We were expecting to go down in the ratings because we’d messed with the show, I’d said all along I’d be ecstatic if we held onto our listeners and not surprised with a drop. See, Dermott is good but he’s not Camille and the show is Camille and I. Still, we managed to surprise ourselves and here’s the two main positive points from this book.
Classic Hits Wellington now has 40 thousand listeners, nearly 7000 more than last time and our Breakfast Show had increases in our two main targets – 25-44 and 25-54.
Here‘s last year's 10+ cume*: (Courtesy Research International, November 2007)
*Cume is thousands of people listening so we've gone from 33,200 listeners up to 40,000 and moved from 6th place to 4th place. It's a good result. Thing is with ratings though, you can break them down any way you want and get a good figure somewhere. There are figures which show us even better than this but this is the easiest to read. These two lists show how many people listen to each station.
This means heaps to the radio nerds who read this blog, however if it doesn’t mean much, it doesn’t matter. Most people don’t care about what sort of market share their supermarket has either, they just care that the prices are good, they can find a park and they know their way round the aisles.