Comparing apples and oranges: correcting the details of tv and radio ratings
2 June 2022 · News · Survey · surveys
Earlier this week we published an article quoting OzTAM figures from The Australian and compared them with Tuesday’s cume breakfast ratings figures on radio.
That set the cat amongst the pigeons ...
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Tags: breakfast tv | Channel 7 | cumes | GfK | ratings | survey Channel 7
Interesting story. No matter what the correct comparison is, I wonder how many people have time to actually watch the TV at breakfast time, despite the fact that it may be on in a couple of rooms. Perhaps people in older demographics may have more time to sit down and watch, but young people getting kids ready for school, getting ready for work etc. really don't have a lot of time to pay attention to the screen. Radio can be consumed far more easily at breakfast time. You don't have to watch it to consume it.
Further to this. There seems to be a fascination on this and other sites with cume figures, essentially so the claim can be made that FM stations are dominant in the two major markets. Simple fact is 2GB in Sydney and 3AW in Melbourne are the top rating stations. This is not rocket science. The fact is listeners listen a lot longer to the AM's while FM listeners tend to chase their favourite songs across multiple FM stations and other platforms like Spotify. An ad campaign is going to reach a lot more people on a top rating AM station than it is on a top rating FM Station. The FM breakfast shows are brilliant, however is Sydney for example Ben Fordham on 2GB is still number one despite his lower cume.