Hit96.5 takes the lead in Geraldton

SCA’s Hit96.5 is now the market leader in Western Australia’s Geraldton, with 27.6% of people saying they listen to the station the most, up 3.1 points from the last time a survey was conducted in March 2018.

This figure sees it overtake SCA stablemate 98.1 Triple M Geraldton, which slipped 6.4 points from a commanding 32.4% to 26.0%.

The other measured stations in the area are all part of the national broadcaster including ABC Midwest & Wheatbelt (20.5%), triple j (12.3%), ABC Radio National (3.8%), and ABC Classic (1.6%).

Hit had a commanding lead in the under 40s (41.9% compared to Triple M’s 24.9% and triple j’s 20.6%), however the ABC Midwest & Wheatbelt was the preference for the over 40s (32.7%), ahead of Triple M (26.8%) and Hit (17.0%).

Triple M had the lead in Breakfast on 27.2%, however its 3.6 percentage point decrease from 30.8% placed it much closer to Hit’s 24.8%. Triple M broadcasts Todd for Breakfast, while Hit has Allan & Michelle.

Triple M has a narrow lead in Drive, with 28.4% to Hit’s 28.2%.

Triple M also has the edge in terms of cumulative audience, with 20,500 (up from 17,800 last survey). Hit had 19,800, up from 15,300 last survey.

SCA’s general manager for regional north WA, Ian Kennedy, said he is delighted with the result.

“Both our stations in the Geraldton market have rebranded to join the Hit and Triple M networks in the past 12 months and both have increased their audiences,” he said. “The local community has shown their support for the radio products we have produced and embraced their local radio stations. This is a great result for hard-working teams on both Triple M and Hit in Geraldton.”

The survey period was February 8 to 27.

When the last survey was conducted in 2018, what is now 98.1 Triple M Geraldton was known was Spirit Radio, and Hit96.5 was Red FM.

SCA purchased the stations from Seven West Media in 2019 and rebranded them under its existing radio brands, Hit and Triple M, last year.