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Waikato Commercial Radio Audience

Waikato Commercial Radio Audience Measurement Survey T1/2003

The first round of the Waikato 2003 Commercial Radio Audience Measurement Surveys conducted by Research International was released today at noon.

Department of Statistics Census 2001 data indicates that there are approximately 186,300 people aged over 10 years in the Waikato survey area used for the Radio Audience Measurement Survey. Of these 186,300 people, 87.1% of them listen to a commercial radio station at some time during the week.

The survey, conducted over 6 weeks and sampling 1,324 people aged 10 years and over has found that 97.8 The Edge continues to have the most listeners each week, with 46,600 different people tuning in each week. Classic Hits 98.6ZAFM retains its second placing with 39,100 different listeners each week, followed by ZM 89.8 with 36,000 listeners and The Rock 93FM with 35,100 listeners. Radio Pacific moves up to fifth place with 21,900 different listeners each week.

The commercial radio station with the highest market share in Waikato continues to be The Edge with a 15.2% share of the market. The second placed station is Classic Hits 98.6ZAFM with a 13.8% share of commercial radio listening in Waikato, followed by The Rock with a 11.7% share. ZM89.9 moves up to fourth place with an 8.3% share and Radio Pacific moves up to fifth in the market with an 8.0% share of commercial radio listening in Waikato.

Breakfast results show Classic Hits 98.6ZAFM continuing to hold the highest share, with 14.9% of the commercial radio breakfast market. 97.8 The Edge retains its second placing at breakfast with a 14.4% share. The Rock 93FM holds onto third place this round with a 10.2% share of the breakfast market. Radio Pacific moves up to fourth place at breakfast with a 9.2% share and Newstalk ZB moves up to fifth position with an 8.5% share of the commercial radio breakfast market.

The margin of error on these results is ± 2.7%

Further details of the survey and results for all subscribing commercial radio stations in the Waikato market can be found at http://www.radios.co.nz

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