged – MIX 94.5 & 6IX. All others changed.

#1: MIX 94.5 – 18.0
%

#2 : 96fm – 14.1%

#3 : 92.9 – 11.7%

#4 : NOVA – 10.5%

#5 : JJJ – 9.6%

#6 : 6PR – 8.2% f

– Followed by ABC720 & 6IX

Drive

– JJJ & 96fm swapped positions, as did ABC720 & NOVA. Others remain unchanged.

#1 : 92.9 – 19.5%

#2 : MIX 94.5 – 14.4%

#3 : 96fm – 10.1%

#4 : JJJ – 9.6%

#5 : NOVA – 9.4%

#6 : ABC720 – 9.1%

#7 : 6PR – 7.3%

– Then 6IX

Night

– Only NOVA & 6PR swapped positions, remaining stations held their previous positioning.

#1 : ABC720 – 14.8%

#2 : 92.9 – 12.7%

#3 : MIX 94.5 – 10.8%

#4 : NOVA – 10.0%

#5 : 96fm – 9.5%

#6 : 6PR – 9.1%

#7 : JJJ – 6.3%

– Then 6IX

PEOPLE 10+ CUMULATIVE AUDIENCE FIGURE

– Cume audience gains (+57,000) compared to losses (-37,000). So cume audience listening this survey was up.

– Only 4 stations enjoyed increased cumulative audience – NOVA, 6PR, 92.9 & 96fm.

– 92.9 is still the number 1 station for P10+ cume.

92.9 – 479,000 (UP 11,000)

MIX 94.5 – 447,000 (down 3,000)

NOVA – 386,000 (UP 22,000)

ABC720 – 284,000 (down 28,000)

96fm – 283,000 (UP 4,000)

JJJ – 250,000 (down 5,000)

6PR – 175,000 (UP 20,000)

6IX – 127,000 (down 1,000)

PEOPLE 10+ AVERAGE AUDIENCE FIGURE

MIX 94.5 – 37,000 (UP 2,000)

92.9 – 29,000 (UP 2,000)

ABC 720- 27,000 (UP 1,000)

96FM – 26,000 (UP 5,000)

NOVA – 23,000 (UP 4,000)

JJJ – 20,000 (down 1,000)

6PR – 19,000 (UP 2,000)

6IX – 13,000 ** NO CHANGE