Power FM No 1 in Ballarat: Xtra Insights

The latest survey of Ballarat has been conducted by Xtra Insights with 103.1 Power FM No 1 with a 27.3 market share 10+ and 3BA 102.3 No 2 with 21.3. This is the first survey of the region in two and a half years, with the one before that in May 2018. Consistency is key with Power FM down just 0.1 in those six years and 3BA down 0.7 from six years ago, and up 0.1 in this survey. Power FM dominates for 10-39 year old listeners and 3BA for 40+. Both are ARN stations.

There was upward movement for the ABC. triple j is third in Ballarat, up 0.7 to 9.3. ABC Ballarat was up the most, 1.7 to 6.7.

The Power FM breakfast pairing of Jack and LJ (pictured) was also remarkably steady with 26.7 market share. The duo have been on air together since November 2022. 3BA’s Big Show breakfast with PT (Paul Taylor) was down by 1.4 but still double the listenership of triple j breakfast in third. This December will mark 20 years on 3BA breakfast for PT. Again the biggest moves upward were for triple j, to 10.0, and the ABC, up 1.5 to 7.9.

Cumulative listening showed biggest growth for the ABC and Power FM with 3BA down significantly in listeners 25-39. This survey period has covered a period where Ballarat has frequently been in the national news.


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