NXFM
is currently the Newcastle radio ratings leader with a dominant 22.5
share.
Stablemate KOFM is second on 18.3. 2HD has been hanging in the race on 15.6. Meanwhile NEWFM lags behind ABC-1233 and Triple J in 6th place with near record low ratings.
| Newcastle Radio Neilsen Media 2/2008 Survey Result | |||
| Station | Overall | Breakfast | Cumulative |
| KOFM | 18.3 | 18.3 | 161000 |
| NXFM | 22.5 | 23 | 188000 |
| 2HD | 15.6 | 16.3 | 95000 |
| NEWFM | 6.4 | 5.9 | 87000 |
| ABC1233 | 9.2 | 11.1 | 91000 |
| Triple J | 7.0 | 5.8 | 53000 |
The first Newcastle radio survey of 2008 has seen NXFM soar to unprecedented heights while competitor NEWFM sank to new lows.
NXFM won the survey with a share of 23.5 followed by stablemate KOFM on 18.8. 2HD was third on 15.1 while ABC1233 ran fourth after fall to 10.4. Triple J was fifth with 6.9 beating NEWFM for the first time as they sank to 5.6.
The cumulative audience result were even more stark with NXFM now reaching a massive 189,000 listeners, followed by KOFM 151,000, ABC1233 97,000, 2HD 91,000, and NEWFM 86,000.
Demographically the average audiences were dismal for NEWFM, receiving an * (unmeasurably small) in two demographics and only 1,000 for all other demographics.
The key breakfast shift was won comfortably by NXFM with 22.9 share, followed by KOFM 19.9, 2HD 16.9, ABC1233 12.0, Triple J 5.8 and NEWFM 5.4.
| Newcastle Nielsen Media Research | ||||
| Audience share for Commercial Stations | ||||
| KOFM | NXFM | 2HD | NEWFM | |
| Overall (mon-sun) | 18.8 | 23.5 | 15.1 | 5.6 |
| Overall (mon-fri) | 19.0 | 24.6 | 15.7 | 5.5 |
| Overall (sat/sun) | 18.0 | 19.8 | 12.9 | 5.9 |
| Breakfast (mon-fri) | 19.9 | 22.9 | 16.9 | 5.4 |
| Morning (mon-fri) | 20.1 | 21.2 | 19.5 | 5.5 |
| Afternoon (mon-fri) | 20.6 | 27.4 | 11.2 | 6.0 |
| Drive (mon-fri) | 14.7 | 30.5 | 10.5 | 6.2 |
| Evening (mon-fri) | 15.2 | 22.0 | 22.3 | 2.8 |
| 10-17 yrs (mon-sun) | 14.3 | 57.5 | 6.2 | 4.7 |
| 18-24 yrs (mon-sun) | 12.2 | 52.8 | 0.4 | 9.9 |
| 25-39 yrs (mon-sun) | 24.3 | 39.4 | 3.4 | 8.2 |
| 40-54 yrs (mon-sun) | 28.3 | 20.4 | 12.8 | 8.2 |
| 55+ yrs (mon-sun) | 11.1 | 2.1 | 29.6 | 0.9 |
| Grocery Buyers (mon-sun) | 18.9 | 18.6 | 18.8 | 4.4 |
| Cumulative Audience | 151000 | 189000 | 91000 | 86000 |
| Average Audience | 13000 | 16000 | 10000 | 4000 |
So, where to now for Bill Caralis' NEWFM?
2008 should see very little change in the radio market. NX and KOFM should continue to dominate the audience and advertising share. They continue to become more expensive every year due to the lack of competition they are receiving from 2HD and NEWFM.
Rumours have been swirling that Prime Media are interested in buying Bill Caralis's Super Radio Network (including 2HD and NEWFM). This would be a welcome change in the Hunter. Media Hunter recently reported on the latest problems at the Sandgate based radio stations, which demonstrates what disarray they are in - click here for more on this story>>>
Our only expectation here is that ABC 1233 will continue to gain listeners. Shame we can't advertise with them, yet.
The 2007 Radio Ratings year have come to an end with NXFM as the No.1 Station in Newcastle. NX and KOFM have been swapping the lead for the last few years with 2HD usually running a distant 3rd. However the last Survey of the year has seen KOFM suffer a sharp drop to place it much closer to 2HD.
Meanwhile the demographic breakdowns make it very clear which stations are reaching your market.
Following are all the final figures in radio for 2007:
| KOFM | NXFM | 2HD | NEWFM | |
| Overall share (mon-sun) | 16.7 | 21.8 | 16 | 7.6 |
| (potential 458,000) | ||||
| Overall share (mon-fri) | 16.5 | 23 | 16.3 | 8.1 |
| Overall share (sat-sun) | 17.1 | 17.7 | 15.1 | 6.2 |
| Breakfast (mon-fri) | 16.6 | 21.2 | 18.6 | 5.5 |
| Morning (mon-fri) | 14.8 | 21 | 23.2 | 9.1 |
| Afternoon (mon-fri) | 18.8 | 26.3 | 9.8 | 11 |
| Drive (mon-fri) | 15.7 | 27.5 | 8.6 | 8.7 |
| Evening (mon-fri) | 15.9 | 17.7 | 19.5 | 5.1 |
| 10-17 yrs (pot: 59,000) | 26.7 | 46.6 | 4.5 | 7.9 |
| 18-24 yrs (pot: 51,000) | 9.9 | 52.3 | 3.1 | 14.8 |
| 25-39 yrs (pot: 98,000) | 16.5 | 42.2 | 4.9 | 13.3 |
| 40-54 yrs (pot: 109,000) | 27.7 | 17.6 | 11 | 10.3 |
| 55+ yrs (pot: 141,000) | 9.3 | 2.1 | 30.6 | 0.8 |
| Grocery Buyers (pot:204,000) | 18.3 | 15.8 | 17.6 | 6 |
| Cumulative audience | 153,000 | 173,000 | 100,000 | 89,000 |
| Average Audience per qtr hour | 11,000 | 15,000 | 11,000 | 5,000 |
Source: Nielsen Media Research
