With half the survey year down, its time for the Melbourne mid-year ratings review. First the leaderboard from last year compared to the year-to-date leaderboard (average of surveys).
3AW - slight slippage and the gap to second has reduced, so on one hand a little concerned - but then the talk competitors ABC Melbourne and SEN have collectively dropped 1.6, so talk is on the nose. Whilst News Radio and Radio National have barely moved, Other stations has increased 1.1 to a 13.0 share and a Melbourne record of 14.0 in Survey 4 (as far as I can tell). If they are transitioning to community and public radio that’s a concern if you’re 3AW.
FOX - great rebound with the highest average ratings since 2011 (at 11.3). Not that Fifi Fev and Byron are my cup of tea, I suspect that the focus on localised rather than networked approach is resulting in listeners…now if only they could fix that bloody logo…
GOLD - Perseverance is paying off with the highest ratings since 2005 (at 11.7). It feels like they are sandwiched between Triple M and Smooth with Triple M seeming like the loser. Thought the transition to Christian O’Connell would be tougher and a ratings glitch - whilst the transition ain’t quite over, Gold have done well so far.
SMOOTH - Strong morning and afternoon ratings has shown how this station has taken the “office workplace” market over from the now departed Mix101.1. With only limited competition mainly from Gold (now there’s an opening if you had some cash Hutchy or need a new format MML!), it is, I suspect, a very profitable station.
ABC Melbourne - With their lowest ratings in 20 years, the station formerly known as 3LO has a breakfast crew that are well suited to FM, albeit they lack an AFL Legend. Similar to 3AW there is an element of listeners switching off talk and although they do have solid shows with the likes of Jon Faine. Will be interesting to see how the cricket broadcasting right changes have an impact going forward…nothing like summer in the backyard with test cricket on ABC Grandstand.
Now the wannabies or is it hasbeens:
MSR1278 - The “we have no clues” station…Ok I better be nicer. You have 7 months (ie until after the cricket) to get your sh** together. You have a better drive show than SEN, but that’s about it. No doubt, costing a bomb to run, without the assistance of Sharina’s psychic readings, I forsee a return to music on 1278khz in 2019. Grubby and Dee Dee you’re up.
SEN - The Hutchy station. The Hutchy revolution has divided not conquered with the lowest ratings since 2006 (at 2.9). Maybe he has reduced costs through the use of SEN as a feeder for all the content networked around the country (so it has paid for itself a la 2SM as network hub in Sydney for Bill Carralis), but it seems that all sports apart from AFL have been given the arse. The breakfast show has too many of the same hosts seen everywhere on the screens of 7…so no different views from anywhere else. Maybe I just miss Francis Leaches style.
KIIS101.1 - Melbourne’s Sydney station. Mix101.1 has come and gone and the latest rebrand still gives like the impression that 101.1 is considered just an outback colony of Port Jackson elites who know better. Why shouldn’t parochial Melburnians dial 13.106.5 for a Melbourne station as compared to 9414-1011…or maybe its the talent…just not setting the world alight…can’t see much improvement here. It’s like cleaning out the garage - where do you start…
Nova100 - The station with potential. Admission: Check out Santo Sam and Ed’s Cup Fever on iview. It’s awesome and Nova100 have a good breakfast show. They have a great drive show. Their music sucks with too much repetition and that’s why they can’t hold an audience in the day - plus it is networked. Go local, more music variety and you can get ratings.
Triple M - The polarising station. You either like Ed, the rock music and the footy - or you don’t. Hard to see how you could do better much better without changing the fundamental of what the station is about. There ain’t much rock alternative (well apart from Classic Rock - see next comment). Station will continue to fluctuate between 6.5 - 8.0 market share until the Hot Breakfast is no more…
Classic Rock Radio - the iPod station. Yes it does broadcast, but why. The ACMA has given allowance to boost your signal. Do it. Have some (any) presenters and get some personality. Before MML wake-up, relaunch easy music 3MP. You are not going to make money by pressing play on the iPod. Take a risk, have a go. Who knows, maybe you could participate in the ratings…
The rant is over…now to the rest of you!