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.”
The Sydney market also shifted in the 25-39 demo. 2Day FM dropped four points from a 16.4% share to a 12.4% share, while stablemate Triple M shot up from a 9.6% share to a 13.9% share, making it the biggest 25-39 commercial station.
However the biggest move in that demo came from The ABC’s Triple J, which virtually doubled its audience from a 9.9% share to 18.5%. The network usually fares well in the first survey of the year because of the buildup around its Australia Day Hottest 100 countdown.
In terms of overall share, despite a drop from 9.9%, 2Day FM led the commercial FM stations with 8.3% share. WSFM was second with a slight increase from 7.7% to 7.8% as Triple M saw the biggest commercial increase – up by 1.7 points in Monday to Sunday and up by 1.9 in Monday to Friday share to be third.
In the Monday to Friday share, 2Day FM had the biggest fall, by 1.6 points, from 10.2% to 8.7%. But it remains the number one commercial FM station.
Dobson said: “The big thing is Triple M – a 1.7% increase overall is a phenomenal result for a station that was on its knees a few years ago.”
Paul Jackson, group program director of DMG told Mumbrella the Nova network was number one nationally across the 18-39. Jackson said: “That’s the trend. We’re now getting dominant and we want to win that in every book and every market.”
In the battle for breakfast, The Kyle and Jackie O Show remained comfortably the top FM commercial show with a share of 10.1% – down from 11.2%, as WSFM’s Jonesy and Amanda closed the gap slightly while remaining in second place with an increased share from 7.7% to 8.1%. Talk station 2GB’s Alan Jones topped the slot with a 16.6% share.
Mix106.5’s new breakfast team of Tim “Rosso” Ross and Claire Hooper’s debut in the survey saw them at 4.2%, slightly down on the channel’s previous survey for breakfast of 4.3%. The biggest commercial winner at breakfast was Triple M’s The Grill team, up by 1.2 points from 5.7% to 6.9%.
Nova’s Fitzy & Wippa breakfast show was virtually flat, drifting down from 5.4% to 5.2%,
In drivetime the biggest commercial fall came for 2Day FM, where the slot is occupied by Fifi & Jules Monday to Thursday and Hamish & Andy on Fridays. It fell from 12% to 10.4% but remained number one in the slot. The biggest growth came from Nova’s drive team of Meshel, Tim & Marty, up from 7.2% to 8.3%.
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
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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?
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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??
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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
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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.
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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
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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
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Big fall in ABC v 2GB ……and 2UE, well Fairfax have some issues there as well
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ok cool…i was working on share…all good.
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People have had enough of Vile and Tacky.
Even one million dollar giveaways won’t bring back the advertisers.
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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!
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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.
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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 !
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Jimmy Franco…how dare you cast aspersions at Foo Fighters! #davegrohlismyfantasyhusband
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Nice to see the national youth network hitting their target so well. Lot of young at heart 39 year olds?
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