SCA the winner in Mildura, Matman top in breakfast- Xtra Insights

The two SCA stations in Mildura Victoria, Hit99.5 and Triple M Sunraysia were the preferred stations for 60% of listeners in the latest Xtra Insights survey of the region. The two were neck and neck across the dayparts with Triple M fractionally ahead overall and on breakfast.

Matman, Matt Jonsen, on Triple M Sunraysia breakfast, saw an 11% gain to overtake the networked Dan & Christie on Hit99.5. Triple M overall increased its audience by 50% where as Hit was down, most notably in the 10-40 year old audience.

There is an ARN station that serves Mildura, River 1467 on the AM band. It was fairly stable with the local breakfast show presented by Dan Burrows up to 14.4% preferred, but half of Triple M and Hit. It then takes Tom Elliott from 3AW in the morning, which is where the station took the biggest hit to now sit a long way behind the SCA stations. Then back to music in the afternoon.

It was another survey where the local ABC also fell back, losing more of its 55+ audience. At the other end of the spectrum, so too did triple j, losing more than two thirds of the small sample of 18-24 year old’s surveyed.

Mildura saw a decrease in cumulative listening overall, with only Triple M picking up a significant amount of new ears.

SCA Head of Regional Content, Blair Woodcock, said:

“In Mildura’s first survey since 2023, it’s fantastic to see SCA’s stations dominating the Sunraysia as the #1 and #2 stations respectively, with Triple M Sunraysia climbing to the top spot. Across the market, SCA continues to lead the ‘Audience That Matters’ – P25-54 – reaching an outstanding 76.1% of listeners.

Triple M Sunraysia has delivered a remarkable result, recording the #1 ‘Station Listened to Most’ result 10+ (30.2%, up 10.6 points), alongside dominant gains in Breakfast and Drive. The Breakfast result is a credit to Matman for Breakfast and Mat Jonsen’s deep connection to the Mildura community. After more than 30 years in the Mildura market, Mat continues to demonstrate the value of local radio – whether through outside broadcasts, hyperlocal community engagement, or simply by creating relevant content that directly speaks to listeners’ lives. To see Triple M achieve its highest cume ever in Sunraysia is a fantastic outcome for the team.

Hit99.5 has also continued to connect strongly across the region, particularly with younger audiences and women. It’s been great to see local content resonate in Mornings with Jake Tracey, who has been busy giving away fuel vouchers to locals across the region.

Congratulations to our entire Mildura team on this great result. We’re really pleased to see our live and local content resonating in the Sunraysia.”

ARN Regional Victoria General Manager Kate Bessell said “Great results for River1467 in the latest survey, a reflection of the dedication of our hard-working team and our Live and Local programming approach, appealing to even more of our Sunraysia listeners”