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25 May 2022
A ‘state of play’ survey of radio listener habits in the Wimmera has highlighted an increased stability of the region’s longstanding broadcasters.
Notably, the report emphasised the popularity of ACE Radio’s two stations, 3WM and MIXX FM, within the community, which have a combined reach of more than 64 percent of the Wimmera population.
In a modern media market, among an introduction of podcast and streamed listener options, the research depicts a long-term strength of the Wimmera’s radio institutions.
Commercial Radio Australia’s official survey provider for regional Australia, Xtra Insights, based its research on a survey system created under the guidance of Australia’s industry body and overseen by its national auditor Dr Rob Hall.
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Research results revealed MIXX FM was the number-one listened to most station in an age 10-plus listener category, with 33.8 percent of people having reported it as the station they listen to most.
3WM came second, with 24.4 percent, compared with ABC Wimmera, a distant third with 14.4 and Triple J with eight percent.
For over-40-plus listeners, 1089 3WM was reported the overall leader, with 32.4 percent of people reporting it as the station listened to most.
In the breakfast radio time slot, Mixx FM’s Morning Crew with Gabi and Dan was the show listened to most, with 33 percent, and ACE Radio’s The Morning Rush with Sean and Monkey came second with 22.7 percent.
ABC Wimmera came third with 17.6 percent and Triple J fourth with eight percent.
ACE Radio Horsham and 3WM and MIXX FM general manager Brendan O’Loughlin said he was ‘delighted’ with the ‘excellent’ results for ACE Radio’s two Wimmera-based stations.
“It is the perfect combination of results for our stations, with MIXX FM as the station listened to most for under-40s, and 3WM as number one in the over-40s category,” he said.
“Radio listeners across the Wimmera have given us a stamp of approval that ACE Radio has provided the highest-quality product available in our listening area.
“Our team works extremely hard to make sure our listeners and clients have access to the best service available and these results are the perfect reward for the energy they put in.”
ACE Radio chief executive Mark Taylor said during a time when music streaming services, podcasting and other forms of audio had a lot of exposure, it was wonderful to see traditional radio within ACE Radio footprint continue to flourish.
“We have always been highly committed to supporting regional communities and it was humbling to see the local community listen in such big numbers,” he said.
The entire May 25, 2022 edition of The Weekly Advertiser is available online. READ IT HERE!
The entire May 25, 2022 edition of AgLife is available online. READ IT HERE!