NOVA Entertainment may have lost ground in overall market share for its two Melbourne stations, according to the latest radio ratings survey, but the network is confident of a big finish to end the survey season.
Speaking to B&T following the release of GfK’s Survey 7 (on behalf of Commercial Radio Australia), NOVA Entertainment group program director Paul Jackson said the network’s goal for smoothfm 95.1 is to “break away from the pack” that includes Triple M and GOLD 104.3, after the station saw a 0.4 per cent drop in overall market share to 7.6 per cent.
“What you have in Melbourne is Hamish & Andy’s stronghold, and they’ve done a big number there,” he said.
To be precise, Hamish & Andy experienced a 2.3 per cent market share swing their way for the drive slot in the latest ratings, helping move FOX FM into second for overall market share with 10.1 per cent.
“When you look at the demographics, smoothfm is number one for the 25-plus female category, so the audience is right,” Jackson explained.
“We’ve just got to lock a few more people on over the coming months, which we’ve managed to do in Sydney, so I can’t see why we can’t do it in Melbourne.
“For NOVA 100, the breakfast show’s performed extremely well all year. Chrissie, Sam & Brownie are now at 7.0 per cent share, so ahead of the station average. We’re very happy with that, but the rest of the station’s got to come together behind it for us to deliver a big number overall.”