After a year in the doldrums, there has been some happy news for Triple J in the latest survey, which saw the ABC youth station picking up listeners in its core target audience segment and in overall share.
triple j has a very specific target audience, aiming for the 18 – 24 demographic, which has showed steady growth recently.
triple j’s national share of the 18 to 24 year old audience has increased in each of the last 3 surveys. The station’s national reach has also increased for the second consecutive survey, now reaching 308,000 listeners a week – one in four people aged 18 to 24. It is also the 4th consecutive survey to show a national increase in 10+ listening.
When asked by radioinfo about the increase, Network General Manager Kate Dundas said:
“2003 for Triple J has been a year of focusing on core values.
Young people and music. Especially new Australian music. That’s what we’re
here for.
”Some new blood (on-air and behind the scenes) has injected a new vitality into
the network.
Particularly Richard Kingsmill’s appointment as Music Director.
Richard is acutely in tune with Australian music and proving to be a brilliant
programmer.”
The figures are based on Sydney, Melbourne, Brisbane, Adelaide, and Perth survey results but the station is now heard in many large regional centres as well, delivering an even larger audience.
The changes come as a result of “some fresh thinking in the programming area, with new programs spread across the week, including a new all-Australian music program (Home & Hosed) slotting into week nights from 9pm til 11pm, plus The Club and Sound Lab joining dance music regulars Mix Up, The Hip Hop Show, and Groovetrain.”
The station this year also ran a controversial advertising campaign during the year, which seems to have paid off.
Station Manager Linda Bracken told radioinfo:
“Triple J’s greatest challenge is to maintain relevance to young people in all
parts of Australia, not just the cities.
”While it’s gratifying to experience audience growth in metropolitan areas, we
never lose sight of our obligations to young people in regional Australia.
No other radio station faces such a challenge.
But it’s a challenge we accept enthusiastically every day.”