The third National radio results are in- and Nova remains Number #1 for 18-39 yr olds in BMAD.
Smooth remains Number #1 in BMAD & Drive against its core demo of 40-54 in Melbourne.
Seemingly more of a struggle in Sydney, being hindered especially by the strong-performing WSFM Breakfast show of Amanda & Jonesy
After a disappointing start to the year, it appears Triple M are pulling back its listeners for the footy season. Drive time has picked up significantly in Sydney especially (up 70% on Survey 2)
Drive has taken over Breakfast as the dominant day part for people 18-39, holding the largest share of Average Audience on the commercial network.
Read on for more survey highlights from OMD’s Off-Screen team.
Sydney Highlights
Sydney Results
Kyle and Jackie O have been dethroned by WSFM’s Jonesy and Amanda taking out the top spot for Breakfast with the 40-54’s. WSFM have seen a 22% increase SOS and a 66% increase YOY which can be attributed to ARNs extensive OOH campaign for the station in Sydney. Whilst ARN have still stayed on top they have seen a 26% decrease with this demo for Kyle and Jackie O on KIIS.
In breakfast, Nova’s Fitzy and Wippa, took out the #1 spot again against P18-39, despite seeing a 23% drop since last survey. As KIIS also lost audience, this gap remains constant.
A tough survey across the board in the breakfast session as all stations recorded a SOS loss in 18-39 audience with the exception of 2CH & 2GB.
Unfortunately 2DayFMs Breakfast show with Merrick, Jules and Sophie has seen a drop in listeners. The 18-39s have had a 3% drop and the 40-54s have experienced a 13% drop SOS.
KIIS may have failed to take out Breakfast for both demos but Rosso has taken the lead on Drive from NOVA’s Kate, Tim and Marty with a massive 42% increase SOS for the 18-39s. We have also seen a change with P40-54 with Lars Peterson taking out #1 spot, seeing a 16% increase SOS.
MMM have had some great numbers come out of this survey with the 18-39s. Across BMAD they have seen a 33% increase SOS and saw a massive 70% increase in Drive which is allowing them to slowly close the gap that they have previously had behind Nova and KIIS.
Melbourne Highlights
Melbourne Survey Results
Nova’s consistent and steady growth persists, with Nova 100 consolidating top spots in Breakfast and Drive against P18-39. Mesheland Tommy’s breakfast reign continues, with the duo settling in comfortably after their 3rd survey together. Despite a 25% decline SOS, the pair managed to keep the lead, bumping out Triple M’s Eddie McGuire, Mick Malloy and Nick Darcy, and FoxFm’sFifi & Dave.
Good to see that SCA has two stations sitting in the top 3 for Breakfast against P18-39, with FoxFM Fifi Box’s huge Melbourne following, making FoxFM third during Breakfast.
Fairfax 3AW’s Ross and John, are #1 in Breakfast against P40 – 54, with the talkback session up 28% SOS. 3AW also experienced a 37% increase in Drive against P18-39, which can be contributed to the increased AFL coverage with the 2014 season now well underway.
Nova’s reign continues with Smooth FM’s Drive Show with Byron Webb #1 in Drive against P40-54, with a massive increase of 59% SOS as it shifts to the dominate the Drive market. Nova 100’s Kate, Tim & Marty, top Drive against P18-39, up 2% SOS. Despite a strong start to the year, FoxFM’s new Drive show with Dan & Maz continues to decline against P18-39.
ARN’s Mix 101.1 and Gold 104.3 are both in the top 3 stations in Drive against P40-54. In the P40-54 demographic, Mix’s Drive Show with Rosso is up 48% YOY, while Gold 104.3’s is 2nd overall station.
Nova 100 is the number one network in BMAD against P18-39, and Smooth 91.5 is number in BMAD against P40-54.
Brisbane Highlights
Brisbane Survey Results
Nova is a consistent performer for the 18-39 demo. This is the 7th consecutive survey that Nova has convincingly held the #1 spot across all dayparts for 18-39 demo. With long standing talent Ash, Kip & Luttsy in Breakfast and Kate, Tim & Marty for drive, the station is resonating well with the 18-39 demographic in Brisbane. BMAD audience listenership (18-39) is up 4% YOY, particularly strong in drive daypart which is up 29% YOY.
Despite YOY decreases in all dayparts, with the exception of Drive, B105 maintains the #2 position for the younger demo. The Drive program with Dan & Maz saw a YOY audience listenership of 9%, while Breakfast with Labby, Shaw & Abby saw a 29% YOY drop in listenership for 18-39 year olds.
Mix 97.3 FM is the strongest station across all dayparts for the 40-54 demo. Breakfast audience is up by 6% and drive up 7% from last survey.
Nova has seen an overall increase across Survey 3 with the older demo, with increases across all dayparts. Coming in third to Triple M across BMAD and Breakfast, Nova has moved into the number 2 position for Drive daypart with significant SOS and YOY audience increases (29%, 33% respectively).
Survey 3 has been kind to 4BC talk back with the largest SOS listenership increases across all dayparts and audiences. This may be attributed to interest in the 2014-15 Australian Federal Budget and surrounding discussion.
Adelaide Highlights
Adelaide Survey Results
Nova remains fairly consistent this survey, experiencing an increase in Breakfast audience and a fall in Drive for the 18-39 demo. Lewis & Lowe are dominating the breakfast market with an 8% increase survey on survey (SOS) and a 10% increase year on year (YOY).
Cruise13 is up 22% overall with the younger demo for BMAD, a welcome increase to aid the 63% downfall they’ve suffered YOY. People 40-54 continue to embrace the Cruise13 breakfast program but the Drive figures are down 21% SOS and 3% YOY. These figures may seems insignificant but considering the station is up 93% YOY overall, there may be a change due for the Drive time slot.
5AA didn’t have much to celebrate this survey. There is good news, however, as they’ve seen a 24% SOS increase for breakfast across the younger demo. Which is interesting for an AM station as the younger audience isn’t their target demo.
SAFM went up 12% SOS in drive for the 40-54 demo. This was the only real increase for the station with listeners pulling away from their breakfast offering across both demos.
MMM have experienced a jump in audience SOS for the 40-54 demo. Roo and Ditts are all smiles with their growth in breakfast, 48% SOS. The station is still down YOY but this is a good step in the right direction.
Perth Highlights
Perth Survey Results
Against the 18-39 audience, Nova has maintained its number one spot across all daypart, something they have been able to keep hold of for the last 7 surveys. Despite declines, they still have a significant lead over 96fm
MIX94.5 lead the pack in all dayparts showing incredible stability against P40-54 over the last 9 surveys. Looking at it from a YOY perspective, they have increased their audience by 21%
Against People 40-54, 92.9 recorded the greatest gains of all stations SOS of 59% across BMAD, 64% in Breakfast and 74% within Drive. Unfortunately these results were unable to prevent their audience being down YOY at 13%, 25% and 32% respectively
96fm holds second place across the BMAD against the younger audiences. It has increased its audience both SOS by 21% which will help to recoup the lost audience from across the year, as it currently sits 34% down YOY.
