Southern Cross Austereo (SCA) is shaking up Triple M Adelaide, rebranding it to Classic Triple M and chasing an older male audience of 40+.
The change, which will go live next week, is a shift in focus for the Adelaide station from Triple M’s nationwide target of males, 25-54.
“We did an extensive research project and found our format was probably too young for men,” Guy Dobson, SCA’s chief content officer, told B&T.
“We put Triple M Classic Rock Digital on in Adelaide and it has taken off, massive listenership in terms of anecdotal feedback and the research showed we probably should have positioned a lot older.”
In the latest radio survey Triple M Adelaide claimed 7.3% of people 10+, Monday to Sunday. In breakfast it had 6% and its drive share had increased from 8.4% to 9.6%.
The rebrand comes after SCA announced a new line-up for breakfast and for The Rush Hour in early May.
Dobson stressed that the change is for Adelaide only and that other Triple M stations will not be affected: “It is an Adelaide format for Adelaide, it is an older city with an older population.”
Listen to the below for a taste of what the station will sound like when it relaunches next week: