Source: The Mercury, 22 October, 1998, p.2
By DAVID CARRIGG THE new kid on the block who caters for the oldies has earned a size- able chunk of Hobart's radio audience. Magic 107 FM, which targets the over-45s won 14.2% of listeners in the latest AC Nielson radio ratings. However, HO-FM retained its top spot despite a bid by rival TTT- FM to lower its market share through the launch of Magic 107. HO-FM program director Rod Spargo said yesterday the station had won an overall audience share of 22.9%. The survey of 1300 people in Hobart released on Tuesday showed ABC's 7ZR rated second overall with 20.6% of the market followed by TTT with 17.6% and Magic with 14.2%. Magic was launched by TTT in August this year at a cost of $350,000 to tap into the older listener market. "It ended up having more of an impact on TTT, whose overall ratings slipped from 23.5% to 17.6%, while our overall rating fell only 1%," Mr Spargo said. TTT general manager John Bender dismissed the ratings as reflecting a confused market. AC Nielson rates radio audiences by selecting people who are then given diaries to record their listening. Ratings are used extensively by advertising agencies to decide with which radio stations they will advertise. Mr Bender said TTT was very happy with the success of Magic in grabbing 26.3% of its target demographic of over-45s. Mr Spargo said HO- FM had been the overall best-rated radio station in Hobart since 1993.
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