Sea dominate Central Coast

Staff Writer

The first, and only, Nielsen Media Research survey for the Central Coast in 2012 has given Southern Cross Austereo's Sea FM a big win. Sea FM have taken a massive leap, of over 5%, to move from 3rd to 1st place, see the complete survey at the link:


It isn't all joy for SCA, with their Sea's duopoly partner 2GO FM suffering a significant overall fall to 13.2% to what must be close to the lowest share in the station's history.

dmg's Star 104.5 has also had a tough day at the office, dropping nearly 3% overall to 11.4%, whilst ABC 92.5 FM have registered a increase of 0.8% to 10.7, and Triple J are up marginally.

Breaking down the result further, here are some headlines by station:


Sea FM

This has been an exceptionally strong result for Sea FM, it is a dominating ratings performance. Highlights:

  • Increases in every demographic, including a 15.8% jump 18-24 and a 7.6% jump 25-39. 
  • Sea FM monster the under 40 market.
  • Sea #1 in every demo that counts for them, and one that probably doesn't (for them): They are #1 with 10-17, 18-24, 25-39, and 40-54.
  • Sea #1 Breakfast, Mornings, Afternoons, Drive, Nights and Weekends.
  • Cume up by 20,000 to 98,000 listeners per week.



For long time leader 2GO FM, it was a rough day:

  • An overall decline of 4.3% to 13.2%, and falling to second place overall.
  • They have fallen in every demographic, and now are number one only with 55-64 yrs.
  • Every shift has fallen, quite heavily, however they have managed to be #2 in Breakfast, Mornings, Afternoons and Evenings with Sea taking #1 in each of those shifts. 2GO FM are #4 at Night.
  • 2GO FM suffered a slight cume fall to 75,800, which indicates they have taken some signficant TSL hits in this book.


Star 104.5

Star 104.5 has suffered significant declines across the board;

  • Whilst Star have improved 18-24 by 5.3%, they have registered heavy falls in all other demographics. The most notable being a 5.7% loss 25-39 and a 6% loss 40-54.
  • In the 25-39 demo, Star were #1 by 4%, however have slipped to #3 behind Sea FM and Triple J.
  • The dayparts have not fared well. Breakfast has fallen 2.3% to be 5th in the market (behind Sea, 2GO, ABC, 2GB), Mornings has fallen 3.0% to be ranked 4th (behind Sea, 2GO, 2GB).
  • Afternoons and Drive have fallen by 3.3% and 2.4% respectively.
  • A key influence on the survey has been Star's cume which has been fallen heavily, dropping by 12,600 to just under 60,000. 


ABC 92.5

ABC 92.5FM have increased their overall share by 0.8% to 10.7%, and around half a point behind Star:

  • 92.5 fell slightly in all younger demographics, however had strong growth 55-64 where they are #2, narrowly behind 2GO FM.
  • The growth was driven primarily through Mornings, Evenings and Weekends where the station saw increases.
  • Cume was largely flat.


Triple J

Triple J have improved slightly overall, with a jump of 0.6% to 5.8%. However the demographics were where Triple J had some real influence on this result:

  • Triple J lost nearly half of it's 18-24 share to fall to 6.2% and 5th ranking.
  • However, they added 5.7% to 25-39's moving into 2nd ranking behind Sea FM.
  • Triple J increased slightly in every daypart.


However the story on the Central Coast today is all about Sea FM, who have had a very strong result.

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