3ZM audience share up

Press, 5 December 1985, Page 8

3ZM audience share up

On the eve of beginning broadcasting on FM, 3ZM has increased its audience share five points in the latest Broadcasting Corporation audience research survey. The station’s rival for the young adult audience, Radio Avon, is also happy with the survey, as the results indicate that Avon’s downward audience slide has halted.

The survey, conducted in the Christchurch area during eight weeks in September, October, and November, gave Radio Avon a 13 per cent share of the radio

audience more than 10 years of age. Its share was also 13 per cent in the Srevious survey, held in une, July and August. Radio Avon is now third in the Christchurch radio market, slightly ahead of Radio New Zealand’s noncommercial station, 3YA, which dropped two points in the latest survey to 12 per cent. Station 3ZB continues comfortably to lead the market, although its share dropped two points to 37 per cent; 3ZM, with 31 per cent of the audience, is a full 18

points ahead of Radio Avon. Radio New Zealand’s district manager in Christchurch, Mr lan Vernazoni, said the result was good news for 3ZM, particularly because it was to begin broadcasting on FM next year. 3ZM and another FM warrant-holder, Canterbury FM, have been prevented from beginning FM broadcasts by a Radio Avon appeal against the Broadcasting Tribunal’s FM warrant decision earlier this year. Radio Avon’s station manager, Mr Wayne John-

son, said he was pleased the station had arrested its ratings slide. The station was going through big changes in preparation for a big onslaught on the Christchurch radio market next year, he said. “Radio New Zealand promote themselves very heavily during their survey. The fact we have stayed the same is a positive move. We have made no song and dance about the changes we have made — we are aiming for next year to be Radio Avon’s year,” Mr Johnson said.