KOFM Back in the Lead

30Jul07

A resurgent KOFM have leapfrogged sister-station NXFM to regain the overall lead in the Newcastle radio ratings.

A significant drop in the ratings for NXFM’s Breakfast show was the main contributor to the stations overall result, the main beneficiaries apparently being David and Tanya on KOFM.

2HD slid back further whilst maintaining the 3rd place overall and must be worried about the emergence of 1233 ABC as a potential rival for their position, especially in the Breakfast slot where Aaron Kearney has lifted the non-commercial stations ratings significantly this year.

A bigger concern for 2HD would be their audience profile which is predominantly 55 +, although that is also being eroded by 1233.

NEWFM kept steady with an 8.5 overall share but saw another drop in their Breakfast show following yet another round of staff changes. NEWFM Breakfast now languishes in last place with just 5.8 share behind JJJ and half that of next station 1233.

                                        KOFM     NXFM     2HD     NEWFM     1233     JJJ
Overall share                     20.0        18.3        15.3     8.5             11.8      6.5
Breakfast                          21.0        18.9        16.7     5.8             13.5      6.2
10-17 years                       25.1        49.8        3.1      10.8             0.5       4.2
18-24 years                       10.7        42.7        1.7      23.6             1.9     14.4
25-39 years                       21.0        28.9        4.7      15.6             3.8     15.3
40-54 years                       32.8        17.8        10.4     8.3              10.0     5.9
55 + years                        12.2         2.0          29.7    0.8               21.8     0.2

Cumulative audience          160        165          100      97               94         58
(thousands)

Average                             13          12            10        6                8        4               
(thousands)

Popularity: 5%