Adelaide radio ratings: SAFM takes big hit in drivetime slot
Fifi and Jules take a hit in Adelaide
Southern Cross Austereo’s SAFM has taken a hit in the drivetime period in the latest ratings survey.
The Today Network station’s syndicated show of Fifi & Jules airs from Monday to Thursday while Hamish & Andy present a weekly show on a Friday. The 4pm to 7pm timeslot saw SAFM drop from a 13.9% share in the last survey, to 10.6%.
Nova91.9’s drive slot jumped up to second place despite losing share slightly from 12.6% to 11.5%. Mix 102.3’s Sean Craig Murphy maintained his lead in the drivetime slot despite falling from a15.1% to 14.4% share.
Triple M’s The Rush Hour, remained in fourth place, despite staying closest to last month’s survey. The show dropped from 10.6% to 10.3%.
ABC’s Youth orientated FM competitor Triple J gained ground in drive, up from 6.8% to 7.5%.
Mix102.3 won the Monday to Sunday share on 15.2% despite a drop from 15.7%. Nova91.9 was second on 10% share, down from 10.9% with SAFM dropping from 10.9% to 9.5% to place third.
Source: Nielsen
Southern Cross Austereo’s chief content officer Guy Dobson told Mumbrella the result was expected, saying: “With the changes we’ve made, we knew we’d go backwards before we’d go forwards.”
The station has recently seen the breakfast slot become two shows, The News Feed, an hour-long news show from 6-7am, and The Hayley & Angus Show from 7-10am. In the breakfast time slot SAFM dropped from 9.6% to 9% share.
In August, SAFM axed breakfast hosts Craig Annis and David ‘Rabbit’ Rabbetts, while keeping Hayley Pearson.
Adelaide Sunday -Monday share / Source: Nielsen
Adelaide breakfast share / Source: Nielsen
It’s nothing against either of them, but have you ever met a person who “loves” Jules and Fifi? Or in marketing speak, feels any “brand loyalty” toward them at all. It’s just a bit of bubblegum for the airwaves. Even then it’s the sugar free type that loses it’s taste after a few chews.
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