Adelaide radio ratings: Hit107 fails to make immediate impact as Mix102.3 share slips again
Southern Cross Austereo’s rebranding of radio station SAFM to Hit107 did not make an immediate impact on audiences in Adelaide as the city’s most popular station Mix 102.3 continued to see listeners switch off.
Hit107 dropped 0.2 points to 8.3 per cent in survey 7 of the radio ratings with the breakfast show down 0.7 points to 6.8 per cent.
Australian Radio Network’s Mix 102.3 maintained its market leading position in Adelaide but its share once again slipped, by 0.6 points to 14.6 per cent, allowing Nova 91.9 to close the gap after its share held steady at 11.8 per cent.
The gap narrowed in the breakfast slot where Mix’s share fell 0.5 points to 14.9 per cent while Nova climbed from 10.2 to 10.5 per cent. Mix also saw a drop in its drive time audience, falling from 14.2 to 12.8 per cent. The result comes just 24 hours after Triple M confirmed that Mix 102.3’s drive show presenter Sean Craig Murphy is to join the station as assistant content director.
Nova’s share of the drive audience also fell, by 0.9 points to 14.6 per cent.
Triple M remained the third most popular FM station with its share falling marginally to 9 per cent. Triple J meanwhile reclaimed the share it lost in the previous survey, where it slipped 0.9 points, with a 1.3 point rise giving the station an overall share of 7.5 per cent.
In the AM market, ABC891 retained the crown of most listened to station – but only just. It’s share of 11.3 per cent was down 0.9 points on the previous survey, with Fiveaa just behind on 11.2 per cent after a slight increase of 0.1 points.
ABC891 took the AM breafast honours with 14.7 per cent but that was down 1.2 points allowing Fiveaa to close the gap after captured 13 per cent, up from 12.2 in the previous survey.
Steve Jones
Let’s not forget that Hit107 was only on-air for 2 of the 5 weeks that this survey ran.
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