In a fairly lopsided Xtra Insights survey of Mt Isa in far north Queensland, SCA‘s Hit 102.5 was the favoured station of near 50% of the listening audience. Hit’s Bronte and Lakey who do a networked breakfast show from the Gold Coast, were preferred by 49.9%.

But there’s more to see here. This is the first survey of the region since 2023. Since then 4LM have had a young fellow called Adam Staples take over breakfast and his results were fantastic. from a 7.1 to a 20% preferred breakfast show. 4LM itself was up from 6.5 to 18.0.

The local ABC was up too, ABC North West QLD was at 14.7 and 16% breakfast audience, now behind Adam.

While Hit dominated 10-39 years listening (62.4) the cume audience gains were for 4LM.

SCA Head of Regional Content, Blair Woodcock, said:

“We’re really pleased to see strong demo wins in Mt Isa’s radio survey today, the first survey in the region in three years, as SCA continues to reiterate itself as the home of the Audience That Matters.

“Hit102.5 Mt Isa has had some big wins in key demos – 10+, 25-54, U40, 40+ – with a reach of more than 54% of the market, proving its universal appeal as a station. These results reflect the increase in local voices across the station, as the Hit Network leans into milestone events across the region and reflecting the lives of locals, whether it be coverage of the local camel races or the rodeo.

“Thank you to our team on the ground in Mt Isa, and the wider team supporting this result across Queensland, on achieving another great result.”

Last year Radioinfo reported that the Resonate Broadcasting, who own 4LM, 4GC and West FM 95.9 Charters Towers, 4LG and West FM Longreach, 4HI and 4EM Emerald, 4SB Kingaroy, 4DB Dalby, St, George/Goondiwindi and Roma, 4ZR Roma, 4VL and West FM Charleville, was for sale. It would appear to still be the case. The above surge for 4LM certainly shows the benefit of local stations servicing regional Queensland.