Melbourne Radio Ratings 2021: Survey 2

kate tim joel

• Melbourne: Ross, Russ and Christian on top, as Chrissie, Sam & Browny rise

Melbourne Radio Ratings

UP: Nova 100 +0.8
DOWN: smoothfm 91.5/Magic 1278 -0.5

3AW 16.9% (16.3%)

Cume: 808,000 (+55,000)
2020 results: Best/worst
Best 10+ 20.6% (13.3%)
Best Breakfast 28.4% (15.9%)

After a drop last survey, share has steadied just under 17%. Breakfast with Ross and Russ still strong too with share over 21% keeping it the highest-rating metro breakfast show in Australia and continuing Ross Stevenson’s winning streak at breakfast at the station intact. Neil Mitchell was up a little to 19.5% as afternoon, drive and evening all posted growth for their respective hosts Dee Dee, Tom Elliott, Gerard Healy, Brooke Corte and Denis Walter. The biggest demo jump was 55-64 up 4.5 to 25.5% in an age group where Gold is the only other station in double figures.

Gold 104.3 11.3% (11.0%)

Cume 1,111,000 (+11,000)
2020 results: Best/worst
Best 10+ 10.8% (8.7%)
Best Breakfast 9.4% (7.2%)

Another impressive result for Melbourne’s #1 FM station for a 10th consecutive survey as its leads in both cume and share. The Christian O’Connell Breakfast Show might have suffered a slight drop in share, but not enough to prevent it from ranking #1 FM breakfast for the seventh consecutive survey. The station’s drive show hosted by Gavin Miller also ranks #1 in the market. The afternoon shift hosted by Toni Tenaglia has the highest share of any music show in the market – 15%. Demo movement was steady except for 18-24 where Gold nearly doubled its share to 10.6%!

smoothfm 91.5 8.4% (8.9%)

Cume 910,000 (-62,000)
2020 results: Best/worst
Best 10+ 9.7% (6.5%)
Best Breakfast 7.3% (5.0%)

All dayparts posted small dips with the exception of evening where the fall was a more significant 2.1, down to 8.0%. No significant demo moves with smoothfm most competitive 40-54 where it ranks #2 behind Gold.

101.1 Fox FM 7.2% (7.5%)

Cume 1,076,000 (-16,000)
2020 results: Best/worst
Best 10+ 8.4% (5.2%)
Best breakfast 8.3% (5.0%)

The refreshed breakfast with Fifi, Fev and Nick was steady on 7.2%. Morning, afternoon and drive where then all down just over 0.5. Fox lost leadership of 25-39 and it dipped 18-24 where it now ranks #4. Cume audience continues to hover above 1m.

105.1 Triple M 5.3% (5.2%)

Cume 600,000 (-50,000)
2020 results: Best/worst
Best 10+ 6.2% (5.0%)
Best breakfast 6.8% (5.2%)

The station has shed 75,000 cume audience in two surveys. Share was steady on 6.2% for the new Marty Sheargold breakfast. Biggest movement was dip of 1.4 to 5.2% for Mick Molloy in drive. Demo moves at each end of the spectrum – share nearly halved 18-24, but lifted 55-64 where Triple M is now #2 FM behind only Gold.

Nova 100 7.1% (6.3%)

Cume 1,054,000 (+13,000)
2020 results: Best/worst
Best 10+ 8.3% (5.3%)
Best breakfast 8.3% (4.6%)

Breakfast with Chrissie, Sam and Browny climbed again, this time adding 1.1 to 7.9%, their best result since the start of 2020. All other dayparts climbed with the best result in drive where Kate, Tim and Joel lifted 1.5 to 9.2% to rank #2 in the timeslot behind Gold. The 18-24 demo was again where all the action was this survey, with Nova nearly doubling share to 13.2% where it narrowly trails KIIS.

KIIS 101.1 FM 5.5% (5.8%)

Cume 917,000 (-64,000)
2020 results: Best/worst
Best 10+ 6.4% (4.4%)
Best Breakfast 7.1% (4.4%)

In one of PJ’s last surveys the station posted lower share and cume. Breakfast share also dipped, but breakfast cume added 4,000 listeners. No clues yet who could be replacing PJ to sit alongside Jase in breakfast, with speculation including Kate Langbroek and Lauren Phillips. The station continues to be most competitive 18-24 where it ranks #1.

SEN 3.0% (2.8%)

Cume 280,000 (-8,000)
2020 results: Best/worst
Best 10+ 3.0% (1.6%)
Best Breakfast 3.2% (2.0%)

The sports specialist continues to post impressive digital audience growth with breakfast hosts Garry and Tim having the most second most-downloaded breakfast podcast during March, only trailing Kyle and Jackie O. On the radio survey though they were steady with a share of just over 3%. Biggest movers at the station were morning host Gerard Whateley up 0.6 to 3.8% and drive hosts Bob and Andy up 0.5 to 3.4%. The strongest demo is 45-54 with a share of 5.3%, up 2.3 this survey.

Magic 1278 1.0% (1.5%)

Cume 112,000 (-6,000)
2020 results: Best/worst
Best 10+ 1.4% (0.2%)
Best Breakfast 0.8% (0.5%)

Best dayparts continue to be afternoon and weekends. Nine Radio needs to find out what ARN is feeding its AM music teams.

3MP 1377 0.6% (0.7%)
Cume 69,000 (-7,000)

The station’s second survey since signing back up with ratings provider GfK. The biggest share is afternoon where 3MP has 0.7% of the market.

RSN 927 0.5% (0.3%)
Cume: 59,000 (+1,000)

The Melbourne racing station’s second survey after conducting its own surveys for advertisers previously. The best share of 0.7% belongs to The Breakfast Club where Daniel Harford and Adam White host alongside guests including Adam Ramanauskas, Jimmy Bartel, Sharelle McMahon and Brad Johnson.

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