Survey 6 has just been released by Nielsen showing some interesting trends. The big winner in Sydney was 2CH, up 1.6 while Classic Rock fell by the same margin. In Melbourne Triple M is fighting back with an Eddie led recovery.
This survey was conducted by Nielsen over the period Sun June 27 – Sat Sep 4, 2010.
CLICK HERE for the latest detailed results including shifts and demographics from Nielsen.
The summaries (below, right) give overall figures for All People 10+, 5:30 am – 12 Midnight, Monday to Sunday.
SYDNEY
In a spread that’s rare for Sydney, only two stations managed to achieve double figures: 2GB up to 15.2 (with Alan Jones gaining 2.1 to 18 in breakfast) and 2DayFM a full 4.6 behind on 10.6. Again led by a huge swing to breakfast.
Although both stations have asterisks in 10-17s, the 2GB, 2CH combo between them achieved a 2.5 gain to command a 21.5 share of all listeners 10+. Meanwhile 2UE slipped back 0.9 to 6.4 with breakfast shedding some of the gains of the past two surveys. ABC 702 also took a 1.2 tumble back to 9.1.
On the FM band they were grinners at 2Day, back into double figures (10.6) on the back of a massive gain of 2.1 by Kyle and Jackie O in breakfast to take them to 12.6. Nova also went up in breakfast (0.9 to 7.2) and overall to 7.1. And WSFM rose 0.9 to 7.5.
In the battle for rock supremacy both dmg’s Classic Rock and Austereo’s Triple M, went down. The former by 1.6 to a 2.7 share overall and the latter by 0.5 to a troubling 4.3 given the concerted Slash led marketing effort. Their three-way breakfast team of sporty type guys also fell by 0.6 to just 4.0 in that shift.
MELBOURNE
N
ow down to just 1.1, the question for MTR is “how low can they go?” As much as the boys at Macquarie Radio Network would like to believe it’s mainly down to poor signal quality, the fact is MTR has now shed two thirds of the audience attracted by 3MP who were previously using the same transmitters.
Although gaining only 0.2 in this survey, the mantle of “quiet achievers” in Melbourne must go to SEN who are on 5.4 and gaining. Okay, a sports station in Melbourne would go up at the pointy end of the AFL season and summer will tell just how resilient their audience is, but it seems that perseverance is paying off in spades for the station.
Overall there are only three stations in double figures, 3AW and FOX FM (both went down slightly) and ABC774 which went up 0.5.
Better news for Triple M in this city where Eddie McGuire seems to have arrested the slide to rebound by 1.5 in breakfast and help get the station back up to 6.6 overall.
Classic Rock went up ever so slightly to just 3.4.
BRISBANE
With five stations in double figures and just 2.5 share points separating first and fifth, it must be a tough call for advertisers to decide where to put their money. But with Brisbane revenue rising by around 25% last month, it seems that advertisers are supporting all of them.
Although 4BC and 4BH both lost ground and are well behind the top five with 7.4 and 5.7 respectively, as a well targeted combo that dominates 55+, they deliver a combined share of 13.1 which would make them the number two entity behind B105 on 13.3.
Triple M had a nice little rise of 0.6 overall with the gain mostly attributable to the female jock named Jo who took over afternoons about three months ago and went up 1.9 in this survey.
ABC612 posted the biggest rise overall (0.9) with its breakfast, hosted by Spencer Howson, gaining 1.3.
ADELAIDE
In a rare win for ARN, MIX102.3 has powered ahead by 1.4 to top the ratings chart with a 13.6 share. ABC891 also went up, albeit by just 0.4, but which was enough to relegate former leader FIVEaa into third place with 13.0.
Apart from MIX, Triple M had the biggest overall gain of 1.0 which got them into double digits on 10.6 overall. As one might expect, both stations rose on the back of strong performances in breakfast although Triple M’s biggest gains came in Mornings (1.8) and afternoons (1.5).
These were the biggest gains of any shifts in according to this survey in Adelaide.
The biggest drops were in FIVEaa’s Drive -2.2 and Evenings, -3.0.
PERTH
Mix94.5 has broken a long standing record of consecutive survey wins as it notched up its 87th in this survey, beating the previous record held by Austereo Brisbane stable mate B105.
Mix94.5 went up by 1.1 to score an emphatic and historic win on 16.4, 2.1 ahead of nearest rival 92.9 which continues to improve and is up by 0.8 overall with breakfast team Lisa, Baz and Sam contributing a 1.9 share hike.
In drive it’s a two horse race with 92.9 hosting the Hamish and Andy juggernaut (which shed 1.4 and still maintains a 21.0 share) with The Couch on Mix 4.5 keeping the lads honest with a 15.8, up by 1.3 from the previous survey.
Apart from those two stations everyone else lost ground except ABCFM which rose just 0.3 and 6RN, steady on 2.5.
Did DMG really believe that people would listen to Classic Rock in Sydney without announcers, except for the forever bland and constantly uninteresting Maroun at breakfast?
I can get the same on my iPod, just without the commercials and the constant reminders about how good the station is (which it isn't).
That 83 year old Bob Rogers, who sounds every day of that on air, can outrate Classic Rock by more than 3 to 1 on 2CH mornings, should spell it out for DMG. Maybe.