Mediaweek editor James Manning looks at the third radio ratings survey for 2018 in the Adelaide market.
• GfK Radio Ratings, Survey 3 2018: Highlights + full results
Highlights:
• Mix 102.3 maintains market lead 10+ and in breakfast with Jodie & Soda
• Ali Clarke now breakfast leader as ABC Adelaide outperforms all others
Mix 102.3 14.8% (Survey 2, 2018 15.7%)
Although share was down slightly, the first three 10+ shares so far this year are all better than anything in 2017 and well ahead of the rest of the market. Breakfast with Jodie and Soda lost top spot overall to ABC Adelaide, yet they are still far ahead of all other commercial breakfast competitors. All dayparts with the exception of evening were down this survey. Drive with Will and Woody was down 1.0, which was enough for Nova to overtake them. Mix also lost top spot to Triple M 40-54 and the sole demo it leads is 55-64.
Triple M 10.9% (10.9%)
Share was steady this survey as the station continues to rank #2 commercial (was also #2 overall last survey). Breakfast with Roo and Ditts was down 1.1 to 10.5%, but afternoon climbed 1.2 to 14.1%. Kennedy Molloy are #3 in the market. Triple M is now #1 40-54 after toppling Mix 102.3.
Fiveaa 10.4% (10.5%)
Share is the lowest it has been since 2016. Breakfast with Penbo and Will got a slight bump from 12.2% to 12.6% as they trail only the ABC and Mix. Morning with Leon Byner was down 1.3, but drive with Rowey and Bicks was up 1.3. The station lost some listeners 40-64, but was up 65+.
Nova 91.9 9.8% (9.8%)
Double figures still elude Nova in 2018 after the station made it over 10% 13 times out of the 16 surveys in the previous two years. Breakfast with Lewis and Lowe was again just over 9%, which is lower than all but one of their results in the two previous years. Kate, Tim and Marty are the station champs with drive #1 on 13.6%. Share jumped 3.2 to 23.0% 18-24, where Nova is the new leader.
Cruise 1323 8.4% (9.3%)
Such is the strength of this AM music station that a share of 8.4% is one of its lowest results in the 11 surveys. All dayparts dropped with drive hurting most, down 2.1 to 6.7%.
Hit 107 8.0% (8.4%)
After some good results in the past couple of years, a share of 8% is close to a two-year low. Breakfast got hit with share down 1.1 to 7.0%, which is the lowest for five surveys. Hughesy and Kate lifted drive 1.0 to 9.3%, although the station still trails the rest of the FM pack. The demo results are intriguing – down 6.8 to 16.8% 18-24 losing top spot, but get this, up 5.3 to 24.4% grabbing top spot 25-39.
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Top photo: ABC’s Ali Clarke