SCA excited by 92.9 Triple M’s performance after only 6 months on air
92.9 Triple M is very encouraged by their first 6 months on air since the rebrand of the SCA station in December 2020.
According to a release from the station the most recent GFK Survey 3 results show that Triple M has grown to 423,000 listeners each week (all people 10+) making it the third highest listened to FM station in Perth.
In their core demographic of Men, Triple M is #1 Men 18-54 (Cume & Share) and in other key Men age breakdowns.
92.9 Triple M Perth Content Director, Tim Arnold said: “These are results we didn’t dream of seeing so soon. It just drives home how quickly our target audience is jumping on board Perth finally having a REAL rock radio station, and a true home of Rock, Sport & Comedy in this city. You won’t find a show that breathes Perth more than Basil, Xav & Jenna and we’re stoked to be giving our audience what they clearly have been wanting”.
SCA Perth’s Head of Sales, Noel Quick said: “Being able to deliver strong numbers in its core audience of Men 30-54 along with the broader demographic of Men 18-54 after only 6 months of launching identifies that there was a clear deficit in the market that our new audience had been seeking. Our clients and Agencies have a clear understanding of what 92.9 Triple M stands for. It’s not a bet each way station, it’s a station that delivers unique and engaging content for the people we know that are listening and this brings huge opportunities for all clients.”
6 Comments
According to my GFK Survey 3 chart 92.9 Triple M Cumulative Audience is 397,000 listeners each week (all people 10+) and not 423,000.
Nova has 606,000 listeners
Mix 94.5 has 528,000 listeners
96FM has 404,000 listeners
The 423,000 figure quoted includes their DAB+ stations.
Triple M Perth has 423,000 listeners (All PPl 10+ 5.30am – 12MN) Mon-Sun which includes our DAB+ owned Stations.
It’s imperative we acknowledge our DAB+ numbers on two fronts:
1. Our DAB+ numbers are GfK surveyed just like Broadcast.
2. Every client who advertises on Triple M Perth, their recorded commercial is also aired on our four corresponding Triple M DAB+ Stations, which delivers incremental reach for our advertising partners.
Our correspondence to CB included the source … GFK Survey #3 /2021 Mon-Sun 5.30am -12MN Cume & Share inc. DAB
The latest Cumulative Audience for 929 Triple M is sitting at 397,000 listeners per week (All People 10+) for Survey #3 2021. Meanwhile Nova sits at #1 with 606,000. Making Triple M the 4th station in market (for total CUME audience). The number quoted in the article is incorrect. And further to this – the overall audience on 929 has actually decreased since it launched.
Let’s state some more FACTS.
Survey #8 2020 – Hit929 was at 466,000 listeners per week with a share of 8.7%. Since then, there has been THREE consecutive surveys in 2021 for the new TripleM format (and breakfast show). And the station is now at 397,000 and 7.9% share. So 929 TripleM has DECREASED listenership by 69,000 listeners and their share has dropped 0.8%.
Some more FACTS.
In the article it states that 929 Triple M is #1 in both CUME and Share for their core audience of Men 18-54. That is INCORRECT. The truth is Nova937 has MORE listeners in the audience of Men 18-54 with 170,000 listeners (compared to TripleM with 164,000 and followed closely by 96FM with 154,000). So technically Nova937 is #1 for Men 18-54 (Cume).
Another FACT.
Basil, Xav and Jenna. According to latest survey (GFK #3 2021) They sit at 212,000 listeners per week and share of 8.6%. They are 5TH breakfast show in Market. Im sorry Noel Quick, but I would think the breakfast show that “breathes Perth” the most would be any of the other FOUR preceding breakfast shows. Surely it’s Nathan, Nat & Shaun considering they have a whopping 15% share and 359,000 listeners and have also maintained their breakfast show ratings as #1.
And one final FACT.
Hit929 breakfast show (in the last survey of 2020) was at 9% share and 260,000 listeners per week. So in truth – Basil, Xav and Jenna have lost breakfast audience over the last 3 surveys since they launched in the Perth market.
Interesting SCA note about adding in their DAB+ stations in order to boost audience to their core format of 929. It suggests two things:
1) Loss of confidence in their primary terrestrial radio station.
2) That when you add corresponding DAB+ stations to other terrestrial stations (such as 96FM added with their corresponding DAB sister stations and Nova with its SmoothFM and Coles Radio) those networks have an even stronger argument for investing on their networks than compared to the TripleM “all audio” buy.
@Grabs the popcorn
Other terrestrial stations CAN’T add their DAB+ stations to their cumulative audience as their commercial logs aren’t replicated from broadcast onto DAB+ stations. Every advertiser has their commercial campaign aired on 92.9 Triple M and the 4 corresponding DAB+ stations. Meaning that they reach the 92.9 Triple M audience plus all listeners to the 4 DAB+ stations, and this is the number being reported on – which is surveyed and supported by Gfk.
@You Still Don’t Get It: How does that make sense? The other networks still run client ads on their DAB+ Stations so why can’t they add the reach of those stations and subsequently claim better results than 92.9 Triple M? Compare apples with apples.