The ABC’s “youth network” Triple J is the number one radio station in Melbourne for 18-24 and 25-39 year olds. What does that say about the quality of commercial radio?
Triple J’s dominance of two of the main advertising demographics is a disaster for both commercial radio and the advertising industry. Commercial radio will struggle to attract advertisers to their product and advertisers cannot advertise on the non-commercial government owned Triple J.
Triple J now has 20.9% of the 18-24 demo ahead of FoxFM (19.4), Nova100 (14.8), KIIS101.1 (9.2), MMM (7.9), GOLD (6.5) and Smooth (4.7).
In the lucrative 25-39 demo Triple J rated 14.0 ahead of Nova (12.2), MMM (10.7), FoxFM (10.0), KIIS (9.5), GOLD (6.8) and Smooth (4.6).
The one area the Triple J “youth network” failed was with the youth. In the 10-17 demographic Triple J rated 3.4 behind Fox 19.9, Nova 18.2, KIIS 14.5, Triple M 7.1, Smooth 6.1 and Gold 5.6.
The dominance of Triple J in Melbourne is indeed worrying for the commercial networks that pour millions of dollars into marketing, promotion and programming. By comparison the lean ABC runs on efficient budgets targeting a national audience without any star salary employees.
Overall on the 10+ all people demographic Triple J had a minor loss of .1 to 5.7 overall. All commercial FM stations lost market share in the survey. Fox dropped 0.8, Gold 0.1, KIIS 0.9, Triple M 0.1, Nova 0.5 and Smooth 0.5.
——————————————————————————————————————————————
Never miss a story! Get your free Noise11.com daily music news email alert. Subscribe to the Noise11 Music Newsletter here
Listen to the Noise11 Music News channel now at iHeartRadio
Follow Noise11.com on Facebook and Twitter
