Perth FM Ratings Rundown: Nova’s Nathan, Nat & Shaun hold Brekky lead, Mix94.5 back to #1 overall
Radio Today‘s rolling ratings coverage continues beyond just survey day.
For the first time, we are breaking down all the big movers that you need to know about in each metro market, in our most detailed ratings analysis yet.
Perth is undoubtedly a unique market. The tried and tested tactics that work time over in the Eastern states often fall flat over in the West.
So who’s doing well and where could improvements be made?
Southern Cross Austereo
Traditionally dominant Mix94.5 gained back the #1 spot overall after losing out to Nova in Survey #5.
Mix continues to dominate workdays, holding more than 15% share in both Mornings and Afternoons.
The challenge for one of SCA’s last heritage brands remains in the key slots of Breakfast and Drive, but the results of Survey #6 indicate that things are headed in the right direction.
The Big Breakfast with Clairsy, Matt and Kymba is outright second in the market behind Nova, gaining an impressive +1.3% to a 13.9% share of listening.
Similarly, Kennedy Molloy had some joy, rising to a 13.4% share (+0.6), continuing a strong year for the new show.
These day parts will be key in the final two surveys of the year and could see SCA’s Mix94.5 become an outright market leader in all key metrics.
Meantime SCA’s other Perth station Hit92.9 holds a double-digit share overall, and Breakfast team Heidi, Xavier and Ryan grew impressively to an 11.3% share (+1.1).
The two-horse race for Perth’s FM market rages on, with SCA’s Mix94.5 rising to a 14.1% share (+0.4) among People 10+, stealing back the top spot from Nova 93.7 who fell to 13.5% (-0.4).
It was another market where Nova lost share across their new Greatest Hits Workday, losing -1.3% in Mornings and -0.5% in Afternoons.
Significantly though, Nova’s Breakfast team Nathan, Nat and Shaun retained their lead over their Mix counterparts, although they did dip slightly to at 14.6% (-0.4) share of listening.
The show is “iconic” says NOVA Entertainment group program director Paul Jackson.
“They’ve been there as long as the station has been around, 10 plus years at Breakfast. They have an incredible cume, as does the radio station overall.
“They’ve got great chemistry and rapport, and it’s a good heritage radio show in the marketplace.”
Perth is another of Kate, Tim and Marty’s happiest hunting grounds, and the National Drive show continues to dominate the Western state, remaining steady above 15%.
Perth continues to prove a difficult puzzle to solve for ARN.
96FM is currently rating a concerning 7.2% share of listening overall among People 10+, Paul and Lise have a lowly 6.4% on Breakfast, while Will and Woody are in a similar position on 6.4%.
ARN National content director Duncan Campbell admits the situation is less than ideal.
“We’ve got some challenges over there, some disappointing results,” he tells Radio Today.
“It’s a different market and we’re not shying away from it. We’re not happy with the results at all.
Campbell also explained that the problems with 96FM have stemmed from numerous sources, including the several changes of ownership the station has undergone over the years.
“96 is a station which has been wedged in between two fairly sizable heritage stations.
“It’s never really recovered from ownership changes.
“The KIIS of Perth is Nova 93.7, very strong.
“96 has a real battle, it’s got low cume, it’s got low share. 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.”