Back in April, Tone Deaf reported on the results of the then-latest radio ratings survey, which showed strong numbers once again for Australia’s ad-free national youth broadcaster. We’re talking, of course, about triple j.
According to the April figures, triple j was the number one radio station in Melbourne for 18-24 and 25-39 year olds — two of the most highly coveted demographics for radio advertisers — coming in ahead of giants like Fox and Nova.
As we noted then, the news boded well for the future of Australian radio and music. We hoped the numbers would prove a wake-up call to other broadcasters, who often shy away from playing local music in favour of a Top 40 format or rotating overseas hits.
That a station with a proud and strong commitment to Aussie music can do so well in the ratings proves that commercial outlets ignore Australian music at their own peril and that of their advertisers, whose most coveted demographics are switching over to triple j.
Now, Noise11 reports that for the first time ever, triple j has come out on top for 25-39-year-olds in Sydney, Melbourne, Brisbane, Adelaide, and Perth. In other words, they’re number one for the key demographic in every major Australian radio market.
The 25-39-year-old demographic is most prized among advertisers as these are usually post-tertiary, working consumers who are socially active, often first home buyers, and are therefore worth the most money to advertisers.
Ironically, however, triple j is a government-run and commercial-free network, which means advertisers are not able to target their campaigns with the station has the ears of the demographic they most need.
As Noise11 notes, according to figures released today triple j is number one for 25 to 29-year-olds in Melbourne, rating 17.5 percent ahead of Fox FM, who sit at number two with 13.9 percent, and Triple M in third place, with 12 percent.
In Sydney, triple j came equal first for 25-39 year olds with Triple M at 15 percent, with KIIS coming third with 9.3 percent. In Brisbane, the J is number one for 25-39-year-olds, with 22 percent, ahead of Nova with 21.6 percent and 97.3FM with 14.7 percent.
In Adelaide, Australia’s national youth broadcaster is again number one in the key demo with 22.3 percent, ahead of Nova who claimed 19.3 percent and HIT107 with 13.4 percent. In Perth, the J is number one for 25-39-year-olds with 19.4 percent, ahead of Nova on 16.9 percent, and HIT92.9 on 15.5 percent.