Adelaide radio ratings: Hit 107 jumps after breakfast show axing announcement
Hit 107 saw Adelaide’s biggest jump in the fifth radio survey for 2018 with the station grabbing 9.0% of the audience, up from 8.3 in the previous period.
The jump was driven by an 0.8 point increase for the Amos, Cat and Angus breakfast show which was axed last week due to “changing audience demographics”. The trio are due to finish in September.
Amos, Cat and Angus saw a 0.8 point increase for their Hit 107 breakfast spot in the survey their show was axed
Despite the jump, Hit’s breakfast show finished with a 7.5% share, well behind the slot’s winner, David Pemberthy and Will Goodings’ FIVEaa’s 14.6% and Mix 102.3’s Jodie Oddy and Mark Soda Soderstrom who took 14.0% of the timeslot.
Adelaide radio ratings survey 5 2018. Total audience share. Source: GfK
The ABC’s Ali Clarke, who had an on-air breakdown over hostile audience feedback last week, saw the biggest drop in the breakfast segment with a 1.6 percentage point slump to 11.9. Clarke saw a 2.1 point drop in the previous survey.
Across all stations, Mix102.3 continued its domination with a 15.1% share of the total audience, down 0.3 points for the period. AM competitors FIVEaa saw a 1.3 jump to 13.1% on the back of a strong performance by Rowie and Bicks’ drive segment which saw a 2.4 points gain to 12.2%.
Despite FIVEaa’s jump in drive, the station still finished third in the timeslot behind Mix102.3’s Will McMahon and Woody Whitelaw’s 14.6%, which was unchanged from the previous survey, and Nova’s Kate Ritchie, Tim Blackwell and Marty Sheargold which slumped 0.2 points to finish with 13.6%.
Adelaide radio ratings survey 5 2018. Source: GfK (Click to enlarge)
Nova overall saw 0.6 point fall to 9.9% of total audience, while ABC Adelaide was the biggest loser of the survey with a 1.2 point slump to 8.5%. Triple M eased 0.1points to take 9.8%, while Cruise on the AM dial picked up 0.5 points to finish with 8.7%.
If you think the ABC’s Adelaide ratings are the “biggest loser”, you should take a look at what’s happening to ABC regional radio after the change in format. The most recent results from two weeks ago show ABC breakfast having dropped from 20.2 to 11.3. So why is this so? (as Prof Julius Sumner Miller may have asked). It may have something to do with ABC making all of their long-serving Regional Program/Content Managers redundant (they were also for the most part the breakfast hosts) and replacing them with (according to the ABC job ads) a “team of journalists” led by a “Chief of Staff” and rather than produce material that is interesting and relevant to the local audience,they are told it should be “news focused” and “content that could travel across regions and nationally”. Until the ABC once again recognises that what radio audiences want is a “friend” that they are happy to invite into their lounge room and not someone who talks down to them, the ABC will become more irrelevant to more people until it disappears altogether.
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