Survey #1 2017: Hobart

Staff Writer

Triple M has made significant gains amongst listeners since it was rebranded in December 2016, according to the latest survey conducted by Xtra Insights.  

Tasmania’s capital city welcomed the new 107.3 band with open arms, with the SCA station gaining +3 to overtake hit100.9 amongst 10+ listeners.

However, the top FM station crown went to 7HO, with a +1.4 gain leaving them with a share of 17.7. ABC Radio remains the top AM station in Hobart, despite a -2.8 drop to 18%.

Other movements in the key demographics include:

  • +4 improvement among those aged 25-39 for triple j
  • +4.4 gains made by both hit100.9 and Triple M among those aged 40-54
  • +6.8 gain by 7HO among 18-24 listeners
  • -9.3 drop for ABC Radio listeners aged 55-64

Triple M’s success streak continued across the sessions throughout the day, particularly with the breakfast and morning shifts.

While hit100.9’s Paul & Woody hold on as the top breakfast show in Hobart, it’s a tighter race than ever before, with Triple M’s Dave Noonan and 7HO’s Mick & Maria both making ground since the last survey in September 2016. triple j remains steady at 12.7, despite the handover to Ben & Liam occurring since the last survey was conducted.

“We are thrilled to have engaging wins for both Hit and Triple M. Paul & Woody on Hit100.9 remain the #1 FM breakfast show for the second year in a row and the growth of 107.3 Triple M to be the #1 station for people 25-54 is an outstanding achievement for the entire Triple M Hobart team,” SCA general manager for Southern Tasmania Ally Bradley said.

7HOFM general manager Col Taylor couldn’t contain his excitement with today’s result.

“7HOFM has dominated as the number 1 choice for Hobart in the important Commercial Station Most Listened To and Number 1 overall with cumulative audience, we have more listeners weekly than any other station in Hobart,” he said.

“I’d like to thank our listeners and clients for their continued support, our competitors for pushing us to deliver better radio for Hobart, our on air personalities and our entire team whose 100% effort and dedication to live and local content is responsible for today’s result.”

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