The first Newcastle radio survey of 2010 has been a very good one for the ABC but costly for the commercial broadcasters.
AM talk station ABC1233 increased their Monday to Sunday share by 1.2% to claim third place overall, dislodging 2HD. Aaron Kearney’s breakfast program had the biggest gain, moving to second place with a gain of 2.3%. ABC1233′s weekend results were similarly impressive as they became the Hunter’s favourite Saturday / Sunday station with a gain of 3.9%, leaping past both NXFM and KOFM.
ABC’s national youth network, Triple J also had a great survey with a 2.4% gain overall to take it in front of NEWFM.
The survey wasn’t a good one for Newcastle’s 4 commercial stations.
KOFM dropped 0.2% overall but lost 2 points in the crucial breakfast slot, losing their #2 position along the way.
NXFM retained their #1 position overall but dropped 4.3% in doing so. Likewise the NX breakfast had a big drop of 4.3%. In fact, NX had big drops in every slot, which must be of concern to station management.
2HD continued its long slide but the biggest issue is their breakfast show. Luke Grant was controversially sacked as 2HD breakfast announcer late last year and his replacement Brent Bultitude has seen the show fall further in the ratings to now be a distant 4th. SIDENOTE: Luke Grant is now on air in Melbourne at MTR as part of the biggest radio re-launch of 2010.
Longtime struggler NEWFM was the only commercial station to actually see gains, rising 1.5% overall and 0.9% in Breakfast. This will be encouraging for the station but the fact remains they are still a very distant 6th in this market and have a long way to go until they are competitive.
Its been a strange survey and the question seems to be: why are the commercial stations falling while ABC rises?
Source: Newcastle Nielsen Media Research
1 / 2010 Survey Results