Blackers, Carmen and Fitzi celebrate the station jumping to first place for the second time in a year. Photo: 96FM 720 ABC’s Eoin Cameron has held onto his number one spot in breakfast, while the station sits in fifth place overall. Photo: 720 ABC
The Perth radio market share in breakfast, morning, afternoon and drive. Photo: Nielsen
The Bunch jumped 0.6 per cent and remained in third place.
There’s a lot of celebrating going on in radio land this morning, but not in the usual places.
96FM general manager Martin Boylen has promised to pop the champagne corks after the rock ‘n’ rollers knocked radio juggernaut Mix 94.5 from its number one spot and locked away a significant lead.
And Nova is celebrating having the largest audience in Perth of 470,000 – its best ever result – and the first time its Nathan, Nat & Shaun breakfast show has come up trumps over Mix 94.5’s The Bunch for two consecutive surveys.
Eoin Cameron’s breakfast offering at 720 ABC has maintained the overall number one breakfast show ranking.
With 96FM in the lead, Mix 94.5 fell into second place and the rest remained the same with Nova third, triple j fourth, 720 ABC fifth, 92.9 sixth, 6PR seventh and 6IX eighth.
STATION RANKINGS (% MARKET SHARE)1. 96FM – 13.5 2. Mix 94.5 – 12.3 3. Nova 93.7 – 12.2 4. triple j – 10.85. ABC720 – 10.26. 92.9 – 9.07. 6PR – 8.28. 6IX – 5.9
Mix has long dominated the radio market in Perth and it’s only the second time since the end of 1999 that they’ve been delegated to second place – 96FM momentarily jumped to number one at this time last year.
But this time, 96FM certain of holding onto the lead.
“I think we’re planning on staying there as long as possible,” Mr Boylen said.
“It’s a much more competitive market, there’s Mix and Nova have also improved.
“Anything could happen.”
The station had won a throng of loyal listeners – while they only have the fourth largest audience, their audience is sticking around for longer.
“It’s the result of a lot of hard work that we started 18 months ago,” 96FM general manager Martin Boylen said, referring to the station’s significant rebranding strategy.
“Its consistency – we’ve stayed on the path of ‘keeping real music alive’ and we haven’t deviated.”
The station is in the unusual place of being number one overall, but having its breakfast show sitting in the number four spot.
“We’re working with our breakfast team, they’ve had three rises in a row so they’re certainly trending in the right direction,” Mr Boylen said.
“I think it’s our daytime listening that is just so strong.
“We’re number in the workday.”
At 6PR the search continued for a drive replacement for shock jock Howard Sattler, following his high-profile sacking.
Mix 94.5, however, is certain of the same comeback they achieved last year.
“For us, the stigma of being number one for 90 million surveys left us last year so that was the monkey off our back,” Guy Dobson, Southern Cross Austereo chief content officer, said.
“We bounced back last year and we’re confident we’ll do it again,”
The station sustained significant losses across the workday and into the evening – up to 2.5 per cent – and Mr Dobson said there were changes to be made.
“We certainly have a lot of work to do across the day with the music product,” he said.
Sister station 92.9 failed to claw back any lead that has slowly been slipping away, falling into sixth place overall and seventh in breakfast.
Dobson said it was difficult to tackle the large cash giveaways used by main competitor Nova 93.7.
“We don’t want to get dragged into cash wars and marketing wars,” Mr Dobson said.
“Our marketing budget, our firepower, is way less than what it has been in the past.
“In terms of massive cash giveaways, we haven’t been investing in that.
“Our opposition loves to throw cash around so we’ll have to reassess.”
The results for 92.9 were “disappointing”.
“It’s a work in progress,” Mr Dobson said.
“We put it down to experimenting with the day part for a few years and also, the opposition has done a great job.”
96FM and 6PR are owned by Fairfax, also the publisher of this website. Follow WAtoday on Twitter
This story Administrator ready to work first appeared on Nanjing Night Net.