It’s been a long time between survey drinks for Hobart. Today is the first survey for the market in 12 years after the 2011 results were canned at the last minute.

The survey shows that ABC Local Radio dominates and is number 1 Station Listened to Most with 24.1% 10 plus. Grant Broadcsters 7HO FM was number 2 with 15.4%. triple J was 3rd at 14% with SCA’s SEA FM securing 13.5% and Heart 11.9%. You can view the results here or below.

 

The ABC’s dominance continues into key dayparts like breakfast. ABC Local Radio a 25.5% of Breakfast Session Listened to Most.  7HO FM pulled 13.9%.Heart 13.4%.  4th Most Listened to in Breakfast was triple j with 12.6% and SEA FM 12.1%.

In terms of the demo’s  SEA FM dominates under 24’s with a combined Station Listened to Most of 68.3% of 10-17’s and 18-24’s. With triple j combined under 24 result 62.4% Station Listened to Most.

25-39’s is battled out between triple j with 21.7%, SEA FM 21% and 7HO FM 20.2% Station Listened to Most.

ABC Local Radio takes over in 40-54’s Station Listened to Most with 22.7%, 7HO FM 20.1% and Heart 18%. Where the ABC comes home is those aged 55+ with a whopping 47% Station Listened to Most with no one coming close.

The Local Hobart radio stations commissioned Xtra Research to carry out the survey which involved 1200 respondents and was conducted between 13 October and 1 November 2014. 

Grant Broadcasters General Manager, Colin Taylor said: “What an incredibly exciting time for radio in Hobart.  After having no scorecard for 12 years, it is gratifying to confirm faith in our product for our listeners and customers. Our team has worked incredibly hard to deliver outstanding local radio and we are looking forward to sharing the research with our advertisers. We know in this market there is choice – we are very grateful for those that continue to make us their first choice.”

General Manager Southern Cross Austereo, Damon Wise, said “Hobart loves radio and at Southern Cross Austereo we work hard to ensure that our stations have the right sound with relevant, engaging content at the right time for our audience. We are looking forward to sharing the results with the community.”

Click Image to enlarge:

 

Press Releases:

Recently a radio listening survey of 1200 people was conducted by Xtra Research  on behalf Commercial Radio Australia, 7HOFM, ABC Radio and Southern Cross Austereo.

The survey says:

Mick and Jane, number one for breakfast in Hobart and the number 1’s don’t stop there!

7HOFM is Number 1 all people 25 – 54, and is number 1 all people 18+ and dominates with 23.1% of females 25 – 54*

General Manager Col Taylor said: What an incredibly exciting time for radio in Hobart, after having no scorecard for 12 years, it is gratifying to confirm our listeners and customer’s faith in our product. Our team has worked incredibly hard to deliver outstanding local radio. We are looking forward to sharing the research with our advertisers. We know in this market our listeners and customers have a choice – we are very grateful for those that continue to make us their first choice.

Program Director Ross Turner: “We are absolutely ecstatic with the results. We are a small team, and everyone one has played an integral part of the result. A sincere thank you to the people of Hobart for making us their first choice to listen to. We never take it for granted, and will continue to deliver live, local and relevant content for Hobart.

*The 2014 radio survey was conducted through independent research company XTRA research between October 13 and November 4.

 

For further comment of picture opportunities, please contact

Colin Taylor – 7HOFM General Manager

T: 03 6216 1000, M: 04004 55599 This email address is being protected from spambots. You need JavaScript enabled to view it.

 

For further details contact:

Ross Turner – 7HO FM Content Director:

T: 6216 1000 M: 0411 413 414, E: This email address is being protected from spambots. You need JavaScript enabled to view it.




Mark C van Laarhoven(22:32 17 Nov 2014)
Every commercial market Ross Turner has operated in, he has delivered rating success....7HO as Number 1 commercial station in Hobart is the latest....congratulations to the team who've learned to do more with less resources...must be a satisfying result
Anonymous(0:23 18 Nov 2014)
Ross Turner ex SCA right?
Anonymous(6:50 18 Nov 2014)
Another huge slap in the face for SCA.
Anonymous(8:15 18 Nov 2014)
Just goes to show, local sells. I've flicked around most of the stations in Tassie and I could tell 7HO was for Hobart and the rest just products of the mainland.
Anonymous(8:29 18 Nov 2014)
SCA last and second last . Not great for a company that prides itself on programming. Another example of local beats national everytime. Hats off to Grant Btoadcasters.
uncle jerry(8:34 18 Nov 2014)
Disapointing result for SCA. The team are pretty strong down there. Well done to 7HO. Resources are tight but they pulled it off with strong local content. Congrats
Anonymous(8:37 18 Nov 2014)
A great example that SCA's "one size fits all" approach doesn't always work. If there was ever one market that needed a unique approach, it's Hobart.
A little research would have revealed the local ABC has always had a significant share of the 40 demo's. Shifting Heart's music older this year was a detrimental mistake. It handed a whole bunch of their bottom end listeners to both Sea and HO, giving HO the boost they needed to be number 1.
In fattening the 25-39 numbers for Sea, they starved Heart of being a potential number 2 or 3. The music on Heart should have been left as it was. It would have been significantly more competitive against HO.

It's probably worth the commercial stations doing a little research into why the J's are so appealing to the under 30's. If you took half of those JJJ figures and gave them to Sea, the result would be completely different.
Perhaps the Sea brand in Hobart is past its use by date? Maybe the Hits re-branding is already on the cards for 2015.
Peter(10:14 18 Nov 2014)
Anon 19:37 - Since Sea and 7HO mainly cater for Females these days, I would say a lot of the under 40 males are listening to the J's.
Anonymous(19:50 18 Nov 2014)
Well done Ross. No tv stations to back you, just great local programming. How did it go so wrong for SCA
Stan(10:58 19 Nov 2014)
Laughing at all these comments regarding 7HO & Sea FM's local programming. If you break down the weekday shifts, Sea actually starts topping HO when SCA's networked programs start at 3pm & all night. In addition to that, Triple J's The Doctor kills everyone (including ABC Local) in Hobart Drive! How local is that program?
SCA will be happy with Sea's young demos, but will be disappointed with the real battle between the older demos for Heart 107 & HO.

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