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Adelaide radio ratings: Hit107 struggles to make mark as Mix102.3 extends lead

Screen Shot 2014-12-16 at 10.11.21 AMAdelaide radio station Hit107 has seen a marginal decrease in audience share following its rebrand from SAFM, as Mix 102.3 extended its grip as the city’s most popular station.

Southern Cross Austereo rebranded the station on October 20 with a strategy to target women under 40. But the rebrand does not appear to have made an impact with its overall share in the seven weeks to December 6, falling 0.2 points to 8.1 per cent.

Listeners aged 18-24 dropped almost four points to 16 per cent while in the 25 to 39 age range, the station took a share of 14.8 per cent, down from 15.1 per cent. It did however see a lift of 1.2 points to almost 18 per cent in the 10 to 17-year demographic.

Mix102.3, owned by Australian Radio Network, stretched its lead over Nova91.9 to retain the crown as Adelaide’s most listened to station, with its share rising 0.9 points to 15.5 per cent.  Nova meanwhile fell from 11.8 to 11.2 per cent.

The biggest winner in survey 8 of the radio rankings was SCA’s Triple M with the station’s overall share climbing 1.8 points to 10.8 per cent.

Screen Shot 2014-12-16 at 10.11.31 AMIn the breakfast slot, Hit107’s new duo of Amos Gill and Dani Pola, who replaced Michael Beveridge and Hayley Pearson in September, took 6.2 per cent, down 0.6 points. Mix102.3’s Mark Soderstrom and Jodie Oddy remained the most popular FM breakfast pairing despite a share fall of 0.7 points to 14.2 per cent while Nova dipped 0.3 to 10.2 per cent.

Triple M again showed the biggest growth with a breakfast show increase of 1.6 points to a little more than 11 per cent. It was a similar story in the drive slot with Triple M gaining more listeners at the expense of rivals, climbing 1.4 points to 11 per cent.

There was a change at the top in the drive popularity stakes as Nova’s sharp fall of 2.1 to 12.5 per cent allowed Mix102.3 to leapfrop the station with a share of 13 per cent.

Hit107 fared better in the slot with its share rising more than one per cent to 9.1 per cent.

There was also a new leader in the overall AM market as listeners continued to switch off from ABC891. Its fall of 1.3 points to 10 per cent, which followed a decline of almost one per cent in the previous survey, allowed Fiveaa to take over as the most popular station with a share of 11.4 per cent, up marginally from 11.2 per cent.

Fiveaa also toppled ABC891 in the breakfast slot with its 1.2 per cent gain taking the station to 14.2 per cent, while ABC’s 0.7 fall seeing it capture 14 per cent of the market.

Steve Jones

 

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