Adelaide radio ratings: Ben and Liam top FM breakfast, while Kate, Tim, and Marty lose drive lead

There’s been a reshuffling of the breakfast pile in the Adelaide radio ratings, with Ben and Liam climbing to the top of the FM leaderboard and Five AA overtaking ABC Adelaide to become the AM, and overall, leader in the slot.

Nova’s Ben and Liam climbed 1.3 percentage points to an 11% audience share, overtaking their main FM competitor, Mix 102.3, in their third survey since moving back to Adelaide from a syndicated Triple J program. Mix 102.3 remained steady, dropping just 0.1 points for a 10.5% share.

Ben and Liam rose to the top of FM breakfast in Adelaide

Five AA’s David Penberthy and Will Goodings were up 1.5 percentage points for a 15.4% share, jumping ahead of ABC Adelaide’s breakfast host Ali Clarke, who dropped 2.5 percentage points and finished with a 14.2% share.

The survey – which covered the period from 26 July to 19 September after surveys for June, July, and August were cancelled due to COVID-19 – also showed that Five AA performed just as strongly at the other end of the day. The station had a 2.6 percentage point jump – the biggest growth in drive – for an 11.6% share in the slot, but finished in third position.

Nova’s Kate, Tim and Marty dropped from first position in Marty Sheargold’s last survey with the show

Nova’s Kate, Tim and Marty lost their significant drive lead, dropping a significant 3 percentage points for a 12% share for Marty Sheargold’s final survey with the show. Sheargold left the show on 11 September, a week before the survey period closed out, with replacement Joel Creasey beginning on 14 September.

Taking Nova’s spot as number one in drive was Mix 103.2’s Will and Woody, which only jumped 0.2 points to a 12.3% share, but performed well enough to grab first position.

Adelaide radio ratings survey 6 2020. Source: GfK. [Click to enlarge]

Sitting behind Nova and Mix were Five AA and SA FM duos Carrie Bickmore and Tommy Little, and Ed Kavalee and Dave Hughes. SA FM, which was rebranded from Hit FM back to its heritage name in July, had a 10.9% share, a climb of 1.9 percentage points.

Cruise FM had the biggest fall in the drive slot – down 2.2 percentage points to 7.5% – and the second largest drop in breakfast, back 2.2 points to 6.2%. This was reflected in Cruise’s overall performance; it dropped 2.1 points in the people 10+ demographic to finish with a 9% share.

With the largest station growth (up 1.1 points), Mix remained the best performing Adelaide radio station, sitting at a 13% share, followed by relatively stable Five AA (12.2%,  up 0.9 points) and Nova (10.4%, up 0.2 points).

Adelaide radio ratings survey 6 2020. Total audience share. Source: GfK. [Click to enlarge]

Commercial Radio Australia (CRA) launched a multi-channel advertising campaign last month ahead of the return to ratings, spruiking the benefits of the medium that has “no countdown, blocker, fast forward or skip button”. And the data it did provide during COVID-19 showed a spike in listening across the board.

Radio revenues, like those of other formats, have been severely impacted by the pandemic, with ad spend back 29% in July and 30.4% for the year to date.

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Have more information on the article? Want to share an opinion? Just want to reach out? Email Brittney on brittney@mumbrella.com.au or get in touch via LinkedIn.

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Brittney Rigby

Brittney Rigby was Mumbrella's deputy managing editor - news and analysis. She left Mumbrella in April 2021.

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topics ABC Adelaide Adelaide radio ratings Ali Clarke Ben and Liam Cruise FM David Penberthy Five AA Hit FM Kate Mix 102.3 Nova radio ratings SA FM Tim and Marty Will Goodings

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