News

Adelaide radio ratings: SAFM takes big hit in drivetime slot

Fifi and Jules take a hit in Adelaide

Southern Cross Austereo’s SAFM has taken a hit in the drivetime period in the latest ratings survey.

The Today Network station’s syndicated show of Fifi & Jules airs from Monday to Thursday while Hamish & Andy present a weekly show on a Friday. The 4pm to 7pm timeslot saw SAFM drop from a 13.9% share in the last survey, to 10.6%.

Nova91.9’s drive slot jumped up to second place despite losing share slightly from 12.6% to 11.5%. Mix 102.3’s Sean Craig Murphy maintained his lead in the drivetime slot despite falling from  a15.1% to 14.4% share.

Triple M’s The Rush Hour, remained in fourth place, despite staying closest to last month’s survey. The show dropped from 10.6% to 10.3%.

ABC’s Youth orientated FM competitor Triple J gained ground in drive, up from 6.8% to 7.5%.

Mix102.3 won the Monday to Sunday share on 15.2% despite a drop from 15.7%. Nova91.9 was second on 10% share, down from 10.9% with SAFM dropping from 10.9% to 9.5% to place third.

Source: Nielsen

Southern Cross Austereo’s chief content officer Guy Dobson told Mumbrella the result was expected, saying: “With the changes we’ve made, we knew we’d go backwards before we’d go forwards.”

The station has recently seen the breakfast slot become two shows, The News Feed, an hour-long news show from 6-7am, and The Hayley & Angus Show from 7-10am. In the breakfast time slot SAFM dropped from 9.6% to 9% share.

In August, SAFM axed breakfast hosts Craig Annis and David ‘Rabbit’ Rabbetts, while keeping Hayley Pearson.

Adelaide Sunday -Monday share / Source: Nielsen

Adelaide breakfast share / Source: Nielsen

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.