Adelaide radio ratings: Hit107 falls again as Nova closes gap on Mix102.3
Adelaide radio ratings, survey 1. Adelaide total people. Source: GfK
Southern Cross Austereo’s Hit107 has continued to shed listeners despite a rebrand last October as the radio station’s share in Adelaide dipped below six per cent in the first survey of the new year.
The station, which fell 2.2 points since the final ratings of 2014 in mid December, was renamed from SAFM with a strategy of targeting women under 40.
But listeners across all ages from 18 to 54 fell, with the most dramatic decline in the 25 to 39 bracket where the station captured only 8.2 per cent of listeners in the period to February 28, down from 14.8 per cent.
Nova 91.9 closed the gap on Australian Radio Network’s Mix102.3 in the battle as the top FM station in Adelaide, but largely a result of a sharp 1.7 point decline at Mix than any major rise at Nova.
Mix took 13.8 per cent, with Nova edging up to 11.3 per cent. SCA’s Triple M fell 1.12 points to 9.7 per cent which allowed Triple J to close the gap as its share climbed 1.7 points to 8.3 per cent.
Adelaide radio ratings: survey 1, Adelaide total people M-F and breakfast. Source: GfK
The pairing of Mark Soderstrom and Jodie Oddy on Mix retained the crown of most popular FM breakfast show despite their audience share falling to 12.4 per cent, down from 14.2 per cent. Nova and Triple M swapped places in the breakfast rankings as the stations took 10.5 and 10.3 per cent respectively.
Hit107’s overall declined was mirrored in its breakfast and drive performances, which fell 2.1 points and 2.7 points to 5.9 and 6.8 per cent respectively.
In drivetime, Nova recaptured top spot as its share rose 1.5 points to 14 per cent while Mix, which has leapfrogged its rival in the pre-Christmas ratings, fell back more than one percentage point to 11.9 per cent.
ABC891 clawed back listeners on the AM frequency after a tough few months with its share rising more than two points to 12.5 per cent, making it the most popular AM station. It regained top spot from Fiveaa which saw its share tumble one point to 10.4 per cent.
The two stations also changed places in the breakfast slot after wildly contrasting fortunes. While Fiveaa’s share slipped slightly to 12.7 per cent, a resurgent ABC891 soared ahead after capturing 18 per cent, up from 14 per cent in the previous ratings.
Oh dear poor Hit Adelaide. It needs an S in front of it now
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This is when you know you’re running out of things to spin
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