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

Adelaide 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.