The latest Xtra Insights survey of Hobart, Tasmania was measured between June 1st-28th. On June 17, Hit 100.9‘s Dan and Christie, who broadcast across Tasmania and regional Victoria but are actually based in Hobart, aired their last breakfast show together. While the drop as preferred breakfast show was 1.7%, it put the outgoing pair behind Sarah, Mick at Johnno (pictured main) at 7HO. The ARN station claimed every day part except Drive and Evenings.
7HOFM Content Director Allan Cameron said:
“I am so proud of our team and the genuine connection we have with our growing audience. Every morning, we’re privileged to be part of the daily lives of Hobart locals as they start their day with Hobart’s heritage breakfast show, Sarah, Mick and Johnno – the number one Breakfast show on Hobart’s number one radio station. We love being part of the conversations and experiences that matter to our listeners. We love Hobart and we thank the Hobart community for choosing 7HOFM.”
A drop to Hit, who now get a breakfast show from Newcastle in NSW, was then to be somewhat expected. What was a greater surprise was the also significant drop to SCA’s other station, Triple M, unaffected by the staffing changes.
Triple M was down a little overall and for Kaz & Tubes on breakfast, but it was in the cume numbers that SCA took the biggest hit, and 7HO reaped the rewards. At breakfast near 10,000 listeners switched from Hit and Triple M to 7HO. 7HO also picked up more than 10,000 cume audience in mornings and afternoons. Some of that will be searching around for options, the 2027 Xtra Insights will give a better idea of where they land.
ABC Radio National had a particularly positive survey in Hobart. The local ABC saw losses in breakfast and evenings, but gains elsewhere. Triple j fared the worst. When they really should be seeing an uptick of cume audience with the changes at Hit, their key 18-24 audience dropped 10.8% preferred, the biggest loss in any demographic for all stations. However, with Abby and Tyrone moving from Drive to Breakfast next week, and steady on Drive in Hobart, perhaps there will be positive news there in a year’s time too.
Jase Allen, Head of Hit Regional Content said:
“Today is a fantastic result for the Hit100.9 team, with our local Hobart audience making us the #1 ‘Station Listened to Most’ for the crucial ‘Audience That Matters’ – P25-54.
“A huge congratulations to Isabella Roldan who leads our local workday mornings and continues to deliver compelling local content, additionally Carrie & Tommy are Hobart’s #1 Drive show with a 21.1% ‘station most listened to.’ Thank you to our listeners, clients, and all Hit100.9 staff led by Phil Bradley, for their dedication that drove this fantastic result today.”
Phil Bradley added:
“We’re incredibly proud of these results as they reflect what Triple M Hobart has always been about – being genuinely connected to Tasmania and the people who call it home. Every day, Kaz & Tubes bring local stories, local voices, and local conversations to breakfast, whether it’s through Tassie Trivia, 6 Degrees of Tasmania, or simply sharing the moments that matter most to our community.
“The success of the show comes down to the strong relationships they’ve built with listeners who choose to spend their mornings with us. Triple M Breakfast remains hugely popular with Tassie men – claiming the #1 Breakfast M25-54 as The Rush Hour with JB & Billy continues to engage as the #1 Drive Most M25-54. We’re grateful to our audience for their support and trust, and we remain committed to delivering the authentic, local content that makes Triple M Hobart such a staple of Tasmania’s daily life.”
