Radio Ratings: Kiis rises as 2Day stabilises

Radio Ratings: Kiis rises as 2Day stabilises
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Kiis 1065’s rise has continued in the second survey of the year but Australian Radio Network’s hold on Sydney’s number one and two FM stations has come to an end as WSFM drops.

Kiis 1065’s overall Monday to Sunday share of all listeners 10+ has increased to 9.6%, up from 8.4% in its first radio survey earlier this year.

In the previous survey ARN’s WSFM was second overall on 8.1%.

But the fairytale ride has ended in Gfk’s second survey of the year with Nova 96.9 now in second place.

WSFM, part of the Classic Hits Network which ARN recently rebranded to Classic Hits Pure Gold, has dropped to 7.5%. Nova increased its share slightly from 7.5% to 7.8%.

Duncan Campbell, ARN’s national content director, said the latest WSFM numbers are consistent with where they were last year and that the oncoming major marketing campaign for the ‘Pure Gold’ rebrand will give those numbers a boost.

“It is always a challenge with a duopoly strategy…is obviously there is a level of cross over,” Campbell said.

“It is our sort of goal to ensure that cross over is minimised and the goal still remains for those stations to be number one and number two FM. We expect the marketing campaign to have a positive impact on those results.”

More than half of 2DayFM’s total listeners were shaved off in the previous survey when the station dropped from leading Sydney’s FM stations on 8.4% to sitting at the bottom of the FM table on 4%. But the huge drops have stopped for the station which has remained steady on its Monday to Sunday share of 4%.

The forecast SCA’s content director Craig Bruce made after the first survey of the year that the “only way is up” for 2DayFM’s new breakfast team has been proven right. The Jules Lund, Sophie Monk, Merrick Watts and Mel B team has received a small bump in its share, rising from 3.8% to 4.1%.

SCA chief content officer Guy Dobson told B&T: “Are we happy with where we sit at the moment from a ratings perspective? No. From a sound point of view yeh, we believe the show has a lot going for it.”

Dobson also said SCA is now having more conversations with clients around how they can be integrated into its products, “as opposed to selling on the numbers”. “That’s incredibly good for us because a, it is the future and b, we have never been able to do that.”

Former 2DayFM hosts and now rivals Kyle & Jackie O continue to woo listeners, delivering Kiis 1065 a 1.6 point jump to 10.9%.

WSFM’s Jonesy & Amanda have had just over one point sliced from their share of Sydney’s breakfast listeners, dropping from 9.3% to 8.1%.

Despite the drop the pair is still the second most listened to FM station in Sydney ahead of Nova 96.9, Triple M and smoothfm 95.3.

Nova 96.9’s Fitzy & Wippa have again recorded their best result yet with Nova Entertainment’s Paul Jackson describing it as “a very much established show, now going brilliantly”.

Jackson, Nova Entertainment’s group programme director, said there is a lot of hype surrounding the new Kiis 1065 brand and that while it has “totally swept away the likes of 2Day” Nova is standing strong.

“Kiis has made it difficult for a lot of stations to be fair, but in that Nova has continued to increase its cume and share. We just feel like we are very well positioned.”

2GB continues to lead Sydney overall with a Monday to Sunday, 10+ share of 13.1% and a breakfast share of 15.5%.

However, the talkback station’s dominance in the important drive slot could be under threat with just 0.1 points between it and Kiis 1065.

2GB continues to lead drive on 10.6% but Kiis 1065 continues to inch closer with the FM station now sitting on 10.5%.

The jump in drive has seen Kiis 1065 overtake Nova 96.9’s new drive show Kate, Tim & Marty (10.4%).

WSFM’s decline continued in drive where it now sits on 6.4% and behind Nova Entertainment’s smoothfm 95.3 (7.6%).

In Melbourne SCA’s Fox FM has dropped from leading the FM pack to third place with a 7.3% share of listeners during Monday to Sunday 5.30am to midnight.

Fox FM now sits behind new front-runner Gold (8.8%) and Nova 100 (7.5%).

Dobson said he was not “overly concerned” with Gold taking the lead, describing the Melbourne market as “very fluid”.

“It’s been a tight market in Melbourne the last couple of books. Hopefully one of us will break out of the pack at same stage this year, hopefully it is us.”

ARN’s Campbell said Gold’s result was “tremendous”. “I have always said Gold has always been a sleeper but it is a strong radio station particularly across the work day.”

In the important breakfast slot SCA’s Triple M and Nova 100 are now equal first with 7.4% each.

By maintain their 7.4% share, Nova 100’s Meshel & Tommy have overtaken Fox FM’s Fifi & Dave.

The only station to substantially increase its audience in breakfast was Mix 101.1 where Chrissie & Jane now have 6.6%.

The drops continued for Fox FM in drive where Dan & Maz’s share fell from 10% to 8.9%.

National Nova drive team Kate, Tim & Marty also dropped in Melbourne where the fell from 10.2% to 9.5%. Despite the decline the team still leads Melbourne’s commercial stations in drive.

3AW continues to lead Melbourne's commercial stations with a Monday to Sunday share of 11.3%, a breakfast share of 16.3% and 9% of drive.

General manager of 3AW and Magic Shane Healy said: "Our domination of our commercial rivals continues and I am proud of all of our team for the world-class talk radio that they continue to create.”

“Our music station, Magic 1278 has also made a terrific start to 2014 with back-to-back surveys above 6% and continues to compete brilliantly with its FM rivals."

In Brisbane’s tight radio market, ARN’s 97.3FM continues to lead overall on 12.6% but Nova 106.9 is sneaking up on the station, increasing its share to 12.4%.

In breakfast Nova 106.9 recorded the most growth to hit 12.3% and take the lead from 97.3FM.

SCA’s Triple M lost the most, dropping from 9.8% to 8.6%.

Dobson said the Brisbane results were “disappointing” for SCA, which owns B105 and Triple M.

“We expected more out of our two stations up there. We, certainly from a research perspective, were seeing that both of those brands were doing incredibly well.”

He believes Triple M was “severely underdone” in the survey. 

Triple M also recorded the largest slide of the Brisbane market in drive where its share fell from 9.7% to 8.4%. Nova’s national drive show Kate, Tim & Marty is also number on in the Brisbane market with 15.4%.

 

ARN’s national dominance continues as Mix 102.3 continues to lead Adelaide with an overall share of 15.1% up from the previous survey’s 13.4%.

SCA’s SAFM dropped out of the market’s top four overall station and now sits on 7.6% behind Cruise 1323 (8.5%) and Fiveaa (12.3%). SAFM is ahead of fellow ARN station Triple M (7.3%).

Mix 102.3 now leads breakfast after a leap of 2.1 points to hit 15.6%. Former breakfast frontrunner Fiveaa dropped from 16.5% to 14.2%.

In drive Nova 91.9 is in front on 15.3%. Mix 102.3 and Fiveaa are now equal second in the slot with a 12.7% share each. Triple M was the station to record the most growth in drive with a bump from 8.4% to 9.6%.

The survey has revealed two ties for the Perth market with Fairfax Radio’s 6PR and 96FM in equal third place in breakfast and 96FM and SCA’s 92.9 in equal third in drive.

6PR and 96FM both sit on 9.6% of Perth’s Monday to Friday breakfast listeners to sit behind Mix 94.5 (13.3%) and Nova 93.7 (11.8%).

In drive 6PR and 92.9 both sit on 9.7% following a drop from 11% for 96FM.

Perth’s drive slot was filled with sizeable slides with Nova 93.7 dropping 1.2 points to fall to 13% and Mix 94.5 dropping one point to hit 13.1%.

The only commercial station to increase its drive share in this book was 6PR, rising just short of two points to reach 6.5%.

 

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