Having now crossed the mid-year line for 2017, the results of Metro Radio Survey 4 will be examined closely by media companies, marketers, and advertisers for any trends among the different stations. This holds true not only for the major metropolitan areas but also for the rest of Australia. This year’s fourth set of statistics yield some interesting results and as always reflect changes from the previous survey. The following represent the pertinent results that we can glean from Metro Radio Survey 4 which has just been issued.
Here in Sydney in the FM category, 2GB increased their lead over second place Smooth FM with an 11.9% share with Smooth FM being 9.1%. Demographic factors contributing to this 22.8 gap include people 25 to 39 [2GB gains 1.2, Smooth FM drops 3.0]; people 40-54 [Smooth FM drops 2.1]; people 55-64 [Smooth FM drops 3.8]; and people 65 and over [2GB gains 2.8, Smooth FM drops 1.6]. Regarding time slots, in the Breakfast segment, 2GB leads Smooth FM 13.9 to 7.6, a big 6.3% gap, while in the Drive segment, Smooth leads 2GB 9.9 to 8.9.
Back to the overall ratings, WSFM comes in third with 8.6, KIIS fourth at 8.1 just nudging out fifth place NOVA 96.9 at 8.0. Demographic factors: WSFM picked up a solid 3.5 gain with people 55 to 64, while KISS dropped 4.1 among people 18 to 24. KISS outperforms both WSFM and NOVA 96.9 by solid margins in the Breakfast segment while in the DRIVE segment, NOVA 96.9 leads everyone with an 11.7 share with KISS tying 2GB at 8.9. WSFM brings up the rear in the DRIVE segment at 6.8. It will be interesting to see if 2GB can maintain their lead over the tightly bunched second through fifth place finishers.
Heading south to Melbourne, things are still looking good for the Macquarie radio network with 3AW keeping their lead but this time, they finally experience a 1.1 share drop finishing at 14.4. Somewhat significant is that 3AW dropped 2.0 with people 45 to 54 and dropped a whopping 5.2 with people 55 to 64. Overall FOX FM remained in second at 9.9 and Smooth FM remained in third at 9.4. FOX FM had a nice 4.7 gain among people 10 to 17.
The ratings sweep of the 3AW Breakfast segment with Ross Stevenson and John Burns continues as they acquire an astounding 125th consecutive position at the top notch. However, with this survey, they dropped 1.3 from the previous survey. It will be interesting to see if this trend continues or if this particular drop is an outlier. In the DRIVE segment, 3AW dropped behind FOX FM, 12.3 to 12.9.
Moving across the country to Perth, NOVA 93.7 moved past MIX 94.5 for top ranking at 14.1. HIT 92.9 again came in third at 11.0. What did not help MIX 94.5 was a big 6.9 share drop among people 10 to 17 and a 3.8 drop among people 55 to 64.
The radio situation changed again in Adelaide with MIX 102.3 cruising past FIVEaa for top ranking. 5MMM was again third at 10.9 but this time NOVA 91.9 edged out CRUISE 1323 for fourth place, 9.7 to 8.3. MIX 102.3 picked up shares in the 10 to 17, 40 to 54, and 55 to 64 age groups. FIVEaa only gained shares in the 18 to 24 and 25 to 39 age groups.
Finally, at Brisbane, NOVA 106.9 again remained in first place although they dropped 1.7 overall. 97.3 FM remained in second place with a 1.2 gain. HIT 105 remained in third place at 11.4 and 104.5 Triple M remained in fourth at 9.9. NOVA 106.9 may need to focus on their 5.7 drop among people 18 to 24 while 97.3 FM should be encouraged by their 5.7 rise among people 40 to 54. In the BREAKFAST slot, NOVA 106.9 trails 97.3 FM, 12.6 to 12.8. NOVA 106.9 retains its lead in the DRIVE slot although they dropped a 3.1 share. 97.3 FM is second in the DRIVE slot.
As you can see, Australia’s 2017 radio market is always changing and is hard to predict with great accuracy. We thank the good people at GFK for their fantastic 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!
Source : GFK Survey 4, 2017
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