The top-rating talk radio stations in Sydney and Melbourne, 2GB and 3AW, have increased their grip on the market as wider economic and political issues influence listening habits.
In the latest Nielsen ratings report, which surveys figures between 26 June and 3 September, Macquarie Radio Network’s 2GB saw its audience share increase from 14.8% in the last survey to 15.6%. 2GB remains the highest rating station in Sydney.
Mark Collier, the director of the Australian Film Television and Radio School (AFTRS), said talk radio is becoming increasingly prevalent in the Sydney market, as political and economic issues both at home and abroad have increased consumers’ desire for information. These issues range from unrest regarding local political leadership and policies, to dipping economics markets.
“More people are listening to talk radio, and this is probably reflective of the political landscape,” Collier said.
A similar situation is evident in Melbourne, where the city’s leading talk radio station, Fairfax’s 3AW, increased its audience share from 14.9% in the last survey to 16.9%.
However, not all talk radio stations fared as well. MRN’s MTR 1377 in Melbourne saw its ratings drop again, from 2% to 1.9%. The future of the station is under question, with MRN executive chairman Russell Tate saying at the recent MRN financial presentation that MTR was under-performing significantly.
The survey was positive for Australian Radio Network, which took out the number one position in Adelaide and Brisbane. In Adelaide, ARN’s Mix 102.3 increased its audience share from 15.3% to 16.8%, beating DMG’s 5AA, which saw its share drop from 16.6% to 14.8%.
In Brisbane, ARN’s 97.3FM took out the number one position, with 11.9% audience share.
In the Perth market, Southern Cross Austereo’s Mix 94.5 had the highest ratings, with 15.4% audience share.
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