I98 lead Illawarra ratings

Staff Writer

Under the new ratings structure for regional markets, the Illawarra radio ratings conducted by IRIS Research have been released today, showing I98 FM in the leading position.

It is difficult to compare the IRIS results with the previous Nielsen methodology, however both I98 and Wave saw declines from those figures. 

Regardless of that, I98 leads the market overall recording a 23.8% share overall, with Wave FM recording a share of 16.0%. 

Wave FM leads in the 40+ demographics, whilst I98 leads under 40, and I98 leads in all dayparts aside from evenings.

The results are:

i98FM General Manager, Jason Saladino, commented;

”This result further solidifies i98FM’s market dominance across all daytime shifts and major demographics.

We continue to drive strong results for clients and this comes off the back of quality live, local content and genuine personalities who continue to engage, entertain and inform our community".

Wave FM Content DIrector Dean Kesby (right) was pleased with the growth of the station in this survey:

"It’s a fantastic result for WAVE, 17 months ago the station was 11 points off the pace and owned nothing in terms of demographics.

The goal was to put a new relevant breakfast show together, launch a fresh music format that could set the station up again to achieve relevant results in for our chosen target. Today we achieved both those results.

Sure, there’s still a massive job to do 10-plus, but we’ve without doubt turned the corner. To claim equal #1 commercial station 35+ overall, plus #1 35+ in breakfast, drive, weekends is an awesome result.

Special mention to Ricardo Bardon who’s taken WAVE nights to #1 overall, it’s his first ever survey so we’re pumped for him.

With the new methodology there is less detail, and less stations surveyed, ensuring the cost is affordable for those who take part.


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