Mediaweek editor James Manning looks at the third radio ratings survey for 2018 in the Melbourne market.
• 3AW pushes higher as Ross and John again record 20% breakfast share
• Gold 104.3 back at #1 FM, breakfast #2 FM before Christian O’Connell
• Breakfast moves: Hot Breakfast recovers, KIIS and Nova both drop
• Hughesy and Kate continue to crush all the AM and FM drive opponents
3AW 14.4% (Survey 2, 2018 13.7%)
Best result for the station and breakfast this year. Share for Ross and John in breakfast is back to 20%, which is close to where they were for five of the last six surveys last year. Share 65+ lifted 4.6 to 33.2%.
Gold 104.3 10.6% (10.0%)
Imagine having your station ranking #1 FM just the day after your new breakfast superstar arrives for his new show! That’s perhaps a good problem to have – although the next few surveys will tell the tale there. This is the third time in two years station share has been in double figures. It is also the second-highest breakfast share in two years. The station highpoint is afternoon while Gold also does big business in morning and drive with music shows pumping out a very successful music mix. It will take a few surveys to get an idea of how the new breakfast show with Christian O’Connell will go in the ratings. Gold has pushed clear to lead 40-54 after sharing top spot with Triple M last survey.
101.9 Fox FM 10.5% (11.4%)
The numbers eased a little across the board for Fox with breakfast with Fifi, Fev and Byron off 0.9 to 9.4%, keeping them well clear of the nearest competitor, which is now Gold. Hughesy and Kate now have the station’s best share with 13.3% as their drive shift held steady after falls in morning and afternoon. Share has held steady in double figures 10+ in all three surveys this year after all of 2017 was in single figures.
smoothfm 91.5 8.9% (10.1%)
Share dropped 1.2 with the numbers down uniformly in morning, afternoon, drive and evening. By comparison breakfast with Mike Perso and Jennifer Hansen did well, slipping just 0.4 to 7.7%. This is only the second time 10+ share has slipped below 9% since 2016.
Nova 100 6.8% (7.1%)
It was just a slight ratings dip, but Nova has now posted it smallest 10+ share since 2016. Breakfast was down too, sitting on 6.4%, which is also its lowest figure since 2016. The one bright spot across the day is afternoon which lifted 2.1 to 7.1%. The numbers recovered somewhat 18-24, but Nova is still over 10.0 behind Fox.
105.1 Triple M 6.6% (6.6%)
Share was steady, but steady on a number that is the second-smallest 10+ share in over two years. Breakfast recovered, however, to 7.7%, up 0.8. Despite some glowing reviews when it launched, the Kennedy and Molloy show has been unable to close in on the competition, dropping 0.4 to 7.0% this survey.
KIIS 101.1 FM 5.5% (5.6%)
Jase and PJ have dropped below 5.0%, which is now the station’s lowest breakfast share in two years. Sitting on 4.8%, they want to stay above 4.6%, which would keep them away from a record they don’t want. Breakfast falling is never good for drive, and vice versa, with Will and Woody down now 0.5 to 7.3%.
SEN 3.4% (3.1%)
The station has enjoyed another small lift 10+, although the share of 3.4% was bettered five times in 2017. Breakfast with Garry and Tim was steady on 3.5%, which is equal second-best in the past 11 surveys for the station.
Macquarie Sports 1278 0.4% (0.3%)
The best sign of a pulse here was drive where share lifted 0.5 to 0.9%. Given the sports radio competition in the market, Melbourne will be this format’s biggest challenge.