Radio industry hits the half way point – what we learned in the new metro numbers

Welcome to a midweek update from Unmade: Today, five details you might have missed from yesterday’s new metro radio ratings. And a storming recovery for ARN Media and Enero on the Unmade Index.

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Five things you might (or might not) have noticed about the radio ratings

Tim Burrowes writes:

The radio industry hit its half way point for 2023 yesterday, with the release of the fourth of the year’s eight metro surveys.

It was also only the second survey to carry additional data on streaming patterns under the Radio360 banner.

The breakfast lead in Sydney changes hands again

Ben Fordham, on 2GB, bounced back to top share in the country’s most competitive radio market, toppling Kiis FM’s Kyle Sandilands and Jackie O.

Fordham’s share improved by 3.1 percentage points to 18.1%, while The Kyle & Jackie O Show dipped slightly from a 17.9% to 17.1% share.

Noneheless, when it comes to average listening numbers in the timeslot, the race is tight, with Fordham averaging 142,000 listeners in any given 15 minute slot, just ahead of 134,000 for K+J.

In cumulative listeners across the week, the remarkable two-year run of growth finally came to an end for Sandilands and Henderson. Their cume fell slightly from 921,000 to a still remarkably high 859,000.

2GB’s drive slot back on track

2GB also returned to the top in weekly share in Sydney, rising from a 12.2% share to 14.35, while Kiis fell from 13% to 12%.

This was helped by the continuing recovery of 2GB’s drive show under new presenter Chris O’Keefe following an unsuccessful stint from the affable but slightly dull Jim Wilson. O’Keefe is yet to achieve the numbers Ben Fordham was delivering before shifting to breakfast, but has grown his audience in all four surveys he’s been in the chair.

Nine’s streaming machine is still firing

One of the most intriguing things about the first set of Total Radio data was the dominance of Nine’s talk stations 2GB in Sydney and 3AW in Melbourne in streaming.

The pattern continued into this survey. The trend of AM audiences seeking out better quality listening via streaming, along with diligent promotion of the station apps saw 2GB’s share of streaming listening in Sydney land at 20.5%, more than double the next station which was Kiis on 9.8%. And in Melbourne, 3AW pulled in 22.7% streaming share, ahead of its nearest rival ABC Melbourne which delivered 10%.

Indeed, 3AW is so strong in streaming they it even beats the ABC’s youth station Triple J in the music network’s key demographic of 18-24 in Melbourne. 3AW had a 9% share of the 18-24 streaming audience, while Triple J got 6.7%. Mind you, in the 18-24 streaming demographic, Triple J also fell behind Fox, Gold, Kiis, Triple M and Smooth.

Triple J five-city audience at yet another new low in its target demo.

Speaking of Triple J, it hit the embarrassing milestone of recording an average of zero Adelaide listeners in its target 18-24 demographic, as the network hit a new low for five-city listening in the demo.

Comparing the fourth survey of the year since the current GfK ratings system began in 2014, Triple J has never done worse at attracting its target audience.

In any given 15 minute slot, an average of just 10,000 18-24 year olds are tuned in across the capitals.

In cumulative reach across the week – the number of people who tuned in at some point – Triple J’s numbers in 18-24 are also at a low, falling to just 350,000.

Radio National’s woes get worse

Sticking with the ABC, Radio National’s situation has not improved. After last week’s poor numbers in Canberra, the five-city numbers for RN Breakfast are still stuck below an average of 50,000 listeners.

However, thanks to a slightly better Sydney number, the show, presented by Patricia Karvelas – who was off air for much of the survey period while she filled in for the absent Stan Grant on Q&A – did recover a little.

Unmade Index joins the bounceback

Seja Al Zaidi writes:

The Unmade Index followed the wider ASX back upwards yesterday, climbing by 1.46%, ending a three-day losing streak.

The Index, which measures the performance of ASX-listed media and marketing stocks, closed at 636.1 points yesterday.

Two stocks which had been pummelled in recent sessions bounced back on Tuesday.

ARN Media’s market capitalisation moved back above $300m, with a price rise of 7.22%.

And Enero, which also suffered a steep decline in its share price two days ago, rose by 9.22% on the Index yesterday.

The bigger players on the Index also saw positive action. Domain rose 1.69%, and Nine 1.03%. ARN rival Southern Cross Media rose 2.75%.

Seven West Media was one of only two stocks on the Index to drop on the market yesterday, falling 1.39%.

Time to leave you to your Wednesday.

The Unmade team is in Sydney today for this afternoon’s HumAIn conference on the impact of AI on the media and marketing industry. It’s promising to be a mind-blowing day. We’ll also be unveiling a little something ourselves.

If you’ve been dithering about coming along, then clear the afternoon and make the leap. You won’t have another opportunity to hear as much intensely concentrated thinking on the future of our industry.

And we’ll be back tomorrow with more. I’ve interviewed one of the team behind new broadcasting startup Disrupt Radio. It’s one of the more unusual interviews I’ve conducted. More on that tomorrow.

Toodlepip…

Tim Burrowes

Publisher – Unmade

tim@unmade.media