What's New
BY Sarah Patterson September 11, 2024
What's New August 6, 2024
Hit still the clear leader in Toowoomba: Xtra Insights Survey 1
Reporter
Hit 100.7 Darling Downs remains the clear leader overall in Xtra Insights Survey 1 of 2024 for Toowoomba.
Despite dropping 4.6 to 25.8 among all people 10+, it’s still a long way ahead of ABC Southern Queensland.
Hit remains on top in the Breakfast timeslot (-5.0 to 26.7), with ABC Southern Queensland next on 11.3 (-3.8) and Triple M in third.
Triple M enjoyed a significant gain in Breakfast, up 1.7 to 7.0
SCA Head of Regional Content Blair Woodcock said “A massive congratulations to the Toowoomba team on the outstanding results in the 2024 regional radio survey!
“This market has excelled in creating impactful content for the community, achieving an impressive 9% growth in cumulative audience and solidifying SCA’s dominance over our competitors.
“A special shoutout to Triple M Darling Downs for their phenomenal 68.4% increase in audience since the last survey, with increases across all dayparts! This is a testament to the engaging and shareable content produced by Triple M Breakfast with Lee Faulkner and the entire team.
“Over on the FM dial, Hit 100.7 continues to showcase its strength with exceptional results in all dayparts and demos. Bronte & Lakey have only been on-air since the start of the year, but this hasn’t stopped them from being #1 in the Breakfast shift, which demonstrates their strong connection to the market.
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Surely the most lopsided Commercial Radio competition in Australia?
Seriously, it’s 2024 & you have a single station on FM & three AM, including 4AK on a 0.7% share?
16 years into the slow roll-out of DAB+ (which in podcast & streaming age ultimately only delivers multiple channels of little innovation so incumbents with licenses protect their main channels).
Also, testing conducted two years ago of comparable DRM+ system providing clue about slow roll-out (which if operated full-time anywhere would raise uncomfortable questions about DAB+)
Years on since the genius decision was made to convert talk station ABC News Radio to 103.9 FM in Canberra instead of letting 2CA convert (not sure how clueless ACMA are about radio but music is optimal on FM while talk sufficiently fits AM)
Oh, and it’s 44 years since the launch of 3EON-FM (now Triple M in Melbourne) – the original commercial FM station in Australia.
That’s 44 years leading to this radio survey with 4AK rating 0.7% because of a 44 year old technical advantage they’re deprived of.
AND THEN….
Australia was very slow to introduce FM radio in the first place!
Does anyone else find the Toowoomba Time-Warp to be just a little bit weird?
Hey ACMA, do you think it’s weird?
Add up the percentages, about 50% listen to another station out side of the market, that would likely be River 949 Ipswich.
4ak is basically dead, with it’s relay FM station being the reason it still exists.
Toowoomba is a highly competitive provincial market, always has been and yet, some operators treat it like it’s Gunnedah or Moree. AK’s 0.7% share is a just reward for a station that has a local breakfast show with a solo announcer and then networked for the remaining 20 hours a day plus 48hrs over the weekend with a CHR music format on AM from another state and town (Newcastle) up against various FM signals including Brisbane stations. You put nothing into the market, you get nothing back. When a commercial station is getting beat in every daypart by ABC Classic FM, it’s time to sell up or switch off the power. It’s sister station 4WK on FM these days in Toowoomba City @ 2.5% is almost off air too in comparison to other stations there. Really embarrassing stuff. They need new ownership with a fresh vision and local dedication to the market. How on earth you sell 0.7 and 2.5 to potential advertisers is beyond me. Must be alot of CSA’s running.