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Clients stay put in radio war

THE release of the results of the second radio survey has put the spotlight back on the local radio personalities as the stations vie for top polling.

Despite the hype and intense media focus, advertisers remain cautious about making any major changes to their media schedules.

Amid speculation on whether the results of the first two radio surveys represent an ongoing trend or an industry in a state of flux, the media buying operations in Perth aren’t recommending clients make major changes to their buying patterns for advertising.

AIS Elliott Matthews director, Alan Matthews, said he’d recommended clients stay with their media plans from the end of last year.

“We’ve advised clients to hang on until there’s some definitive trend to follow,” Mr Matthews said.

“96 seems to be a burgeoning station, the movements of some of the other stations seem to be a bit radical.”

Despite this cautious attitude Mr Matthews said he believed the results of the first ratings period were a fairly accurate indication of the market.

“I don’t think the last round of ratings were that far from the mark,” Mr Matthews said.

Marketforce media director Leah Smith said she was also advising clients not to make any major changes with their media buys.

“You always look at ratings as a guide, clients are aware the first survey is not where things finish,” Ms Smith said.

She said the publicity surrounding the radio wars had sparked renewed interest in that area for many of her clients.

“Because there was so much publicity and hype we are waiting for survey two.”

Merchant and Partners managing director Debra Neve said a clear indication of the market wouldn’t emerge until the third or even fourth survey.

“We’re being very cautious as the first ratings have indicated changes in the marketplace,” Ms Neve said.

“It’ll be the third or fourth survey before we get a really clear picture, I think it’s also been overshadowed by publicity surrounding the TV ratings.”

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