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Following on from your report on Newcastle radio ratings, it seems like 2NURFM (which would take most of the 25% "other") is likely out rating the commercials in Newcastle.
With official market leader, 2MMM, sitting on 17% , 2NURFM would be at around 20%, I would estimate (given "other" is 25%). That would put it in the lead in most shifts and neck and neck in breakfast with 2MMM.
Quality local announcers in key time slots, good music mix, interesting and entertaining talk added in, quality national and local news services make for a good Newcastle fit. Tune in via the app (or online) to breakfast and drive and you will see what I am saying.
Newcastle Live Radio is still in test mode but is airing a couple of regular programs (mornings and Drive) and local and national news on the hour (local first) But it is only online / on an app. And that is still a handicap to overcome, even in this digital age.
But 2NURFM is the real #1 rating station in Newcastle. And that is amazing to think that huge network owned stations with all the resources that that brings are being beaten by a local community station with another local online station taking some audience as well.