Sydney radio ratings: Triple M boss: ‘The work day got caned’

Triple M has seen the greatest drop across the commercial radio market in Sydney.

The Southern Cross Austereo rock station has seen a drop in its share by 1.4 percentage points across the Monday to Sunday share, while the Monday to Friday share has dropped from 6.4% to 4.7% share.

The station took big hits in the 18-24 demo, dropping from 7.0% to 3.6%, while the 35-39 demo dropped from a strong 11.4% to  9.8%, but held on to third spot due to a big drop by ABC’s Triple J, from 16.0% to 9.4%.

Merrick Watts & The Highway Patrol took a drop from 5.5% t0 4.5%. Aside from Triple J, it was the biggest drop in drive time.

Guy Dobson, Southern Cross Austereo’s head of metro admitted: “The work day got caned. We did take a hit, but in the 25-39 demo we’re still competitive. We believe we’ve been underdone and time will tell if Triple M is a better radio station than that survey suggests.”

Meanwhile, Triple M’s sister network, Today has grown to extend its lead across key age demos and remains the top commercial FM network.

While its Monday to Sunday share only rose from 8.5% to 8.8%, listeners are returning in droves with the 10-17 demo seeing a rise from 21.3% to 24.5%, the 18-24 demo up from 17.3% to 20.3%, and the 25-39 demo up from 11.8% to 14.5%.

The Kyle and Jackie O Show saw an increase from 9.7% to 9.8%.

Dobson said: “Kyle and Jack are up, and we’ll have a ripper survey next book. Drive is up with Fifi and Jules, and the number one choice (in the commercial FM market). Today is dominating Under 40 radio in Sydney.”

On Australian Radio Network’s WSFM, Jonesy and Amanda have had their best result in their partnership, since 2005, with a jump from 7.7% to 9.0% on the last survey. Its strong performance has helped hold the network in second place in the commercial FM market behind Today, with a Monday to Sunday increase from 7.4% to 7.9%.

It was a smaller increase for Nova’s Breakfast rivals Fitzy and Wippa – the show climbed from 6.6% to 6.7%.

Elsewhere with DMG Radio, the subtle transition from Sydney’s 95.3 to Smooth FM seems to be working as the show jumps from 3.4% to 4.2% across the Monday to Sunday share.

Of Mix106.5’s breakfast show, Rosso and Claire which rose 0.2 percentage points to 5.5%, Duncan Campbell, ARN’s national content director said: “Claire and Rosso is a work in progress. Fair to say that’s not where we want the show to be but the station remains buoyant despite those figure. We aim to raise that to a respectable level. Still some work to do with that show.”

In the AM market, 2GB tightened its grip with an increase from 14.2% to 14.9%. The station’s nearest rival is ABC702, moving from 10.3% to 11.1% as 2UE sits third.

Sydney’s Monday – Sunday ratings

Sydney’s Monday to Friday ratings:

Comments


  1. RPB
    8 May 12
    11:50 am

  2. Hi Mumbrella

    They are Brisbane figures at the bottom of the Sydney ratings article

  3. Robin Hicks
    8 May 12
    11:51 am

  4. Hi RPB,

    Thanks for that – now corrected with the right tables.

    Cheers,
    Robin – Mumbrella

  5. agency girl
    8 May 12
    11:54 am

  6. Austereo have had a shocker nationally. not sure how they are going to spin this one

    …and DMG have had a big day across the group. This is when its good being the challenger brand.

  7. Agency guy
    8 May 12
    12:08 pm

  8. Hey agency girl… Did you read the article? It doesn’t look like Austereo are trying to spin anything, the headline makes that pretty clear. It’s refreshing actually.

    Not sure DMG losing second spot in Melbourne to Triple M would considered good by them.

    Anyway, let’s go to lunch for 3 hours, it’s midday. See you in reception.

  9. agency girl
    8 May 12
    12:31 pm

  10. I don’t want to go out to lunch with you today. You sound a bit ‘off’.

    Maybe tomorrow?

  11. Rob R
    8 May 12
    12:57 pm

  12. Sad news, I really though the M’s had turned the corner…. Hope it wasn’t a dead cat bounce… The brand is probably the most entrenched of any into the psyche of Sydney’s Male Gen Xers and Tail end Boomers (even if they aren’t listening). Just when I thought they’d final got it right again, the audience does a U turn… Chin up campers, feel for you.

  13. Rob R
    8 May 12
    1:05 pm

  14. PS: MIX 106.5 – Wondering what’s wrong with your breakfast show? Start with your TVC, it makes your talent look like bell ends, especially Rosso. Worst ad on TV, not exaggerating, mini vomit every time I see it.

  15. Ann
    8 May 12
    1:41 pm

  16. 2GB streaks ahead again. They are doing something right. Amazing runs of wins

  17. paul
    8 May 12
    2:08 pm

  18. So Sydney 95.3 increased in share with an audience that is around 55% male…and they have announced that their new format will be smooth music…which correct me if I’m wrong is female focused. Triple M and WS must be stoked knowing that DMG is giving them their male listeners.

    Does the programming director know what he’s doing?

  19. Junior
    8 May 12
    3:06 pm

  20. Can someone please point me in the direction of audience size? whilst i know share is important if it is from a decreasing bucket then would provide insight into broader media consumption habbits

  21. craig
    8 May 12
    3:07 pm

  22. Yes he does! And the fact that they beat Triple M in mornings, afternoons and drive would probably be a good indication. The station sounds great and I am a 44 year old male. Bring on Smooth

  23. From over there
    8 May 12
    3:18 pm

  24. Strange…I seem to know a lot of men in their late 20s and 30s who are passionate about Triple M. I thought this book would be better. Niche market?

  25. Angela
    8 May 12
    3:48 pm

  26. 2MMM has really been in disarray for quite some time. It’s become a dumping ground for producers and programmers from 2Day who simply have no idea about the Classic Rock Brand and older male demographic. If you listen across the day, it simply doesn’t know what it is.

  27. TC
    8 May 12
    3:57 pm

  28. When will radio move out of the pre-historic diary ratings model….agree with Junior burger – where is the audience size? I too know plenty of males in 30’s and 40’s that listen religiously to the MMM’s – still until there is an accurate audience measurement tool there is no point in debating…..

  29. Ang
    8 May 12
    4:22 pm

  30. I genuinely can’t work why Triple M would spend so much time and energy promoting it’s blokey rock brand and then suddenly have a drive show full of Nova presenters. It seems like a very strange choice.

  31. Former Austereo
    8 May 12
    5:37 pm

  32. Triple M needs to realise that not all male Gen X’ers are as heavily into sport as their breakfast show suggests. I love rock but find their breakfast to be waaay too blokey and sport focussed. There’s nothing there for anyone except footy tragics.

    And for God’s sake will someone tell them to stop referring to each other as “boys” every 3 seconds and the audience as “listeners out there”!

  33. Adrian
    8 May 12
    5:53 pm

  34. Triple M’s Breakfast team are a joke. The mix of sport and 2GB wanna be anti Gilliard rhetoric just doesn’t stop. The’re not into sport anyway it doesn’t go beyond Rugby League.

  35. David
    24 May 12
    12:20 am

  36. I delight in seeing tripple m squirm. Bogan-flanos worn as jackets-black Tee shirt-Winnie Red smoking-VB and bourbon drinking- trailer trash males are there only audience.

  37. Rob R
    24 May 12
    9:13 am

  38. As a Creative Director who doesn’t smoke, rarely drinks and lives above the poverty line in a home I own in the inner west I must be some what of a freak of nature cause I listen to MMM… Do tell Sir David, what doth play in your ivory tower?