Hobart survey results released

The latest Hobart survey has been released, the first since early 2001. The biggest winner in the survey was TTT FM, which increased by 3.8 share points, while HO FM suffered the biggest drop, losing 6.3 share points.

ABC 936 took the top spot from former leader HO FM, up by 1.5 share points to 22.3% overall.

ABC’s biggest audience gains were almost entirely in the over 55 demographic, which would also have driven up the station’s Time Spent Listening. ABC 936 Breakfast presenter Rick Patterson now dominates the breakfast timeslot with a gain of 5.0 share points (28.8%) bringing him well ahead of the other breakfast shows. Most other shifts on ABC 936 increased, but drive took a dive of 7.0 share points and evenings was down 4.8, against the station average.

TTT FM was close on the heals of ABC 936, scoring 21.2%, an increase of 3.8 since last year’s survey. TTT had healthy gains in the 10-24 and 40-54 demographics, and a good increase in Grocery buyers. TTT FM’s breakfast with Kim and Dave, which was in second place in the breakfast timeslot, scored 19.5 (up 1.0). All TTT FM’s shifts increased, especially afternoons and drive, which both had significant increases.

Magic 107 moved into third place, up 1.5 to 16.6% overall with good gains in the 25-54 demographics. Drive and evenings had the biggest increases for the station and breakfast was up 1.3 share points to 13.2.

Fourth placed HO FM, the former market leader, was down in all shifts, especially mornings and afternoons. HO lost a significant amount of 25-39 year olds and dropped in all demographics.

7JJJ was next at 8.3%, the same as last survey, followed by ABC Classic FM on 4.2% (down 0.4). Radio National followed at 3.6% (up 0.6), then TOTE on 3.1% (down 1.2) and NewsRadio steady at 2.1%.

In the 25-54 demographic (Mon-Sun) TTT scored 23.4%, Magic is 21.3% and HO 19.9%.
In the 30-59 demographic (Mon-Sun) Magic is 23.4%, TTT is 19.4%, HO 18% and ABC is 16.7%
In 18-44s TTT is 32.8%, HO 20.5% and Magic 13.6%.

RG Capital Radio Network’s Group Program Director, Rod Brice, praised both RG stations in the market: “Needless to say we are very pleased with the great result for both TTT and Magic,” and told radioinfo about the survey methodology, where the Fieldwork was conducted in eight weeks over a thirteen week period from August 18 to November 11:

“This is the first ‘Blind’ survey where the books are distributed over an agreed 13 week period with up to 4 weeks with no books out at all (but the participants don’t know what weeks they are). We support the AC Nielsen process, it allows for a true representation of the normal listening pattern in a market not just a two week snapshot and that’s good for Radio and the advertisers.

During the Hobart book was the AFL finals and Bali Bombings if it had been just a two week snapshot with either of those events in it, we believe it could have swayed the result for the next twelve months with the market unaware of the true average listening habits.”

Manager Local Radio Tasmania, Angie Nelson was thrilled with the result which returned ABC 936 to first place. She put the success down to four things – “preparation, content focus, consistency and high community contact.” Nelson said the 936 team has “worked hard to produce a product that is by far the most consistent and contemporary delivery of information and entertainment in its market.”

Angie Nelson congratulated all staff on the outstanding result, especially breakfast presenter Ric Paterson who had a 5% increase in listeners.

Nelson told radioinfo that 28.8 % of the Hobart market now listeners to the 936 breakfast program, Paterson’s best result since taking over the shift several years ago.

“Trevor Jackson on weekends has also had a positive impact on the station with his mornings shifts also increasing 5% to 25.7%. Other significant factors that have helped the station back into the number one spot with 22.3% of the market include major promotions that centred on The Long Way To The Top music series and a Look Good and Feel Great campaign… We found opportunities in our research and the current national climate and focused our programming on them.”

“Listeners were telling us that on top of the quality and credible news and information that we already provide, they wanted more music and that they were tired of all the doom and gloom in the world. So, we made a point of maximising positive feelings in every element of our product and the minds of our listeners by reflecting their needs in our content through special features, useful information packages and interviews… We also increased our face to face contact to let the people of Hobart know that we’re a trusted friend they can turn to for an unbiased look at every thing they need to know about their community and that we’ll leave them feeling good about the world and their lives with interactive fun and entertainment.”