Nova’s Melbourne’s 6.2 per cent audience share is well behind Fox’s 11.6 per cent, it trails Gold by a point and it has Triple M breathing down its neck, writes Michael Lallo in The Age. Yet a closer look at the ratings reveals a strange picture. While Nova’s market share is dropping, its cumulative audience – the total number of people who listen in any given week – has climbed to a one-year high of 780,000. What this suggests for Nova is that it does not have a shortage of listeners; rather, it can’t keep them listening long enough.