02/11/2004 - 21:00

Mix 94.5 wins main battleground

02/11/2004 - 21:00

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Mix 94.5 wins  main battleground

THE tussle for market dominance between Southern Cross Broadcasting’s 96fm and Austereo’s Mix 94.5 in the 25-54 year-old demographic has been highlighted in the latest radio ratings survey.

Mix 94.5 gained 1.5 percentage points in the 25-39 age group while 96fm slid 4.7 percentage points, resulting in Mix 94.5 overtaking 96fm for the number one spot in that segment.

96fm held top spot in the previous Nielsen Media Research survey released in September.

While Mix 94.5 dropped 3.3 percentage points in the 40-54 age bracket it remains a clear market leader with a market share of 30.7 per cent followed by 96fm with 11.5 per cent of the market, gaining 0.3 per cent this survey.

Nova’s breakfast duo, Nathan and Nat, have jumped into double digit ratings, gaining 0.4 percentage points to account for 10.1 per cent of the breakfast listener market.

It trails 92.9’s 11.2 per cent share, although those results were recorded by Zara, Troy, and Bernie, who have recently been replaced by The Larry Baxter Show.

6PR’s Paul Murray dropped slightly, 0.2 percentage points, to record 9.4 per cent of the morning market, while rival ABC 720 anchor Liam Bartlett gained 1.4 percentage points to account for 11.1 per cent of the market.

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