Melbourne Radio Ratings 2020: Survey 6

GfK Survey 6: July 26 to September 19

• Audience loving new 3AW breakfast: Ross & Russel climb 8.0 to 26.1%
• ABC and Triple M attract breakfast audience wanting news & information
3AW & ABC rule in drive, Mick and Jane buck the down trend on FM

UP: 3AW +3.0
DOWN: smoothfm/101.9 Fox FM -2.2

3AW 16.9% (13.9%)

Cume 840,000 (+162,000)
2019 results: Best/worst
Best 10+ 15.6% (13.9%)
Best breakfast 20.6% (17.3%)

Now we know how a pandemic impacts on a news/talk station. What’s unclear is how much these numbers might be different if Russel Howcroft hadn’t replaced John Burns. You’ve got to think they could well be the same. Even a casual 3AW breakfast listener can’t but be impressed by the arrival of Howcroft who has slotted in very well to a demanding role. While Ross Stevenson and his team are key, everyone is a contributor. A breakfast share of 26.1% (which lifts to 27.4% when you adjust the time to the 8.30am finish) is a record high for the station. That breakfast share has spilled across the rest of the day with all timeslots growing. All dayparts rank #1 overall and 3AW is now #1 40-54 in addition to 55-64 and 65+.

Gold 104.3 8.7% (10.7%)

Cume: 1,038,000 (-60,000)
2019 results: Best/worst
Best 10+ 12.5% (9.0%)
Best breakfast 9.5% (6.8%)

All Melbourne FM stations took a hit this survey but Gold remains the clear leader despite share dipping 2.0. Christian O’Connell likewise remains #1 FM in the market even though share slipped 9.4% to 7.2%. Gold is also the destination of choice for FM music lovers with morning, afternoon and drive all #1 FM. Gold remains #1 FM 40-54 and 55-64.

smoothfm 91.5 7.5% (9.7%)

Cume: 853,000 (-77,000)
2019 results: Best/worst
Best 10+ 11.0% (8.5%)
Best breakfast 9.5% (6.7%)

The numbers drifted downwards across the day and on weekends. Afternoon maintains the biggest share on 9.5%. While its biggest demos were down – 40-54 and 55-64 – listening 18-24 lifted 1.3 to 7.7%.

105.1 Triple M 5.9% (5.0%)

Cume 673,000 (+61,000)
2019 results: Best/worst
Best 10+ 7.6% (6.2%)
Best breakfast 8.4% (5.5%)

The news-breaking ability of The Hot Breakfast team has saved the station this survey with Eddie and Luke driving breakfast share up 1.5 to 6.7%. Triple M was the only FM station to grow overall share and cume while The Hot Breakfast was the only FM show to improve share.

101.9 Fox FM 5.9% (8.1%)

Cume 940,000 (-140,000)
2019 results: Best/worst
Best 10+ 10.4% (7.3%)
Best breakfast 10.5% (6.7%)

After a poor start to the year, the breakfast wheels have come right off with pandemic listening giving the show a share of 4.8% (-3.0). Afternoon and drive perform better with shares of 7.3% and 7.4%.

Nova 100 5.3% (7.2%)

Cume 913,000 (+29,000)
2019 results: Best/worst
Best 10+ 7.5% (7.1%)
Best breakfast 8.6% (7.5%)

The station took a hit across the board with breakfast suffering more than most – down 3.2 to 4.6%. That ranks Nova #5 out of 6 FM breakfast shows. The station performing best in drive although the new show with Kate, Tim and Joel saw share slump from 10.3% to 6.3%. The former market leader now also ranks #5 FM in drive.

KIIS 101.1 FM 5.0% (5.9%)

Cume 868,000 (-45,000)
2019 results: Best/worst
Best 10+ 6.7% (4.8%)
Best breakfast 7.2% (4.9%)

Any survey that hammers all FM stations was never going to be pretty here. Breakfast is down to 4.4% and the station high is afternoon with a share of 6.0%.

SEN 2.7% (2.2%)

Cume 326,000 (+44,000)
2019 results: Best/worst
Best 10+ 4.5% (2.4%)
Best breakfast 4.8% (2.9%)

Although there’s been a while between surveys, this was another good one for the expanding sports brand. In a market where growth was sporadic, SEN has lifted share and cume. Breakfast with Gary and Tim was steady on 2.6% while morning with Gerard Whateley, afternoon with Dwayne Russell, drive with Bob and Andy and the evening shows all lifted.

Magic 1278 0.9% (0.2%)
Cume 91,000 (+47,000)

Nice robust climb here for the second survey for the new music format. Nine Radio will want to see the numbers continuing to lift but it’s on the way up.

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