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MEDIA RELEASE
22nd of March 2006
i98FM #1 In the Illawarra
i98FM has again claimed victory in the first survey period of 2006 – continuing its title as the Illawarra’s leading radio station. i98FM has claimed a clean sweep across Breakfast, Mornings, Afternoon, Drive, Evening and Weekends, also winning all key demographics, according to results released today by AC Nielsen.
The Illawarra again confirmed i98FM as their number one radio choice across the Illawarra and South Coast, with a strong audience share of 96,900 listeners (all people) tuning into i98FM every week, almost 20,000 more then nearest rival WAVE FM on 79,100.
Overall results (AC Nielsen Survey 1, 2006, February 19th – March 11th: All people 10+ Monday – Sunday. 5.30am – 12 midnight) between the three local Illawarra commercial radio stations follows:
i98FM |
22.8 |
Wave FM |
19.8 |
Power FM |
2.5 |
Listeners across the Illawarra have once again voted Marty & Erica as their favourite choice for breakfast. The Illawarra’s much loved breakfast team hold onto their crown with a share of 22.1 per cent. Marty & Erica also attracted an average 63,700 listeners, almost 10,000 more then WAVE FM’s Phoebe and Dave with 54,100.
Breakfast results (AC Nielsen Survey 1, 2006, February 19th – March 11th: All People 10+ Monday – Friday. 5.30am – 9am) are as follows:
i98FM |
22.1 |
Wave FM |
22.0 |
Power FM |
2.1 |
Stretto has maintained his dominant position in the morning shift, claiming a huge 25.6 per cent share. Increasing on last surveys results, Stretto left the opposition struggling on 18.9 per cent, a difference of almost 7 points.
Afternoon announcer Laura continued i98FM’s ratings victory, claiming another winning result with a 25.4 per cent share, an increase on last surveys results and almost 5 points ahead of nearest rival Wave FM.
The success continued in Drive with Maje Saba, attracting a share of 22.3 per cent, 4.8 points clear of WAVE FM on 17.5 per cent.
THE SHOP with Ryan Cram boasted another ratings victory in the commercial FM category, claiming a 17.5 per cent share.
The Illawarra also marked its stamp of approval for i98FM across the weekend with Lachlan Kitchen, claiming a 20.9% audience share.
Adding to i98FM’s victory in all shifts was the station’s success in all major demographics, with the highlight being the massive increase in the 18-24 demographic. The station also recorded increases in the 25-39 demographic.
Demographic results (AC Nielsen Survey 1, 2006, February 19th – March 11th. Monday – Sunday. 5.30am – 12 midnight) are as follows:
|
All |
10-17 |
18-24 |
25-39 |
GB |
I98FM |
22.8 |
46.9 |
53.9 |
34.1 |
21.4 |
Wave FM |
19.8 |
19.5 |
8.7 |
16.4 |
20.4 |
Power FM |
2.5 |
5.5 |
11.7 |
2.9 |
2.3 |
WIN Corporation’s CEO George Papadopoulos was thrilled with the results and said: “We are delighted that i98FM is again the Illawarra’s number one radio station. Once again Marty & Erica have maintained their #1 breakfast show position, a reflection of their hard work and dedication to both i98FM and the Illawarra region.”
Papadopoulos continued, “The quality of the work, the station’s broadcasting and the excellence displayed comes back to the team in terms of listening audience and to see a return in our core demographics of 18-24 and 25-39 is a great victory for the station and highlights we are offering exactly what listeners want.
SURVEY METHODOLOGY
How Are Radio Surveys Conducted?
First Nielsen Media Research selects the area to be surveyed. This is a decision of the station or stations within the market. Normally, the markets service (licence) area is used. Once the total area is known, the population for each Statistical Local Area (SLA) within the total area is estimated. Using Hobart as an example, the SLA of Glenorchy represents 20.4% of the total area. Therefore approximately 20.4% of the diaries will be placed in Glenorchy. The diaries are placed proportionally to the population within each SLA. The number of occupied private dwellings is also taken into account.
The size of the sample is not directly related to the population of the area to be surveyed, but rather to the demographics that need to be reported. For example, if a station only requires men and women 10-24, 25-39 and 40+ to be reported, a sample of 400 people would be sufficient. However, if much finer demographics are required the sample would need to be larger.
The size of the sample also depends on the complexity of the market and the size of the area being surveyed. Substantially larger samples are needed in the major cities because of the number of stations that can be heard and the wide geographic spread of the service areas.
A number of interviewing areas are chosen throughout the area (in proportion to the population of each of the SLA's) and maps are drawn of each of these areas.
Interviewers are given maps of the interviewing areas and a "starting point" where placement must begin. At each selected house, the person answering is asked whether members of the household would participate in the survey. If so one diary is left for each person aged 10 and above.
If nobody is home, two more attempts must be made. This keeps the random sample as pure as possible. Records are kept of any refusals, so that these levels can be carefully monitored.
Details regarding the household are recorded on a "Household Record Form". Characteristics of the respondents, such as sex, age, gross income, occupation and language spoken are collected.
Each person within the household is asked to record their listening in a "diary of listening" for a one week period. A Lifestyle Questionnaire which lists product usage and intention to buy is also completed.
Once collected, entries in the diaries are carefully checked by experienced Field Supervisors and Coders. Coded diaries are sent to Data Entry and from that point are processed to produce final figures. Before final processing, a "weighting" or raising factor is employed, which ensures that the results can be projected to the proper proportions of the population. |
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