Adelaide FM Ratings Rundown: Mix 102.3 still unchallenged as market leader
This year’s radio ratings have already delivered some big surprises and plenty of talking points.
Radio Today is breaking down all the big movers that you need to know about in each metro market, in our most detailed ratings coverage yet.
The final segment features Adelaide, a no-contest for undisputed market leaders Mix 102.3, so when will the other stations step up to the plate?
Mix 102.3, with its Hot AC music strategy of ‘Adelaide’s Widest Variety’, is not only the market-leading FM station in Adelaide but is also #1 overall among People 10+ in the city.
That Survey #6 result comes despite a downturn to a 13.6% share of listening (-1.5).
With a potential correction to come in the next survey, we could find that Mix moves even further ahead of its rivals.
Legacy show Jodie and Soda are also unchallenged on Breakfast, although they also fell to a 13.2% (-0.8).
Adelaide is also the only metro market where Will and Woody are rated #1 in their day part, though they too dipped to 13.5% (-1.1).
In the overall stakes on FM, SCA’s Triple M Adelaide is the closest contender to Mix.
The station moved into double digits this survey, finishing on a 10% share (+0.2), yet it’s still hard to see Triple M or any other commercial station bridging the gap to Mix any time soon.
Hit107 doesn’t look like close to challenging for the mantle in Adelaide either and currently has an 8.8% share (the same as Nova).
Recently axed Breakfast show Amos, Cat and Angus fell to a lowly 6.2% (-1.3).
SCA will hope that incoming Breakfast team Rebecca Morse and Andrew Costello can inject some well-needed spunk and localism into the flailing show in 2019.
The solution could be to change the music strategy for Hit107 back to a conventional CHR model.
At this stage, it is clear that SCA’s ‘Music Music, More Variety’ adult contemporary stations (2DayFM and Hit107) are behind the competition in their respective markets when compared with the network’s pure CHR stations.
Adelaide is still a market that Nova is yet to crack, and its only shows in double digits are Kate, Tim and Marty – and Nights show Smallzy’s Surgery.
National #1 Drive show Kate, Tim and Marty are holding 11.7% share of listening, and despite losing a significant -1.9%, are still clearly in second spot on FM Drive.
Outside of Drive there’s really not much to write home about. Nova is rating 8.8% overall among People 10+ (-1.1) and 8.2% on Breakfast (-1.1) with Lewis and Lowe.
Not only are Nova’s shows failing to make up ground, but the station shed numbers in all three key metrics this survey.