THE youth market has begun to swing away from Nova 937 and it appears more 18 to 24-year-olds are turning the dial to 92.9.
In the latest Nielsen Media Research radio survey, Nova 937 dropped 6.6 per cent in the 18-24 demographic while 92.9 gained 5.5 per cent.
Nova 937 still leads the 18-24 demographic with a market share of 25.2 per cent (down from 31.8 per cent) and 92.9 is now sitting at 20.7 per cent (up from 15.2 per cent).
Nova 937 managing director Gary Roberts said the station was achieving its market share goals.
“We have said that we plan to dominate the 18 to 34-year-old market and we’ve done pretty well,” he said.
Nova 937’s breakfast program slipped 0.7 per cent and changes to the line-up were made recently.
“We have Nathan Morris in now and he replaced Damo,” Mr Roberts said.
“He was in Big Brother (the second series) and he is very funny and very quick and he has done a fair bit of work for us.”
Nova 937’s rival breakfast programs gained percentage points. 96fm was up 0.2 per cent and 92.9’s Zara, Troy and Bernie breakfast program increased by 1.5 per cent.
Mr Roberts questioned 92.9’s gains in the 18 to 24-year-old bracket.
“I’m a little confused by it. In a press release earlier this year it wanted to increase the 25 to 39 age bracket but they’ve lost share in that and picked up in 18 to 24,” Mr Roberts said.
92.9 dropped 2.5 per cent in the 25-39 demographic.
Mix 94.5 remains the most dominant radio station retaining its number one ranking.
Mix 94.5 program director Steve Mummery said the station is proud to continue coming first.
“This is the 29th survey where we have come in at number one and we are pretty proud of that,” he said.
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