MAI FM

New Zealand Marketing - - Radio Brand -

When Leon Wratt, Me­di­a­works pro­gram­ming di­rec­tor, was asked to pick his stand­out sta­tion when the first ra­dio re­sults of this year were re­leased, it was Mai FM that got his nod. And when look­ing at the numbers and its growth of 33,100 lis­ten­ers, it’s hard to deny the sta­tion our pick for hottest ra­dio brand. While the as­cen­dancy of hip hop and RNB has been on­go­ing since the 1990s, its dom­i­nance of the main­stream mu­sic dis­course has bur­geoned in the last decade. The coun­try’s top 40 charts cur­rently boast the likes of Ken­drick La­mar, Fu­ture, Jason Derulo and Drake, and the re­cent sell-out shows for Bruno Mars’ New Zealand tour have helped re­vi­talise the genre’s un­der­whelm­ing live scene. Broader sec­tions of the pop­u­la­tion are tuning into sta­tions like Mai FM and Flava to get their mu­si­cal fix, but with Flava boast­ing a weekly au­di­ence of just 191,500 com­pared to Mai’s 386,800, Mai FM has man­aged to strike a chord be­tween en­ter­tain­ment and mu­sic that Flava has not.

Although lower than The Edge’s weekly au­di­ence of 662,300, pop’s wide-rang­ing re­mit (and steady co-opt­ing of gen­res like hip hop) means the sta­tion still reigns supreme. But Mai FM gets the nod from us for being Auckland’s num­ber one mu­sic sta­tion and due to its growth across all age groups. Off air, the sta­tion boasts more than 26,000 Face­book fol­low­ers, 31,000 In­sta­gram fol­low­ers and 18,200 Twit­ter fol­low­ers who are keen to keep up with lo­cal hip hop and RNB go­ings on.

Like Mai FM, Ra­dio Hau­raki saw growth across all de­mo­graph­ics to reach an over­all weekly au­di­ence of 218,400. But while Hau­raki puts up a valiant fight dur­ing rock’s tran­si­tion pe­riod its com­peti­tor, The Rock, saw a loss in its au­di­ence numbers to reach 428,500 lis­ten­ers.

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