Radio ratings: Triple M retakes crown as Mix slides
Mix 102.3 lost ground across every session in the latest radio ratings, with Triple M gaining market share to retake the crown as Adelaide’s top station.
Triple M's Mark Ricciuto, Laura O’Callaghan and Chris Dittmar have the top breakfast show in Adelaide, while FIVEaa's David Penberthy and Will Goodings ranked second. Image: James Taylor/InDaily.
In the third radio ratings survey of the year, Triple M has secured the top spot in Adelaide thanks to Mix 102.3 falling two percentage points.
The survey was a wipeout for Mix, which lost ground overall and in every time slot across the week and on the weekends.
In the key breakfast slot, Mix’s Ali Clarke and Max Burford lost two percentage points, most of which was picked up by Triple M’s Chris Dittmar, Laura O’Callaghan and Mark Ricciuto.
The trio was already leading the category after the last survey, but now sits more than four points above their closest rival, FIVEaa.
The Will Goodings and David Penberthy-led FIVEaa brekky show leapfrogged Mix 102.3 in the time slot. With the footy season now underway, listeners are likely tuning in for the duo’s analysis and commentary.
Cruise was the worst performer in the breakfast slot, with SAFM and Nova 91.9 just above. None of those three stations managed to get a listener share of more than 10 per cent.
The revamped ABC Adelaide breakfast show led by Sonya Feldhoff and Jules Schiller enjoyed a slight gain this survey of 0.6 percentage points (11.5) to move into third place. The ABC is trailed closely by Mix in the slot with a 10.8 per cent share of listeners.
The weekday and breakfast ratings for Survey 3. Source: GfK Radio 360, taken from Feb 25 to March 30, and April 14 to May 18
ABC Adelaide gained just 0.1 points overall in this survey, taken from 25 February to 30 March and from 14 April to 18 May.
The station maintains a lead in the 65+ demographic but drops off in all other age brackets.
Overall, ABC Radio Adelaide is the worst-performing local radio station with 7.5 per cent of total listeners, despite gaining a small amount of ground.
Mix will be reading the results like tea leaves to see what went wrong this survey. Overall, the station lost 2 points of total market share, with the biggest segment falls recorded during the weekday mornings and evenings.
The station also saw listeners aged 18-24 turn away during this survey period, losing 5.4 percentage points in that demographic.
The overall ratings for Survey 3. Source: GfK Radio 360, taken from Feb 25 to March 30, and April 14 to May 18
There will likely be cheers over on Franklin Street, as Triple M can once again call itself Adelaide’s favourite station.
It enjoys a lead with listeners aged 18-24 (where it gained a huge 6.6 points in this survey) and 40-64, and its strong performance in the mornings out of the gate trickles down for the rest of the day where it continues to dominate until 4pm when Nova rules the roost.
Nova sits in third place overall in this survey and is the most popular station for the teen demographic.