The Powell Report: Radio Survey 8/2009

December 17 2009, 9:27 am | BY Martin Trevaskis | No Comments

Initiative Business Manager Joy Powell’s analysis of Perth Radio Survey 8/2009 – the final survey for the year – released on Tuesday.

OVERALL RESULTS ALL PEOPLE 10+

#1 : MIX 94.5 .. was 17.7 – NOW 15.2 (decrease of 2.5%)

#2 : 92.9 .. was 13.2 – NOW 14.9 (INCREASE of 0.9%)

#3 : ABC720 .. was 9.7 – NOW 11.5 (INCREASE of 1.8%)

#4 : NOVA .. was 9.3 – NOW 9.6 (INCREASE of 0.3%)

#5 : 96fm .. was 9.8 – NOW 9.3 (decrease of 0.5%)

#6 : 6PR .. was 9.2 – NOW 7.9 (decrease of 1.3%)

#7 : JJJ .. was 7.3 – NOW 7.9 (INCREASE of 0.6%)

#8 : 6IX .. was 5.9 – NOW 5.1 (decrease of 0.8%)

Comments & Observations

• 4 stations enjoyed share increases – 92.9, ABC720, Nova & JJJ.

• Highest increase in these overall share figures was ABC720; the largest decrease in these shares was MIX 94.5.

• ABC720 *previously No. 4 – now No. 3; NOVA *previously No. 5 – now No. 4 96fm *previously No. 3 – now No. 5

• MIX 94.5 still maintain No. 1 for Overall (now only 0.3% ahead oftheir nearest competitor station – 92.9). They are maintained their No.1 station for P40-54 and GB’s, along with No. 1 in Mornings,Afternoons and Weekends. They did lose their No. 1 position inBreakfast and with P25-39.

Only demographic increase was P10-17. There were no session increases.

• 92.9 strengthened their No.2 position in Overall share (2.6% ahead ofthe nearest station – ABC720 and 4.5% ahead of their nearest competitorstation Nova). Maintained their No. 1 positioning P10-17, along withDrive & Evening sessions. Station newly acquired No. 1 positionP18-24 and P25-39. 92.9 is also No.2 for Morning, Afternoon &Weekend listening. Only session decrease was in Breakfast. Onlydemographic decreases were P40-54 & GB’s.

• ABC720 – share increases all demo’s except P25-39. No session decreases.

• NOVA had share increases P10-17 & P40-54. Session increases inMorning, Drive, Evening & Weekends. Nova is in No. 2 positionP10-17 & P18-24. Nova also had a 10,000 cumulative audienceincrease 10+, one of only 2 commercial stations to increase 10+ CumeAudience share.

• 96fm still No. 3 P40-54 and Afternoon. Only share increases were P25-39 and Morning/Afternoon sessions.

• 6PR experienced share increases P18-24, P25-39 & GB’s – however, no session increases.

• 6IX are still No. 3 commercial station P40-54 & P55+.

• JJJ had share increases P10-17, P18-24, P25-39 and all sessions excluding Evening.

DEMOGRAPHICS

PPL 10-17

#1 : 92.9 – 44.9%

#2 : NOVA – 22.3%

#3 : MIX 94.5 # 3 – 11.1%

#4 : JJJ – 9.5%

#5 : 96fm – 8.0%

• Biggest increases for this demo were MIX 94.5 up (+2.6%) and JJJ up (+2.2%).

• Largest decreases 92.9 down (-4.4%) and 96fm down (-1.7%).

• Positions 1 & 2 remained unchanged, all others moved this survey.

PPL 18-24

#1 : 92.9 – 28.5%

#2 : NOVA – 25.1%

#3 : JJJ – 18.2%

#4 : 96fm – 12.3

# 5 : MIX 94.5 – 10.1%

• Massive increase to 92.9 up (+6.8%).

On the flip side massive decrease MIX 94.5 who were down (-5.1%).

• 92.9 & Nova swapped positions 1 & 2, similarly 96fm & MIX 94.5 swapped positions 4 & 5.

PPL 25-39

#1 : 92.9 – 21.4%

#2 : JJJ – 17.2%

#3 : NOVA – 15.2%

Equal #4 : 96fm & MIX 94.5 – 14.3% each.

• Largest decrease was MIX 94.5 down (-4.6%).

• Noteworthy increases by 92.9 (+3.1%) and JJJ (+2.2%).

• Only ABC720 & NOVA retained their previous positions. All others changed.

PPL 40-54

#1 : MIX 94.5 – 24.9%

#2 : ABC720 – 14.4%

#3 : 96fm – 12.7%

#4 : 6IX – 9.9%

#5 : 92.9 – 7.6%

#6 : 6PR – 6.0%

• Highest increase obtained by ABC720 who were up (+5.5%).

• Main decreases were 92.9 (-2.1%), MIX 94.5 (-1.9%), 96fm (-1.6%) and JJJ (-1.2%).

• Only stations not to change position were MIX 94.5 & 6PR.

PPL 55+

#1 : ABC720 – 22.5%

#2 : 6PR – 16.4

#3 : MIX 94.5 – 11.2%

#4 : 6IX – 6.5%

• ABC720 and 6PR swapped 1st & 2nd positions.

Grocery Buyers

#1 : MIX 94.5 – 15.6%

#2 : ABC720 – 14.8%

#3 : 6PR – 11.1%

#4 : 92.9 – 9.4%

#5 : 96fm – 8.2%

#6 : NOVA – 6.8%

#7 : 6IX – 6.3%.

• Only MIX 94.5 and 92.9 retained previous positions.

WEEKDAY SESSIONS

Breakfast

#1 : ABC720 No. 1 .. 16.9% * increase of 3.3%

#2 : MIX 94.5 No. 2 .. 14.2% *DECREASE of 1.3%

#3 : 92.9 – 10.7% *DECREASE of 1.0%

#4 : NOVA .. 10.1% *DECREASE of 0.2%

Equal #5 : 96fm Equal – 9.2% *DECREASE of 0.5%

Equal #5 : 6PR Equal – 9.2% *DECREASE of 1.2%

• Only 92.9 held previous position. All others changed.

• ABC720 & MIX 94.5 swapped Positions 1 & 2.

Morning

#1 : MIX 94.5 – 15.4%

#2 : 92.9 – 11.1%

#3 : ABC720 – 11.0%

#4 : 96fm – 10.7%

Equal # 5: 6PR & JJJ – 9.0%

• Only prime positions not to have changed were MIX 94.5 & 92.9.

Afternoon

#1 : MIX 94.5 – 17.9%

#2 : 92.9 – 13.2%

#3 : 96fm – 11.1%

#4 : JJJ – 10.2%

#5 :
NOVA – 9.2%

#6 : ABC720 – 8.3%

• Positions 1, 2 & 3 remain unchanged – all others changed.

Drive

#1 : 92.9 – 22.4%

#2 : MIX 94.5 – 14.0%

#3 : NOVA – 9.7%

#4 : JJJ – 9.6%

#5 : ABC720 – 8.4%

#6 : 96fm – 7.2%

#7 : 6PR – 7.0%

• Only position movements were by 96fm, 6PR & 6IX.

Night

#1 : 92.9 – 20.3%

#2 : ABC720 – 12.3%

#3 : NOVA – 9.8%

#4 : 6PR – 9.5%

#5 : MIX 94.5 – 8.6%

#6 : 96fm – 7.9%

#7 : 6IX – 5.4%

• Only 92.9, 6IX & JJJ retained previous positionings.

PEOPLE 10+ Cumulative audience figure

92.9 – 481,000 (down 18,000)

MIX 94.5 – 433,000 (down 22,000)

NOVA – 398,000 (UP 10,000)

ABC720 – 292,000 (UP 28,000)

96fm – 266,000 (down 38,000)

JJJ – 200,000 (UP 6,000)

6PR – 166,000 (down 6,000)

6IX – 142,000 (UP 4,000)

• Cume audience gains (+48,000) compared to losses (-84,000), so listening this survey was down.

• Only 4 stations enjoyed increased listenership – ABC720, NOVA, JJJ & 6IX.

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

PEOPLE 10+ Average audience figure

MIX 94.5 – 34,000 (down 8,000)

92.9 – 32,000 (UP 1,000)

ABC 720- 26,000 (UP 3,000)

NOVA – 22,000 **No Change

96FM – 21,000 (down 2,000)

6PR – 18,000 (down 4,000)

JJJ – 18,000 (UP 1,000)

6IX – 12,000 (down 2,000)

Wishing you a safe and fun Christmas and New Year from all the team at Initiative.