FOX FM and Triple M Melbourne engage in breakfast battle of champions

Based on the recent survey period: Sun Feb 24 – Sat March 30, 2013 and Sun Apr 7 – Sat May 11, 2013, both Triple M Melbourne’s The Hot Breakfast and FOX FM’s The Matt & Jo Show are dominating the early morning airwaves in Melbourne.

FOX FM wins key FM breakfast and drive as Melbourne’s preferred FM station to tune into to and from work with more listeners than any other station across the workday, reaching 632,000 people from 9am-4pm.

The Matt & Jo Show is a major reason, as Melbourne’s favourite FM breakfast show it continues to dominate the local radio market. Still the #1 FM breakfast show, they’ve increased their share by an 0.6 points, to sit convincingly atop of the FM pack on 9.1 share points.

FOX FM content director, Dave Cameron says, “Breakfast and drive are two key demographics that we’re proud to again lead – and it’s all thanks to our continued investment in innovation, coupled with our focus on making our shows a truly multi-platform experience.”

“We’ve seen some of the best online figures across the board in this survey period, and coupled with these exceptional results, is evidence that we’re engaging with listeners in more ways than ever before.  2013 is shaping up to be one of our best years, ever,” he says.

Triple M Melbourne, meanwhile, are reveling in Neilsen’s third radio ratings for the year leading the charge as the #1 station for the 25-54 market, and jumping into the #3 FM station position.

Increasing their share overall (all people 10+) by 0.7, Triple M’s swell has been led by The Hot Breakfast, with Eddie McGuire, Luke Darcy and Mick Molloy bolstering their #2 FM breakfast position with their sharp, early morning banter and growing their share by 0.6 to 8.5.

According to Eddie McGuire, the market they are dominating is just the right one. “Everyone knows in media that 25-54 is the dominant demographic for revenue and overall success of any media organisation,” he says.

“When we set off on this journey with Triple M’s (The) Hot Breakfast, we had a singleminded determination to become number one 25-54 all people and today we continue to build on that strong foundation of being proudly Melbourne, Melbourne, Melbourne,” the candid host explains.

In general, Triple M still remains somewhat of a male-orientated radio station with its blend of news, sport and ‘real music’ appealing to the guys. It dominates the #1 position for men aged 25-54 with a 12.3 share.

Increasing their authority in this demographic, the station continues to be Melbourne’s #1 FM for all males. Even across the workday, Triple M is firing with JB and Billy Brownless’ Rush Hour the clear choice for Melbourne listeners; taking the lead between 3pm – 5pm.

Other key takeaways include Triple M’s strong footy commentary focus with it taking #1 spot for all people under 55, and leading the charge over the AM calls. And with an unrivalled 16 share points, Triple M Melbourne is the #1 station overall for 25-39 year olds.

Triple M content director, Mike Fitzpatrick says that it’s Triple M’s “unique passion for music and AFL coursing through our veins” that defines the station and its appeal.

“We play our own game at Triple M. The game plan is about delivering relevant and entertaining content to our fans. It’s what sets Triple M apart from the others. Today the product we deliver gives us a great radio result as well as record online figures to enjoy,” he affirms.