Dubbo radio stations 2DU, Zoo FM and 93.5 Star FM have released the region’s first radio ratings in more than 10 years.
2DU was the station listened to most (all people 10+) with 28.6%, followed by Star FM with 25.2% and Zoo FM 3rd with 14.1%.
In breakfast 2DU also placed first with an even 30%, followed by Star FM with 25.1% and Zoo FM and ABC Local Radio equal third on 12.9%.
The survey, which was conducted by Xtra Research, is one of 20 regional surveys to be undertaken this year to provide up to date data on radio audiences across the country.
“The aim of the surveys is to focus attention on the role played by commercial radio in regional Australia, and highlight how radio can be used effectively to reach people in diverse communities,” said Joan Warner, CEO of peak industry body Commercial Radio Australia.
“Free-to-air radio and local radio personalities are an important part of the community in Dubbo, and make a positive contribution through broadcasting news and local issues, and supporting community events,” she said.
The radio industry has introduced a new system for regional radio ratings from 2016, which will allow smaller radio markets to undertake more regular, reliable and cost effective audience measurement.
Other regional centres to be surveyed this year include Bendigo, Port Macquarie, Coffs Harbour, Bunbury and Townsville.
The survey in Dubbo involved more than 800 participants and was conducted from 8 – 27 February, 2016.
Spin:
That must be frustrating for SCA, beaten by a Bill Caralis station.
The success of 2DU is testament to the local staff in Dubbo from on air with Perno and Lynchy to the off air team which has shrunk over the years.
Locals must be very glad they don't live in nearby Orange where the contrast with the Caralis station there couldn't be greater.
For a survey based on recall, 2DU have done exceptionally well because we all know that Caralis stations have next to no budget for external marketing.
Congratulations 2DU, well deserved!
Oh and Bill, don't cut their staff further, enough's enough.