Triple M leapfrogged talk station FIVEaa thanks to big gains in the breakfast, morning and afternoon shifts. Good performances in the daytime music shifts more than made up for losses in the Drive sports show, evenings and weekends, indicating that Triple M’s rise had little to do with its football coverage.
If the Southern Cross Austereo station can consolidate those gains, it will have successfully completed its resurrection from a ratings also-ran to a serious player in the space of a few years.
The jumping off point is breakfast, where Triple M’s Chris Dittmar and Mark Ricciuto surged by 2.1 points into third place in the key shift – just 0.1 percentage points behind FIVEaa’s leading commercial team of David Penberthy and Will Goodings.
Overall, ABC Radio Adelaide maintained its lead in breakfast, despite losing some listener share. Despite the drop, station management will be pleased the station has retained its long dominance in the shift, given that the survey period covered the transition from the long-standing team of David Bevan and Matthew Abraham to new announcer Ali Clarke (Abraham has retired from radio and Bevan has moved to mornings).
ABC leads breakfast with 14.2 per cent of listeners (down from 14.7), ahead of FIVEaa on 13.6 (up 0.6) and Triple M on 13.5 (up 2.1).
Overall, Mix remains the leading station in Adelaide after a solid survey with 13.1 per cent listener share. Triple M has marched into clear second place (12.1) ahead of FIVEaa (11.4) Nova (11.2) and ABC Radio Adelaide (10.1).
Classic hits AM station Cruise had an excellent survey, bouncing 1.5 percentage points to 9.8 – surprisingly close to the ABC’s share.
Nova, too, bounced back to once again become the leading youth FM station ahead of hit107 which had a disappointing survey, losing share in every shift.
Triple M’s improvement comes in a couple of key demographics: it is now the leading station for both the 25-39 and 40-54 year-old age groups.
We value local independent journalism. We hope you do too.
InDaily provides valuable, local independent journalism in South Australia. As a news organisation it offers an alternative to The Advertiser, a different voice and a closer look at what is happening in our city and state for free. Any contribution to help fund our work is appreciated. Please click below to become an InDaily supporter.