Radio ratings: Mix rules as Nova takes a tumble
Mix 102.3 has extended its lead in the Adelaide radio ratings, with its high-profile breakfast program making a big move on its rivals.
The second ratings survey of the year has consolidated Mix’s return to dominance, with its performance in the key breakfast shift making significant strides.
Mix announcers Ali Clarke and Max Burford have jumped from third to second in breakfast, behind Triple M’s Chris Dittmar, Laura O’Callaghan and Mark Ricciuto.
Clarke and Burford move up the rankings at the expense of previously second-placed FIVEaa, with Will Goodings and David Penberthy losing ground.
It’s a signficant change from the same survey one year ago, when Triple M moved to the top of the ratings overall and in breakfast. In that survey, Mix was a distant sixth in the breakfast slot. Since then, Clarke and Burford have steadily moved up the charts.
In this survey, taken from February 4 to March 30, Nova was the biggest loser in breakfast and overall, with ABC Radio Adelaide’s new breakfast team of Sonya Feldhoff and Jules Schiller jumping into fourth place behind FIVEaa.
Adelaide radio ratings, survey 2, 2024. Source: GfK
After losing the number one crown last year to Triple M, Mix’s comeback can be seen across the board, with increased listener share in every shift except drive.
It wasn’t a bad survey for Triple M which also increased listener share to remain firmly in second place.
Nova hung onto third place, despite dropping listeners across the board.
A slightly improving SAFM came in next, followed by Cruise, FIVEaa and ABC Radio Adelaide.
The latter two talk stations have both had difficult starts to the year, with FIVEaa dropping share but still leading the rising ABC – 7.9 to 7.4.
There will be some relief at Collinswood, with the national broadcaster’s revamped local line-up showing improvement in all shifts, led by breakfast and evenings.
In the morning shift, Triple M holds a slender lead over Mix, while Mix rules afternoons, drive and weekends.
In the evenings, perennial leader FIVEaa dropped a huge 4.5 percentage points to only just shade Mix to retain the number one spot.
For the talk stations, the older demographics moved the dial, with the ABC increasing its share in the over 65 and 55-64 age groups, while FIVEaa went backward in both segments.
