The Powell Report: Radio Survey 6/2010

September 17 2010, 1:34 pm | BY Martin Trevaskis | No Comments

Initiative Business Manager Joy Powell’s analysis of PerthRadio Survey 6/2010, released on Tuesday, which was Mix 94.5’s 87th consecutive survey at #1!

OVERALL RESULTS ALL PEOPLE 10+

# 1  :  MIX 94.5 .. was 15.3,  NOW  16.4  (INCREASE of 1.1%)

# 2  :  92.9 .. was 13.5,  NOW 14.3  (INCREASE of 0.8%)

# 3  :  ABC720 .. was 11.6,  NOW 11.5  (decrease of 0.1%)

# 4  :  NOVA .. was 10.3,  NOW 9.8  (decrease of 0.5%)

# 5  :  6PR .. was 8.8,  NOW 8.4   (decrease of 0.4%)

# 6  :  96fm .. was 8.9,  NOW 8.1   (decrease of 0.8%)

# 7  :  JJJ .. was 7.6,  NOW 7.4     (decrease of 0.2%)

# 8  :  6IX .. was 5.2,  NOW 4.9   (decrease of 0.3%)

Comments & Observations

  • MIX 94.5 now in the record books”Australia’s biggest radio achievement, a record 87 consecutive surveysas the No. 1 commercial station for All People 10+” – WOW!
  • MIX 94.5 achieved had a healthy overall audienceincrease, the highest of any station +1.1%, they also gainedsignificant shares P25-39 (where they increased +4.1%) and P40-54(+2.4%).  Surprisingly, with such a strong survey result, there wereaudience decreases in all other major demographics.

  • MIX also increasedin most sessions – Morning, Afternoon, Drive & Evening, thoughmarginal losses noted for Breakfast and Weekends.  They retained No. 1commercial station in Breakfast and are the No. 1 station in Morning,Afternoon sessions & Weekend listening and are No. 2 in Drive. This station is also No. 1 for P10+, P40-54 and P55-64.  
  • Only two stations enjoyed increased overall shares – Austereo stations MIX 94.5  & 92.9.
  • All decreases marginal, with 96fm having the highest of these share losses – 0.8%.
  • Only position changes: 96fm and 6PR swapped their No 5 & 6 positions.
  • 96FM previously No. 5 – now No. 6
  • 6PR previously No. 6 – now No. 5
  • 92.9 being one of only two stations to who had overall share increase,had a great survey – increases across all demographics – mostnoteworthy mention is +2.0% P25-39.  Despite the largest session lossin Drive (-1.4%), 92.9 is still a strong No. 1 for this session.  Aminiscule (-0.1%) drop in Afternoon was the only other loss.  All othersessions increased. Station is No. 1 P10-17, P18-24, P25-39 along withDrive & Evening sessions. They are No. 2 P40-54, Morning, Afternoon& Weekends and the No. 2 commercial station in Breakfast. Of thesister Austereo stations, 92.9 had the better survey.
  • ABC720 -share increases P10-17, P18-24, P40-54 & P65+, along with marginalincreases in Breakfast, Morning and Weekends.  Station retainedofficial No. 1 positions P65+ and Breakfast.
  • NOVA retained theirNo. 3 commercial station ranking for All People 10+, and their No. 2position for P10-17.  Despite a very small loss P25-39 (-0.1%), it wasenough with 92.9’s increase in this demo to move them back into No. 2position for P25-39 (previously No. 1).
  • P18-24 demo results aresomewhat questionable – this showed Nova losing a significant share(-6.6%), however, of the total losses for this demo (-7.7%) there wasonly +3.6% total for increases? Where did the P18-24 audience go? 1.4%of the +3.6% increases appear for ABC720? The only session increaseNova had was in Drive (+0.5%).
  • 6PR increased share P40-54 (+1.6%)and P55-64 (+0.4%), but lost share P65+ (-3.8%) – they are no.2 P65+. Their only session increase was in Drive (+1.4%), there was no changein Weekend listening.
  • 96fm had quite large share losses P25-39(-2.8%) and P40-54 (-3.8%), surprisingly their major increases wereP10-17 (+2.1%) and P55-64 (+4.2%).  Their only session increase was inDrive (+0.3%).
  • JJJ had a +1.6% increase for P18-24, but this was on the heels of a loss P10-17 (-1.4%).
  • 6IX had very slight increases P40-54, along with Afternoon & Drive sessions.  Station is No. 3 for P55-64 & P65+.

    • DEMOGRAPHICS

     

    Ppl 10-17

    # 1  :  92.9  –  47.6%

    # 2  :  NOVA  –  19.4%

    # 3  :  MIX 94.5  –  12.1%

    # 4  :  96fm  –  6.6%

    # 5  :  JJJ  –  4.7%

    • Biggest increase for this demo were 96fm up (+2.1%).

    • Largest declines were NOVA (-2.8%), MIX 94.5 (-2.0%) and JJJ (-1.4%).  

    • Only 96fm & JJJ swapped positions.

     

    Ppl 18-24

    # 1  :  92.9  –  26.4%

    # 2  :  JJJ  –  19.3%

    # 3  :  96FM  –  16.2%

    # 4 :  NOVA  –  14.7%

    # 5  :  MIX 94.5  –  9.0%

    • Largest increases were JJJ up (+1.6%) and ABC720 up (+1.4%).

    • Huge decrease by NOVA down (-6.6%). As noted above, we do have questions about the results for this demographic.

    • Only 92.9 and MIX retained their positioning from last survey – all others changed for this demographic.

     

    Ppl 25-39

    # 1  :  92.9  –  20.1%

    # 2  :  NOVA  –  19.2%

    # 3  :  JJJ  –  17.2%

    # 4  :  MIX 94.5  –  15.6%

    # 5  :  96fm  –  9.5%

    • Two major audience increases: MIX 94.5 (+1.4%) and 92.9 (+2.0%).

    • Biggest losses were 96fm (-2.8%) and ABC720 (-2.4%).

    • 92.9 and NOVA swapped their positions, ad did MIX & 96fm.

     

    Ppl 40-54

    # 1  :  MIX 94.5  –  27.0%

    # 2  :  92.9  –  11.5%

    # 3  :  ABC720  –  10.8%

    # 4  :  96fm  –  9.6%

    # 5  :  6PR  –  8.9%

    # 6  :  NOVA  –  8.0%

    # 7  :  6IX  –  5.8%

    • Largest loss was experienced by 96fm (-3.8%).

    • Increases worth noting were by 92.9 (+2.4%), NOVA (+2.1%) and 6PR (+1.6%).

    • Only positions 1 & 5 remain unchanged, all others changed.

     

    Ppl 55-64

    # 1  :  MIX 94.5  –  21.2%

    # 2  :  ABC720  –  18.5

    # 3  :  6IX  –  12.0%

    # 4  :  6PR  –  11.0%

    • A massive jump by 96fm (+4.2%).

    • Three decreases worth mentioning being MIX 94.5 (-1.8%), 6IX (-1.3%) and ABC720 (-1.0%).

    • No Position changes for this demographic.

     

    Ppl 65+

    # 1  :  ABC720  –  28.6%

    # 2  :  6PR  –  16.3

    Equal 3 : 6IX and MIX 94.5  –  4.0% each.

    • Major loss was from 6PR (-3.8%).

    • The biggest increase was by ABC720 (+2.4%).

    • No real position changes here too.

    WEEKDAY SESSIONS