Cliffo & Gabi and Hit95.1 lose #1 spot in Roma radio ratings

Former Editor & Content Director

The Hit Network’s Hit95.1 has suffered significant declines and lost its #1 spot in Queensland’s Roma.

The latest ratings, out this morning, show the station has slipped from 29.7% to 23.9%, shifting it into second place behind ABC Southern Queensland’s 28.0% (up from 22.5%).

Regional ratings, including Roma, measure the percentage of the total radio listening audience who say they listened “most” to one particular station during the measurement period. Metro surveys, meanwhile, measure audience share, rather than “staton listened to most”.

The last survey for the region was conducted in May 2017. This survey measured March 22 to April 10, 2021.

Hit’s syndicated regional Queensland Breakfast show Cliffo & Gabi with Guy Clifton and Gabi Elgood broadcasts from Hit103.1 Townsville, after SCA axed 19 regional Breakfast shows. It slipped from a market-leading 29.1% in the slot to 24.0%.

This placed it behind David Iliffe’s show on ABC Southern Queensland, which was up to 29.5%.

The cumulative audience for the region was also down, with Hit suffering a 1,100 slip to 4,700, ABC Western Queensland down 1,500 to 500, and 4ZR AM down 1,100 to 5,200. ABC Southern Queensland was up 100 as was ABC Radio National.

The cumulative Breakfast audience across the region was also down.

General manager of Hit95.1, Nicholas Purdie, said the station had performed in its key demographics.

“We would like to thank the people of Roma for another consistent result for Hit95.1 Maranoa in today’s survey.  The station continues to dominate in our target audience and provide premium content to our listeners and clients,” Purdie said.

Hit Network’s assistant content director, Abi Benaud, added: “Hit Queensland Breakfast with Cliffo and Gabi aim to be fiercely local. For the Roma survey, we collaborated with local listeners and the Mayor launching Queensland’s statewide search for our Little Big Things, starting with Roma’s Big Rig. With Nik in mornings and Maddy in afternoons, we aim to highlight what everyone loves about Roma. The team is thrilled with today’s results and will continue their search for Queensland’s Little Big Things.”

In Queensland’s Kingaroy, the Hit Network and Cliffo & Gabi had a more positive result, lifting their audiences and staying on top of the pile.

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Annabelle Collins
20 Apr 2021 - 12:33 pm

Roma, a sad example of small market radio in Australia.

ABC Southern Queensland broadcasts from Toowoomba and since mid last year, Hit breakfast is over 1000km away from Townsville: zero relevance to Roma.

As usual with these light on detail Xtra phone polls, no data for the evening shift? Why? Numbers too small to print? Or CRA members saving money by not having it measured?

21 Apr 2021 - 7:56 am

Has Roma ever had a local SCA breakfast show?? I was under the impression it has been networked from elsewhere from some time including the last survey in 2017. Happy to be corrected, cheers

Annabelle Collins
21 Apr 2021 - 11:58 am

As with ABC SQ from Toowoomba, at least there’s a general community of interest in the south west of Qld; health services, retail, education all towards Toowoomba.

The years since the regional radio merger at least resulted in a breakfast show from Toowoomba with more relevance and specific breaks in hours for the Roma content to satisfy the small market LCLC.

Now the breakfast shift is back in Townsville as it was in the DMG days.

Where’s the 4ZR breakfast show/local content coming from? Kingaroy? Noosa?

21 Apr 2021 - 1:34 pm

1. About what you expect when the only show you keep during the redundancy, is kept because they have the tech to broadcast to the state. Not kept for quality’s sake…

2. Always going to lose out when against anything remotely local, in the long run.

21 Apr 2021 - 2:09 pm

Not surprising, Gabi spends most her time on air portraying herself as Queensland’s greatest feminist in some heavily populated male markets.


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