RADIO station Nova has lost number one spot in the youth market to rival 92.9, a position it held since its launch in December last year.
RADIO station Nova has lost number one spot in the youth market to rival 92.9, a position it held since its launch in December last year.
Radio rating figures released this week show that Nova has lost 40 per cent of its 18-24 demographic market share, a slide of 10.3 percentage points from the last ratings period, relegating it to fourth in the demographic. The previous radio ratings survey recorded Nova’s market share in the key 18-24 demographic at 25.2 per cent, down from the 31.8 per cent it recorded in the survey prior, yet still number one.
The results have bemused Nova managing director Gary Roberts, who is sending the station’s program manger to Sydney next week to assess the reports used by ratings group Neilsen Media Research.
“We are a bit confused, yes. We were number one since the launch and then we dropped to fourth. I don’t agree with the results,” Mr Roberts said.
“6IX, for example, has increased its 18-24 male listening time by 284 per cent. It is number one and we have gone from number one to number nine.
“Common sense tells us this is not correct; nothing has gone wrong with Nova.”
This week’s results show Nova has slipped behind 92.9, Mix 94.5, and 96FM with a market share in the 18-24 demographic of 14.9 per cent.
The number one radio station for the 18-24 year old bracket is 92.9, which recorded a 17 per cent increase in market share and accounts for 24.3 per cent of the market.
According to 92.9 general manager Lynda Wayman the results show that the market has settled down since the arrival of Nova.
“Our aim is to be number one in the under 40 market and we were number one last year before Nova entered the market,” Ms Wayman said.
“When Nova entered the waters got muddied but now it’s settled down.
“What we have done is really tightened our focus. We are focusing on our whole product.”
After its launch Nova rocketed to the top of the 18-24 demographic, accounting for 30.8 per cent of the market.
Nova’s aim is to be number one in the 18-39 age bracket, and while until now it has a number one ranking for 18-24 year olds, the station is yet to achieve number one status in the 25-39 age bracket.
January ratings attribute 13.6 per cent of the 25-39 demographic to Nova, a figure that trails 96fm and Austereo rivals, 92.9 and 94.5. In the latest figures Nova has slipped two percentage points in the 25-34 demographic, 11 per cent of the market.
