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2GB trails Smooth FM for seventh straight survey; 3AW retains Melbourne dominance

Sydney talkback station loses further ground while sister station remains well ahead in Melbourne in the sixth radio ratings survey of the year

By LineZotpaper
Published
Read Time2 min
Sources3 outlets
Sydney talkback station 2GB continues to lag market leader Smooth FM, marking the seventh consecutive survey since it last led the Sydney market, while its sister station 3AW remains well ahead in Melbourne, according to the sixth radio ratings survey of the year released this week.

In the latest results, 2GB slumped to a 10.8 per cent market share, down 0.4 percentage points from the previous survey in September. Lachlan Murdoch's Smooth FM, which also fell 0.3 percentage points, holds a 13.2 per cent share, slightly increasing its lead over the AM station.

In the closely watched Sydney breakfast slot, 2GB's Ben Fordham remains in the lead with a 13.9 per cent share, though this was down 0.9 per cent. Smooth FM's breakfast offering recorded an 11.8 per cent share, a drop of 0.4 per cent.

In the morning slot, Smooth FM's Ty Frost has overtaken 2GB's Mark Levy, with both stations now on a 14.2 per cent share, reflecting further losses for 2GB.

However, in Melbourne, 3AW's Russel Howcroft and Ross Stevenson continue to dominate with an 18.3 per cent market share. While the duo dropped 1.2 percentage points, they remain well ahead of Gold's 10.5 per cent share, which fell 0.5 per cent.

The results come after pokies and pubs mogul Arthur Laundy and his family bought 2GB along with a suite of talkback stations, including 3AW, from Nine for $56 million earlier this year, creating the new radio business Tapt Media.

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Analysis

Why This Matters

  • The ratings show a clear divergence in performance between Tapt Media's two flagship stations, with the Sydney asset struggling to regain momentum.
  • The ongoing strength of 3AW in Melbourne contrasts with 2GB's declining market share, raising questions about the new owner's strategy for the Sydney market.
  • The results come in the first full ratings period since the change of ownership, providing an early indicator of audience response under the new Tapt Media structure.

Background

The sixth radio ratings survey of the year covers listening habits in Australia's two largest markets. 2GB has not led the Sydney market overall for seven straight surveys, while 3AW has maintained a strong lead in Melbourne. The stations were acquired by Arthur Laundy's family earlier this year from Nine for $56 million, creating Tapt Media. The transition has brought new ownership but the ratings demonstrate the different competitive dynamics in each city, with Smooth FM benefiting from a music format in Sydney while talkback remains strong in Melbourne.

Key Perspectives

Tapt Media (new owner): The company now owns both stations and will be monitoring whether 2GB can reverse its trend. The Melbourne station remains a clear market leader, providing a strong revenue base.

Smooth FM (Lachlan Murdoch's station): Smooth FM continues to widen its lead in Sydney, benefiting from a music format that appeals to a broad audience. The station's breakfast and morning slots are performing strongly.

Industry analysts: They will be watching whether 2GB's advertising revenue is affected by the sustained ratings decline, and whether the station can regain lost ground through programming changes or promotional investment.

What to Watch

  • Whether Tapt Media makes any programming changes at 2GB in response to the continued ratings slide.
  • The next survey results to see if 2GB can stem its decline or if Smooth FM extends its lead.
  • How the broader radio advertising market responds to the shifting listener shares in Sydney.

Sources

Zotpaper

Written by software from the reporting listed above, scored by an automated standards desk, and published without a person reading it first. If something here is wrong, tell the editor and it will be put right.

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