Mediaweek editor James Manning looks at the fourth GfK Radio Ratings survey for 2018 in the Melbourne market.
MORE: GfK Radio Ratings, Survey 4 2018: Highlights + full results
Highlights:
• 3AW and Gold keep top spots, Fox stays in the hunt
• Listeners warm to Christian O’Connell’s new Gold breakfast
3AW 13.8%
The station has continued 2018 as Melbourne’s #1 radio station (AM and FM) with a leading audience share of 13.8%. 3AW is #1 in breakfast, morning, nights, in AFL and on weekends. 3AW breakfast with Ross Stevenson and John Burns is celebrating an unbroken run of 133 survey wins and a total of 204 victories as the market’s #1 breakfast show. They cemented the top spot with an audience share of 19.2% (time corrected for their 8.30am finish), which is 9.3 ratings points ahead of the nearest commercial competitor, Fox FM breakfast. Neil Mitchell increased his #1 position and his share of 15.7% puts him ahead of all radio competitors. 3AW Football was #1 AFL station Friday night, Saturday, Saturday night and Sunday twilight. Fishing off this comprehensive coverage of the market leader, we can tell you 3AW is #1 on weekends with a 12.1% share. Darren James continued to lead the way on weekend breakfast as a clear #1 in all his time slots. Key demos this survey were 55-64 21.3% and 65+ 31.8%.
Gold 104.3 10.8%
The ARN station managed to widen its lead over Fox thanks largely to an improved breakfast share. British import Christian O’Connell was piloting the breakfast show for nearly half the survey and must get credit for breakfast climbing 0.7 to 8.7%. Whether he can hold that share will be one of the things to watch for the remaining four surveys of 2018. Gold’s powerhouse remains at-work listening with share of 11.6% and 13.7% in morning and afternoon. Share took off 40+ with 40-54 up 2.0 to 16.4%, well ahead of its nearest competitors Triple M and smoothfm.
101.9 Fox FM 10.4%
The 10+ number was steady but dig a little deeper to see breakfast with Fifi, Fev and Byron up 0.5 to 9.9% keeping it #1 FM breakfast. Hughesy and Kate also remain #1 drive overall by a big margin – what perfect replacements for Hamish and Andy they have been in Melbourne.
smoothfm 91.5 9.1%
Share inched a little higher off the back of morning with Ty Frost lifting 1.1 to 10.1%. Share 55-64 was down 1.0 to 11.0% putting the station even further behind Gold.
Nova 100 6.6%
Breakfast with Chrissie, Sam and Browny managed to lift 0.5 to 6.9%. Kate, Tim and Marty shed 0.9 to 7.6% keeping them #3 FM drive.
105.1 Triple M 6.4%
Evening was the one bright spot here, with the slot even managing to out-rate Kennedy Molloy, which dropped 1.2 to 5.8%. The Hot Breakfast dipped 0.2 to 7.5%. The station picked up younger listeners, overtaking Gold as share rose 1.2 to 10.3%.
KIIS 101.1 5.1%
Nothing of note to report with all dayparts continuing to be soft. Jase and PJ in breakfast were on 4.9% keeps them ranking #6 of six FM stations.
SEN 3.1%
Afternoon with Andy Maher was steady on 3.0% and drive with KB and Doctor Turf was up 0.3 to 3.5%. Breakfast with Garry and Tim was down 0.4 to 3.1%.
Macquarie Sport 0.3%
The new national sports network, Macquarie Sports Radio, launched on Wednesday April 4, making this the first survey belonging to the new station. Macquarie Media noted it was pleased with the engagement that new programs are getting on air, online and via download. Drive with David Schwarz and Mark Allen (The Ox and Marko) is easily the standout performer with a share of 1.1% with all others under 0.5%.
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Top photo: Christian O’Connell