Southern Cross Austereo has cemented its domination of the Perth radio market, claiming the first and second spots in the latest ratings survey. While Mix 94.5 increased its whopping lead to claim 16.9 per cent of the market share overall, Hit 92.9 leapfrogged Nova to settle into second place with 11.6 per cent of the market. But 92.9 can’t get too comfortable - it’s only leading Nova by 0.4 per cent.
In the highly competitive breakfast ratings, there were some slightly surprising results. The biggest winner was 6PR’s Steve Mills and Basil Zempilas, who gained an impressive 1.2 per cent to claim a 10 per cent share of the breakfast audience. You might have expected that gain to come at the expense of Peter Bell, who is new to the chair at rival talkback station 720 ABC. However, Bell kept any losses to an absolute minimum, only dropping 0.1 to sit at 11.7 per cent (3rd position overall behind Mix and Nova). However, Bell wasn’t behind the microphone for the full ratings period, so the next survey will give a better indication of whether he’s winning over a crowd who were devoted to his predecessor, the late, great Eoin Cameron.
In the battle of the morning programs, 6PR’s Gary Adshead gained a huge 2 per cent increase on the last survey, which gives him 8 per cent of the total audience, and puts him in striking distance of 720 ABC rival Geoff Hutchison, who lost 0.8 per cent to sit at 8.5 per cent. The result is an interesting one for Adshead, given the rumour mill is rife with speculation that he’s set to be replaced by Channel Nine’s Liam Bartlett. It will be interesting to see if a big improvement in ratings will have any bearing on Adshead’s rumoured move into the drive slot, which it’s been confirmed will be vacated by Adam Shand.
Afternoons – newly returned Simon Beaumont has a job ahead of him to pick up flagging ratings left to him by Peter Bell when he jumped ship to ABC. The afternoon slot for 6PR had a modest loss of 0.4 per cent to sit at 5.6 per cent, while Gillian O’Shaughnessy at ABC had an equally modest gain of 0.5 per cent to claim 6.8 per cent overall (one could speculate she picked up what 6PR lost).
Drive – 6PR listeners have given Adam Shand a nice send off, giving him a 1.1 per cent bump in his ratings to claim 6.8 per cent of the drive time audience, with the cherry on top being he managed to overtake rival Jane Marwick on 720 ABC, who dropped 0.4 per cent to sit at 5.9 per cent.
Every survey brings winners and losers, and the poorest performance overall belonged to 96fm. Listeners again sent a message that they’re not impressed with the eastern states syndication of Hughesy and Kate in the drivetime slot, which took a huge 1.9 per cent hit. The station lost 1.0 per cent overall, to slump to Perth’s 7th most popular radio station, sitting just behind its previous stablemate 6PR.
It’ll be interesting to see how things pan out for the last survey of the year, due out on December 13, which no doubt will make some feel buoyant heading into the Christmas break, and leave others drowning their sorrows in their egg nog.
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