The year 2018 is now nearing the halfway mark. The results of Metro Radio Survey 3 will be examined by marketers and media companies for any trends among the different stations taking into account age demographics and time segments. This holds true for not only the major metropolitan areas but also for the rest of Australia. The year’s third set of statistics yield some interesting results and as always, nothing holds constant from the previous survey. The following summarizes the most interesting takeaways we can observe from Metro Radio Survey 3 which has just been issued.
Here in Sydney overall, 2GB retains their lead with a 1.2 market share gain from Survey 2 and with all dayparts recording growth. WSFM is leading in the FM category, KIIS 1065 has dropped to third overall while Smooth FM 95.3 has dropped to fourth place. Regarding age demographics, KIIS 1065 leads among people 25 to 39, NOVA 96.9 leads among those 10 to 24, WSFM leads among those 40 to 64, and again 2GB leads among the seniors 55+.
Taking a look at the breakfast segment, the top three placeholders again retain their spots: the 2GB Alan Jones show is in first place with 212 consecutive wins, KIIS 1065 is in second place, and WSFM remains in third place. In the morning segment, the 2GB Ray Hadley show earned its 112th straight win. In the drive segment, KIIS 1065 retains its lead despite its 1.1 market share drop. NOVA 96.9, Smooth FM 95.3, and WSFM hold their second, third, and fourth places respectively.
Heading down the coast to Melbourne, 3AW is again first which continues their 13 year winning streak. However, from the Survey 2 results, there was movement in the next three places. GOLD 104.3 is now in second place with an 0.6 share gain. 101.9 FOX FM dropped to third place losing 0.9 market share and Smooth FM 91.5 dropped to fourth place losing 1.2 market share.
Again, for their 132nd consecutive win and 202 total career wins, Ross Stevenson and John Burns dominate the breakfast segment with a 20 percent market share. Second in the breakfast segment is again 101.9 FOX FM with a 9.4 share. KIIS 101.1 FM and NOVA 100 both lose market share. The 3AW Neil Mitchell morning show holds their top spot for their 181th career win. In the drive segment, Hughesy and Kate at 101.9 FOX FM continue to lead all FM and AM competition. 3AW and GOLD 104.3 remain in their second and third spots.
Moving west to Perth, the first four finishers from Survey 2 hold their rankings. MIX 94.5 leads at 14.2, NOVA 93.7 is second at 12.6, HIT 92.9 is third at 9.8, while 96 FM is in fourth place at 8.0. In the breakfast segment, MIX 94.5 with Clairsy, Matt & Kymba still leads despite a 1.0 share drop. NOVA 93.7 is in second place also losing market share. In the drive segment, MIX 94.5 and NOVA 93.7 retain their first and second places with NOVA 93.7 registering a 1.1 market share gain from Survey 2.
Moving to Adelaide, the first four place finishers retain their rankings. MIX 102.3 has retained its lead despite a 0.9 share drop. 5MMM holds at second, FIVEaa holds at third, while NOVA 91.9 remains in fourth place. In the breakfast segment, MIX 102.3 with Jodie & Soda keeps their lead. FIVEaa holds at second, while 5MMM holds at third place. In the drive segment, there is movement. NOVA 91.9 now leads, MIX 102.3 has dropped to second losing 1.0 market share, while 5MMM holds at third place.
In Brisbane, 97.3 FM and NOVA 106.9 are now tied at the top shot with a 13.0 market share. HIT 105 is in second while 104.5 Triple M is in third place. In the breakfast segment, NOVA 106.9 with Ash, Kip, Luttsy & Susie are back in the lead with a 12.6 market share. It’s close though because second place is HIT 105 at 12.5 and 97.3 FM in third place at 12.3. In the drive segment, NOVA 106.9 leads, second place is HIT 105, both registering share gains from Survey 2.
Australia’s 2018 radio market has changed from the second 2018 survey which is par for the course. It remains difficult to predict with great accuracy which makes it interesting. We thank the hard working people at GFK for their great statistical breakdowns for this always changing medium. We continue to depend on these figures to give us insights into the industry and help our clients manage their budgets during the year. Keep your eye on us for much more commentary as the year progresses!
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