melbourne radio ratings 2025

Melbourne Radio Ratings 2025: Who's on Top After the First Survey?

The first radio ratings survey of 2025 is in, and it's delivered some surprising results, shaking up the Melbourne radio landscape. While some stations have maintained their stronghold, others have seen significant shifts in listenership. Let's dive into the details and see who's winning the airwaves.

3AW Still King, But Others Are Making Moves

According to the first survey of 2025, Nine Radio's 3AW continues to dominate the Melbourne market. This aligns with Nine's statement that they've had "a sensational start to the 2025 ratings year," with both 3AW in Melbourne and 2GB in Sydney leading their respective markets.

However, the survey also reveals that Gold 104.3 is making gains, suggesting a potential shift in listener preferences. The details of these gains and their impact on other stations will be explored further in this article.

Recent Updates: Key Takeaways from Survey 1, 2025

The release of the first radio ratings survey of the year always generates buzz, and 2025 is no exception. Here's a breakdown of the key developments:

• 3AW and 2GB at the Top: As reported by RadioInfo Australia, 3AW in Melbourne and 2GB in Sydney have topped the charts for Survey One, as determined by GfK, the official provider of radio ratings for Commercial Radio Australia (CRA).
• ABC Melbourne's Struggle: The Sydney Morning Herald reports that ABC Melbourne is facing challenges, with the public broadcaster delivering its "worst-ever result in a radio ratings survey." The new breakfast lineup appears to have had a difficult start.
• 6PR Slammed: The West Australian highlights that 6PR has been "slammed" in the first survey, with listeners deserting the breakfast duo. This marks a significant change for the station.
• Kyle and Jackie O's Melbourne Challenge: Despite their success in Sydney, Kyle and Jackie O are still struggling to crack the Melbourne market. News.com.au confirms their "nightmare" as they continue to battle for audience share.

Timeline of Key Events:

• Early 2025: Radio stations roll out new lineups and strategies for the year.
• Late March 2025: GfK releases Survey 1 radio ratings, revealing the initial winners and losers.
• Ongoing: Stations analyze the results and adjust their programming to attract and retain listeners.

Contextual Background: The Melbourne Radio Landscape

Melbourne's radio market is a diverse and competitive environment, with a mix of commercial, public, and community stations vying for listeners. The city has a strong tradition of talk radio, with stations like 3AW playing a significant role in shaping public opinion.

Key Players:

• 3AW: Known for its talk-back format and influential hosts.
• Gold 104.3: A popular music station playing classic hits.
• ABC Melbourne: The local branch of the Australian Broadcasting Corporation, offering news, current affairs, and cultural programming.
• KIIS 101.1: Home to the Kyle and Jackie O show, aiming to capture a younger audience.
• Nova 100: Another popular FM station targeting a younger demographic with contemporary hits.
• 6PR: Perth-based talk radio station owned by Nine Entertainment.

Broader Implications:

The radio ratings have significant implications for advertising revenue, station programming, and the careers of radio personalities. A strong rating can translate into higher advertising rates, while a poor rating can lead to changes in programming or even job losses.

Immediate Effects: Winners, Losers, and Shifting Strategies

The release of the first survey results has triggered a flurry of activity in the Melbourne radio market. Stations are analyzing the data, identifying their strengths and weaknesses, and developing strategies to improve their performance in future surveys.

Winners:

• 3AW: Continues to hold its position as the top station, solidifying its dominance in the talk radio format.
• Gold 104.3: Making gains, potentially attracting listeners from other music stations.
• 2GB (Sydney): Although based in Sydney, its success reflects a strong performance by Nine Radio overall.

Losers:

• ABC Melbourne: Facing its worst-ever ratings result, prompting questions about its programming and audience appeal.
• 6PR: Experiencing a significant decline in listenership, particularly during the breakfast slot.
• Kyle and Jackie O (Melbourne): Still struggling to gain traction in the Melbourne market, despite their popularity in Sydney.

Shifting Strategies:

Stations are likely to make adjustments to their programming, talent lineups, and marketing strategies in response to the survey results. This could include:

• Relaunching shows: Stations with declining ratings may choose to revamp their existing shows with new segments, hosts, or formats.
• Targeting specific demographics: Stations may fine-tune their programming to appeal to specific age groups, interests, or cultural backgrounds.
• Increasing marketing efforts: Stations may invest more in advertising and promotional campaigns to raise awareness and attract new listeners.

Kyle and Jackie O's Ongoing Battle in Melbourne

One of the most closely watched storylines in Melbourne radio is the performance of Kyle and Jackie O. The Sydney-based duo made the move to KIIS 101.1 in Melbourne, hoping to replicate their success in a new market.

However, cracking the Melbourne market has proven to be a challenge. News.com.au described their Melbourne performance as a "nightmare," and the latest survey results suggest they are still struggling to gain traction.

Despite the challenges, Kyle and Jackie O have shown resilience and a willingness to adapt their show to the Melbourne audience. It remains to be seen whether they can eventually achieve the same level of success in Melbourne as they have in Sydney.

The Rise of Digital Radio and Streaming

While traditional radio ratings remain important, it's also crucial to consider the growing influence of digital radio and streaming services. Many listeners are now tuning in to their favorite stations online or through mobile apps.

Digital Radio:

Digital radio offers a number of advantages over traditional FM radio, including better sound quality, more channels, and interactive features.

Streaming Services:

Streaming services like Spotify, Apple Music, and iHeartRadio are also becoming increasingly popular, offering listeners a wide range of music, podcasts, and live radio streams.

The rise of digital radio and streaming is changing the way people consume audio content, and radio stations need to adapt to this changing landscape in order to remain relevant. This could involve investing in digital platforms, creating online content, and partnering with streaming services.

Future Outlook: Trends and Predictions for Melbourne Radio

Looking ahead, the Melbourne radio market is likely to continue to evolve and adapt to changing listener preferences and technological advancements. Here are some potential trends and predictions:

• Further Consolidation: The radio industry has seen a trend towards consolidation in recent years, with larger media companies acquiring smaller stations. This trend is likely to continue, as companies seek to gain economies of scale and increase their market share.
• Increased Focus on Local Content: As listeners have more choices than ever before, radio stations may need to focus on creating unique and compelling local content to attract and retain audiences. This could include local news, community events, and interviews with local personalities.
• Growth of Podcast Networks: Podcasts are becoming increasingly popular, and radio stations may look to expand their podcast offerings to reach new audiences and generate additional revenue.
• Personalized Radio Experiences: As technology advances, radio stations may be able to offer more personalized listening experiences, tailoring content to individual listener preferences. This could involve using data analytics to understand listener behavior and creating customized playlists or news feeds.

Navigating the Future of Melbourne Radio

The Melbourne radio market is a dynamic and ever-changing environment. To succeed in this competitive landscape, radio stations need to be adaptable, innovative, and focused on delivering high-quality content that resonates with listeners.

By understanding the trends and challenges facing the industry, radio stations can position themselves for success in the years to come. This includes embracing digital technologies, creating compelling local content, and building strong relationships with their audiences.

Conclusion: The Airwaves are Buzzing

The first radio ratings survey of 2025 has set the stage for another year of competition and change in the Melbourne radio market. While some stations have maintained their dominance, others are facing challenges and need to adapt to the evolving landscape.

The battle for listeners is far from over, and it will be interesting to see how the stations respond in the coming months. One thing is certain: the Melbourne airwaves will continue to be a vibrant and dynamic space, offering listeners a diverse range of content and perspectives.