Perth Radio Wrap Day 2: Mix 94.5 – big history with Big Breakfast

• Mix fighting Nova for Perth bragging rights

Mix 94.5 Survey 5 shares: 10+ 13.7%, Breakfast 12.6%

Cumulative audience: 10+ 525,000, Breakfast 271,000

The familiar voice of Dennis Cometti was part of Mix 94.5’s The Big Breakfast this week as the show discussed the weekend’s Grand Final result. Producer Tom Atkinson, a West Coast Eagle super fan, was another guest as the show started a new week. “It was the greatest day of my life,” he told his colleagues.

The station’s Big Breakfast is hosted by Clairsy, Matt and Kymba. The station and its breakfast show have been the traditional ratings champs in the Perth market. However, they have been challenged in the past by Nova, in particular this year where Nova has put together consecutive survey victories.

While Mix is sold nationally as part of the Triple M network, it is a different station. There are similarities though including the older audience profile and the presence of the Kennedy Molloy drive show in afternoons. However, there is also an early local drive show, The Rush Hour, hosted by Lisa and Pete. Lisa Shaw was a longtime co-host of the long-running Fred Botica Perth breakfast show at Mix.

The Clairsy, Matt and Kymba show this week also featured an interview with new prime minister Scott Morrison.

Another feature for the past few weeks has been the Secret Sound, which has now jackpotted to over $21,000.

Mix’s traditional rival for many years has been 96FM, which fought it for the lucrative 40-54 audience.

For some time, however, Nova has been Mix’s fiercest competitor. While Mix has a clear lead 40-54, Nova is able to have bragging rights for 10+, breakfast share and cume audience.

Nova breakfast has had the edge over Mix for some time but Mix has been much stronger with its 10+ station share. In the 16 radio ratings surveys in 2016 and 2017, Nova knocked off Mix just once 10+. However, it has been the leader in the past two consecutive surveys.

Mediaweek spoke with new SCA Perth general manager Gina Hogan earlier this year. She said although Mix differs from the Triple M network in a number of respects, it is aligned closer than ever this year. “Mix is a pretty unique station,” she explained. “While Triple M stations are clearly male-skewed, Mix covers a much broader demo with women and men. We have a formula in Perth that works and we grow and change with the market and its needs.”

It was a big week in Perth radio earlier this year with breakfast co-host Dean “Clairsy” Clairs celebrating 35 years in radio. “He is such a wonderful man to work with,” said Hogan. “He is a real talent and a true gentleman. He is not just wonderful on air but he’s also great for team culture where he helps and supports other people newer to the business.”

See also: Perth radio exec Gina Hogan’s new role as GM Southern Cross Austereo Perth

Top Photo: Clairsy, Matt and Kymba with ScoMo

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