Starcom tops radio
STARCOM NETWORK INC. (SNI), Barbados’ leading group of radio stations, has dominated the latest independent Electronic Systematic Media Survey, controlling over 56 per cent of the national audience share – an increase of five per cent over the last survey conducted in May 2011.
The remaining 44 per cent was split among the other eight stations.
According to the scientific survey conducted in October 2011, Voice Of Barbados 92.9FM (VOB), flagship station of SNI, enjoyed the lion’s share of the overall active audience with 24 per cent.
Hott 95.3, the station with the strongest appeal among the youth demographic (15-to-30-year-olds), ranked second with 22 per cent.
The survey, which targeted respondents in the lower, middle and upper income brackets, showed that from 5 a.m. to 9 a.m., Hott 95.3FM, which ranked first, had a 23.5 per cent audience share.
VOB 92.9FM, in second place, commanded 22 per cent. From 9 a.m. to 11 a.m., VOB 92.9FM enjoyed 23 per cent of the overall market share, while Hott 95.3FM achieved 20 per cent.
Between 11 a.m. and 1 p.m., VOB 92.9FM attracted the highest active audience with its popular call-in programme Down To Brass Tacks, which reached 31 per cent.
Hott 95.3FM, second again, reached 17 per cent. A similar trend emerged between 1 p.m. and 5 p.m., when VOB 92.9FM came in first with 17.5 per cent. Hott 95.3FM, second, reached 14 per cent of the active audience.
From 9 p.m. to midnight, Hott 95.3FM maintained its dominance as the No. 1 station.
Meanwhile Love 104.1FM, a popular adult contemporary SNI station appealing to listeners with more disposable income, increased its audience share from 9 a.m. to 11 a.m. and slightly from 11 a.m. to 1 p.m. Caribbean SuperStation 97.5FM recorded the most audience growth among stations surveyed.
When it came to identifying their favourite station, Hott 95.3FM came in first place with 28 per cent of respondents. VOB 92.9FM was second with 19 per cent.
Jon Doe, host of Morning Mayhem on Hott 95.3FM, was the favourite radio personality in Barbados.
Vic Fernandes, chief executive officer, One Caribbean Media Network, lauded the work of on-air personalities, programming and technical staffers, and expressed delight with the survey results.
“In this survey I am especially proud of the Caribbean SuperStation. [It] is the station’s first real outing [and it] has done very well overall and been particularly strong in the morning,” he said.
“I am also delighted that we have retained the overall market dominance and that Voice Of Barbados 92.9 and Hott 95.3 have grown by over five per cent, where they remain the No. 1 and 2 choices in the local marketplace,” said Fernandes, adding that he could not have asked for better survey results that would ultimately redound to advertisers’ benefit.
Starcom Network Inc. operates four radio stations: Voice Of Barbados 92.9FM, Hott FM 95.3, Love FM 104.1, and Caribbean SuperStation 97.5FM.
SNI is now celebrating 75 years of broadcasting excellence. (PR)