Mediaweek editor James Manning looks at the first radio ratings survey for 2018 in the Perth market.
• Strong start for Mix 94.5 – #1 overall; Clairsy, Matt & Kymba #1 breakfast
• New 92.9 breakfast with Heidi, Xavier & Ryan an instant hit, grows share
• Kate, Tim & Marty still #1 drive despite challenges from Mix and 92.9
Mix 94.5 15.7%
The station has started the year with its best result since the end of 2016. As well as remaining #1 station in the market, Mix breakfast with Clairsy, Matt and Kymba is also #1 this survey after displacing Nova from the top. Kennedy Molloy have lifted the drive share 1.0 to 15.9% although the station narrowly trails Nova. Mix has built its lead 40-54, with share up 4.1 to 24.9%.
Nova 93.7 12.8%
Nathan, Nat and Shaun lifted breakfast share although they weren’t able to keep top spot as Mix surged past them. Morning and afternoon dipped, but drive lifted, with Kate, Tim and Marty hanging onto first place. Nova lost leadership 18-24, but remains #1 25-39.
Hit 92.9 10.7%
After three successive surveys in single figures, the station has busted back above 10%. The new breakfast show with Heidi Anderson joined by Xavier Ellis and Ryan Jon has got some instant traction with share up 1.8 to 10.4%. Success flowed across the day with morning up 2.0, afternoon up 2.9 and drive was up 1.8 to 11.8% for Hughesy and Kate’s new Perth home. The key demos lifted with 92.9 now #1 18-24 with share up 3.0 to 27.0%. 92.9 is also a stronger #2 25-39 with share up 4.0 to 18.4%.
After two surveys in double figures – the only two in the past two years – 96FM has slipped back into single figures. The new breakfast show with Lisa Fernandez and Paul Hogan has launched with 7.8%, a drop of 1.1 from the last survey of 2017. Drive was the only daypart to lift, with Wil & Woody recording an improved drive share of 9.3% (+0.9) as they move from breakfast at another station to drive in Perth. Share 18-24 is certainly back on the radar. After 6.2% at the end of 2017, 2018 has started with 14.6%.
Tough survey to start the year with Steve Mills and Basil Zempilas down 2.5 to 8.6% in breakfast. They only had one survey lower than that last year. Share 40-54 tumbled 7.3 to just 3.7%. Better news in their key demos – 65+ managed to grow 2.3 to 13.8% and 55-64 was up 2.5 to 10.8%.
After a poor end to 2017, the station has recovered a little, up 0.4. Breakfast drifted lower though to 3.5% but morning and afternoon were both up over 1.0. Share 55-64 was up 4.1 to 12.8%.