Sydney radio ratings: 2Day FM loses crown in 18-24 and 25-39
2DayFM has seen Nova go past it again in the 18 -24 age demographic, while stablemate Triple M and the ABC’s Triple J did the same in the 25-39 demo according to the first ratings numbers of 2012.
Southern Cross Austereo’s 2Day FM dropped from its number one position in the 18-24 demo with a fall from 20.3% share to 15.4%. At the same time DMG Radio’s Nova 96.9 grew share from 12.9% to 17.9%. It is only the second time Nova has won the 18-24 demo.
The first Nielsen ratings period of the year covers January 15 to February 11. The first ratings period of the year tends to create the biggest shifts in numbers on the previous period.
Guy Dobson, head of metro radio at Southern Cross Austereo told Mumbrella: “That demo bounces around between Nova and 2Day. We don’t focus on the 18-24, they’re too fickle. We do a larger cell and bundle it with the 25-39 market.”
2dayFM have had an absolute shocker. This is their lowest result since 2004 and they lost 173,000 in cume. Breakfast down, drive down, loss of nights leadership. I’m sure there’s a few strategy meetings taking place as we speak
So 2Day loses audience in breakfast when it’s got a “chance at a million dollars” giveaway on the table, and it loses audience share in 18-24 and 25-39s, and this is down to a “fickle” audience? Add that to the loss in revenue from the Kyle Sandilands boycott, and it means decisive action is needed. Perhaps a leadership spill in the breakfast shift on Monday?
The question is whether this is a structural issue for the 2Day cash cow or just a one survey blip.
Mix and Triple M have won over the disgruntled 18 – 24s and Triple M and J have grabbed the 25 – 39s.
Is Kyle turning people away or will a few TV and billboards get the listeners back to 1041.
Is it a one off fall that can be reversed in Survey 2 or a more serious movement of listeners??
The million dollar promo started in survey 2 measuring period not the first one. Survey one finished two weeks ago, otherwise Brett I was thinking the same as you
I cringe everytime i see a picture of Sandilands…..and as for his voice….. I cant even go into the convenience store across the road in the mornings as they have Vile and Tacky show on.
Excuse me Paul Jackson…#1 on People 18-39. Is this weighted nationally…cos last I looked you were 3rd in Sydney on 18-39 behind 2DAY and 2MMM. Granted you are #1 in Melbourne and Brisbane, slightly in front in Adelaide and second in PErth…I would like to see the numbers
Paul. I thought the same thing so I did an analysis and for average audience (which is the acurate network measure) for 18-39 and nova comes out at 15.8% versus 2Day network at 14.5%. On that measure it seems accurate
Big fall in ABC v 2GB ……and 2UE, well Fairfax have some issues there as well
ok cool…i was working on share…all good.
People have had enough of Vile and Tacky.
Even one million dollar giveaways won’t bring back the advertisers.
This is the kind of news I want to hear! Since November a group of us have been campaigning – getting sponsors to withdraw. So far 126 companies have withdrawn. Numerous companies have had their ads played on air and screen on the web page despite their explicit wishes that this not happen. Now the ratings are showing what we all know; it is time for Vile Kyle to go. What will it take for Austereo to realise that they are flogging a dead horse. So long as he is still on air our group will continue to lobby sponsors. We aint stopping til they drop him!
I honestly think this is a dodgy survey. The Triple j and Triple M jumps are way too high. Surely that many people didn’t suddenly fall in love with Boy & Bear (jjj) or Foo Fighters (mmm). I’d be looking at the next survey for a true reflection – that’s when people are back at work and true listening habits are shown. The Today network figures are pretty bad across the whole country though – there’s some very tired brekky shows on that network.
2UE’s strategy of being a 2GB mini-me looks to have failed – Their breakfast programming proves that the redneck audience prefer the original (Jones) over the imitator (Morrison). . . What a shame a good and decent broadcaster like John Stanley got the chop from breakfast in order to allow three hours of Liberal Party propoganda each morning. . . . glad to see it’s not working out !
Jimmy Franco…how dare you cast aspersions at Foo Fighters! #davegrohlismyfantasyhusband
Nice to see the national youth network hitting their target so well. Lot of young at heart 39 year olds?