Adelaide radio ratings: Hit107 fails to make immediate impact as Mix102.3 share slips again

Southern Cross Austereo’s rebranding of radio station SAFM to Hit107 did not make an immediate impact on audiences in Adelaide as the city’s most popular station Mix 102.3 continued to see listeners switch off.

SAFM rebranded as Hit107 on October 20 with SCA saying the station would look to target women under 40. It also replaced breakfast presenters Michael Beveridge and Hayley, who departed in September after struggling to attract listeners, with Amos Gill and Dani Pola taking over.

Hit107 dropped 0.2 points to 8.3 per cent in survey 7 of the radio ratings with the breakfast show down 0.7 points to 6.8 per cent.

Australian Radio Network’s Mix 102.3 maintained its market leading position in Adelaide but its share once again slipped, by 0.6 points to 14.6 per cent, allowing Nova 91.9 to close the gap after its share held steady at 11.8 per cent.