Sydney radio ratings: Dan and Maz bottom of breakfast ladder at 3 per cent, despite marketing blitz

Dan and MazRadio Ratings SydneyHit 104.1 2Day’s new breakfast duo Dan and Maz have remained a three per cent share in their ratings debut, despite parent company Southern Cross Austereo pumping out a major outdoor and TV campaign to raise awareness of the duo.

“Dan and Maz have done everything we were hoping they would do in terms of content in the first six weeks of them being on the air,” said Craig Bruce, head of content for Southern Cross Austereo.  “There is no magic bullet or easy turnaround especially with your traditional FM radio breakfast changeover.

The result comes in the first radio ratings survey of 2015 which saw Kyle and Jackie O top breakfast in the FM band with an audience share of 10.7 (down 0.6 share points), opening up a clear gap against rivals Amanda and Jonesy on Gold WSFM slipped 1.5 per cent to 8.4 share points.

Today’s result will confirm the long road ahead for Hit 104.1 to rebuild, although management at Southern Cross Austereo are likely to be heartened by a surge in the 10-17 demographic for the station which rose 2.6 share points, in that demographic, from 6.8 per cent in the last survey of 2014 to 9.4 in this survey.

In overall demographics, WSFM was down 1.0 share points to 7.9, KissFM was up 0.1 to 8.7 per cent while Hit 104.1 FM was also steady up 0.1 share points to 3.6 per cent. Nova’s Smooth FM also performed strongly with a 0.7 rise to 7.3 per cent share bringing it close to over taking Nova 96.9FM which is at 7.6.

Talkback station Radio 2GB had a strong start to the year retaining its top spot overall with 13.0 share points (up 0.9 per cent) with breakfast host Alan Jones up 2.0 to 16.8 while Mornings host Ray Hadley slipped 2.3 to a 14.2 share.

Radio 2GB posted strong results in the drive slot (4pm-7pm in the survey) up 2.3 per cent to 10.9, while evenings rose 3.0 to a 15.2 share.

This rise in evenings appears to be at the expense of Radio 2UE which dropped in the evenings slot 4.2 points, on the back of the departure of Clive Robertson last year.  

Fairfax Radio’s 2UE, which will soon merge with Radio 2GB’s Macquarie Radio, was relatively stable overall with a 5.7 share, up 0.1. Breakfast with Garry Linnell and John Stanley rose 0.5 to 5.2, while Mornings with Stuart Bocking rose 0.6 per cent to 5.5.

The first GFK survey of 2015 also saw Sky Sports Radio make its debut in the radio ratings with a 0.9 share. The station performed strongest in demographics over 40 with a 1.2 share in people 40-54, 1.4 among 55-64 and 1.6 among those over 65.

Source: GFK

Source: GFK


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