Stations settle after initial ratings stoush

MIX 94.5 has retained its dominant position in Perth’s hard fought radio ratings wars, claiming 22.7 per cent of the market or more than half a million listeners every week after one of the sector’s most tumultuous periods.

The Perth radio marketplace appears to have settled following the bitter breakfast wars which broke out earlier this year which saw high profile radio personalities swapping stations and writs.

And 6PR has re-established its presence in the mid-morning slot with former newspaperman Paul Murray gaining a ratings win for the second time in a row, winning 12 per cent of audience share.

This week’s survey showed Mix 94.5’s Botica’s Bunch for Breakfast has increased its market share in the vital early morning slot from 22.4 per cent to 23.7 per cent, more than 7 per cent in front of their nearest competitor 96FM.

Despite Mix 94.5’s strong performance over the past 12 months there is less than one percentage point between Mix 94.5, PMFM and 96FM in the important 25 –39 demographic.

However compared with PMFM and 96FM, Mix 94.5 have captured an impressive 35.8 per cent of the 40-54 demographic, more than 20 percentage points higher than their closest competitor 6IX at 11.1 per cent.

Mix 94.5’s success can in part be accredited to a marketing strategy focused on Perth’s burgeoning older population.

Mix 94.5 and PMFM managing director Gary Roberts said the results were terrific for both stations with breakfast line up Botica’s Bunch performing incredibly well.

“The market place is starting to settle we said we wouldn’t see the marketplace settle until survey three,” Mr Roberts said.

Although Botica’s Bunch were dominant in the breakfast slot PMFM’s Morning Crew with Zara, Troy and Bernie also bounced up from 13.8 to 15 per cent with an over all increase of 2.4 per cent in the 25-39 demographic.

96FM and 6PR general manager Shane Healy said 96FM seems to have settled into a more normal style.

While 96FM have retained a strong performance in the 25-39 demographic the breakfast slot with Gary Shannon has slipped back 0.4 per cent.

“All the stations are always looking for that little bit extra but I think the highlight for us is Paul Murray’s outstanding result,” Mr Healy said.

He said he expected a new comer to radio like Mr Murray to sit around the 9 –11 per cent mark for the first 12 months while the public became familiar with his style.

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