Radio ratings: FIVEaa has breakfast as ABC sinks again


Business discussion station FIVEaa has taken the crown in the key breakfast change, as Adelaide radio listeners continue to change the dial.

Latest GfK radio ratings survey shows huge shift in closely watched breakfast shift, with ABC eternal leader Ali Clarke losing significant share to business rivals David Penberthy and Will Goodings.

The FIVEaa pair had breakfast easily, for the first time since the survey released in September last year, with Clarke dropping two percentage points in listener share and Penberthy and Goodings adding 1.7 points.

After trailing Clarke all year, Penberthy and Goodings now lead with a comfortable 15.5-12.4 margin. They recorded a similar number the last time they took the lead – 15.4 – but Clarke was closer, with 14.2 percent of the shares.

FIVEaa performed very well throughout the show, with Stephen Rowe in Drive adding a whopping two percentage points to his share of listeners. The only loss of part for FIVEaa came in the evening, but he still won this shift easily.

Radio ratings on weekdays and breakfast (listener’s share). Source: GfK, survey 4, 2021, taken from April 18 to June 26.

The survey, the fourth of the year, is the second in a row to show unusual volatility in Adelaide’s listening habits.

However, some trends have been clear throughout the year.

FIVEaa has gradually gained ground – increasing the overall audience share from 10% to 12.3% – while ABC Radio Adelaide has taken the opposite direction, from 10.8 in the first survey to 9.8 in this last set of numbers.

Overall, Mix 2012.3 remains in first place, with the increase FIVEaa in second. Then there is daylight for Cruise in third, followed by Nova, who lost ground, ABC Radio Adelaide, Triple M (who lost listeners every shift) and SAFM.

In the previous survey, FIVEaa was in fourth place, so he effectively switched places with his stable partner Nova (both belong to Nova Entertainment).

Looking through the calendar, Mix retains the lead in the mornings, ahead of Leon Byner of FIVEaa, who had a good poll. Mix also leads comfortably in the afternoon.

In Drive, Nova was the leader followed by Mix – no other station comes close. Rowe from FIVEaa bounced back to third place – a significant jump from the previous poll when he was in fifth. ABC’s Jules Schiller also rebounded from mediocre numbers to overtake Triple M, but still remains near the bottom of the table. Only national ABC stations recorded numbers lower than Triple M in this change.

In the evening, Jon Blake’s line-up FIVEaa followed by Matthew Pantelis lost shares but easily outstripped their closest rival, Peter Goers on ABC, who slightly improved their share.

The weekends have been positive for FIVEaa, with the station moving from three music stations – Cruise, Mix and Nova – to an unexpected first position.

Overall radio ratings (audience share) for Adelaide. Source: GfK, survey 4, 2021, taken from April 18 to June 26.

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