• Mix 94.5 again king of the week 10+, but Nova breakfast remains #1 FM
• Nova surges, hit92.9 on the move as is 6PR breakfast with Baz and Steve
Mix 94.5 15.0%
The Clairsy and Kymba breakfast show is the lowest-rating program across the day at Mix, yet it is only 0.3 of a point behind the breakfast market leader Nova. Mix breakfast lifted half a point this survey, while the market’s only local FM drive with Lisa and Pete was up 1.8 to 15.9% where it now narrowly outrates Nova. The station’s biggest share remains Ross Edwards in afternoon with 16.6% despite a fall of 2.8 from 16.6%. Morning with Tim Lordan was also down to 15.5% from 17.2%. Mix has owned 40-54 for a long time and it continues to have a good story to tell with share up 2.3 to 22.0%. It very nearly surrendered leadership in 55-64 to 6PR this survey.
Nova 93.7 13.7%
The station set a couple of records this week. It recorded an all-time highest 10+ share of 13.7% and a cume audience of 571,000. Nova pointed out that is more listeners each week than any other station in Perth for over a decade. The records kept being set by the Nathan, Nat and Shaun breakfast team too as they again ranked #1 commercial breakfast with 13.3% (down 0.3) with a record 360,000 listeners, the most they have ever had and the biggest Perth breakfast show cume in a decade. Nova’s daytime shares took flight with morning up 2.7 to 12.8% and afternoon up 2.3 to 14.2%. Kate, Tim and Marty saw drive lift 0.9 to 15.8%, but that wasn’t enough to keep them #1 FM with Mix up 1.8 in the same slot. Nova continues to rank #1 25-39, with share up 1.9 to 22.1%, over 4.0 points ahead of hit92.9. Nova also improved 18-24 with share up 3.6 to 19.7%, not quite enough to topple a falling hit92.9 which still holds a narrow lead. Meanwhile the Nova 40-54 share jumped 50% – from 10.8% to 16.5%, overtaking 96FM to rank #2.
A lift of 1.1 from 9.8% saw contributions from all shifts. Breakfast with Heidi, Will and Woody jumped 1.6 to a much more competitive 9.4%. That is still the station’s lowest rating timeslot though. Things get better as the day progresses with morning on 10.5% (+0.4%), afternoon on 11.9% (+0.9) and Hamish and Andy in drive on 13.4% (+1.3). Despite the growth, the masters of comedy remain #3 in the market. Also improving was evening on 11.1% (+1.0) and weekends on 10.5% (+1.4). The station managed to lose share 18-24 (- 3.8 to 20.3%) but maintain its #1 ranking in that age group. Share was up 0.8 to 17.9% 25-39 and up 3.1 to 8.2% 40-54.
A rollercoaster ride in the year’s first survey with breakfast and morning posting good growth, while drive and evening were down. Breakfast with Steve Mills and Basil Zempilas was up 2.0 to 11.0% which was the biggest lift in the breakfast market. Also on the improve was the Gary Adshead-hosted morning show which lifted 1.6 to 9.3%, a percentage it shares with ABC720. Peter Bell’s afternoon show also posted a small rise, but the graph trended down for the rest of the day with Adam Shand’s drive show on 6.2% (-1.3) and Chris Ilsley’s evening show on 8.7% (-2.1). 6PR came close to unseating Mix as the #1 ranked station 55-64 with 6PR share up 2.5 to 14.1% while Mix share was down 4.5 to 15.0%.
Last year’s station makeover which saw a change of ownership mean membership of the KIIS network. With share up 0.2, that modest growth has come from breakfast, morning and afternoon. The Carmen and Fitzy breakfast show added 0.6 to 7.5% while morning with Mark Pascoe was up 0.8 to 8.6% and afternoon with Doug Terry added 1.1 to 9.6%. The drive show with Hughesy and Kate is drifting closer to 6% after a drop this survey with a gap between 96FM and Mix of nearly 10 points. Evening share was knocked about with the numbers down 2.3 to 5.9%. Weekend was steady on 7.8%. There was good demo growth 40-54 with 96FM now on 13.2%, up 3.5, where it sits in third place.
The station refresh may have resulted in the departure of a few listeners before it starts collecting new ones. Breakfast with Tim Gossage and Maddie Burke started its life with a share of 3.4% which gives it plenty of scope for improvement. That is under the station average though which must be close to 4.3% as that is what the share figure is for morning, afternoon and drive. The station’s best demo share is 55-64 with 9.6%, down 0.8 this survey.