Source: The Mercury, 5 April, 2001, p.3
By SUE BAILEY HOBART'S first radio ratings for 2001 are out -- and it seems everyone is a winner. Research company AC Nielsen surveyed 1200 listeners for three weeks from March 4. HO-FM was quick to point out it had increased its audience share by 2.3 per cent of the Hobart market with 21.9 per cent of the total market. The ABC was a close second with 20.8 per cent of all listeners, TTT-FM had 17.4 per cent and Magic 107 had 15.1 per cent. HO-FM recorded the biggest increase of the survey with a 15 per cent jump in listeners in the 10-17 age group and a 14.2 per cent jump in 18 to 24-year-olds. HO-FM managing director Paul Shirley said the station had made substantial gains across the most important consumer age groups and was No 1 with 25 to 54-year-olds. "People want to listen to local radio and have voted against the trend of networking from the mainland," Mr Shirley said. "HO-FM is Hobart and always will be." TTT-FM conceded HO-FM had increased its young listeners and that ABC 936 had increased its drive-time and evening listeners but attributed the rise to the international cricket coverage. TTT-FM and Magic 107 general manager Andrew Reimer said the combined audience of the two stations was two-thirds of the Hobart adult population. "Our stations can narrowly target key Hobart consumers or deliver the message to a huge portion of the market," Mr Reimer said. ABC 936 won the lion's share of listeners for the breakfast show, the drive program and from 7pm to midnight and on weekend mornings.
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