Report: young listeners are flicking the wireless from triple j to Gold FM

Melbourne’s youth are steadily choosing Lauper over Lorde in their radio play, because Melbourne’s classic hits station Gold FM has just overtaken triple j in the ratings for 18-24 year olds, as reported by The Age.

For the uninitiated, Gold FM plays the sweet sweet sounds of the ’80s and other classic tunes, with Cyndi Lauper, Duran Duran, Farnsey, and Australian Crawl all on high rotation throughout the day. It drew 5.8 per cent of the teenage audience, beating triple j’s 4.9 per cent. Even when extended to include university age listeners, Gold FM wins out.

It’s not even just in Melbourne that classics are taking over the airwaves: SmoothFM in Sydney has also reported a great gain, leaping from third to first in the hotly contested drive slot.

Perhaps triple j could claw back the audience by augmenting their playlist with some new tracks: for every Ball Park Music track play some Michael Buble, for The Descendents play some Devo, add some George Michael in before George Maple? And really, when was the last time you heard Daryl Braithwaite’s seminal classic ‘The Horses’ on the jays?

It’s not all bad for triple j though, they come back in the 25-39 age group, grabbing 12.5 per cent of the audience compared to Gold’s 8.2 per cent. Presumably because those people might have been there for the ’80s the first time around.