In January we published an article advising what to look out for in the Melbourne Radio market in 2017. If you haven’t read that one, you can catch up by clicking here.
*GFK Survey number 1 was released Tuesday morning (14.03) and although it is very early in the year, there were definitely some noteworthy results.
1. Garry Lyon’s return to the media spotlight and the new SEN breakfast show.
SEN launched their brand new breakfast line up and to nobody’s surprise it did harness a lot of extra attention for the station. The chemistry between Garry, Tim and Hamish is decent and their relative Football pedigrees; Garry and Tim ex-players and Hamish a prominent sports journalist, seemed likely to please the audience.
However, post Survey 1 it appears that SEN’s cume audience in breakfast has fallen -1.3% from last year’s final survey. How significant is it really?
When programming changes the audience is very likely to shift up and down before stabilizing. Additionally, the audience that remains is still higher than Survey 1 2016, which kicked off at 3.6%.
In short, it is way too early to be calling the cavalry. If they continue to fall during the football season? It can take up to 2 years to grow an audience, so we’ll have be patience and watch how it plays out.
2. Macquarie Media launched “Talking Lifestyle” in Melbourne at the beginning of the month.
As per our previous update, Magic 1278 no longer exists and in its place Macquarie Media are utilising Talking Lifestyle; an everyday lifestyle station that features advertorial-esque content about food, travel, money and technology.
Even though it wasn’t on the airwaves for the entirety of the survey, Macquarie will be pleased with a +0.5% people 10+ share movement. We did suggest that Smooth 91.5FM would creep up this year with the Magic music lovers missing their fix. We’ll have to wait until survey 2 to shed some light on this theory, as it will be the first that Talking Lifestyle will have to hold its own.
3. FM Melbourne breakfast is going to be very interesting this year.
For the first time in what feels like forever there has been some serious movement in the Melbourne FM metro market.
Let’s break it down:
– Fox FM’s Fifi, Dave, Fev & Byron have had a huge drop of -1.8%, which has seen them shift from first place to fourth behind Triple M.
– Nova 100’s Chrissie, Sam and Browny has started to pay off and they are now the number one FM breakfast show in Melbourne. The trio jumped to hold 8.1% of the breakfast audience. While it is still early on, this time last year they only held 5.8%.
– Gold FM and Kiis may end up being the slow burners of the year, but like we have said – it is early days and anything could happen!
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All statistics in this article are based on *GFK radio survey 1 2017, which is the independent research body responsible for analysing many metro radio markets in Australia.