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Radio ratings: Ali Clarke takes back breakfast as FIVEaa crashes

Media and marketing

ABC Radio Adelaide’s Ali Clarke has crushed her breakfast rivals to take the key shift in the first radio ratings survey of the year.

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Clarke turned the tables on FIVEaa’s David Penberthy and Will Goodings, who ended 2019 with clear air on top in the breakfast shift.

She added 2.8 percentage points to take the ratings crown with 15.5 per cent of listener share. Penberthy and Gooings shed a huge 3.7 percentage points to fall to third place behind Mix 102.3.

Monday to Friday and Breakfast shift ratings. Source: GfK radio ratings, Survey 1, 2020, taken from January 19 to February 29.

FIVEaa’s problems, evident across the schedule, were caused by a huge loss of listener share in the oldest age bracket.

In a news-heavy start to the year, marked by bushfires and the spread of coronavirus, listeners above the age of 65 shifted away from FIVEaa, with the ABC picking up the biggest share.

FIVEaa’s share of listeners over the age of 65 fell by more than 11 percentage points, with ABC Radio Adelaide picking up 4 percentage points in this demographic.

Overall, regular leader Mix 102.3 maintained its lead, despite losing share.

Nova remained in second place, with Cruise 1323 leapfrogging FIVEaa into third.

ABC Radio Adelaide moved up into fourth place, while FIVEaa fell behind Hit 107 to sixth.

In the morning and afternoon shifts, Mix retains the lead, while Nova is dominant in drive.

In the evenings, FIVEaa dropped 3.7 percentage points but retained a slim lead over Mix and Nova.

Weekends belonged to Cruise.

Overal Adelaide radio ratings. Source: GfK radio ratings, Survey 1, 2020, taken from January 19 to February 29.

Disclosure: The author is an occasional unpaid guest on Ali Clarke’s ABC Radio Adelaide program.

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