Adelaide radio ratings: Hit107 falls again as Nova closes gap on Mix102.3

Adelaide radio ratings, survey 1. Adelaide total people. Source: GfK

Southern Cross Austereo’s Hit107 has continued to shed listeners despite a rebrand last October as the radio station’s share in Adelaide dipped below six per cent in the first survey of the new year.

The station, which fell 2.2 points since the final ratings of 2014 in mid December, was renamed from SAFM with a strategy of targeting women under 40.

But listeners across all ages from 18 to 54 fell, with the most dramatic decline in the 25 to 39 bracket where the station captured only 8.2 per cent of listeners in the period to February 28, down from 14.8 per cent.