1233 ABC big ratings lift
The third radio ratings results of 2008 have given 1233 ABC a considerable lift in ratings against Newcastle’s commercial radio stations, increasing market share in the all important breakfast timeslot by 1.9%.
NXFM is still the ratings leader with a dominant 20.6 share down 1.9%. Stablemate KOFM maintains its second position with 18.4% up 0.1%. 2HD share dipped to 14.8 down 0.8% and NEWFM maintained its overall position on 6.4%.
The biggest loser is NEWFM breakfast, dropping a whole percentage point to 4.9% on the back of last months 0.8 increase. Guy Ashford has a big job ahead to challenge the market leaders.
Newcastle Radio Neilsen Media 3/2008 Survey Result
Station Overall Breakfast Cumulative
NXFM 20.6 (22.5) 21.3 (23.0) 181000
KOFM 18.4 (18.3) 18 (18.3) 148000
2HD 14.8 (15.6) 15.7 (16.3) 84000
1233 ABC 10.4 (9.2) 13 (11.1) 84000
NEWFM 6.4 (6.4) 4.9 (5.9) 81000
Triple J 7.1 (7.0) 6 (5.8) 57000
Source: Neilson Media Research
Posted under Radio
I don’t think Guy would be too concerned considering NEW FM had a 4.2% rise in its target market of 25-39 year olds which gives them considerable selling power for that demo for advertisers. Yes they took a drop in 18-24 but I don’t think that is the target they are after.
November 3rd, 2008
Err I think Ashford would be concerned considering Radio Newcastle still attracts over 80% of radio revenue in the market.
November 3rd, 2008
I understand Fenderman’s comment but if I was running NEWFM, it’s a bit like the Republican’s this morning rejoicing in John McCain beating Obama in the 65’s and over popular vote….its a small victory but in the whole scheme of things its still a bloodbath.
November 5th, 2008
give it time Tremill
its a slow market in newcastle
people dont like to change there radio to much
November 5th, 2008
It wasn’t surprising to see NewFM go up in the 10 to 17’s as that’s who they seem to cater for, I guess they got a few of the kids Mums and Dads tagging along for the 25 to 39’s but they had nothing at all to smile about and let’s face it, while ever Caralis has an influence on HD and New they are doomed to failure no matter how hard St Jon, Don and Guy try. As a potential advertiser I think they are a waste of money.
November 6th, 2008
peta your coment shows you dont understand the radio industry to well.
November 8th, 2008
Well NewFM fan, obviously you don’t either..
November 11th, 2008
It seems to me that Guy Ashford and Steve St John were feeling pretty cocky after a small rise in Survey 2. Coming off the worst result in Newcastle radio history they saw a 0.8 bounce as a sign they had turned the corner. Next thing they were talking about challenging NXFM within 2 years.
Well the momentum seems to have stalled very quickly fellas. No rise in Survey 3 and a 1.0 fall in Breakfast tells me that NEWFM haven’t got it right yet. They dumped 18-24 listeners big time and also lost 40-54s whilst getting a small rise in 25-39.
Overall they actually now have less audience than in the woeful Survey 1 result. That’s 100,000 less listeners than NXFM!!!! Long way to go to be matching them it seems.
Clearly Breakfast isn’t working. The playlist is all over the place and the news service is a disgrace.
Despite all this I actually want NEWFM to succeed because the others are having it all their own way. But some serious commitment needs to shown to turn this ship around. And I really cant see it happening any time soon.
November 11th, 2008
J Preston you make good sence….
November 13th, 2008
i would like to know why Power FM in Muswellbrook is not on the list of the survey.
November 23rd, 2008
Maree, Muswellbrook is not in the Newcastle survey window. Its not picked up by much of the region.
November 23rd, 2008
Peta Heta, if you havent’t worked it out yet, Newfm dropped in 10-17’s and went up in 25-39’s. (their target audience)
Newfm is sounding really good now. New sweepers, new website and the DJ’s sound heaps more polished. I feel that by this time next year we will see a much better rating Newfm.
J Preston, you need to understand that ratings do not turn around overnight. Your remarks “the music is all over the place” shows you are not in their target demo. I am 25 and I can honestly say I like where the music is heading. Younger demo’s (mostly) want a mix of rock and pop and you my friend seem out of touch..
December 4th, 2008
Dan, if the NEWFM target audience is 25 yr old males who like girly music followed by daggy old tunes mixed in with a few rock cliches, then I guess you are right in saying that I am not their target demo. But I am male and early 30’s which puts me in the professed 25-39 target audience you talk about.
I do agree the station has made improvements and sounds better than before but its not a big enough change or point of difference to make any significant impact on ratings. I confidently predict that NEWFM will be no more than 2 points higher this time next year unless massive change takes place.
You say they have lifted in key demo but the reality is they have lost audience since the “re-launch” and each survey sees rises and falls in each demo, which are meaningless unless a long term trend emerges. So far he only trend is a shrinking overall audience.
St John & Don won’t see out 2009 and Guy Ashford will realise he is pissing into the wind trying to manage two stations whilst at the mercies of Crazy Caralis. Then he will give up too.
December 6th, 2008
Peta Heta, If you really are a potential advertiser then you would be mad not to look at NEW FM, especially if you are targeting the 25-39 year olds.
Radio advertising does not work on market share it works on frequency and how many people will hear your commercial at least 3 times. The fact is NEW FM is the most affordable commercial radio advertising in Newcastle at the moment which means you can afford to buy good frequency.
As a potential advertiser you would be crazy to go with KO or NX unless you have a big budget to buy frequency, It is far better to advertise to a smaller audience more often than a large audience less often because “RADIO WORKS ON FREQUENCY”.
Peta NEW FM has 86,000 listeners and if you get just 1% of those listeners through your door as a result of a 1 week advertising campaign for a sale, then that is 860 people through your door. I don’t know about you Peta but as an advertiser that would be a great result for me and I would probably have to put on an extra staff member to handle all the traffic through my store.
Your comments show you know absolutely nothing about Radio Advertising and how it works. I know that NEW FM is the safest bet when you need a result on a limited advertising budget.
January 2nd, 2009
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