Manawatū residents most prefer to start their day and consume their breakfast while listening to Chris Burn on the radio, the 2016 Commercial Radio Audience Measurement Survey has revealed.
Conducted by GfK, the Manawatū survey released last Thursday, sampled 863 people aged 10 years and over, over 36 weeks. According to June 2015 Statistics New Zealand estimated population data, there are approximately 107,000 people aged over 10 years in the Manawatū survey area and 84.8% listen to a commercial radio station at some time during the week.
Burn is a household name in the region, known by most people as "Burnzee" and has been presenting on the region's airwaves since the 1980s. The survey found Burnzee had a 14.9% station share of Manawatū's weekday breakfast radio timeslot (Monday-Friday 6am-9am) with his programme on The Breeze.
After finding out he is the region's most preferred choice for breakfast radio, Burnzee said he was "as happy as Larry".
Last year's most popular breakfast radio programme, MORE FM's Mike West in the Morning, has dropped into second most popular with a 13% share. This is a loss of 5.3% in MORE FM's breakfast market share when compared to last year.
These radio stations are the only commercial stations that broadcast local breakfast content in Manawatū, as well as being MediaWorks Radio Manawatū's only stations broadcasting local content in Manawatū.
MORE FM continues to be Manawatū's most popular radio station.
The station reaches the most number of different listeners in Manawatū, with 24,300 people tuning in each week. The Edge follows with 19,300 different listeners each week. When compared to 2015, MORE FM and The Edge are reaching 5,500 and 1,400 more different people respectively each week.
MORE FM also receives the highest market station share in the region but has dropped its amount of dominance in the market since last year.
The station has a market station share of 13.2% of all radio listeners in the region, a loss of 2.2% when compared to 2015, and The Sound has increased market station share by 4.2% since last year to receive a 12.6% station share. The Breeze has a 12.5% share.
MediaWorks Radio Manawatū, who operate the MORE FM, The Edge, The Breeze and The Sound stations in the region, are "particularly proud" of their breakfast radio results.
"We are particularly proud of our local breakfast shows - Mike West in the Morning on MORE FM and Burnzee on The Breeze," said operations manager Darren Wallace.
"I think Burnzee's number one station share at breakfast is a first for him, while Mike West in the Morning is number one with 12,400 cumulative (different) listeners. These two shows combined prove the strength of local radio content."
Wallace was also pleased that MediaWorks maintains to dominate Manawatū market, with all of the seven highest share commercial radio stations operated by the network.
Another two of MediaWorks Radio Manawatū's stations, Mai FM and George FM, increased their station share and listeners.
Mai FM had the highest increase in market station share across all commercial stations in the region, 5.2% since last year, to receive a share of 7.2%. The debut of George FM in the region sees it reaching 4,600 different people each week.
Nationally, The Edge has the most listeners tuning in each week with 659,600 different people, followed by 515,700 different people tuning into MORE FM.
Newstalk ZB has the highest market station share nationally, with 9.9% of all radio listeners in New Zealand listening to the station. The Mike Hosking Breakfast is New Zealand's most popular breakfast radio programme.
Please Note: The 2016 Manawatū Commercial Radio Audience Measurement Survey was conducted by GfK, while the 2015 Manawatū Commercial Radio Audience Measurement Survey was undertaken by TNS New Zealand. The 2015 survey was performed over six weeks, while the 2016 survey was completed over 36 weeks with a larger sample. This makes the 2016 survey more accurate, but it should be noted that the two surveys were conducted by different research companies.
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