- Melbourne FM Breakfast shifts again
After an impressive first survey, Nova 100’s Chrissie, Sam and Browny have dropped into second place in the FM breakfast time slot with a 7.6 percent share of audience. This leaves the trio behind Triple M’s Hot Breakfast program with Eddie McGuire, Mick Molloy and Luke Darcy, who increased 0.3 percent to claim a healthy 8 percent audience share. It’s entirely plausible that the shift can be attributed to AFL being well and truly back. Seeing that, Triple M isn’t the only sport focused station demonstrating better numbers in Survey 2. Specifically, SEN’s new breakfast team Garry, Tim and Hamish have increased slightly by 0.4 percent. Thus, suggesting that Melbournians are switching to get their football commentary fix!
In other news, Fox FM breakfast continues to slip with a -1.2 percent decrease in audience share. Regrettably, this places Fox FM in 6th in the chase for the #1 FM breakfast spot. However, how significant is this in the Melbourne market? Not very. There is so much variation in Melbourne survey-to-survey that there is no clear dominant station. Moreover, based on the first 2 surveys for the year, we can likely expect a lot of back and forth movement. This is great, if you’re buying radio, because networks have to be super competitive to win business. It also makes it exciting, because any station could be #1FM when Survey 3 rolls around.
- Talking Lifestyle
Talking Lifestyle, the replacement for Magic 1278 has had its first standalone survey and taken a massive hit in the ratings.
|Talking Lifestyle Melbourne||Survey 1 Magic/ TL||Survey 2 / TL only|
As outlined above, the bread and butter demographic for the station (P65+) has plummeted by almost 50 percent. Yes, this is huge and if this was a Nova, Fox or Kiis I’m sure content directors would be panicking. However, for a brand new station, with a brand new identity and format, drops like this are expected. We’ve already discussed this somewhat in earlier articles, which you can access here, but swapping out a music format to talk back is significant and can be confusing for audiences.
That is, it will take a long time for a Talking Lifestyle Melbourne Audience to stabilise as the station educates existing audiences and attracts new listeners. What can we take from this drop? Well, this particular shift does imply that the aforementioned music loving audience are weighing up their options. Yet, as per the table below, there wasn’t any extreme increases for Gold FM and Smooth FM in the same market demographics, which is where many (including myself) assumed the Magic audience would go.
|Gold 104.3||Smooth 95.3|
|Survey 1||Survey 2||Survey 1||Survey 2|
Gold FM did increase the 3 demographics that Talking Lifestyle dropped and Smooth FM did increase in 2 demographics. Still, their numbers no way make up the 4.2 percent that Talking Lifestyle lost.
Begging the question, where did they go?
We’ll have to wait for Survey 3 to find out!
All statistics in this article are based on *GFK radio survey 2 2017, which is the independent research body responsible for analysing many metro radio markets in Australia.