Radio ratings: No early win for smoothfm
The first set of ratings for DMG Australia’s new smoothfm show no early breakthough for the new easy listening station, with share going slightly backwards in both Sydney and Melbourne.
However, only the first three weeks of the network are included in today’s data from Nielsen which covers ten listening weeks. The new network launched on May 21. Today’s radio ratings cover the period of March 25 to April 28 and May 6 to June 9.
In Sydney, the Monday to Sunday share for smoothfm dropped from 4,2% to 4.1%. In Melbourne, it fell from 4.3% to 4.1%.
The relaunch – which followed the axing of Vega and failure of Classic Rock – has been backed with a significant marketing budget and ad campaign led by Ted Horton’s Big Red.
DMG group programme director Paul Jackson told Mumbrella: “Is it on the money? Absolutely. Does everyone know it exists? Not yet but that’s our job, to get it known.”
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In my opinion Smooth ruined it changing from 95.3 to Smooth. Couldn’t play a bad song, Alice Cooper on the way home, 95.3 was pretty cool. Now, their new on air promos make me want to punch myself in the face.
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C’mon DMG – in Perth 96FM have gone from the bottom FM to the top in six months. 96FM has one advantage over Smooth though – it is a music station that is not run by SCA, DMG or ARN!!
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I’m absolutely rating smooth as are many people I talk to. No boring inane jabber, good mix of music and talent which is actually relaxing to listen to. Where I used to flip channels almost every song I now rarely move off smooth. Keep up the good work!
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It’s not possible to relax when the programming is constantly interrupted by promos, jabber, promos and did I say promos. It’s a business, run some smooth ads, read the news don’t shout it at me, don’t sponsor the weather, the news announcer’s tie or other crap and you may have a station worth listening to. If I had ADHD I would listen to FOX/2DAY or MMM.
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Gotta say I’m loving Smooth. Was also a fan of Classic Rock and was disappointed when they changed the format but Smooth has won me over. Great driving music, particularly when stuck in traffic. Maybe it’s more evidence that I’m just becoming an old fart.
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Listening to it now – on tune in radio. Loving it.
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I am also loving the music on Smooth – those fifteen songs they play over and over again are great “I am a woman in love – and I’d do anything – to get you into my life”. I am also loving being able to hear the smooth jingle once every three minutes.
ARRRGHHHHH
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Yeah, the Chris and Marie ads they are playing down here in Melbourne are real smooth – not.
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The new Smooth promo makes me want to vomit…or I’ll also go with punch myself in the face – brilliant. It is beyond daggy (no doubt it’s listeners still use that word) and is the key reason for me switching away from this station. Myself and my three teenagers all groan out loud when we hear it and can’t reach for the dial quick enough! It’s embarrassing to have music from my era associated with such a lame promo. It’s akin to admitting you’re dying.
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