Perth FM Ratings Rundown: Nova steals the show in the west
Next up in Radio Today‘s detailed day-by-day analysis of Survey #7 is Perth.
Perth is a distinctive market when compared with the rest of metro Australia, with the main networks mostly running stations that vary significantly from their offerings in other states.
Nova 93.7 has emerged from the most recent book as the market leader, with long-standing Breakfast show Nathan, Nat and Shaun retaining their #1 position as well.
Nova 93.7 is now the market leader in Perth on FM, going ahead of Mix94.5 overall among People 10+.
The station rose to a share of 14.4% among People 10+ (+0.9), going ahead of the traditionally strong Mix94.5 who were steady (-0.2).
“Those numbers… there aren’t really words to describe that,” NOVA Entertainment group program director tells Radio Today.
“The cumes are sensational, the demos… 25 to 54 are way ahead of Mix across the board.
“I cannot praise them highly enough. They are a full-service radio station and they’re on fire.”
Although the Greatest Hits Workday saw a downward trend in several other markets, Perth appears to be embracing the music strategy.
Mornings (+2.4) and Afternoons (+2.1) were the deciding factor in the battle between Nova and Mix, with long-standing Breakfast show Nathan, Nat & Shaun retaining their #1 spot from Survey #6.
Closest rivals Hit (-1.1) and Mix (-1.3) had downward swings on Breakfast this survey, leaving the Nova Brekky team to stream out ahead on a share of 15.1% (+0.5).
“There’s a trend beginning to emerge with Nathan, Nat & Shaun,” says Jackson.
They have been second to none, it’s been absolutely outstanding all year for that team.”
Despite a disappointing survey across some other metro markets, Perth remains a stronghold for National Drive show Kate, Tim & Marty who remain in first place.
Southern Cross Austereo
It will be disappointing for SCA to see Mix94.5 lose its market-leading position, but with just 0.5% separating Mix and Nova, they’ll be hopeful of a swift turnaround.
What may be of more concern is the dip on Breakfast to 12.6% (-1.3) for Clairsy, Matt & Kymba, who started the year on a 15.1% share of listening.
After proving to be the quiet achiever, making small gains throughout the back end of the year, Hit92.9 wasn’t able to keep the trend going this survey.
The station fell back to 10.4% (-0.4) but SCA should be relatively happy if the station finishes the year in double digits.
New Breakfast show for 2018 Heidi, Xavier & Ryan have been steady for most of the year, but are showing signs that they could take things to the next level in 2019.
Following their strong performance across most metro markets this book, Hughesy and Kate recorded gains in Perth as well, impressively reaching 12.9% (+1.6) to go into second place behind Nova for that daypart.
A small upturn to 7.5% (+0.4) among People 10+ will do little to ease ARN’s concerns over the chronically underperforming 96FM.
Paul & Lise, brought in to replace Carmen & Fitzi for 2018, are faring even worse. They’re rating a 6.6% share of listening (+0.2).
“We’ve got some challenges over there, some disappointing results,” remarked ARN National content director Duncan Campbell to Radio Today after Survey #6.
Not much has changed since then.
“96 has a real battle, it’s got low cume, it’s got low share,” he said in October.
“It’s in a position which is pretty much occupied by one of those other three stations.
“It’s not as easy as people think when you’re trying to wedge your way into a market.”