Survey results a Hot Topic on the Gold Coast

Hot Tomato management are up-in-the-air about whether they will release the full results of their just completed survey. While the station’s presence is very visible thanks to a new hot air balloon, the full survey results are not quite so visible.

Hot Tomato, which commissioned the survey without the involvement of rival commercial stations Sea and Gold FM, is within its rights to play the results close to its chest, but the absence of full figures allows the rival stations to question the limited figures which have been made public.

Hot Tomato has found much to celebrate in the results saying:


“After just 12 weeks, the Gold Coast’s newest commercial radio station 102.9 Hot Tomato has cut through the Gold Coast market scoring massive inroads into their target core demographic of 25 – 39 females.

“Taking the Number 1 position for At Work Listening for 16 to 34 year old age demographic and the Number 2 position for all people 18 to 34 years (Mon – Fri, 5.30am – 12mn Share), 102.9 Hot Tomato is justifiably proud of the result.

“102.9 Hot Tomato is Number 1 for Time Spent Listening for females 18 – 34.”

Nielsen Media Research conducted the survey for Hot Tomato and the ABC. It the first ever capital city sized survey conducted on the Gold Coast with 1750 respondents, and the first radio survey since 2000. The sample covered the Gold Coast license area from Beenleigh in the north, to the Tweed in the south.

Hot Tomato CEO Jaan Torv told radioinfo: “We are very encouraged by these results. From our inception, we set out to attract the 25 – 39 year old age demographic with a female skew using a combination of a limited commercial load and a unique approach to broadcasting in this market.”

“The 102.9 Hot Tomato difference of ‘only ever two ads in a row -guaranteed,’ together with our superior music content has certainly assisted with the positive results and once listeners sample the station, they are likely to stay and really enjoy the uncluttered programming style.”

But rival General Manager Nick Scott, of the Gold Coast Radio Centre said he is not so sure Hot Tomato has so much to be pleased about. He told radioinfo: “We would like to issue the opposition with a challenge to stand up to their promise to listeners, advertisers and the local business community to be accountable and transparent.

“With only part of the results released, it is sending a firm message that the opposition is trying to hide the full outcome of the survey.”

According to information from RG Capital, the station was informed that only a preselected portion of survey results will be released and that in RG Capital Radio’s view this action is not reflective of the full survey results being made available to the Gold Coast/Tweed.

“It is believed that the full survey results show that Sea FM and Gold FM are in extremely strong positions in both their target demographics.

“On numerous occasions, including statements made to the Gold Coast Bulletin in an article published on 1 March 2003 the opposition has said that they will be accountable and transparent.

“Nick Scott said, “Now it is time for them to stand by their word.

“Whether they release the full results or not, I am extremely proud of our team’s achievements,” he said.

“We understand that the full result showed Gold FM and Sea FM hold an extremely loyal audience, and not even taking into consideration the trend for people to trial a new station in the early days, both of our stations appear to have performed very strongly.”

“The solid result for both Sea FM and Gold FM is a reflection on the staff’s passion for what they do, and their dedication to our listeners and advertisers alike.

RG Capital Radio have committed to taking part in official surveys that are:

· consistent with industry best practice in accordance with Commercial Radio Australia’s guidelines

· agreed to and paid for by all major radio stations in the relevant market (including the ABC)

· a true reflection of audience listening habits

RG Capital Radio are looking forward to discussions with other parties in relation to a survey plan for 2004. It is anticipated that an official survey of the Gold Coast/Tweed market will commence during the first part 2004, and will again be carried out by Neilsen Media Research.

“We are committed to providing our clients and the market with the full, official survey results as soon as they are available,” Scott said.”