The Powell Report: Radio Survey 5/2010

August 12 2010, 9:28 am | BY Martin Trevaskis | No Comments

Initiative Business Manager Joy Powell’s analysis of PerthRadio Survey 3/2010 released on Tuesday.

Overall Results All People 10+

# 1 : MIX 94.5 .. was 16.0 – NOW 15.3 (decrease of 0.7%)

# 2 : 92.9 .. was 11.7 – NOW 13.5 (INCREASE of 1.9%)

# 3 : ABC720 .. was 11.8 – NOW 11.6 (decrease of 0.2%)

# 4 : NOVA .. was 9.7 – NOW 10.3 (INCREASE of 0.6%)

# 5 : 96fm .. was 9.9 – NOW 8.9 (decrease of 1.0%)

# 6 : 6PR .. was 9.3 – NOW 8.8 (decrease of 0.5%)

# 7 : JJJ .. was 7.6 – NOW 7.6 No Change

# 8 : 6IX .. was 6.3 – NOW 5.2 (decrease of 1.1%)

Comments & Observations

Only two stations enjoyed increased overall shares: 92.9 had the largest increase +1.9% and Nova increased by +0.6%.
Highest overall decreases were: 6IX -1.1% and 96fm -1.0%.
Position Changes: 92.9 and ABC720 swapped positions, as did NOVA and 96fm; 92.9 was no. 3 – now no. 2; ABC720 was no.2 – now no. 3; NOVA was no. 5 – now no. 4; 96FM was no. 4 – now no. 5
MIX 94.5 gained significant shares P55-64 (where they increased +7.2%). They retained their share P40-54 (no change), similarly with Morning session (no change). Station is no. 1 P10+, P40-54, P55-64, Morning, Afternoon & Weekends. They are no. 2 in Breakfast & Drive (No. 1 commercial station in Breakfast). Losses worth noting were P10-17 down -5.3%, P18-24 down -4.8% and P25-39 down -2.5%.
92.9 increased across the board – all sessions and demographics (excluding P65+). There were some huge share increases to note: P10-17 +6.7%, P25-39 +3.1%, Drive +4.0% & Evening +3.3%. Great survey result in all aspects. Station is no. 1 P10-17, P18-24 and Drive. They are no. 2 P25-39, Afternoon, Evenings & Weekends and Equal no. 2 for Morning.
ABC720 – share increases P40-54, P55-64 and Breakfast. Station has officially taken the prominent no. 1 Breakfast position and retains no. 1 for P65+ and Evenings.
NOVA experienced increased share for P10-17 +3.2%, P18-24 +0.5%, P25-39 +2.1% and are now no. 1 for P25-39. Share increases for all sessions excluding Morning (-0.7%). Station is also now the no. 3 commercial station for All People 10+.
96fm had no session increases. Demographic increases were P18-24 +0.4%, P55-65 +1.0% and P65+ +0.5%. There was a -4.0% decline P10-17, a -1.2% loss P25-39 & a -2.5% loss P40-54. Station is still no. 2 P40-54 and equal no.2 (with 92.9 for Mornings).
6PR with the exception of a +0.1% increase in Breakfast, declined in all other sessions. They did increase shares P18-24 (+1.6%) & P25-39 (+1.9%), but lost share in all other demographics – including a -4.5% loss P55-64 and -2.4% loss P65+.
JJJ remained pretty static. Only marginal share increases or decreases with others no change at all.
6IX very slight increases P18-24 & P65+. Remaining demo’s & sessions declined, notably P55-64 -6.1%.

DEMOGRAPHICS

PPL 10-17

# 1 : 92.9 – 46.7%

# 2 : NOVA – 22.2%

# 3 : MIX 94.5 – 14.1%

# 4 : JJJ – 6.1%

# 5 : 96fm- 4.5%

• Biggest increase for this demo were 92.9 up (+6.7%).

• Largest declines were MIX 94.5 (-5.3%) and 96fm (-4.0%).

• NOVA & MIX 94.5 swapped positions as did JJJ & 96fm.

PPL 18-24

# 1 : 92.9 – 26.2%

# 2 : NOVA – 21.3%

# 3 : JJJ – 17.7%

# 4 : 96fm – 16.0%

# 5 : MIX 94.5 – 9.8%

• Largest increase was by 6PR up (+1.6%).

• Huge decrease by MIX 94.5 down (-4.8%).

• No position changes for this demographic.

PPL 25-39

# 1 : NOVA – 19.3%

# 2 : 92.9 – 18.1%

# 3 : JJJ – 18.0%

# 4 : 96fm – 12.3%

# 5 : MIX 94.5 – 11.5%

• Audience increases for 92.9 up (+3.1%), NOVA up (+2.1%) & 6PR up (+1.9%).

• Declines by MIX (-2.5%), ABC720 (-2.3%) and 96fm (-1.9%).

• NOVA moved from # 2 to now # 1, 92.9 moved from # 3 to now # 2, JJJ dropped back from # 1 to now # 3.

PPL 40-54

# 1 : MIX 94.5 – 24.6%

# 2 : 96fm – 13.4%

# 3 : 92.9 – 11.0%

# 4 : ABC720 – 10.5%

# 5 : 6PR – 7.3%

# 6 : 6IX – 6.0%

# 7 : NOVA – 5.9%

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

• Two increases ABC720 (+3.3%) and 92.9 (+1.6%).

• Main share loss by 96fm (-2.5%).

PPL 55-64

# 1 : MIX 94.5 – 23.0%

# 2 : ABC720 – 19.5

# 3 : 6IX – 13.3% followed

# 4 : 6PR – 10.6%

• A massive jump by MIX 94.5 (+7.2%).

• Two main share decreases being 6IX (-6.1%) and 6PR (-4.5%).

• 6IX and MIX swapped their positions.

PPL 65+

# 1 : ABC720 – 26.2%

# 2 : 6PR – 20.1

# 3 : MIX 94.5 – 5.0%

# 4 : 6IX – 4.9%

• 6IX and MIX swapped their positions here too.

• Two main losses, these were ABC720 (-2.8%) & 6PR (-2.4%).

• The biggest increases were by 6IX (+0.7%) and 96fm (+0.5%).

WEEKDAY SESSIONS

Breakfast

# 1 : ABC720 – 16.3% * increase of 0.9%

# 2 : MIX 94.5 – 15.2% * DECREASE of 0.7%

# 3 : 92.9 – 11.5% * increase of 1.4%

# 4 : NOVA – 11.2% * increase of 0.9%

# 5 : 6PR – 10.0% * increase of 0.1%

# 6 : 96fm – 8.6% * DECREASE of 0.9%

• ABC720 & MIX 94.5 swapped positions, as did 92.9 and NOVA. All others remained unchanged.

Morning

# 1 : MIX 94.5 – 15.9%

# 2 : Equal – 92.9 and 96fm – 10.7%

# 3 : ABC720 – 10.6%

# 4 : NOVA – 0.1%

# 5 : 6PR – 9.4%

• 92.9 moved up from # 6 to now equal # 2.

• ABC720 & NOVA swapped positions.

Afternoon

# 1 : MIX 94.5 – 17.0%

# 2 : 92.
9 – 13.1%

# 3 : Equal – NOVA and 96fm – 11.6%

# 4 : JJJ – 9.7%

# 5 : ABC720 – 7.8%

• 92.9 moved up from # 3 to now # 2.

• 96fm dropped back from # 2 to now equal # 3 with NOVA.

Drive

# 1 : 92.9 – 22.4%

# 2 : MIX 94.5 – 14.5%

# 3 : ABC720 – 9.7%

# 4 : NOVA – 9.0%

# 5 : JJJ – 8.5%

# 6 : EQUAL – 96fm and 6PR – 6.9%

• Position changes NOVA up from 5 to 4, JJJ down from 4 to 5, 96fm down from 5 to 6.

Night

# 1 : ABC720 – 16.4%

# 2 : 92.9 – 16.0%

# 3 : 6PR – 11.4%

# 4 : NOVA – 9.7% (last survey # 5)

# 5 : MIX 94.5 – 9.0% (last survey # 4)

# 6 : JJJ – 6.7% (last survey # 7)

# 7 : 96fm – 6.0% (last survey # 8)

• Position changes NOVA up from 5 to 4, Mix 94.5 down from 4 to 5, JJJ up from 7 to 6 and 96fm up from 8 to 7.

PEOPLE 10+ Cumulative audience figure

92.9 – 510,000 (UP 29,000)

MIX 94.5 – 453,000 (down 43,000)

NOVA – 387,000 (UP 9,000)

96fm – 301,000 (down 6,000)

ABC720 – 283,000 (down 10,000)

JJJ – 212,000 (down 17,000)

6PR – 182,000 (down 26,000)

6IX – 135,000 (down 10,000)

• Cume audience gains (+38,000) compared to losses (-112,000).

• Only changes were 92.9 & MIX 94.5 swapped their No. 1 & 2 positions for P10+ cume.

PEOPLE 10+ Average audience figure

MIX 94.5 – 35,000 (down 3,000)

92.9 – 31,000 (UP 3,000)

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

NOVA – 23,000 * No Change

96FM – 20,000 (down 4,000)

6PR – 20,000 (down 2,000)

JJJ – 17,000 (down 1,000)

6IX – 12,000 (down 3,000)