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Radio ratings: Mix extends lead as Ali holds on to breakfast

Media and marketing

The first Adelaide radio ratings survey of the year has seen perennial leader Mix extend its lead, while the ABC’s Ali Clarke has held on to her number one position in the key breakfast shift.

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In the GfK survey taken from January 17 to February 27, Adelaide’s older-skewing radio audience shifted some allegiances with new voices on air delivering mixed results.

The hottest battle in Adelaide radio – between ABC Radio Adelaide’s Ali Clarke and her FIVEaa commercial rivals David Penberthy and Will Goodings – was tighter this year, compared to Clarke’s dominant performance in the final survey of 2020.

However, Clarke maintained her lead, with 15.2 per cent of listener share, down from 15.9, despite Penberthy and Goodings putting on 2.6 percentage points. They reached 14.8 per cent – closing a gap that was heading towards three percentage points at the end of last year.

Overall, long-term leader Mix 102.3 increased its lead, with strong performances across the daytime schedule.

The ABC remained in second place, sharing the honours with classic hits AM station Cruise, up from third place. FIVEaa came in next after a slightly improved performance overall, followed by a flatlining Nova, SAFM and Triple M, which had a terrible survey, losing 1.4 percentage points.

Overall Adelaide radio ratings, survey 1, 2021, taken from Jan 17 to Feb 27. Source: GfK

Mix’s new breakfast presenter, Adelaide Crows’ footballer Erin Phillips, and co-announcer Mark Soderstrom, increased their listener share slightly, after Jodie Oddy left the program late last year. The show remained in third place, but pulled well ahead of rival Triple M which lost a huge 2.5 percentage points.

At the other end of the day, FIVEaa’s new evenings presenter, journalist Matthew Pantelis, held on to the lead established by veteran announcer Jeremy Cordeaux, who has moved to weekend breafkast, despite losing 2.4 percentage points (Jon Blake is on air for the first hour of the shift).

In mornings, Mix rocketed into a clear lead, with afternoons showing a similar trend.

A surge in Drive wasn’t enough for Mix to overtake Nova.

FIVEaa’s Stephen Rowe, taking Drive alone after the station moved on Mark Bickley, lost share in the pre-football period. The station is in fifth place.

Monday to Friday and Breakfast ratings, survey 1, 2021, taken from Jan 17 to Feb 27. Source: GfK

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