Mix improves with 17.5% audience share in Nielsen radio ratings

Austereo's mix 94.5 has stabilised its position as Perth's most popular radio station, recovering some of its total audience share in the latest Nielsen Media research survey.

Mix recovered 0.7 per cent in total audience share to reach 17.5 per cent of Perth radio listeners, improving on the 1 per cent fall in the previous survey, and putting the station 5.2 points clear of its nearest rival, Southern Cross Broadcasting's 96FM.

The survey, which covered the period between June 24 and September 1 2007, saw 96FM retain its silver medal as Perth's second most popular radio station, despite a 0.2 per cent fall in the station's audience.

Meanwhile, a 0.9 per cent fall in ABC720's audience share and a 0.2 per cent fall in that of DMG's Nova 93.7 meant the two stations were tied for third place with 11 per cent each.

An 0.9 per cent fall in Austereo's 92.9 audience put the station at 10.6 per cent, still ahead of Southern Cross's 6PR, which made up lost ground to take 9.8 per cent of Perth's radio audience and sixth place in the survey.

Some of the boost in 6PR's ratings could be attributed to the success of Mornings presenter Simon Beaumont, who secured a 1.4 per cent swing to him as ABC720's Geoff Hutchison lost 1.5 per cent in the same timeslot, giving the presenters 9.7 per cent and 8.6 per cent respectively.

6PR also secured a 1.3 per cent swing to its afternoon presenters, bringing its strength in the timeslot to 9.7 per cent, ahead of ABC720's 6.2 per cent, down 0.9 per cent on the previous survey.

Meanwhile, mix reclaimed its Drive timeslot lead with the Big Couch receiving 17.3 per cent of total audience share after gaining one per cent, with a one per cent loss pushing 92.9's Hamish and Andy into second place with 15.5 per cent. 96FM retained third place with 11.7 per cent, a 0.1 per cent increase.

Grocery buyers continued to prefer mix, which retained 18 per cent of demographic share - an 0.2 per cent fall - followed by ABC720 with 13 per cent, down 1.3 per cent, and a 6PR in third place with 10.2 per cent. The station recovered its place from stablemate 96FM, which fell 0.7 per cent to 9.5 per cent of listeners.

92.9 remained number one with teenagers despite failing to make inroads on its 7.3 per cent loss in the previous survey. The company secured 34.2 per cent of 10-17 year-olds demographic, with an 0.8 per cent downturn. Nova was in second place with 26.2 per cent, an 0.2 per cen downturn, and mix was up 0.5 per cent to 14.2 per cent.

Nova was more successful in the 18-24 demographic, with 34.1 per cent of the total audience after a 5 per cent increase on the previous survey's results. 92.9 was in second place with 24.5 per cent, down 0.9 per cent, while 96FM was third at 15 per cent with a 2 per cent rise during the period.

That said, 96FM came out on top with 25-39 year olds, with 22 per cent of listeners following a 0.5 per cent fall. A fall of 3 per cent, coming after a 2.8 per cent fall in the previous survey pushed Nova to third place with 16 per cent of the demographic, with mix taking its place with a one per cent rise bringing its share to 17 per cent.

Listeners aged 40-54 preferred mix, with a 3.4 per cent rise pushing its share to 29.7 per cent of the market, with 96FM in second place with 14.2 per cend, downe 1.8 per cent from the previous survey. 6PR was third with 10.6 per cent, up 2.3 per cent from the previous survey.

While it lost third place in the 40-54 demographic, the survey showed 21.1 per cent of listeners over 55 preferred ABC720, despite 4.7 per cent switching off. 6PR picked up the slack with a 1.3 per cent fall not damaging the station's claim to second place with 16.4 per cent. Capital Radio's 6IX and mix were in equal third place with 9.8 per cent.

In Breakfast mix's Botica's Bunch rose 1.7 per cent to take out top spot with 17.5 per cent, pushing ABC720's Eoin Cameron down to second place with 16.1 per cent, down 0.6 per cent. Nova came in third place at 11.3 per cent, with no change from the previous survey.