14 replies to this topic

[GlennP]

Big changes & interesting figures, Star104.5 has to do some rebuilding.
2GO has taken a hit & may be losing it's focus on the Central Coast community & older demographic, even though they win in the 55-64 age, ABC Local radio is only 1.6% behind them.
SeaFM is the big winner, & looks as though it may have taken some listeners from NXFM Newcastle & 2DAYFM Sydney, back to the local equivalent, possibly just for the better reception, not programming differences.
2GB is a significant player here & WS has picked up some good figures 2.8% up from 0.7%, probably disgruntled 2GO listeners.

Figures aren't up on the Nielsen site yet, so this is only a scan posted on radio today site: http://radiotoday.co.../images/cc1.jpg

[Nickatnights]

These figures should worry DMG.

Star - down
Nova - down
Smooth - down

[Mark]

it's the culture at STAR.... as I said over and over again for the past few months, too many quality staff out the door for various reasons, a workplace environment that went downhill and low morale (this from several staff, not disgruntled ex employees) and a breakfast team that was put in place after several changes, with no real time to connect.

Star has lost a lot of cume in this survey and if it wasn't for its poor performance, more would be made of 2GO and it's losses... 2GO's breakfast, its cume and music will all need addressing if its to beat SEA, which is on a Today Network roll.

Edited by Mark, 20 June 2012 - 12:58 PM.

[Soundmaster]

As an ex 2GO/Sea staffer who was around during the last survey, it was great to see all the hard work finally pay off this morning. When I was still there earlier this year, there had been a feeling of "never again" - we were going to do absolutely everything in our power to make sure we were 1 and 2.

I couldn't believe Sea won 40-54, maybe it means the oldies are feeling young at heart!

Just like all surveys though, there were downs as well. I was amazed that the "unflogged variety" on 2GO didn't seem to get the numbers I expected - based on listener reaction and my own feelings, I thought they were onto a winner. Maybe it just needs more time, I don't know.

I'm not going to take the obvious route and bag Star - that's what you guys would expect me to do. They do have a lot of work to do, but I'm sure they knew that already and these figures won't have been a great surprise. They certainly have lost a lot of key talent lately, and as we all know, losing your best performers is bound to have an impact on the team's performance.

It all has to be put into perspective though, particularly the changes from the last survey. When it's three years in between surveys (as it was this time), it feels a bit like comparing apples and oranges to be honest. More regular surveys is what the Central Coast market needs - given the size of the area and growth predictions, that shouldn't be hard to justify.

[Nickatnights]

As an ex 2GO/Sea staffer who was around during the last survey, it was great to see all the hard work finally pay off this morning. When I was still there earlier this year, there had been a feeling of "never again" - we were going to do absolutely everything in our power to make sure we were 1 and 2.

I couldn't believe Sea won 40-54, maybe it means the oldies are feeling young at heart!

Just like all surveys though, there were downs as well. I was amazed that the "unflogged variety" on 2GO didn't seem to get the numbers I expected - based on listener reaction and my own feelings, I thought they were onto a winner. Maybe it just needs more time, I don't know.

I'm not going to take the obvious route and bag Star - that's what you guys would expect me to do. They do have a lot of work to do, but I'm sure they knew that already and these figures won't have been a great surprise. They certainly have lost a lot of key talent lately, and as we all know, losing your best performers is bound to have an impact on the team's performance.

It all has to be put into perspective though, particularly the changes from the last survey. When it's three years in between surveys (as it was this time), it feels a bit like comparing apples and oranges to be honest. More regular surveys is what the Central Coast market needs - given the size of the area and growth predictions, that shouldn't be hard to justify.

Don't be too surprised by Sea and the 40 somethings - until recently 2Day (Sydney) and Fox (Melbourne) were the No.1 FMers with the 40 - 54s

[GlennP]

it's the culture at STAR.... as I said over and over again for the past few months, too many quality staff out the door for various reasons, a workplace environment that went downhill and low morale (this from several staff, not disgruntled ex employees) and a breakfast team that was put in place after several changes, with no real time to connect.

Star has lost a lot of cume in this survey and if it wasn't for its poor performance, more would be made of 2GO and it's losses... 2GO's breakfast, its cume and music will all need addressing if its to beat SEA, which is on a Today Network roll.

You're not wrong Mark.

2GO had bigger losses than Star across the board & are in big trouble if the slide continues. Only difference is, 2GO's protected from the flack by getting 2nd place, Star never had the numbers anywhere near what 2GO had from the start. For Star to have beat 2GO, they would've had to pull off what Sea has done & gain more than what 2GO has just lost.
Star needs re-building because of the workplace low staff morale, (which doesn't lift up the "adequate" talent). If staff morale is high at 2GO, they are in deep s#%*, & need a total rethink/rebuild/relaunch, as it's just bad programming, & I'd say loss of local community focus/needs/wants. Following the current floundering Triple M network isn't helping either, I reckon you'd see KOFM Newcastle in big trouble too, if there was any significant competition from the Sandgate studios.

[Mark]

I reckon you'd see KOFM Newcastle in big trouble too, if there was any significant competition from the Sandgate studios.

never gonna happen

[TV_Expert]

It's worth noting that this ratings survey include the Sydney stations, which wasn't listed since the 2006 survey. This makes reading the Central Coast radio ratings far more interesting than the previous surveys, where the Sydney stations are not listed.

In breakfast, Sea's Paddy, Ciel & Dan is #1, followed by 2GO's Sarah & Dwayne. Star's Mandy & Wilko were beaten by both Adam Spencer on 92.5 ABC & Alan Jones on 2GB. In mornings, 2GO's Cameron Humphries was nearly beaten by 2GB's Ray Hadley, with only 0.2% separating the two!
As far as the battle of the drive programs are concerned, Fifi & Jules on Sea dominated the timeslot with 21.7%, rating 10.2% ahead of the 2nd highest rated program. It's a close battle between Merrick & The Highway Patrol on 2GO and Ugly Phil on Star, with only 0.3% separating the two, whilst Richard Glover on 92.5 ABC wasn't rating far behind those two. On evenings, the Hot 30 on Sea won its timeslot with 21.9%, followed by Nights with Alice Cooper on Star with 15.1% & Dominic Knight/Tony Delroy on 92.5 ABC with 14.7%. The Dave Gleeson Rock Show on 2GO managed only a 7% share, and was nearly beaten by 2GB's Steve Price.

As people have said above, 2GO are not in a very good position, and has been that way for quite a few years now. To be beaten in the 40-54s by Sea is quite an embarrassment, and now they're in a similar position to that of Wave FM in Wollongong, where they got flogged by i98 in the ratings earlier this year.

I believe Mark predicted in the "Central Coast Radio" thread that Sea would be #1, followed by 2GO at #2 & Star at #3. Well done on getting that prediction right!

[Mark]

I believe Mark predicted in the "Central Coast Radio" thread that Sea would be #1, followed by 2GO at #2 & Star at #3. Well done on getting that prediction right!

I think it was really a no-brainer - Sea backed by the heavy-hitting Today programmes was always going to spike. Plus their great daytime product team including the wonderful Sarah Maree (who is an absolute delight) and Cam leading the local charge alongside of Paddy, Ciel and Dan... I think they'll be #1 for a long while now.

2GO have shifted music position and their programming away from the baby-boomers and back into the younger adult market... probably to their detriment. I don't think you can have a "Jack" format work as well when you have a competitor that would run 80-90% of the same music. I think GO need to look again at their music and shift back a little older.

Star - well, said it before, will say it until I'm blue in the face... you don't lose that much talent, have it replaced essentially by one person (Phil O'Neil) and expect to stay where you were. It's a foot up the arse for them as well.

Edited by Mark, 20 June 2012 - 05:23 PM.

[TV_Expert]

I've also noticed that in the 55-64 age group, WSFM from Sydney managed to score a 7.6% share, which puts them in a level position with Star 104.5!
What's also interesting is that Nova rated quite well in the 18-24s with a 13.4% share, coming in 3rd behind Sea & Star.

[ant5476]

I am quite familar with the Central Coast stations as my inlaws live on the Coast and can pickup Sea, 2Go and Star as strong as the Sydney Fm stations at Stanhope Gardens where I live. I dobut that 2GO will shy away from the Rock format as Southern Cross Austero are programing it as a Triple M station. Maybe Star should relaunch to how they first started out as HotAC station e.g Mix / Hot Tomato. This would add variety to radio on the Central Coast, and not having Star and 2GO sounding exactly the same.

[TV_Expert]

Maybe Star should relaunch to how they first started out as HotAC station e.g Mix / Hot Tomato. This would add variety to radio on the Central Coast, and not having Star and 2GO sounding exactly the same.

That's not a bad idea. I was kind of thinking the same thing after reading the ratings. With Sea now the #1 station, Star should compete more heavily with Sea rather than with 2GO, leaving the latter to have the adult rock market to themselves. If DMG can change formats with its ex-Classic Rock stations in Sydney & Melbourne by changing over to Smooth, why can't they do something similar to Star by shifting themselves to a more Hot AC format?

If you look at the Gold Coast radio ratings from April, Gold FM is #1 there with a format similar to that of 2GO, followed closely by Sea FM & Hot Tomato. That's quite the perfect template that Central Coast should have between Sea, 2GO & Star.

[ant5476]

That is similar to the Sunshine Coast where 91.9 Sea Fm is #1 with it's hit music format, 92.7 Mix Fm has a similar format to 2GO but more adult contempory and Hot 91 is hit music / hot AC. From memory Hot 91 rated quite well in the Sunny Coast. 2 rating points behind the market leader in 3rd place.

[Radio_Expert]

Are there Sunshine Coast ratings? And if so, what was the last ratings like?

[TV_Expert]

Are there Sunshine Coast ratings? And if so, what was the last ratings like?

There was one held in late 2005.

The results were as follows:

1. Sea FM: 15.5%
2. Mix FM: 14.9%
3. Hot FM: 13.4%
4. ABC 612: 11.2%
5. ABC Coast: 8.9%
6. 4JJJ: 5.2%
7. 4KQ: 3.9%
8. ABCFM: 3.5%
9. 4BC: 3.3%
9. 4RN: 3.3%
11. 4MMM: 1.9%
12. 4BH: 1.6%
13. B105: 0.7%
14. NewsRadio: 0.4%
15. Nova: 0.3%
16. 97.3FM: 0.2%

Source: Nielsen Media

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Back on topic, looking at the Central Coast ratings more closely, it's interesting to note that whilst 2GO & Star 104.5 went down, 2MMM went up! This is especially considering the fact that both 2GO & 2MMM are part of the same network.

For instance, in the 25-39 age group, Star went down by 5.7% (23.7% to 18%), 2GO went down by 3.5% (12.6% to 9.1%), whilst 2MMM went up by 2.1% (2.9% to 5%). It's a similar story in the 40-54 age group, where Star went down by 6% (21.5% to 15.5%), 2GO went down by 5.9% (22.4% to 16.5%), whilst 2MMM went up by 2.9% (1% to 3.9%).

Basically speaking, with the Today Network stations, local station Sea FM went up, whilst 2Day & NX went down. But with the Triple M Localworks stations, it's the opposite, with local station 2GO going down, whilst 2MMM from Sydney went up.