Radio ratings: Nova stations lose young listeners as Triple M takes Brisbane
DMG Radio’s Nova stations in Melbourne, Brisbane and Adelaide suffered loses in younger listeners, according to the latest Nielsen radio ratings result.
Meanwhile, Macquarie Radio Network’s talk station 2GB has stemmed the fall it suffered in the last survey, gaining the most ground in the Sydney market.
Sydney
Alan Jones strengthened his lead in breakfast, following a fall in the previous survey. In the third survey for the year he saw a rise from 17.2% to 18.7%, growing particularly among 55 plus and grocery buyer audiences.
In overall radio share, 2GB rose from 14.7% to 15.6%, the biggest increase out of any Sydney station. This was in contrast to the slight fall it recorded in the previous ratings result.
Among the music stations, there was little movement in share for Austereo’s leading 2Day FM station and DMG’s Nova.
However, the Kyle and Jackie O hosted 2Day FM breakfast show saw a slight fall from 12.2% to 11.5%; while Nova’s new breakfast team Merrick Watts, Ricki-Lee Coulter and Scott Dooley, remained relatively steady with a 7.5% share.
Meanwhile, DMG’s former Vega station, relaunched as Classic Rock on March 12 saw a slight overall rise from 3.2% in survey two, to 3.5%. However, as the survey three period commenced from February 14, a full ratings period reflecting Classic Rock’s share won’t be available until the fourth survey for the year.
Melbourne
While Fairfax’s 3AW continued to gain ground on last survey with an overall share of 15%, the ABC’s own talk offering ABC774 was also strong with 12.9%.
Austereo’s Triple M saw a slight dip on the last survey to 5.2%, but gained 18-24 year old listeners. Its breakfast show, led by Eddie McGuire, fell from 5.5% to 4.8%.
Austereo’s Fox FM remained ahead of Nova gaining the most ground among 18-24s. Nova on the other hand saw listeners in this demographic fall from 26.2% in the last survey to 18.6%.
Brisbane
Austereo’s B105 suffered the biggest fall in Brisbane, down from 13% in the last survey to 12.1%. This pushed sister station Triple M to the lead with a 12.3% share. Nova – which started the year as the market leader – slipped to third place with 11.7%.
B105 remained ahead in the breakfast, but was only marginally ahead of DMG’s Nova with 11.8% and 11.4% share respectively.
And despite Nova coming close in breakfast, the result was still down from last survey and it lost significant share in listeners aged 10-17 and 18-24.
Adelaide
Nova was again hit in Adelaide with a fall in listeners aged 10-17, from 24.4% in the last survey to 19.6%. It also saw falls in older listeners aged 25-39 and 40-54.
However, Nova did see a slight rise among 18-24s, in contrast to Austereo’s SAFM whose share fell from 24.7% in the last survey to 19.7%.
Meanwhile, DMG’s talk station 5AA saw little movement, remaining in the breakfast lead.
Perth
Austereo’s 92.9 remained ahead among the younger music stations with an 11.4% share, despite falls among listeners 10-17, 18-24 and 25-39.
Nova was relatively steady, leading in breakfast. It saw a fall among 10-17 year old listeners but gained share among 18-24s.
Perth’s overall market leader Austereo’s Mix 94.5 maintained its position with a share of 17%.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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The success of Triple M in Brisbane shows a wide rock format is not dead and is largely testament to the consistent work by the PD Rex Morris who has charted a steady course for the station following his prior effort doing same at B105.
I’ve no affiliation with them, but it is a good success story to watch at a time when rock formats have been pilloried for a number of reason in the two higher profile cities.
Adelaide’s Triple M is also doing well and while heading down a different track, shows you can get significant numbers of female audience to what was considered a male brand.
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Hot Breakfast will continue to fall as Eddie is a total wanker with a biased opinion on everything. He will talk crap and attack anything because he knows controversy normally gets attention. He wouldn’t have a clue how to simply run a decent show and get listeners that way. Tool.!
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Queenslander, Don’t know if you can call Adelaide Triple M a success at all. It dropped a massive 4.8, 40-54 and now trails Mix by 10 pts in what would probably be its most important demo. Also the once mighty Kym, Ali and Dezelde number 3 FM, if mix continue to go up in the next couple of books then you must consider the experiment to get them to Triple M a fail.
Speaking of experiment’s Eddie is now under the pump big time. Wonder if 3AW are still shaking in there boots.
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congrats to “fairfax radio guru” graeme mott for another stellar 2UE survey
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