Veteran broadcaster Oliver Peterson faces an enormous challenge in rebuilding audience numbers for his new ABC Perth Drive show after making the dramatic switch from commercial rival 6PR earlier this year.
The Ratings Reality Check
Latest radio survey results for Perth reveal the scale of the task confronting Peterson. The ABC Perth Drive program recorded a modest 5.5% audience share in the most recent ratings period, placing it well behind market leaders.
This figure represents a significant drop from Peterson's previous performance at 6PR, where he consistently attracted larger audiences during his tenure. The numbers highlight the difficulty broadcasters face when transitioning between stations and rebuilding listener loyalty.
The survey data, covering the period from February 25 to March 30 and March 31 to May 4, shows Peterson's new timeslot has considerable ground to make up. His defection to ABC Perth was one of the most talked-about moves in Australian radio this year, creating both opportunity and pressure for the experienced presenter.
Market Dynamics and Competition
Perth's competitive radio landscape saw Mix 94.5 maintain its dominance in the drive timeslot with an impressive 16.3% share. Nova 93.7 followed with 11.3%, while Peterson's former station 6PR recorded 8.1% in the same period.
The contrast between these numbers and ABC Perth's 5.5% drive share underscores the challenge ahead. Industry analysts note that building audience momentum takes time, particularly when moving from commercial to public broadcasting.
Peterson joined ABC Perth in January after 13 years with 6PR, where he had established himself as one of Perth's most recognizable radio voices. His departure from the commercial station and subsequent appointment at ABC generated significant industry buzz and listener interest.
The Path Forward for ABC Perth Drive
Despite the challenging start, radio experts suggest Peterson's established profile and interviewing skills position him well for long-term growth. His extensive experience covering Perth news and current affairs provides a solid foundation for attracting listeners.
The drive timeslot remains one of the most competitive in radio programming, capturing audiences during the critical afternoon commute. Success in this period requires building consistent listener habits and delivering content that resonates with Perth's unique character.
ABC Perth management has expressed confidence in Peterson's ability to grow the audience over time. Station executives recognize that audience building is a gradual process, particularly following such a high-profile station change.
Industry observers will be watching the next several survey periods closely to gauge whether Peterson can translate his commercial radio success to the public broadcasting environment. The coming months will be crucial for establishing the program's identity and building listener loyalty in Perth's crowded radio market.
