Weekend Listeners to Commercial Radio Stations
The article, titled “Weekend Listeners to Commercial Radio Stations: How Important are They?” discusses the significance of weekend listeners to commercial radio stations. According to the final GfK Radio 360 survey for 2023, the increase in music listening is often seen once sporting seasons come to a close and news focuses shift post-pandemic.
The top stations across networks and metros are evenly spread, with some stations dominating in specific time slots and formats.
The article emphasizes the importance of weekend listeners in reflecting commitment to a station beyond weekday premium content. It highlights the consistency of stations like 3AW and Triple M, while also noting the impact weekend listeners can have on the overall survey results. Overall, the article provides insight into the role of weekend listeners in shaping the success of commercial radio stations.
The Importance of Weekend Listeners to Commercial Radio Stations
Overview of the GfK Radio 360 survey results
The final GfK Radio 360 survey for 2023 showed an increase in music listening, which is a common trend once sporting seasons wrap up and the focus shifts away from news. The top stations across networks and metros were fairly evenly split, with notable stations in Sydney, Melbourne, Brisbane, Adelaide, and Perth.
Top stations in Sydney, Melbourne, Brisbane, Adelaide, and Perth
In Sydney, the top station was 2GB (Nine), with Kyle and Jackie O on KIIS 1065 (ARN) being the top choice for breakfast. The top station in Melbourne was 3AW (Nine), with Ross and Russel leading in the breakfast slot. Brisbane’s top station was 104.5 Triple M (SCA), followed by Nova 106.9 (Nova Entertainment) in breakfast. In Adelaide, the top station was 5MMM (SCA), with Roo, Ditts, and Loz leading in breakfast. Perth’s top station was 96FM (ARN), with Nova 93.7 (Nova Entertainment) taking the lead in breakfast.
Analysis of Triple M Brisbane and Adelaide as sports-centric stations
Triple M Brisbane and Adelaide can be described as sports-centric rock music stations. They have multiple shows featuring sporting talent, and Adelaide even brands itself as “Adelaide’s #1 radio station for Rock & AFL.” This focus on sports and rock music sets them apart from other stations in their respective markets.
The success of 3AW Melbourne and 5MMM Adelaide
3AW Melbourne and 5MMM Adelaide have achieved significant success in their markets. 3AW maintains consistency in its talk and music format, which has helped it remain competitive. Similarly, 5MMM is known for its consistent approach to sport, talk, and music, even in the off-season from its primary focus on AFL. These stations have managed to consistently attract listeners and outperform their competitors.
Relaxation tendencies in Perth and Sydney on weekends
Observations from the survey data show that there is a tendency for decreased listening on weekends in Perth and Sydney. This suggests that listeners in these markets prioritize relaxation and leisure activities on weekends, which can impact overall ratings and rankings for radio stations.
Impact of weekend listeners on survey results overall
Weekend listeners play a crucial role in survey results as they demonstrate their commitment to a station beyond the weekday premium content. A case study of 3AW’s performance reveals the importance of weekend listeners in maintaining consistent ratings. Despite competition from other stations, 3AW and its listeners have remained loyal and consistent, highlighting the significance of weekend listeners in the overall success of a station.
The steady growth of Smooth as a competitor
Smooth has experienced steady growth in listenership over the past two years. Although its increase on weekends and overall ratings in the current survey was relatively small, it reflects the consistent growth it has achieved over time. Smooth’s focus on easy-listening music and talented hosts has allowed it to make a comeback in the Sydney market, positioning it as a competitive player against other stations.
Predictions for Survey 1, 2024
The upcoming survey period, Survey 1, 2024, will be measured from mid-January to mid-February, before the start of the footy seasons. This timing is crucial as it will impact the performance of stations with weekend listeners. Speculation suggests that stations on top in the current survey may face challenges maintaining their positions, especially if other stations with weekend listeners gain momentum. The performance of stations during this period will shed light on the significance of weekend listeners in shaping survey results.
Considerations for stations with balanced programming
Stations that have successfully balanced their programming across weekdays, weekends, and digital radio (DAB+) have a higher chance of maintaining their positions in metro surveys. These stations prioritize thoughtful and well-structured content throughout the week, which appeals to listeners beyond the breakfast shows. By consistently meeting listeners’ preferences on weekends and delivering quality programming, these stations can stay ahead of their competitors.
Conclusion
Weekend listeners play a vital role in the success of commercial radio stations. Their commitment to a station beyond weekday premium content significantly impacts survey results and overall ratings. Stations that understand the preferences of their weekend listeners and deliver engaging, balanced programming across various time slots have a higher chance of achieving consistent success in the highly competitive radio industry. As the landscape continues to evolve, it will be interesting to see how stations adapt their strategies to attract and retain weekend listeners.
