Very good points. These fringe metro markets are tricky and the local stations need to run differently to compete. They can’t just operate like regional stations, they have to be more than that. The same fate awaits River 94.9 if they don’t lift their game. The situation for them is even worse as their core population centre Ipswich, is entirely within the Brisbane licence area.
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i98 in Wollongong & Star 104.5 on the Central Coast are good examples of fringe commercial stations that run differently to the local competition + nearby metro stations, with both of them #1 in their respective markets.
The same could be said for Mix FM & Sea FM on the Sunshine Coast.
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I don’t think I have heard any Werribee ads on Bay or K-Rock, only Geelong, Bellarine and the Surf Coast. Their news mentions Werribee but that is it.
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Today, we’re off to the NSW’s Central Tablelands city of Orange: https://www.commercialradio.com.au/RA/media/General/Documents/Surveys%20for%20Regional/ORANGE-XTRA-INSIGHTS-PUBLIC-SURVEY-RESULT.pdf?ext=.pdf
Hit 105.9 remains at #1 with 30% (+1.1 from 2019), followed by Triple M with 22.6% (-4.8), ABC Central West with 10.5% (-0.9) & JJJ with 9.3% (+2.4). 2EL rated 2.9% (+0.2).
In the demos, Hit is #1 in the under-40s, whilst Triple M tops the 40-64s, and ABC tops the 65+.
In breakfast, Hit’s Maz & Matty is #1 with 29.5% (-0.6), followed by Triple M’s Neil Gill with 22.9% (-2.7), and ABC Central West’s Alex James at 12.5% (Steady). In mornings, Triple M fell from 32.3% in 2019 when it aired Ray Hadley to 26% this year with Australia Today with Steve Price. This saw Hit go up 5.2% to 25.2%, placing themselves only 0.8 behind Triple M. John Laws on 2EL went up 1% to 5%.
In drive, Hit’s Carrie & Tommy is #1 with 32.5% (-0.6), followed by Triple M’s Rush Hour with 22.4% (-3.0).
The “Other Stations” ratings is at 17.1%, down slightly from 17.3% in 2019.
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Thanks @TV-Expert , always appreciate the speed and depth of your analysis.
This is the first regional survey in a few that we haven’t seen manipulation of the already rubbery research methodology.
SCA attempted to claim 93.5 didn’t exist in Dubbo before they switched Hit to MMM.
Grants attempted to excise east of Little River and their western portion of Geelong RA1 licence area.
All pitiful manipulations by an industry locked in a protectionist past.
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Today, we’re off to Bunbury: https://www.commercialradio.com.au/RA/media/General/Documents/Surveys%20for%20Regional/BUNBURY-XTRA-INSIGHTS-PUBLIC-SURVEY-RESULT_1.pdf?ext=.pdf
Hit dominates with 31.4% (+4.2 from 2019), followed by JJJ with 16.2% (-2.1), ABC South West with 10.1% (-6.2) & Triple M with 8.7% (-3.4).
In the demos, Hit is #1 in the under-55s, with Triple M #1 in the 55-64s & ABC #1 in the 65+.
The “Other Stations” ratings is at 29.2%, up from 21% in 2019. Most of that would be towards local community stations, as well as SEN Spirit, and Coast/The Wave from Mandurah.
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How do they get 56.3% when I see 31.4% for Hit and just 8.7% for Triple M (= 40.1%).
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Cumulative reach? 718 + 158 / 1638 with some overlap. (Just a guess).
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Question has to be asked, why has the SEN owned commercial station opted out of the survey?
Usually Craig is itching to impart his usual rubbery figures and obscure wins such as claiming to beat 3AW in a tiny slice of the market.
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To be fair, Spirit 621 didn’t appear in the last survey in 2019 when it was still owned by SWM, not long before it was sold to SCA before selling it to SEN due to the 2-station rule.
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Fair indeed on that point, however is a bad look for radio when a commercial station does not participate in audience measurement.
Perhaps their explanation is the licence doesn’t have equal coverage with no translators on air matching the other commercial licensees or national choices.
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Doesn’t SEN have a new 2nd frequency on 1494AM?
The Bunbury survey area has always been a bit of a mess. You’ve got towns included from way out yonder that used to be in a seperate licence area (6BY and 6BET).
It should just be Bunbury and Collie/Busselton relays to make it fair to all commercial stations.
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Agree, however the third Bunbury licence, which would’ve been an FM licence if not for Band II analogue TV on air has consistently been under invested in by all its four owners.
Plenty of spectrum for all commercial licences to be on FM across the entire licence area.
Whilst licence aggregation is useful for digital service to defray costs (yet the protectionist protagonists say no), in regional areas, it does create access/equity disparity for clients in smaller markets such as Collie and Bridgetown.
The ownership concentration of commercial radio in WA has been poor since the 90’s when Rural Press dramatically consolidated ownership in all markets east of Perth & south of Mandurah.
For the regulator to agree to the SW consolidation of adjacent licence areas simply due to a common owner at that point in time is bad policy yet consistent with the commercial sector led folly that is DAB+.
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What stands out for me here is the 8.2% increase in ‘other stations’. This accurately sums up the current Bunbury radio offerings.
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We’re off to Cairns today: https://www.commercialradio.com.au/RA/media/General/Documents/Surveys%20for%20Regional/CAIRNS-XTRA-INSIGHTS-PUBLIC-SURVEY-RESULT_3.pdf?ext=.pdf
Star 102.7 remains on top with 26.8% (-1.6), followed by Hit 103.5 with 19.2% (+3.3), Triple M with 13.8% (-1.5), JJJ with 10.7% (-0.7), ABC Far North QLD with 10.4% (-0.4) & 4CA with 5.2% (-0.9).
In the demos, Star is #1 in the under-65s, ABC Far North QLD wins the 65+, with 4CA the #1 commercial station in the latter demo.
In breakfast, Star’s Dave & Inkie is #1 with 28.1% (-1.3), followed by Hit’s Cliffo & Gabi (the survey took place before Bronte replaced the latter) with 18.2% (+1.6) & Triple M’s Tammy Barker with 12.8% (-2.5). Star wins mornings, drive & weekends, whilst Hit wins in afternoons & evenings.
The “Other Stations” ratings is at 8%, up from 6.1% last year.
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Isn’t Bodge on Triple M Cairns breakfast too?
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There’s no mention about him on their website. Looking at his LinkedIn page, he apparently left in August.
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Back in August he left to go home to Adelaide.
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How far into Bunbury RA1 do Mandurah’s 91.7 The Wave and 97.3 Coast FM reach?
How far in building? How far for a reasonable reception in most vehicles?
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