Whilst we once looked to triple j as an example of how a playlist of predominately Australian music can help you triumph in the local radio market, the latest radio ratings survey has not been kind to the national youth broadcaster.
As RadioInfo reports, the seventh radio ratings survey of the year has been revealed and it’s a strong showing for Sydney talk station 2GB, as well as the Hit network, which was up in every single market in the country.
However, as The Music reports, triple j’s numbers aren’t as consistent. The station did however pull healthy numbers in Melbourne, dominating the breakfast slot and slightly increasing market share thanks to strong morning ratings.
Adelaide proved to be triple j’s strongest market in the country. Audience share went up by 1.1 points to a rating of 6.1 in the city, which has historically been kind to the national youth broadcaster.
However, as The Music notes, the rest of the country was a lot tougher. Weekday ratings in Sydney dropped 0.4 points as a result of dips in the afternoon, breakfast, and morning slots and the picture was similar in Brisbane.
Perth was also harsh. Audience share dropped by 0.8 points as a result of dips in the afternoon and morning slots (down 1.5 and 1.2 respectively). In most cases, triple j lost ground to commercial stations in coveted slots like breakfast.
What’s also worrying is that triple j was beaten out consistently in the 18-24 demographic, the age bracket most commonly associated with the ‘youth’ audience that triple j is famous for targeting, as well as the 25-39 demo.
triple j had historically garnered solid numbers in the highly coveted 25-39 demographic, one of the most coveted of all age brackets in radio, as it attracts high revenues from advertising and is most likely to listen to the radio, particularly during the breakfast and afternoon commute times.
