The Powell Report: Radio Survey 8/2010

December 15 2010, 3:33 pm | BY Martin Trevaskis | No Comments

Initiative Business Manager Joy Powell’s analysis of PerthRadio Survey 8/2010 – the final survey for the year – released yesterday.

Overall Results All People 10+

#1 :  MIX 94.5 .. was 16.9 – NOW

#2 :  92.9 .. was 13.7 – NOW 12.9 (decrease of 0.8%)

#3 :  96fm .. was 8.8 – NOW10.1   (INCREASE of 1.3%)

#4 :  ABC720 .. was 10.8 – NOW 9.7  (decrease of 1.1%)

#5 :  6PR .. was 8.3 – NOW 9.6   (INCREASE of 1.3%)

#6 :  NOVA .. was 9.3 – NOW 9.4  (INCREASEof 0.1%)

#7 :  JJJ .. was 7.9 – NOW 7.2   (decrease of 0.7%)

#8 :  6IX .. was 5.9 – NOW 7.0   (INCREASE of 1.1%)

From start of 2010 to the end of 2010, comparing overall survey results (P10+), all commercial stations gained audience at varying levels. The only losses were encountered by the non-commercial stations JJJ (-2.3%) and ABC720 (-2.1%).  MIX 94.5 increased 0.3%; 92.9 increased 0.5%; NOVA increased 0.6%; and 96fm increased 0.5%.  The strongest increases were obtained by the AM commercial stations – 6PR (+1.8%) & 6IX (+1.1%).

 

RadioComparisonChart.jpg

Comments & Observations

  • 96fm & 6PR both shared equal highestincrease +1.3% each, followed by 6IX with a +1.1% increase. Largest decrease was ABC720 with -1.1%.

  • Changes in ranking orders were:96fm previously # 5, now # 36PR previously # 6, now # 5ABC720 previously # 3, now # 4Nova previously # 4, now # 6.

  • MIX 94.5 have increased their consecutive surveys as no. 1 commercial station for All People 10+ in the record books to now 89 consecutive surveys.  MIX also finishes the year retaining no. 1 position for People 40-54.  They are also no. 1 inBreakfast, Morning, Afternoon and Weekend listening; they are also no. 2 inDrive. Despite a loss of -1.5% People 25-39, they retained no. 2 position forthis demographic.

  • 92.9 finished the year holding the no. 2 position for All People 10+. Despite share losses P10-17 (-3.2%) and P25-39 (-0.7%) station holds leadership in these demographics.  The station is no.1 P10-17, P18-24 (their increase for this demographic was + 5.2%) & P25-39.  Also no. 1 in Drive & Evening sessions and no. 2 in Afternoon and for Weekend Listening.  Their -2.0% share loss in Breakfastcontributed to their revised position of no. 3 commercial station for the coveted Breakfast session.

  • 96fm – with the exception of share losses P18-24 (-4.1%), P55-64 (-2.0%) and Breakfast (-0.1%), this station had a very good survey.  So much for the bad press received recently regarding this station’s performance.  Their increases were P10+ (+1.3%), P10-17 (+1.0%), P25-39 (+1.9%), P40-54 (+5.1%), P65+ (+1.2%),  Morning (+2.1%), Afternoon (+0.7%), Drive (+1.4%), Evening (+1.0%) and Weekends (+2.8%).  96fm is no. 2 in Morning session, no. 2 for People 40-54 and no. 3 for Afternoon and Weekend listening.  Remember, these survey results are pre Brad McNally’s’ rejoining the station.

  • ABC720 lost the no.1 Breakfast position. They also slipped back from no. 2 to now no. 5 in Morning, lost audience in P40-54 (-1.8%), P55-64 (-4.3%) and P65+ (-1.5%).  Only real highlight was their retaining no. 1 P65+.

  • 6PR’s survey highlights are that they are they are no. 1 commercial station for P65+, the no. 2 commercial station for Breakfast, and are no. 2 for P55-64.  Audience gains were P10+ (+1.3%), P25-39 (+3.0%), P55-64 (+1.7%), P65+ (+2.4%), Breakfast (+2.4%), Morning “with Simon Beaumont” (+2.8%), Afternoon (+1.7%) and Evening (+0.7%).  gains were P40-54 (+0.9%), P55-64 (+2.0%) and P65+ (+1.8%), but lostshare P25-39 (-2.6%) – they are still No. 2 P65+.  Their only sessionincrease was in Breakfast (+0.2%).

  • NOVA retained their no. 2 positions forP10-17 & P18-24 and are no. 2 commercial station in Evening and no.3 station in Drive. Increases included P10-17 (+1.2%), P18-24 (+3.0%),Breakfast (+1.4%), Drive (+0.6%), Evening (+2.5%).

  • JJJ only areas worth mentioning were+2.5% P18-24 and +1.4% Evening session. The station is no. 3 P18-24.

  • 6IX further strengthened their no. 1position for P55-64 (+3.5%) this gave them a 21.7% share P55-64 and puts them7% ahead of their nearest competitor in this demographic.  They also had a+2.4% increase P40-54.  6IX gained increases across all sessions, as theydid in Survey 7.

    • DEMOGRAPHICS

    Ppl 10-17

    #1 :  92.9 – 37.8%

    #2 :  NOVA – 21.2%

    #3 :  MIX 94.5 – 14.9%

    #4 :  96fm – 9.5%

    #5 :  JJJ – 4.8%

    • Largest decline was 92.9 (-3.2%).

    • Biggest increases for this demo were by 6IXup (+1.4%), NOVA up (+1.2%) and 96fm up (+1.0%).

    •No position changes.

    Ppl 18-24

    #1 :  92.9 – 31.8%

    #2 :  NOVA – 21.4%

    #3 :  JJJ – 18.6%

    #4 :  96fm – 13.0%

    #5 :  MIX 94.5 – 7.9%

    • Two major decreases for this demographic -96fm (-4.1%) and MIX 94.5 (-3.1%).

    • On the flip side a massive increase wasobtained by 92.9 (+5.2%).

    • Similar to last survey, again NOVA &JJJ swapped positions.

    Ppl 25-39

    #1 :  92.9 – 17.3%

    #2 :  MIX 94.5 – 17.1%

    #3 :  NOVA # 3 – 15.8%

    #4 :  JJJ – 15.6%

    #5 :  96fm – 12.1%

    • Increases obtained by 6PR (+3.0%), 96fm(+1.9%) & ABC720 (+1.0%).

    • Main losses from JJJ (-3.7%) and MIX 94.5(-1.5%).

    • Only two stations did NOT change theirposition in this demographic: Mix 95.5 (Position 2) and 96fm (Position 5).  All otherpositions changed this survey.

    Ppl 40-54

    #1 :  MIX 94.5 – 27.6%

    #2 :  96fm – 15.9%

    #3 :  6PR – 9.2%

    #4 :  92.9 – 9.1%

    #5 :  6IX – 7.4%

    …followed by NOVA (6.2%) and then ABC720(5.9%)

    • Massive increase by 96fm (+5.1%), also alarge increase noted for 6IX (up 2.4%).

    • Biggest losses were from 92.9 (-3.1%) andABC720 (-1.8%).

    • MIX 94.5 (# 1) and NOVA (# 6) were the onlytwo stations that
    held previous positions from last survey – all otherschanged.

    Ppl 55-64

    #1 :  6IX – 21.7%

    #2 :  6PR – 14.7%

    #3 :  MIX 94.5 – 14.0%

    #4 :  ABC720 – 12.2%

    • A big jump by 6IX (+3.5%), 6PR alsoincreased (+1.7%).

    • Two decreases worth mentioning being ABC720(-4.3%) and 96fm (-2.0%).

    • Positions 2 & 4 swapped, all othersremained unchanged.

    Ppl 65+

    #1 :  ABC720 – 28.8%

    #2 :  6PR – 20.5

    #3 :  MIX 94.5 – 5.7%

    #4 :  6IX – 5.0%.

    No real position changes for thisdemographic.

    WEEKDAY SESSIONS

    Breakfast

    #1 :  MIX 94.5 – (previously #No 2) .. 15.2%  * DECREASE of 0.8%

    #2 :  ABC720 – (previously # 1) ..14.7%  * DECREASE of 1.5%

    #3 :  6PR – (previously Equal # 4) ..11.6  * increase of 2.4%

    #4 :  92.9 – (previously # 3) ..10.8%  * DECREASE of 2.0%

    #5 :  NOVA – (previously Equal # 4).. 10.6%  * increase of 1.4%

    #6 :  96fm – (previously # 5) ..8.1%  * DECREASE of 0.1%

    …then followed by  JJJ *increasing0.1% and 6IX *increasing 0.6%.

    As noted, every position changed.

    Morning

    #1 :  MIX 94.5 – 17.7%

    #2 :  96fm – 11.9%

    #3 :  92.9 – 11.2%

    #4  :  6PR – 10.9%

    #5 :  ABC720 – 9.2%

    …then followed by NOVA (7.9%), 6IX (7.2%)& JJJ (7.1%).

    Only MIX 94.5 remained unchanged.  Allother positions changed.

    Afternoon

    #1 :  MIX 94.5 # 1 – 19.1%

    #2 :  92.9 # 2 – 13.9%

    #3 :  96fm # 3 – 12.1%

    #4 :  NOVA # 4 – 9.1%

    #5 :  6PR # 5 – 8.6%

    #6 :  JJJ – 8.1%

    #7 :  6IX – 7.4%

    …then ABC720 (5.9%)

    Only 6PR & JJJ swappedpositions.  All other positions remained the same held in last survey.

    Drive

    #1 :  92.9 – 18.7%

    #2 :  MIX 94.5 – 15.8%

    #3 :  NOVA – 9.7% (previously # 4)

    #4 :  96fm – 9.1% (previously # 6)

    #5 :  JJJ – 8.5% (previously # 3)

    #6 :  6PR – 8.2% (previously # 5)

    #7 :  ABC720 – 7.3%

    …then 6IX with 6.2%

    As noted, position changes in Drive were NOVA,96fm, 6PR & JJJ.

    Night

    #1 :  92.9 – 14.0%

    #2 :  ABC720 – 13.5%

    #3 :  NOVA – 11.8% (last survey # 4)

    #4 :  MIX 94.5 – 10.2% (last survey #3)

    #5 :  6PR – 9.8%

    #6 :  JJJ – 8.0% 

    #7 :  96fm – 7.2%

    …then 6IX with 5.8%

    PEOPLE 10+ CUMULATIVE AUDIENCE FIGURE

    #1 :  92.9  –  481,000 (down 20,000)

    #2 :  MIX 94.5  –  448,000 (down 8,000)

    #3 :  NOVA  –  348,000 (UP 13,000)

    #4 :  96fm  –  307,000 (UP 29,000)

    #5 :  ABC720  – 286,000  (UP 1,000)

    #6 :  JJJ – 216,000  (down41,000)

    #7 :  6PR  –  170,0
    00 (down 5,000)

    #8 :  6IX  –  138,000 (UP 4,000)

    • Cume audience losses (-74,000) compared togains (+47,000).

    • 96fm and ABC720 swapped positions 4 & 5for P10+ cume.

    PEOPLE 10+ AVERAGE AUDIENCE FIGURE

    #1  :  MIX94.5  – 37,000  (down 2,000)

    #2 :  92.9  –  29,000(down 3,000)

    #3 :  96FM  –  23,000 (UP 3,000)

    #4 :  NOVA  –  22,000 *No Change

    #5 :  ABC 720  –  22,000(down 3,000)

    #6:  6PR  –  22,000 (UP 3,000)

    #7 :  6IX  –  16,000 (UP 2,000)

    #8 :  JJJ  –  16,000 (down 2,000)