The results of the last radio ratings survey of the year are in and while talk-back radio stations like Melbourne’s 3AW and commercial giants like KIIS 106.5 continue to enjoy a prominent market share in important sessions like breakfast and drive time, it’s Triple J who prove the most intriguing outlier.
In what might yet prove a wake-up call to the rest of the Australian radio industry, the country’s premier youth broadcaster boasts a control of the highly coveted 25-39 demographic in Melbourne and Sydney – two of the most important and busiest markets in the country.
The 25-39 year old demographic is also one of the most coveted of all age brackets in radio, as it not only attracts the highest revenues from advertising, but is also one of the brackets most likely to listen to the radio, particularly during the breakfast and afternoon commute times.
In Melbourne, Triple J managed to garner a 13.7 market share in the 25-39 demographic, outscoring giants like Nova and Fox, while in Sydney, they earned a 14.5 share. In Perth, meanwhile, where Triple J came in second for the 25-39 bracket, they won the 18-24s.
What’s more, the youth network came in very respectably in other markets, earning second place for control of the 25-39 bracket in Brisbane and Adelaide, and if the current trend continues, Triple J could well dominate these markets in the new year.
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While the news comes with a tinge of irony — being a commercial-free broadcaster, advertisers cannot purchase time on the most popular station in their most sought-after age bracket — it also bodes well for the future of Australian radio and Australian music.
Indeed, these numbers could prove a wake-up call to other broadcasters, who often shy away from playing Australian music in favour of a Top 40 format or rotating overseas hits. That a station with a proud and strong commitment to Australian music can do so well in the ratings proves that commercial outlets ignore Australian music at their own peril.
Images via Radio Today
