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Waikato Radio Audience Measurement Survey T2/2003


24th November 2003

Waikato Commercial Radio Audience Measurement Survey T2/2003

The second 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, 87.2% of them listen to a commercial radio station at some time during the week.

The survey, conducted over 6 weeks and sampling 1,398 people aged 10 years and over has found that 97.8 The Edge continues to have the most listeners each week, with 52,900 different people tuning in each week. Classic Hits 98.6ZHFM retains second placing with 46,300 different listeners each week, followed by ZM89.8 with 33,800 listeners. The Rock 93FM retains fourth placing this survey round with 30,900 listeners and new to the market The Breeze places fifth with 24,500 different listeners each week.

The commercial radio station with the highest market share in Waikato is now Classic Hits 98.6ZHFM with a 15.3% share of the market. The second placed station is 97.8 The Edge with a 14.7% share of commercial radio listening in Waikato, followed by The Rock with an 11.2% share. Radio Hauraki moves up to fourth place with an 8.8% share, and The Breeze moves up to fifth in the market with an 8.5% share of commercial radio listening in Waikato.

Breakfast results show Classic Hits 98.6ZAFM continuing to hold the highest share, with a 16.4% of the commercial radio breakfast market. 97.8 The Edge retains its second placing at breakfast with a 14.0% share. The Rock 93FM holds onto third place this round with a 10.6% share of the breakfast market. Newstalk ZB moves up to fourth place at breakfast with an 8.3% share and Radio Hauraki moves up to fifth position with a 7.7% share of the commercial radio breakfast market.

The margin of error on these results is +/- 2.6%

Further details of the survey and results for all subscribing commercial radio stations in the Waikato market can be found at


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