Mediaweek editor James Manning looks at the first radio ratings survey for 2018 in the Adelaide market.
• Mix 102.3 smashes it out of the park: Station up 3.8 to 16.1%
• Mix breakfast with Jodie and Soda back at #1, up 3.3 to 15.1%
• Nova sheds audience under 40, Fiveaa small drop in breakfast
• Wil and Woody a hit in Adelaide as Mix drive climbs 2.4 to 15.2%
Mix 102.3 16.1%
The best survey for some time for the Adelaide member of the KIIS network with a rise of 3.8 from survey 8, 2017, although suggestions it’s a statistical quirk are probably out of order given the station was on 15.8% near the end of 2016. Breakfast with Jodie and Soda jumped 3.3 to 15.1%, which is their best in over two years. The ratings surges washed across the day with morning up 5.2 to 17.9% and afternoon up 6.0 to 19.8%. Even newcomers Wil and Woody were up on Hughesy and Kate’s last curtailed survey. Demo shares were off the dial too – 40-54 up 8.7 to 22.9%. Maybe GfK should be getting a please explain.
A drop of 0.9 to start the year. Mixed results across the day with Penbo and Will dropping 1.1 to 13.8%, which means they are no longer #1 overall, but they do hold a very narrow lead over an improving ABC Adelaide. The strongest performance was a lift of 1.7 in morning for Leon Byner.
Triple M 10.6%
After five surveys in double figures in 2017, Triple M ended the year on 9.3%. The good news is the station has lifted 1.3 and is back above 10%. Doing the heavy lifting was breakfast with Roo and Ditts (+0.8 to 11.5%) and Kennedy Molloy (+1.6 to 10.3%).
Nova 91.9 9.6%
Biggest move in the market was in the wrong direction for Nova with a drop of 2.4. Breakfast with Lewis & Lowe was down 1.7 to 8.5%, which is their lowest share in over two years. Kate, Tim and Marty were down 3.0 to 12.3% where they rank #2 behind Mix. Demos under 40 were knocked around – 18-24 was down 3.0 and 25-39 was down 6.4.
Hit 107 9.1%
With the big movement elsewhere, Hit was a sea of tranquility this survey. All moves were less than 1.0 with breakfast down 0.8 to 8.0%. Hughesy and Kate have arrived at SCA Adelaide on 10.0%, the daypart dropping 0.2 from last year. Demo moves were a bit more pronounced, with Hit the new 18-24 leader, up 4.4 to 25.4%, taking top spot from Nova.
Cruise 1323 9.0%
After a very strong 2017, the AM music station dipped 0.4. Biggest moves were morning down 1.3 to 9.7% while drive was up 1.6 to 8.8%.